What are the best practices for selecting brands and distributors for my Online Store?

Your Online Store is an extension of your business, so it’s important to think through how to make your dedicated webpage your own. Create the experience that you want your clients to have.

To help you get started, our Success team has assembled some of their best practices when it comes to selecting brands and distributors for your Online Store:

TIP 1: Less is more! Select only the brands that you know and love or your store. Many salons mirror what they have in the salon for their eCommerce, which is a great place to start. That way, your offerings are the same for clients who shop in-salon versus those who prefer to buy online. In the case of slow-moving products or items you do not have in stock, your Online Store can help fill those gaps.

Why fewer brands? Although you have the option to carry as many available brands as you want within your Online Store, think of your client’s experience. If they see too many lines represented in your store, they may become overwhelmed and not know what to purchase. However, if you only carry the lines that you and your team genuinely believe in, and those lines cover every hair type, condition, or styling need, then you’re covered. No need to pile on anything else.

TIP 2: Let your Online Store be the go-to for specialty products that you do not want to pay to stock in the salon. High-ticket items like appliances or specialty products that are typically slow-movers are great to remove from your shelves and offer exclusively through your Online Store. How do I manage my brands?

TIP 3: Extend your retail offerings (slightly) in directions that you might not otherwise stock in the salon. For example, if you only select hair products for your store, consider adding a body care line to give your guests some options. Or if you cater mostly to women with your product offerings but have a decent-sized male clientele, you may wish to add a men’s styling and grooming line to add another layer of service to that demographic.

TIP 4: Let On Behalf Marketing work for you. For it to be effective, make sure your marketing permissions are on for the distributor and brands you want to send promotions to your clients on your behalf and add your clients to your store. The On Behalf emails go out through your email address to your clients and link directly back to your Online Store so you benefit from the sales. Rest assured, brands and distributors do not have direct access to your client information.

What are the benefits of On Behalf Marketing?

How do I set On Behalf Marketing brand permissions and priorities?

How do I upload clients?

You Own Your Data

TIP 5: Know that our team is here for you. Many of us have real-world experience in salon or spa ownership and have stood behind the chair just like you. Let us help you realize success and recurring income with your online store!