Issue link: https://www.ascpskindeepdigital.com/i/1415888
66 ASCP Skin Deep November/December 2021 It's All About the Presentation Retail experts agree that how you display products is equally important as what you display. Consider creating a themed area where all things holiday can be found, or group like items together (check out "Retail Revised" (ASCP Skin Deep, July/August 2021, page 62) for a dose of display inspiration. Promote, then Promote Some More Your clients won't know what you're offering if you don't tell them about it! In addition, you'll be competing for their dollars with many other businesses, so make sure to promote consistently and frequently. You'll want to use a multichannel marketing approach, meaning you'll need to capitalize on your ability to connect and engage in the ecommerce world. Optimize Your Online To direct online traffic to your website, you'll want to optimize your web pages ahead of time for products and promotions that are more likely to be given as gifts. Seasonal gift sets, gift certificates, and packages are always a popular option for gift-giving. And a little tip: If you already have seasonal pages from years past, don't delete them and start over. Keep the same page and update the content for your new offers. Use a URL that can be reused over the years (like myspa.com/holiday) to help search engine optimization. Don't forget to submit to the Google Search Console at least a month prior to any pages you create, so your offers will come up in searches. HOMEOWNER BOOM Chances are many of your clients have moved during the pandemic, as interest rates have been low and home buying has been off the charts. A boom in new homeowners will create first-time holiday hosting needs and a housewarming gift demand. Consider offering simple gifts like candles, robes, soft blankets, and other spa-friendly home goods and entertaining essentials in addition to your skin care offers. GIFT CARDS GALORE Selling gift cards is one of the best ways to generate income and improve cash flow for the slower months of the new year. They also help promote brand awareness, attract new customers, and consistently meet the needs of customer convenience, as they can be purchased and printed online 24-7. You'll appeal to procrastinators and planners alike if you offer both in-store and online gift card purchasing. Get ahead of the game and get organized, so you're not scrambling at first sight of holiday deals from other businesses. OLEG ZAICEV/PEXELS