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Management Practices

STAMP 2016: Zano Salons' Philanthropic Campaign

Stacey Soble | September 6, 2016 | 4:35 PM

Zano Salons & Day Spas
Naperville, Illinois
Owner:
Denise Provenzano

After analyzing the salon chain’s client base, Nick Provenzano determined that its key demographic of 35-60 year old females needed to be supported to keep business growing. Listening to feedback from focus groups of guests who believed the salon’s price point was too pricey for their high school-aged children, the salon created Teen by Zano, which allowed these guests to enjoy one price point on specific services no matter which of the salon’s stylists the teen visited.

When teens signed up for the program either in the salon or online, they received a simple postcard welcoming them and a Teen by Zano membership card with the rules and expiration date. Through the program, the salon collected the email addresses of both teens and their parents, then marketed specifically to them eight times throughout the year with special offers and promotions around teen-specific times, such as prom and homecoming.

“Teen by Zano has been extremely successful with increased loyalty and increased spending by having an attractive price point for everyone in the family,” Provenzano says.

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