Retail That Works: Elevating the Client Experience from Window to Backbar

When I’m visiting a salon, one of the most common conversations I have is around retail — and more specifically, how to make it work without feeling like you’re selling. You know what I mean. That awkward moment when a stylist’s finished the service, the client’s happy, and now there’s that pause — “Should I mention the shampoo? Do they want to buy it? Will it feel pushy?”

The good news is, when retail is done right, it doesn’t feel like selling at all. It becomes part of the client journey — natural, helpful, even expected.

So, here’s something I put together recently for a salon we support. They stock ELEVEN Australia, and were looking for practical ways to improve their retail touchpoints. It’s a full 360 checklist — starting before the client even walks in the door, and finishing well after they’ve left with great hair and a smile.

Before the Visit: Set the Tone

Retail doesn’t start in the salon. It starts online.

• Is your website showcasing the retail products you love? Include descriptions, images, and benefits.
• Does your confirmation email or SMS mention the amazing products used in-salon, like ELEVEN Australia’s Miracle Hair Treatment?
• What are your socials saying? Regular tips, stylist favourites, and behind-the-scenes posts help warm clients up to the idea of buying.
• If you use pre-visit forms, include a question like: “What products do you currently use at home?” It opens the door to better recommendations.

Window & Reception: First Impressions Count

I always encourage salons to think of their window and reception area as silent retailers (they don’t take days off either 😉).

• Use seasonal displays to highlight your hero products — the ones that sell themselves when people try them.
• Ensure there’s clear signage near the desk. Something simple like, “Love what your stylist used? You can take it home today.”
• Put key products on the reception desk, ELEVEN Australia’s latest product SMOOTH ME NOW FLYAWAY HAIR BALM has been flying out of salons when they put all their stock on the reception desk!
• Have your front-of-house team trained to mention promos or bestsellers. It’s not about a hard sell — just a gentle nudge.

The Consultation: Ask the Right Questions

This is where the magic happens. The consultation is your golden opportunity.

• Encourage stylists to ask about the client’s current home care routine.
• Then, recommend a product as part of their service solution. It’s not “you should buy this,” it’s “this will help with what we’ve just discussed.”

When ELEVEN Australia launched, they built the brand around simple language and straight-talking product names — so use that to your advantage. No jargon, just results. As Joey Scandizzo says “Haircare doesn’t need to be complicated, it just needs to work!”

Backbar & Styling: Show and Tell

This one’s huge, and often overlooked.

• When washing hair, get stylists to say what they’re using and why. For example: “I’m using ELEVEN’s Deep Clean Shampoo today to really clarify your scalp before we add volume.”
• During the blow-dry, explain what you’re applying and how to use it at home.

Clients remember how something made them feel — so give them a great sensory experience and the confidence to recreate it themselves.

Retail Shelves: More Than Just Display

This is where your products live — and the difference between a shelf that sells and one that just stores is all in the detail.

• Keep your shelves clean, well-lit, and organised by category — shampoos, conditioners, treatments, styling.
• Use product stories. A few short words about why a product works can do wonders. For example: “SMOOTH ME NOW – Perfect for frizzy hair. Tames, smooths, and adds shine.”
• Refresh your displays often. Just moving a few things around or switching a front-facing shelf to highlight seasonal favourites like ELEVEN’s Frizz Control Shaping Cream can spark new interest.
• Think in solutions, not just products. Group items together that solve a problem: a volume trio, a curl bundle, a summer rescue kit.
• Encourage your team to treat the shelf as a talking point, not an afterthought. The more familiar they are with what’s there, the more naturally they’ll bring it into conversation.

Your shelf should be a silent service assistant — always ready to support the stylist’s recommendation and make it easy for the client to say yes. I love the retail shelving at Marzipan Hair in Truro

Checkout: Make It Easy

If you’ve done all of the above, checkout is the easiest part.

• Products should be right there, at eye level.
• The receptionist can say something like, “Would you like to take home the products your stylist used today?”
• Better still, if you can, have the receipt list those products by name — great for next-time reminders.

Aftercare: Stay in Touch

Don’t forget about the follow-up. A smart aftercare strategy keeps the conversation going.

• Set a reminder email for 4–6 weeks later: “Need a top-up of your Miracle Hair Treatment?”
• Share styling tutorials or Instagram reels showing how to use what they bought.
• Offer loyalty points for retail purchases — a great way to build return business.

Final Thoughts

Retail shouldn’t be a bolt-on to your service — it should be baked into every stage of the client journey.

If your team believe in the products, if they understand the why, and if you build it into your salon flow from start to finish, clients will thank you for the guidance. And yes, they’ll buy more too.

If you’re an ELEVEN Australia salon and want help training your team on this, or even refreshing your displays — just shout. That’s what we’re here for.

– Andy Campling