How to manage clients' growing expectations in salon

Published 11th Dec 2017 by akesha
How to manage clients' growing expectations in salon Today’s clients turned ultra-consumers are driven by getting what they want when they want it. Here we spoke to a few key industry individuals about how add-services can help manage the modern clients' growing expectations. Salon owners are becoming ever more entrepreneurial in their business approach; the digital age demands nothing less. Rigid old rules are pretty much obsolete. Flexibility and fast responses, reinvention and revolution are rocking the industry as add-on and express services prove irresistible to time-poor clients with money to spend and a total look to maintain.

Fast and fabulous

“Clients’ time is precious!" Says Barrie Stephen who has five salons through Leicestershire. "They don’t want to have to make several appointments, so creating a one-stop-shop for all their hair and beauty needs is the best way to secure their business and ensure they won’t be looking or booking elsewhere.” “We created our BStyled salon with this in mind, featuring expert colourists, creative stylists, slick, talented barbers and beauty services on the go. We wanted it to be a pre-night out destination for our clients to get their hair done and have the option of additional beauty services.”

Added flavour

It’s logical that client retention improves with every additional service offered. Likewise, average client bills increase the more appointments are upgraded. To achieve this, it’s essential to have an audience for your add-on services. Reflecting your client profile accurately is fundamental. “At Aveda, we help our partner salons introduce express services that are right for their specific guest demographic. We can make the approach very bespoke. Each Aveda salon partner has a dedicated Salon Development Partner, so they can spend time looking at where the opportunities lie for each individual business,” explains Matthew Rose, Aveda national sales & salon business development manager. “We usually start by helping salons introduce add-on hair services, as these are the easiest way to increase incremental business from existing guests. For example, we’ve just launched a Pramasana Scalp Facial that can be added onto haircut and blow-dry experiences at the backwash. Not only is this a luxurious experience, it also helps to up-skill the salon team members on subjects such as scalp health, empowering them with more knowledge that guests will love.”

Big up the blow-dry

Cutting edge and innovative new concepts remain the lifeblood of the industry. Matthew Luke Professional salons’ innovation award-winning Unlimited Blow Dry Subscription Package for clients has blown the competition away in Bedfordshire, Cambridgeshire and beyond, proving it’s not just London leading the way when it comes to business-boosting brainwaves. Valid across both salons and with no day restrictions, for £40 per month the Unlimited Blow Dry Pass radiates VIP kudos for the holder and also allows them to treat not just themselves, but to nominate two Star Friends to each receive one free blow-dry per calendar month, helping spread the love and the word. Genius! “A blow-dry is no longer a once a month treat; in our social media obsessed world, having fabulous hair is a must. Our USP is quick, slick, relaxed and the subscription element contributes to positive brand perception and boost loyalty levels.” says Matthew Sockalingum, salon owner, and the man behind the plan. “So much so that it has inspired our Barber Club monthly subscription packages.”

Express way

Bringing guilt-free fast glamour fixes to lunch breaks and before and after work hours, these bite-size beautifiers are making big business happen. Stellar express services are those that can be accomplished in 30 minutes or less; they boast a broad appeal, tangible benefits, represent a low cost to the salon; and have a price point that encourages your target market to treat themselves, regularly. Blow-dries, braids, brows, nails and make-up are the hot ticket for career gals on the go. “At BStyled nails and eyebrows are definitely our hero services, with many clients choosing to have these services done whilst their colour develops. Offering these express and multiple service appointments has made our salon busier, our team busier and our takings increase!” explains Barrie.

Area code

Salon location also plays a crucial role in which express services will be runaway successes. Life follows a different tempo in a bustling business quarter than it does in the rural playgrounds of the rich and famous and a service menu should reflect this. “In our London salon the majority of clients are business owners and office workers slotting in a quick appointment in their lunch break or before an important event. We’ve responded to this. For example, a creative updo is a wonderful way to promote a high-end service in a reduced time. It’s also a great way for the team to have fun creatively. Dry styling is an opportunity for clients to experiment with a style they won’t necessarily do themselves or have tried before and that’s a great confidence boost for them,” explains Mark Woolley founder and creative director, Electric.

On target

Respond to your clientele’s circumstances or caprices with a salon menu that accurately reflects their schedules and spending power, and you’ll create a legion of brand advocates and cement loyalty, however long an appointment lasts. Once you’ve decided on your services and strategy it’s time to get clients on message with all the weapons at your disposal. “Successfully targeting the cash-rich time-poor crowd is all about making it as simple and easy as possible. Be sure to have a slick, quick online booking system that clients can use on the go and shout about your additional services on social media to make sure your clients are aware of them,” concludes Barrie. This post originally appeared in the August 2017 issue of HJ
akesha

akesha

Published 11th Dec 2017

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