Exclusive with manufacturer vs Variety of lotion?

MJ · 02-26-2002, 01:15 PM

I am considering going exclusive. I have thought about it for sometime.
I tried several different brands of lotions in my salon for that last 2 years. I have been trying to decide if this is something I want to do.
So farI have come up with theses pros and cons:
Pros'
~Easier to train employees
~Reduces customer confusion with less SKUs'
on shelves
~Possible kick backs and/or point of sale mercandising items from manufacters.
(depends on what program the varies maufacters have going)
~Easier to Advertise

Con's:
~Less freedom to change with the market in newer lotions lines.
~Hard to compete when a customer comes in with their ALL TIME FAVORITE lotion.
Hmmm
Can seem to think of any more.

Any one have more pro's and con 's to add to this list?

Also has anyone switched to exclusive from variety of 2/3 brands. Or vise versa?
How did that work out?

I am still unsure.
Mj

Nichole74 · 02-26-2002, 06:54 PM

MJ we have been very faithful to California Tan. For the last 4 years maybe more we have only carried California Tan and their other lines Emerald Bay and Matahari. It has made things much easier with our employees and for our clients. We get the samples from other companys on all the new lotions each year but Cal Tan works, smells great, offers a wide range of products and the retail price is good. The other products we have encountered have not had very good packaging and they don't smell all to well or can be sticky. We did consider dealing with JA products also and might next year. I had all employees try them and they just didn't have the feed back we were looking for. If a client of ours wants another product from another line we special order it for them after they pay in full but I do let them know we don't carry it so I can't guarentee their tan. I talk to my employees and see what they think is best. Thet are the ones who are selling it and have to stand behind it also, not just me. Besides what they like they sell more of! More $ for them and me.

Soakinuptherays · 02-26-2002, 08:17 PM

Your customers are going to buy waht ever line you decide to sell. Their "all time favorite" can be replaced with a "simple try this one it get me very dark"!

If that does not work then simply special order them one from a distributor.

The problem is that once you go exclusive, you lock yourself into diversion. Despite the promises to stop beauty supply and internet sales by the major companies, E-Bay has 23 pages of indoor tanning products, their are 20+ website will all the latest products and beauty suppliers are still full of inventory waiting to sell your sales.

If you are consider going with one line make that your own private label name. You can get the same or better quality of products at a lower cost with complete control over diversion.

BooBop · 02-26-2002, 09:21 PM

I disagree on going exclusive.

I carry full line of 1 or 2 and a few selected lotions of 3 other lines. I have tried to cut it to only 2-3 lines but it is very hard for me to do. Not everyone likes one or the other so giving them choices is easier for me than to watch them carry in from another source. Yes, I still have to watch them bring in from beauty sources and flea markets, but I think in time that will get better. Just gotta work harder on it. Our Flea Market opens next week, that is one that kills me.

SteveMiller · 02-27-2002, 04:39 AM

My experience with only two lotion lines: About 5 years ago I stopped featuring one of the biggest lotion brands and began featuring Soakin' Up The Rays. I have never regretted this decision. The 12 months ending Dec 31 1998, lotion sales made up only 16.58%. In 1999, it went up to 21.57%. In 2000, I almost completely stopped stocking any of the large lotion brands, replacing them as my secondary lotions with Glimra. Then in 2001, I stopped carrying Glimra and replaced it with Ultimate from AR, I also began fazing out Soakin' Up The Rays and replacing it with Soakin's PL. sales in 2001 went to 29.40%. Although Soakin's lotion is of high quality, I don't think that is the only reason for the increase. But quality combined with no diversion and higher salon markup allowing for higher commissions to employees, sure helps the bottom line.

Steve Miller

Chippp · 02-27-2002, 08:49 AM

We change what we carry with almost every order, clients don't often buy the same lotion twice, they always want to try something new.
By changing lotions fast we have people snatch them up fast they dont want to wait to see if the lotion they wanted last week will still be here next week. It keep them on thier toes and buying.

tangirl · 02-27-2002, 09:11 AM

I share Chippp's philosophy on this. We are constantly changing our lotion inventory. Everyone is coming in to see what we have now. If they find something they like and we decide not to carry it anymore, we let them know that we will order a bottle for them. Many customers that were dead set on using JA or CalTan are trying new things and loving it.

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02-26-2002, 01:15 PM	#1 (permalink)
MJ Join Date: Jan 21 2002 Posts: 3,060 Rep Power: 8	I am considering going exclusive. I have thought about it for sometime. I tried several different brands of lotions in my salon for that last 2 years. I have been trying to decide if this is something I want to do. So farI have come up with theses pros and cons: Pros' ~Easier to train employees ~Reduces customer confusion with less SKUs' on shelves ~Possible kick backs and/or point of sale mercandising items from manufacters. (depends on what program the varies maufacters have going) ~Easier to Advertise Con's: ~Less freedom to change with the market in newer lotions lines. ~Hard to compete when a customer comes in with their ALL TIME FAVORITE lotion. Hmmm Can seem to think of any more. Any one have more pro's and con 's to add to this list? Also has anyone switched to exclusive from variety of 2/3 brands. Or vise versa? How did that work out? I am still unsure. Mj

02-26-2002, 06:54 PM	#2 (permalink)
Nichole74 Join Date: Feb 11 2002 Posts: 439 Rep Power: 7	MJ we have been very faithful to California Tan. For the last 4 years maybe more we have only carried California Tan and their other lines Emerald Bay and Matahari. It has made things much easier with our employees and for our clients. We get the samples from other companys on all the new lotions each year but Cal Tan works, smells great, offers a wide range of products and the retail price is good. The other products we have encountered have not had very good packaging and they don't smell all to well or can be sticky. We did consider dealing with JA products also and might next year. I had all employees try them and they just didn't have the feed back we were looking for. If a client of ours wants another product from another line we special order it for them after they pay in full but I do let them know we don't carry it so I can't guarentee their tan. I talk to my employees and see what they think is best. Thet are the ones who are selling it and have to stand behind it also, not just me. Besides what they like they sell more of! More $ for them and me.

02-26-2002, 08:17 PM	#3 (permalink)
Soakinuptherays I love Derf!! Join Date: Oct 19 2000 Location: Tampa, Florida Posts: 1,437 Rep Power: 8	Your customers are going to buy waht ever line you decide to sell. Their "all time favorite" can be replaced with a "simple try this one it get me very dark"! If that does not work then simply special order them one from a distributor. The problem is that once you go exclusive, you lock yourself into diversion. Despite the promises to stop beauty supply and internet sales by the major companies, E-Bay has 23 pages of indoor tanning products, their are 20+ website will all the latest products and beauty suppliers are still full of inventory waiting to sell your sales. If you are consider going with one line make that your own private label name. You can get the same or better quality of products at a lower cost with complete control over diversion.

02-26-2002, 09:21 PM	#4 (permalink)
BooBop I love Derf!! Join Date: Apr 5 2001 Posts: 9,496 Rep Power: 13	I disagree on going exclusive. I carry full line of 1 or 2 and a few selected lotions of 3 other lines. I have tried to cut it to only 2-3 lines but it is very hard for me to do. Not everyone likes one or the other so giving them choices is easier for me than to watch them carry in from another source. Yes, I still have to watch them bring in from beauty sources and flea markets, but I think in time that will get better. Just gotta work harder on it. Our Flea Market opens next week, that is one that kills me.

02-27-2002, 04:39 AM	#5 (permalink)
SteveMiller Join Date: Jun 15 2001 Posts: 130 Rep Power: 8	My experience with only two lotion lines: About 5 years ago I stopped featuring one of the biggest lotion brands and began featuring Soakin' Up The Rays. I have never regretted this decision. The 12 months ending Dec 31 1998, lotion sales made up only 16.58%. In 1999, it went up to 21.57%. In 2000, I almost completely stopped stocking any of the large lotion brands, replacing them as my secondary lotions with Glimra. Then in 2001, I stopped carrying Glimra and replaced it with Ultimate from AR, I also began fazing out Soakin' Up The Rays and replacing it with Soakin's PL. sales in 2001 went to 29.40%. Although Soakin's lotion is of high quality, I don't think that is the only reason for the increase. But quality combined with no diversion and higher salon markup allowing for higher commissions to employees, sure helps the bottom line. Steve Miller

02-27-2002, 08:49 AM	#6 (permalink)
Chippp Join Date: Apr 19 2001 Posts: 2,556 Rep Power: 8	We change what we carry with almost every order, clients don't often buy the same lotion twice, they always want to try something new. By changing lotions fast we have people snatch them up fast they dont want to wait to see if the lotion they wanted last week will still be here next week. It keep them on thier toes and buying.

02-27-2002, 09:11 AM	#7 (permalink)
tangirl Join Date: Jul 6 2001 Posts: 2,184 Rep Power: 8	I share Chippp's philosophy on this. We are constantly changing our lotion inventory. Everyone is coming in to see what we have now. If they find something they like and we decide not to carry it anymore, we let them know that we will order a bottle for them. Many customers that were dead set on using JA or CalTan are trying new things and loving it.

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