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| May 27, 2020

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Ken Picton’s festive retail tips

Ken Picton’s festive retail tips
Joanne Charlton

As a man who knows a thing or two about style, Ken Picton, is often a man the others turn to for advice. We caught up with the ghd UK education ambassador in the run up to Christmas to get his top tips for retailing over the festive season…

“My strategy when retailing is not to push products onto customers but to recommend and offer advice. In the salon we focus on the client and provide world class customer service; understanding the client’s wants, needs and desires. Here’s some ideas, inspirations and advice on how to make the most of your Christmas retail this year: Knowledge is power!

“I ensure all my team members are educated with all the key benefits and uses of all products. Even the non- hairdressing team members can talk confidently about the products and if necessary, demonstrate them to the client. It’s all part of the customer’s journey and experience. 

“Make it easy for the client with eye-catching, simple displays. Don’t overcrowd the retail shelves, less is more. Cluttered and untidy retail areas are off-putting to the shopper. Play to customers’ senses and tempt them into browsing by opening a few boxed items so they can touch, feel and smell. 

“Go the extra mile and educate the client on the products. For our ghd products we always offer complimentary styling demonstrations for the client to get the most of the product and advise them on creating new looks. If it’s purchased as a gift include a gift voucher for a ghd ‘how to’ lesson, as an extra little surprise.

“Attract new customers with great window displays, a great website and online shop. Use the power of social media to capture the customer’s attention. Having an online shop that mirrors the high quality experience the customer will get from in salon. The ghd gift sets always make a great display and during the festive season even more so!

“Our front window is used to house one of our 9ft Christmas trees and the ghd gift sets displayed underneath, reminding the customer that ghd makes the perfect Christmas gift!”

Time to retail.