Management Practices

Retail Advice: Mario Tricoci Hair Salons

Stacey Soble | July 10, 2011 | 1:35 PM
Retail Makeover

Despite the troubled economy, retail sales at the 20 Mario Tricoci Hair Salons and Day Spas throughout the Midwest are going up. Chief Operating Officer Larry Silvestri credits the growth to the company’s philosophical shift regarding categorizing clients.
“We used to carry lines at different price points we thought of as good, better and best,” explains Silvestri, who also serves as a board director for Cosmetologists Chicago. “Now we’re looking at clients according to different behavioral characteristics.
“For example, we’ve got the Beauty Junkie who isn’t loyal to any one brand but always goes for the latest and greatest, hottest new product,” he continues. “Then there’s the Upwardly Mobile who, although she is very design-conscious, can’t quite afford the very top. There’s the High-End User who will buy anything she wants—she’s very results-oriented and willing to pay for it. There is also Teen, Health & Wellness and finally Eco-Friendly. The latter is environmentally conscientious and wants a strong third-party endorsement.”

The Mario Tricoci staff is trained to not judge clients strictly on budget, but to look at them as a clean sheet of paper. “They are to learn about what’s most important to the client, then try to place her in one of the behavioral categories—in turn that shapes the retail conversation,” says Silvestri. “For example, if the client is Eco-Friendly, the technician will talk about one of our lines with a strong environmental story. If she’s Upwardly Mobile, the stylist may focus on one of our more affordable lines that preserves hair color.”

Check out the product lineup at Mario Tricoci by visiting

Retail Advice: Mario Tricoci Hair Salons

Facebook Comments

More from Management Practices

Salon Business News
Salon Business News

Day 1 & 2 From HAIR+ Summit

October 20, 2016

Earlier this week, MODERN SALON MEDIA hosted the first HAIR+ Summit in Atlanta, offering stylists and salon owners the opportunity to dive deep into the causes of thinning hair and hair loss, while exploring the many solutions available for their clients who suffer from hair loss issues. Find out what happened each day at the event and learn who was there by browsing through our pictures.

Management Practices Denise Avallone and Donna Huston, owners of Adagio for Hair in El Dorado Hills, CA.
Management Practices

The Healthy Workplace Checklist

Rosanne Ullman | October 4, 2016

When salons encourage their stylists to make health and fitness a priority, the team is better able to take care of the salon's clients. Healthy Hairdresser Editor Rosanne Ullman complied this Healthy Workplace Checklist to help owners with specific action items they can implement to begin developing a culture of wellness.

Load More