Posts Tagged ‘p&g’
9 Action Steps for Salons to Win at Retail
by CurlStylist on Monday, October 11th, 2010
P&G Salon Professional, incorporating Wella Professionals, Sebastian Professional, Clairol Professional and Nioxin, offers salon owners, managers and professionals these nine steps to improve your salon profitability by retailing the products your clients need and want.
1. Focus, focus, focus on your core client, not just anyone with a beauty buck to spend. Figure out who the 20% of your clients are who are worth 80% of your business. Learn what they have in common and target them specifically! Trying to please everyone pleases no one!
2. Make it easy for her to shop and select: Stocking more than three brands is too much most salons…and clients. No client is going to buy a styling product from all three brands!
3. Focus on what your core client wants in a service: For your fashion-oriented haircolor clients, suggest the new Sensual Color Services from Wella Professionals. With Sensual Drama, Sensual Nature, Sensual Fusion or Sensual Poetry techniques there’s a multi-dimensional color look that’s right for her. Find them at www.pgsalonpro.com.
4. Make your product choices relevant to your core client with smart choices, such as NIOXIN for clients with fine or thinning hair.
5. Put some marketing muscle into your program: Partner with a large manufacturer, such as P&G Salon Professional, that has the expertise to help you select the right inventory assortment for your clients, and make sure they are accessible at every point of the service!
6. Look to technology to get your target client into the salon—make your online presence work for you.
7. Evaluate all displays and fixtures to appeal directly to the tastes of your core clients, be easy to clean and re-stock. Sebastian offers partner salons research-based plan-o-grams based on where she looks on a retail shelf.
8. Have the right assortment for your core clients, at the right price and with the right trained personnel to assist them.
9. Surround your clients with 360 marketing. Touch them throughout their daily lives—in media they follow—with a consistent, clear message about what your salon offers her. Use media mentions about product (you can find them on www.pgsalonpro.com) to give your message added endorsement.
Re-evaluate your core client frequently. Constantly seek out her wants and needs and direct all your efforts to improving her total salon experience.
Top Ten Tips for Winning in 2010
by Staff on Monday, November 23rd, 2009
As the calendar turns over to 2010, will you be ready to turn around your business? P&G Salon Professional says “Let’s leave the 2009 downturn behind and plan to WIN in 2010.”
Work closely with your manufacturer partner to plan promotions, learn about new products and techniques; find the best educational programs for you and your staff. Check out www.pgsalonpro.com for more great ideas.
When asked “What ONE THING should salon owners do to turnaround in 2010,” these leaders shared this advice:
Nick Arrojo, ARROJO Studio, NYC - Retail is the missed opportunity. Think of your team as educators to clients, not salespeople. Talk to clients about the products they need.
Geno Stampora – Industry consultant, author, motivational speaker - Teach all employees to take personal responsibility for their marketing of their skills and services in the salon.
Adam Broderick, Adam Broderick Salon, Ridgefield, CT - Move your focus from revenue to expenses. Look for things to cut that won’t affect the client experience. Find opportunities below-the-line to improve profitability.
Janine Jarman, Hairroin Salon, Hollywood, CA and Sebastian Stylist Design Team Member - Create goal boards with staff, using magazine cutouts to visualize. Share with one another to keep the team accountable and working together. Also develop a clear education plan for the year.
Lois Christie, Christie Salon & Spa, Bayside, NY & President, Intercoiffure America/Canada - 2010 is all about making clients a part of the whole salon experience with extraordinary service. Take advantage of what major manufacturers offer to help build your business. We are all in this recovery together! Wella has been our partner for 39 years and helps us have a happy, motivated staff that is consistently educated. Also, joining organizations such as Intercoiffure, where successful owners share ideas and knowledge, is a huge advantage.
Anthony Muti, Creative Director, Mario Tricoci Salons & Day Spas, Chicago, IL - Build each staff person’s business and train them to brand their own business. Larry Silvestri, COO, Mario Tricoci Salons & Day Spa - Watch your inventory and controllable expenses. Use one color line (we prefer Wella) that you can train all your staff on, and use on all of your clients.
Frank Gironda, President, Cosmetologists Chicago – Plan now to attend America’s Beauty Show, March 27-29, 2010 in Chicago and check out the P&G Salon Professional Pavilion. It’s the best investment you’ll make for yourself and your staff.
John Donato, Donato Salon + Spa, Toronto, Canada - Up your customer experience by always trying to out-do yourself.
Sab Shad, Erwin Gomez Salon, Washington, D.C. - Make staff training a priority by booking education during the workday. Train soft skills with as much diligence as technical training. Don’t let negative energy pervade the whole salon.
Marie Gaglioti, Dieci Salon & Spa, Livingston, NJ - Use the 1:1 time you have with each client to provide solutions, talk about her beauty needs and recommend products that you provide.
End 2009 in Positive Territory
by Staff on Friday, September 25th, 2009
While the holiday season is usually the busiest time of year in salons, it’s also the best time to build business for the coming year by attracting new clients and prepping your loyal base for 2010. P&G Salon Professional, in its ongoing initiative to help salons conquer the current downturn, offers advice from some of its best-known and most successful salon owner partners.
Gift Certificates: Nick Arrojo at Arrojo Studio in New York City details a program that has been very successful in his salon. “Give the Gift of Great Hair” offers a special makeover for the recipient, including a consultation and haircut, a hair color process, a makeup application and lesson, and four take-home hair products. “Offer something out of the ordinary, like a year’s worth of Sebastian Cellophanes, at a special price—that’s the secret to successful gift cards,” says Arrojo.
Transform Referrals Into Forever Clients: Nick also knows referrals are a critical path to building success. “It’s better to have a lot more clients spending a little less money than to have fewer clients spending the same,” he says. The Arrojo Studio offers a “Rewards for Bringing a Friend” program for current or new clients who bring a friend who has never been to Arrojo Studio before. The deal? Two cuts and/or colors for the price of one!
Andrew Poulos of Diva International in San Francisco gives each new client a gift envelope with special offers for future services. He also advises follow-up calls or e-mails to solidify the salon’s and stylist’s connection with their new client.
“We call each client within 24–48 hours of their first appointment to be sure she feels she’s received the ultimate service,” says Poulos. “This follow-up keeps new clients connected to the salon. With color clients, we also call 5–7 days after the service to see how the new color is working for them.”
Use Social Media to Win: Vidal Sassoon’s Stephen Moody uses social media to keep in touch with clients and encourages them to post reviews on www.yelp.com to build word-of-mouth business. There’s nothing like a posted recommendation from clients who love your salon.
Lock in Loyal Clients - “At Vidal Sassoon, we want to make each client into a ‘perfect’ client, [one] who depends on us for cut, color and retail products,” notes Moody. Build loyalty by using any open periods on your daily schedule, he suggests, to prepare for quality time with each client. Review your appointment book the night before to identify opportunities for incremental service and product sales.
Arrojo adds, “Our clients can get free bang trims and neck trims between appointments, free consultations, and free ten-minute makeup applications after a cut or color service.” His “Pre-Booking Discount” keeps clients coming back. If another appointment is pre-booked for within five weeks of the day of the client’s service, she receives a 10% discount when she returns.
Prepare Today for 2010: Capitalize on the busy holiday season to attract new clients and firm up your loyal client base for the year ahead. One reliable way of building revenue is to enhance the quality of the salon appointment.
“Elevate the client experience and create a festive feeling in your salon this season,” counsels Poulos. “We offer espresso and popular wines. We stock only name-brand products for retail sale and we explain how to use each product. Make her feel special and she’ll come back.”
Holiday and everyday retail tips: As a leader in salon retailing, the experts at P&G Salon Professional offer these important pointers for boosting year-end sales.
Check www.pgsalonpro.com for more ideas.
- Promote gift and impulse purchases by packaging products in go-together sets. Sebastian offers holiday gift-with-purchase pre-packs that can be displayed prominently in the salon.
- Merchandise promotions separately from regular stock, and place in high-traffic areas.
- Position impulse items at the reception desk, such as Nioxin travel-sized products.
- Announce the specifics of your promotion with signage on or near the product display.
- Display every product a minimum of 3-deep on the shelves. Now is not the time to run out!
- Keep your display area neat, clean and clutter free. Have junior stylists straighten and re-stock the retail display every evening.
- Use shelf-talkers and other manufacturer-provided signs within your display to speak directly to the client.
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