The Basics of Retail Marketing to Men

Successful Retail Marketing begins by understanding how the average male responds to the retail experience. Creating an effective use of retail space that men find comfortable and inviting is key. The following tips will assist in a salon’s successful promotion of Joe Grooming Products to the male client.

The Salon Environment

Threshold – the area of entry to the salon and retail area.

• Retailers know that customers need space at the store entrance where they can stop and take in the total environment.
• The threshold is where the client assesses whether the salon can meet his needs.

Right Orientation - the majority of consumers move to their right upon entry.

• The best place to create the main retail area is to the right of entry
• When attempting to capture new male clients, make sure this area is male friendly

Flow - getting from one area of the salon to another (going from entrance to desk, seating area, retail space, back bar, salon chair…) without obstacles.

The Product

Product Placement – how and where Joe Grooming products are placed on the retail shelves will determine the client’s choice for purchase.

• Optimal viewing elevation for the product is 51” to 54” from the floor. This is where you need to place the styling products you wish to feature.
• Above or below optimal viewing is where you want to place prescription items such as shampoo and conditioner.

Product Density – retailers know that a densely stocked retail area increases sales by making a stronger impression to the client. Densely stocked areas are more appealing, offer a greater visual impact and confirm the salon’s commitment to the brand.

Male Specific Shelving Areas – men will more likely approach an area that targets them specifically rather than an area where both male and female products co-exist.

Cross-Merchandising – increasing retail sales by featuring one key product, such as thickening shampoo, surrounded by products which enhance it, such as daily conditioner, grooming cream and grooming compound – all of which offer the feature of stronger, thicker, healthier hair.

Creating a Story – featuring products and specialty items surrounded by props helps to convey a strong message. Father’s Day, graduations, Valentines Day and Winter Holiday promotions accessorized for the occasion urge both male and female clients to purchase.

Salon Display – from the walk up to the salon’s entrance through to the final moment at the desk, what the salon says to men about how they cater to the male client.

• Posters in the windows targeting men
• Easel cards to support the display
• Male images inside the salon
• Magazines for men in the waiting area
• Tee shirts instead of robes in the dressing room
• Joe Shampoos and Conditioner at the back bar
• Masculine capes at the cutting stations
• Male specific style selectors and tear sheets
• Joe products at the station
• Showing the client what product you are using, the quantity applied and it’s proper use.