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Management Practices

2016 Salon Today 200: Retail and Merchandising

Stacey Soble | December 8, 2015 | 12:35 AM
Alan Kossof, co-owner of Teddie Kossof Salon Spa in Northbrook, Illinois, in the salon's newly designed retail area.

Retail sales are a sure path to higher profits, but they require the total buy-in and support from the entire salon and spa team. These ST200 honorees specialize in motivating their teams to success through product education and creative contests, while they attract the attention of clients through innovative promotions and eye-catching displays.

BRIX THE SALON
Auburn, CA
brixthesalon.com
Becki and John Jacobs
SQUARE FEET: 4,800
TOTAL EMPLOYEES: 23
AVERAGE RETAIL $/TICKET: $15
RETAIL AS % OF SALES: 40%
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: Eufora
COLOR: Eufora, Kemon, Cramer
TECH SUPPORT: Vagaro
ASSOCIATION: ESON
“To keep stylists inspired to retail, we have quarterly contests with prizes. A contest last summer resulted in an increase in our retail sales of $10,000 for the months of May and June.”

CAPPOLA-BROKAW ART OF HAIR
Cheshire, CT
cbartofhair.com
Patty Cappola-Brokaw
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 9
AVERAGE RETAIL $/TICKET: $38
RETAIL AS % OF SALES: 16%
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: Goldwell, Morrocanoil, KMS
COLOR: Goldwell
TECH SUPPORT: Millennium, Demandforce, Constant Contact
ASSOCIATIONS: NCA, PBA
“By teaching our guests to properly do their hair while using retail and tools, retail sales are encouraged naturally. We offer a service called a style-drying lesson and a Deva tutorial where clients can come in and are coached how to do their hair themselves using our products and tools.”

CARUH SALON SPA
Seattle, WA
caruh.com
Cyndi DeSoto
SQUARE FEET: 3,500     
TOTAL EMPLOYEES: 30
AVERAGE RETAIL $/TICKET: $16
RETAIL AS % OF SALES: 16%
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce  
ASSOCIATION: PBA
“The evening before every monthly team meeting, one of our guest relations team members completely changes the retail area. Like magic, when the team arrives for the meeting, everything is new and different. The idea was to get creative and inspire the team with something interesting every month.”



HOUSE OF J HENRY
Portland, ME
jhenrysalon.com
Jaison Henry, Cynthia Brainerd, Adam Huntley
SQUARE FEET: 2,200     
TOTAL EMPLOYEES: 9
AVERAGE RETAIL $/TICKET: $39
RETAIL AS % OF SALES: 21%
AVERAGE CUT & STYLE: $51
BEST-SELLING RETAIL: Kerastase, Baxter Of California
COLOR: L’Oréal Professionnel
TECH SUPPORT: Mindbody  
“We know every woman has a secret stash of drugstore products, so we decided to offer clients 25% off their retail purchase in exchange for their old products. Since implementing, 12 percent of all retail sales at the House of J Henry are a ‘Product Swap.’”

JÓN ALAN SALON
Nashville, TN
jonalansalon.com
Jon and Alan Snetman
SQUARE FEET: 3,200; 1,900; 2,500
TOTAL EMPLOYEES: 38
AVERAGE RETAIL $/TICKET: $22
RETAIL AS % OF SALES: 28%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: STX
ASSOCIATIONS: Intercoiffure, PBA, 2 to 10 Network
“We added sinks to our retail area to allow guests to experience scrubs and body washes prior to purchasing, as well as makeup displays featuring testers of our entire collection. We offer hand and arm massages to expose guests to our lotions, and a finishing touch of makeup to test drive new colors.”



MANGO SALON
Richmond, VA
mangosalon.com
Patrick and Roberta Heaney
SQUARE FEET: 4,000; 2,000  
TOTAL EMPLOYEES: 98
AVERAGE RETAIL $/TICKET: $42
RETAIL AS % OF SALES: 13%
AVERAGE CUT & STYLE: $79
BEST-SELLING RETAIL: Aveda, Bumble and Bumble
COLOR: Aveda
TECH SUPPORT: Millennium, Constant Contact
ASSOCIATION: PBA
“During our Guest Appreciation Month, we run specials focused on new products. Guests can take $2 off a product they have never tried before, which is great for recently released products. Hair treatments are marked down to $10, making them an easy add-on to any service.”



NEROLI SALON & SPA
Milwaukee, WI
nerolispa.com
Susan Haise
SQUARE FEET: 4,800; 5,200; 7,600; 1,300; 4,200
TOTAL EMPLOYEES: 200
AVERAGE RETAIL $/TICKET: $18
RETAIL AS % OF SALES: 18%
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Constant Contact
ASSOCIATIONS: Intercoiffure, ISBN, NCA, PBA
“Strategic partnerships have rolled into our merchandising. Over Father’s Day we partnered with a neighboring men’s clothing store. Often people don’t think of the salon when buying for dad, but our joint display supported a 5% growth in Father’s Day sales in 2013 and 2014.”



PASCAL POUR ELLE
Glencoe, IL
pascalpourelle.com
Pascal Ibgui
SQUARE FEET: 7,000
TOTAL EMPLOYEES: 78
AVERAGE RETAIL $/TICKET: $35
RETAIL AS % OF SALES: 10%
AVERAGE CUT & STYLE: $85
BEST-SELLING RETAIL: Oribe, Kerastase, Living Proof
COLOR: Goldwell, Redken, Wella
TECH SUPPORT: Rosie, Demandforce
“We have created software that enables clients and our staff to use our website via mobile devices or in-salon iPads. The interactive software asks the user questions regarding their specific hair type and issues, then it guides them to particular products and services to meet their individual needs.”

SALON SECRETS SPA
Kennett Square, PA
salonsecretsspa.com
Tiffany Lahn
SQUARE FEET: 5,500     
TOTAL EMPLOYEES: 33
AVERAGE RETAIL $/TICKET: $57
RETAIL AS % OF SALES: 21%
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce  
“In February, we had a ‘Pucker Up’ contest. At the end of every service the guest was given a sample of lip color and asked to kiss a piece of paper and write their name on it. The lip prints were displayed at the front desk, and both the guest and the stylist were entered into a drawing to win a spa service. Those were the best makeup sales we had to date.”



TEDDIE KOSSOF SALON SPA
Northfield, IL
teddiekossof.com
Teddie Kossof, Alan Kossof
SQUARE FEET: 17,000  
TOTAL EMPLOYEES: 88
AVERAGE RETAIL $/TICKET: $39
RETAIL AS % OF SALES: 12%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Rene Furterer, Moroccanoil, Keratin Complex
COLOR: Goldwell, Wella, Keratin Complex
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: CC, The Day Spa Association, PBA
“We gave our vendors the dimensions of the retail space and had each create a planogram so we would know how to design the footprint for the shelves. We mapped out the space using each vendor’s recommendation on how their products sell best.”

Additional Honorees
Avalon Salon and Day Spa, Deer Park, IL
Bii Hair Salon, West Dundee, IL
Dolce Salon & Spa, Scottsdale, AZ
Ginger Bay Salon & Spa, St. Louis, MO
Habitude, Seattle, WA
Hollywood Hair Salon and Spa, Centralia, IL
Interlocks Salon + Spa, Newburyport, MA
Josephines’s Day Spa & Salon, Houston, TX
Maggie The Salon, Pembroke Pines, FL
Michael Helene Salon Gallery, Dulles, VA
Progressions Salon Spa Store, Rockville, MD
Signature Salon, Macon, GA
Solaris, Evansville, IN
The Hair Company, Leonardtown, MD

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