Making the most of the christmas opportunity
Mark Wilson is business development manager at Nexus Revolution, a total salon management consultancy and he believes many salons could make far more out the pre-Christmas period.
The months leading to Christmas are crucial for salons, as are the quieter months of January and February. This time of year is pivotal for salons looking to optimise client bookings, retail sales and generate extra revenue. Follow some essential pointers from early autumn to ensure your salon is ready to become a great salon.
Take advantage of passing trade
During the run-up to Christmas, the footfall in UK high streets will increase dramatically. Ensure your salon is ready to take advantage of this to attract new clients to the salon.
There will be people walking past the salon wondering what to buy the women in their lives for Christmas or what to put in for the secret santa.
The salon window is the perfect place to advertise inspirational gift ideas such as "£10 secret santa gifts available" and it is also the optimum location to market gift-wrapping service for any products bought in the salon.
Launch new products and services
Although December is a busy month for salons, this is a great opportunity to launch new products and services. In December, salon bookings increase, which means you have a larger audience to promote new products and services to. Salons can increase revenue by investing in their own branded product range. Selling good-quality, own-branded products can allow a profit margin of up to 45%, an excellent return for any salon. This also strengthens the salon's brand and encourages repeat customers, as a new client will return to buy products that can be bought only in your salon.
Don't let business slide after Christmas
Every salon wants to be fully booked for December, but it is equally important to keep the books full in January and February too. Run promotions that encourage clients into the salon in the quieter months after Christmas. This could be a gift voucher promotion where if the voucher is redeemed in January or February, the client will receive a complimentary product. It is important for the salon to add value to attract the client back rather than discount as this can often cheapen the brand image you are creating.
Keep up staff morale
Team meetings are a good idea throughout the year but at busy times, it is important to hold team meetings every morning. Speak to the team about which clients are booked in for that day and predict which products, promotions and treatments they may be interested in and add this information to their client card.
Challenge the team to an initiative that will boost team morale and increase sales in products and treatments. For example, the first person to sell 10 gift vouchers that day will earn an extra day's holiday in January.
Offer complimentary treatments
Clients want to look their best over the festive period and this is a great opportunity for salons to introduce complimentary treatments to new and existing clients who may not have tried them before. While a customer is having a colour set, offer a manicure or pedicure. This is a simple, quick and effective way of communicating to the client they are important and that you value their custom.
