If there’s anything we’ve learned this past year, it’s that in order to survive and thrive we must adapt the way we do business at the chair. With people stretching the time between services, minimizing how long they want to be in the salon, and looking for extreme value for the money they spend, it’s all about express services!
Guests want to get in and out quickly and are looking for affordable ways to look their best, so it’s all about minimal time and maximum results with safety being the new luxury.
Embracing an express service menu can be a great way to recoup lost revenue due to closings and restrictions and a great way to supplement the slower pace at the salon. In reality, express services can provide an excellent bump in revenue any time of year, and can also attract guests that might not otherwise splurge on a full-price service.
Adding new services can be done with no investment at all and be extremely profitable. Leading with the below ideas could help the staff buy into the concept and make it successful.
- Adapting online booking software to streamline scheduling so the new services don’t create additional work for the staff.
- Selling physical and digital products/services that support “express” can help optimize earning potential. A steady stream of income can be generated with minimal effort online, especially when it’s supporting in-person experiences.
- Modernize workflow patterns for staff to increase efficiency… automation can track customer activity, send special offers, confirm appointments, and send follow-ups so staff’s time is freed up to focus on providing the best service possible.
- Virtual consultations can save a ton of time, have staff set aside a portion of their day to do virtual consultations so when guests arrive, there’s already a plan in place for the services and less time is spent in the chair.
Express services are about maximizing time while simultaneously filling a need for guests and respecting their need for safe, quick, affordable services.
So, what do express services look like? The beauty is, they can be anything that takes a short amount of time yet delivers immediate gratification.
- Time - 30 minutes or less (plus extra time from the service provider)
- Price - low to salon and guests don’t think twice about the cost
- Awareness - promote with signage at front desk/stations and on social
- Name - something fun and catchy, yet descriptive
Examples of Express Services
1. Fringe – I’m focusing on an express service in one of my classes called, “Out with a Bang - In with Fringe with Benefits,” because a fringe with benefits is an express service everyone benefits from. With minimal time and effort, you can literally transform a guest’s look. Keep in mind that it’s not always about taking length off, it can also be about creating shape and face framing layers.
2. The Money Piece – Color around the face is one of the most requested color services, so a highlight at the front hairline to brighten and instantly give the illusion of freshly done hair color is…well, money! All it takes is 2-3 foils and your guest is out quickly with an on-trend statement piece without breaking the bank. Trust me, they’ll be back for more!
3. Camo - In 30 minutes or less, you can camouflage gray hair with a “T” line color application (front hairline and the guest’s preferred part). An express service like this keeps the grays at bay for a bit longer…for half the price. Express root touchups for any color are also quick and lucrative.
4. Fadage – For those who fade fast or lack luster, offer an express gloss. It breathes new life into color, adds incredible shine and is less expensive than a single process. A glossing service is one of the quickest color services to give maximum impact.
5. Styling – Add an express blow dry service to the menu, it’s a money maker! And using products like Redken Pillow Proof Blow Dry Express Primer Spray can actually reduce blow dry time. Not to mention, it’s the perfect opportunity to ask your guest for their phone and record yourself styling their hair for a quick step-by-step they can refer to for salon quality results at home.
Get creative, come up with a couple express services that fit your staff and clientele, and track the results. It just might be the thing that injects new life into your business and allows you to not only survive, but to actually thrive.
I’m sharing weekly FREE education here, so hop online and give me a shoutout in the comments section on how your express services are going.
Never Stop Learning!
Sam Villa, Co-founder and Chief Creative Officer Sam Villa and Global Artistic Ambassador for Redken
For reprint and licensing requests for this article, Click here.