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Salon Today 200

The 2013 SALON TODAY 200: Technology

Stacey Soble | January 11, 2013 | 11:18 AM
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Staff of Salon Ten in Leesburg, Virginia.
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Tom and Claire McDermott, owners of Wingae Salon and Spa in Stratham, New Hampshire.
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Staff of Berenices in Denver, Colorado.
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Technology plays an important role in almost every aspect of running a salon--from the software management used internally to keep track of business and coach employees to the sophisticated automated marketing programs that send appointment reminders, follow-up surveys and promotional e-newsletters to guests. To ascertain all the different ways an applicant taps technology, we challenged each one to put together a presentation to their local bank as a supporting document for securing financing. Bonus points were awarded to salons that demonstrated they leverage technology in a variety of ways and could provide data that proved technology made a tangible difference in their business.

1604 Day Spa and Salon
Rocky Mount, NC
1604dayspasalon.com
Alan Robell and John Riniker
SQUARE FEET: 3,200
TOTAL EMPLOYEES: 22
AUTOMATED SINCE: 2001
WEBSITE ESTABLISHED: 2004
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SpaBiz, Demandforce, SpaBoom
ASSOCIATION: PBA
“Using Demandforce guests are invited to take a quick 10-question survey after a visit, and they can write a review on the salon, service and service provider. These surveys feed to online sites like Google, Yelp and City Search which help other people learn about our salon.”

A New Beginning

Bethel, CT
anbsalonspa.com
Carol Romer
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 33
AUTOMATED SINCE: 2001
WEBSITE ESTABLISHED: 2000
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: PBA, Local Chamber of Commerce
“As part of a Shop Local promotion and in celebration of the 25th anniversary of Where’s Waldo?, this year we produced a video called Waldo Visits A New Beginning. In the video, Waldo experiences our welcoming rituals and gets a hair cut—we shared the video on Facebook feeds of local chambers of commerce and booksellers.”

Berenices
Denver, CO
berenicesdenver.com
Sara DeLuca, Lisa Kirkland, Louie Lago, Minica McCrackin
SQUARE FEET: 3,500
TOTAL EMPLOYEES: 21
AUTOMATED SINCE: 2002
WEBSITE ESTABLISHED: 2003
AVERAGE CUT & STYLE: $42
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
ASSOCIATION: PBA
“We use Colorbiz to record a client’s foil patten, density of their highlight weave and exact measurements of color in the bowls that are mixed. With this program, minimal color is thrown away and clients can see any stylist in our salon and get an identical application.”

Centre Salon & Spa
Calabasas, CA
centresaloncalabasas.com
James F. Pacifico
SQUARE FEET: 1,900
TOTAL EMPLOYEES: 12
AUTOMATED SINCE: 2008
WEBSITE ESTABLISHED: 2008
AVERAGE CUT & STYLE: $41
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, SpaBiz, Demandforce, HeavenGroup
“Our team is encouraged to download our salon software app on their tablets and smartphones, and have the ability to book interested customers on the spot. We have one employee who self promotes during her bus commute—one week she booked 11 new client appointments this way!”

Light Salon & Spa
Avon, OH
lightsalon.com
Tony Stillings, Patricia Buchek and Nesreen Shalodi
SQUARE FEET: 2,400
TOTAL EMPLOYEES: 20
AUTOMATED SINCE: 2005
WEBSITE ESTABLISHED: 2005
AVERAGE CUT & STYLE: $39
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, Constant Contact
ASSOCIATION: ABN
“Our app for iPhone and Android phones lets users book appointments and receive specials just for our salon. Customers comment on how ‘cool’ this is, and we love that it makes booking appointments even more convenient.”

Namaste Pure Design Salons and Spa

Denver, CO
namastehair.com
Rick Van De Riet and
Tommy Pernell
SQUARE FEET: 1,100/1,000/500
TOTAL EMPLOYEES: 34
AUTOMATED SINCE: 2005
WEBSITE ESTABLISHED: 2007
AVERAGE CUT & STYLE: $35
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, HeavenGroup
ASSOCIATIONS: PBA, Aveda PurePro
“One of the most important internet marketing strategies we’ve tried is DealVector, offering deals to first-time guests. We’ve sold approximately 300 spa packages, helping our service sales and new guest count to skyrocket.”

Planet Hair
Wichita, KS
planethairusa.com
Tod Ernst and Graham Ross
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 18
AUTOMATED SINCE: 2001
WEBSITE ESTABLISHED: 2003
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Elite, Demandforce, Constant Contact
“Rather than sending out a newsletter, we use our blog as an ongoing source of information. We post info about new services and products; trends in hair, fashion and music; upcoming events; special promotions; our accomplishments and educational events. Using Constant Contact, we send out a monthly e-blast with links to blog articles.”

Salon 124, Genesis Salon
Grayson, GA
salon124.com
Brian Perdue
SQUARE FEET: 3,000/3,000/
2,400/2,400/2,400/1,900 and 10,000 school
TOTAL EMPLOYEES: 196
AUTOMATED SINCE: 2001
WEBSITE ESTABLISHED: 1999
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Redken, Pureology, Nioxin, Morrocanoil
COLOR: Redken
TECH SUPPORT: Millennium, Demandforce
“Our call center has the ability to set up appointments across multiple locations, so when a stylist moves from one location to another, we can guide established clients more easily to follow them or we set up the client a similar stylist at the same location.”

Salon TEN
Leesburg, VA
salon-ten.com
Chris and Jessica Keyser
SQUARE FEET: 1,600
TOTAL EMPLOYEES: 11
AUTOMATED SINCE: 2008
WEBSITE ESTABLISHED: 2008
AVERAGE CUT & STYLE: $58
BEST-SELLING RETAIL: Eufora, Eufora Hero for Men
COLOR: Brocato, Organic Color Systems
TECH SUPPORT: Millennium
ASSOCIATION: ESON
“Striving to stay current with technology, we are currently developing the use of QR codes for quicker access to our web and mobile sites. Adding these codes to different marketing materials and our service menu helps deliver information about us to new clients.”

Wingate Salon & Spa
Stratham, NH
wingatespa.com
Tom and Claire McDermott
SQUARE FEET: 9,000
TOTAL EMPLOYEES: 47
AUTOMATED SINCE: 2002
WEBSITE ESTABLISHED: 2002
AVERAGE CUT & STYLE: $46
BEST-SELLING RETAIL: Kérastase
COLOR: L’Oréal Professionnel
TECH SUPPORT: Millennium
ASSOCIATION: Day Spa Association
“Between Facebook, Twitter, and Pinterest we have nearly 3,000 friends who are very active on our social media sites. One of the best uses of social media is our ability to look at the schedule and create an offer targeted to a service provider and day. It’s a great schedule filler.”

Additional Honorees
Bravo! Salon & Spa LLC, Chippewa Falls, WI
The Charles Penzone Salons, Powell, OH
Gary Patrick Salon, Pleasanton, CA
Hue Salon & Spa, Huntington Beach, CA
Impressions, Mequon, WI
N Style Salon, Saugus, CA
Nurtur the Salon, Columbus, OH
Paris Parker, Hammond, LA
Paul Kenneth Salon & Spa, Woburn, MA

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