Before my coasters, stylists would talk about the product, but there was nothing consistent, purposeful and "Universal".
So I started my little experiment. As a stylist uses a product on a client, they place it on the coaster. At the basin they get a shampoo and condition, it's also our client quiet time, no talking. When they come back to the chair, the stylist will place the shampoo and conditioner on two coasters and explain what they used and why. During the styling finish, the stylist will place the styling product on the third coaster.
Here's the theory according to a book by Peter Millard called "Reinventing Space".
- When a stylist shows a client one product, statistics show that 50% of customers will buy that one product.
- When a stylist shows two products, 86% of clients will buy at least one product
- When a stylist shows three products, 99% of clients will buy at least one product
- When a stylist shows more than three products, the percentage goes down.
To me the statistics have been pulled from a dark space, however, I'm keen to test the theory. It makes sense to me that this could work. Prescribing three different, yet complementary products give the client three options to purchase. Three Yes/No scenarios. Third time lucky in getting a yes from someone I guess. More than three and there are too many options, too many choices, hands up in the air and just walk away. "I'll think about it".
The probability of someone buying the shampoo, just say, goes down from 50% to just 33%. If our aim was to sell shampoo, then you would only show the one product. If our aim was to sell one product, obviously show the three.
I'll give you the statistics after a month and tell you if my $200 of pretty coasters returned a very pretty Return on Investment.
Sometimes we just need a mental cue to perform an action. Eventually it becomes habit, but the habit has to be formed first, and in some cases, bad habits have to be broken at the same time.
I'll keep you posted on this one.