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SEARCHP&G Salon Professional has an ongoing initiative to help salons bounce back from the downturn and prep for a great 2010. Here, excerpts and advice from some of their best-known salon partners.
P&G Salon Professional has an ongoing initiative to help salons bounce back from the downturn and prep for a great 2010. Here, excerpts and advice from some of their best-known salon partners.
Nick Arrojo
Andrew Poulos
Stephen Moody
"Our clients can get free bang trims and neck trims between appointments, free consultations, and free 10-minute make-up applications after a cut or color service," says Nick Arrojo, owner of Arrojo Studio in New York City. His Pre-Booking Discount also 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-percent discount when she returns.
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.
Vidal Sassoon's Stephen Moody uses social media to keep in touch with clients and encourages them to post reviews on Yelp (yelp.com) to build word-of-mouth business. There's nothing like a posted recommendation from clients who love your salon.
Moody says it's also important to stay social inside the salon. "Build loyalty by using any open periods on your daily schedule to prepare for quality time with each client," he says. Review your appointment book the night before to identify opportunities for incremental service and product sales.
Promote gift and impulse purchases by packaging products in go-together sets, and display prominently in the salon.
Merchandise promotions separately from regular stock, in high-traffic areas.
Announce the specifics of your promotion with signage on or near the display.
Display products a minimum of three-deep. Now is not the time to run out!
Keep your display area neat, clean and clutter free. Have front desk or 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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