Close
Expert Advice

Idea Exchange

Web Editor | July 10, 2011 | 7:09 PM

When small salons adapt big-business practices and mega corporations act neighborly, sound financial practices and down-home friendliness converge. For David Orio, co-owner of Casa Urbana Apothecary and Salon in Hudson, New York, that meant cribbing a retail-destination concept for his 1,800 square-foot salon.

“We only carry unique lines that tell a strong story and allow higher margins,” he says, explaining how he developed his boutique area. “Now, we’re cross-promoting salon services with a $25 ‘passport’ that allows our shoppers to get half-off up to $600 worth of services, as long as they’ve never tried those services before.”

With little room for cosmetics, he forged a corporate alliance with a nearby Face Stockholm store by developing a facial based on the store’s products and inviting the make-up artists to do professional applications in the salon, in return for the store referring its shoppers for hair and skin care services.

At the behemoth Charles Penzone Family of Salons based in Powell, Ohio, COO Mary-Lynn Foster “fosters” a friendly, local-business atmosphere by reaching out to guests several times a year, thanking them for their loyalty. For the operation’s upcoming 40th anniversary, Penzone salons sent its most loyal clients a gift card, thanking them for contributing to the company’s success. Additionally, last Thanksgiving, guests were given a $20 “Bonus Card” with every $100 in gift card purchases they made.

“We add special service touches; for example, during our manicures and pedicures, we offer a hot towel service that is a wonderful, inexpensive way to make a difference,” adds Foster, who says despite size, large salons can achieve a “homey” feeling by focusing on a personalized experience.


Facebook Comments

More from Expert Advice

Your Little Guide for BIG Spring Promotions

April 5, 2017

Do you dread thinking of new ways to reinvent promotions and special occasions? How many times a year can you discount the same service, the same way, without your clients becoming accustomed to a “holiday promotion”? Fortunately, the abundance of springtime holidays and special occasions allows for a variety of fresh ways to delight your customers.

Expert Advice
Expert Advice

Why Professionals SHOULD Sell Retail Products

Maggie Mulhern | February 28, 2017

It has been a problem in our industry for years - retailing. Many salon pros have trouble seeing beyond the artistry and find it difficult to sell products to their clients. In this brief video Cody Fullerton of Living Proof confronts the situation and shares why salon pros should encourage their clients to buy products to maintain their hair between salon visits.

Load More