Reading about LOOKFANTASTIC opening a 3,000 sq ft experiential store in Bristol should be a wake-up call for our industry.
This is not just online moving offline. This is retail evolving and doing it well, and here is the reality. We are not just losing retail to online anymore. We are now losing it to the high street too. Brands are stepping into our space with education, advice, experience and discovery. But here is the uncomfortable truth. They are not taking it. We are giving it away.
The Missed Opportunity Sitting in Every Chair
Clients do not just want their hair done anymore. They want more from the experience.
What Clients Actually Want
Advice they can trust
Education they can use
Confidence in what they are doing at home
A personalised plan that works for them
The one place that should deliver this better than anyone is the salon chair.
Where It’s Going Wrong
Too often, salons hold back:
Playing it safe and not recommending
Assuming clients do not want to spend
Not fully explaining why a product matters
Skipping the conversation entirely
So clients leave. And then they buy somewhere else.
Why This Matters
Retail is not about pushing products. It is about solving problems and supporting results. When that conversation is missing, the opportunity disappears with it.
The Infinite Journey Where Retail Belongs
Retail should not feel like an add-on. It should feel like a natural part of the client journey.
1. Attract the Right Client
Showcase your work and your products online.
Educate before they even walk through the door so you attract clients who value advice and results.
2. Build a Strong Client Profile
Record preferences, past services and product use.
This allows for a consistent and personalised experience every time.
3. Get to Know Me
Go deeper into their lifestyle and habits.
Understand what they struggle with and what they want to achieve.
This is where recommendations begin naturally.
4. Relax Me
Use the basin experience to introduce products and educate.
This is a key moment where clients are open and engaged.
5. Show Me
Teach clients how to recreate their look at home.
Explain both the how and the why behind each product.
This builds confidence and removes hesitation.
6. Care About Me
Finish with a personalised prescription.
Recommend exactly what they need and follow up after the visit.
This extends the relationship beyond the appointment.
What Happens When This Is Done Well
Clients begin to expect advice
Retail becomes part of the service
Trust grows stronger
Spending increases naturally
This Is About Stylist Earnings Too
This is not just about salon turnover. It directly impacts your team.
The Reality for Stylists
Most stylists are under-earning not because they are not busy, but because they are not maximising each client.
The Impact of Retail on Income
Retail commission builds week after week
It increases overall earnings including holiday pay
It boosts confidence and professionalism
It creates long-term financial stability
The Overlooked Detail
Clients often tip on the total bill, not just the service.
When retail is included:
The salon earns more
The stylist earns more
The client gets better results
Everyone benefits.
Retail Is Alive But It’s Changing
Retail has not disappeared. It has evolved.
Where Retail Has Moved
Online platforms
Experience led stores
Brands that educate and engage
The Real Question
Are salons keeping up
Because no one is better positioned to:
Diagnose
Recommend
Personalise
Build trust
But only if we choose to step into that role.
Final Thought
If salons do not fully own the advice, education and experience piece, someone else will.
And as we are already seeing, they already are.
If you would like to boost your client experience, retail and overall turnover to grow, then take a look at these courses: Connected Clients, Dynamic Stylist and Stylist Evolution.
