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Salon Today 200

2017 Salon Today 200: Retail and Merchandising

Stacey Soble | December 7, 2016 | 7:23 AM
A collage of retail displays at Signatures Salon in Lake Charles, LA.

Strong retail sales lead a salon to profitability, but they require the pull of the entire team. While owners creatively plan promotions and design retail spaces, service providers educate clients on products and make recommendations and the reception team has to close the sale.

AVANTGARDE SALON INC.
Destin, FL
avantgardeaveda.com
Joseph Rogers
SQUARE FEET: 4,300; 1,000; 1,400
TOTAL EMPLOYEES: 42
AVERAGE RETAIL $/TICKET: $15
RETAIL AS % OF SALES: 22%
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI, Aveda
TECH SUPPORT: SpaBiz, Demandforce, ZeeZor
“We reward teamwork by dividing gift sets up into quarters. Every two weeks, if a location sold through 25% of their gift-set inventory, they received a pizza party.”

Becki Jacobs, co-owner of BRIX the Salon in Auburn, CA.
Becki Jacobs, co-owner of BRIX the Salon in Auburn, CA.

BRIX THE SALON
Auburn, CA
brixthesalon.com
Becki and John Jacobs
SQUARE FEET: 5,000
TOTAL EMPLOYEES: 22
AVERAGE RETAIL $/TICKET: $17
RETAIL AS % OF SALES: 50%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Eufora
COLOR: Eufora
SKIN CARE: Yon-ka Paris
NAIL CARE: Aveda, Gelish, OPI
TECH SUPPORT: Vagaro Pro
ASSOCIATION: ESON
“We post everyone’s retail-per-guest monthly so they can see where they are and where their teammates are, as well. Each month, a winner gets acknowledged and celebrated. The winner also receives free products for their station.”

COCO CHEVEUX SALON
South Portland, ME
cococheveux.com
Tiffany Conway
SQUARE FEET: 4,200
TOTAL EMPLOYEES: 23
AVERAGE RETAIL $/TICKET: $7
RETAIL AS % OF SALES: 11%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Goldwell, KMS, Ouidad
COLOR: Goldwell
SKIN CARE: Arbonne
NAIL CARE: OPI, CND
TECH SUPPORT: Spabooker, Mail Chimp, Demandforce, Hootesuite
ASSOCIATION: PBA
“Each month, we have a different retail game for staff, but our two monthly favorites are bingo and mystery squares. These games played among staff create a friendly competition, as well as boost retail sales.”

Team members at Joli Salon and Spa in Lexington, KY, using their talents to support each other.
Team members at Joli Salon and Spa in Lexington, KY, using their talents to support each other.

JOLI SALON AND SPA
Lexington, KY
jolidayspa.com
Jessica Justice Beall
SQUARE FEET: 2,300
TOTAL EMPLOYEES: 16
AVERAGE RETAIL $/TICKET: $16
RETAIL AS % OF SALES: 17%
AVERAGE CUT & STYLE: $53
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: SalonBiz, Demandforce, ZeeZor
ASSOCIATION: PBA
“A member of our team is an art major at a local university. Each month, she completely redecorates our retail area with current promotions, beautiful displays and hand-painted posters. She even dedicated one of our shelving units to display current promotions so guests see our specials when they check in.”

The team from Jordan Thomas Salon and Spa in Bel Air, MD.
The team from Jordan Thomas Salon and Spa in Bel Air, MD.

JORDAN THOMAS SALON AND SPA
Bel Air, MD
jordanthomassalonandspa.com
Terry McGill
SQUARE FEET: 6,000
TOTAL EMPLOYEES: 78
AVERAGE RETAIL $/TICKET: $36
RETAIL AS % OF SALES: 12%
AVERAGE CUT & STYLE: $46
BEST-SELLING RETAIL: Kerastase, Bumble and Bumble, L’Oréal Professionnel
COLOR: L’Oréal Professionnel
SKIN CARE: Bioelements, BareMinerals
NAIL CARE: OPI, Morgan Taylor
TECH SUPPORT: Millennium, Demandforce
ASSOCIATION: PBA
“We designated a ‘Men’s Department’ for our male clientele-and-it quickly evolved into a section where women love to shop for gifts and everyday product needs for the men in their lives.”

The team from Pure Salon Spa in Louisville, KY.
The team from Pure Salon Spa in Louisville, KY.

PURE SALON SPA
Louisville, KY
puresalon-spa.com
Laura Watkins
SQUARE FEET: 1,600
TOTAL EMPLOYEES: 18
AVERAGE RETAIL $/TICKET: $18
RETAIL AS % OF SALES: 25%
AVERAGE CUT & STYLE: $48
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: SalonBiz, Demandforce, WebOpenings
“Every month, our salon development partner helps us create an experience tray. Any new products launched are included on the tray and a new ritual is developed for guests to experience.”

The team from Signatures Salon in Lake Charles, LA.
The team from Signatures Salon in Lake Charles, LA.

SIGNATURES SALON
Lake Charles, LA
signaturessalon.biz
Wendy White-McCown
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 25
AVERAGE RETAIL $/TICKET: $19
RETAIL AS % OF SALES: 29%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Bumble and Bumble
COLOR: Wella
SKIN CARE: Glymed Plus
TECH SUPPORT: SalonBiz, Demandforce
“For every $50 spent on Bumble and Bumble products, we gave clients one entry into a drawing for a $100 salon gift card. Our jar was overflowing by the end of the quarter.”

Tammy Coakley, owner of Spa Bleu with locations in West Dundee and South Barrington, IL.
Tammy Coakley, owner of Spa Bleu with locations in West Dundee and South Barrington, IL.

SPA BLEU
West Dundee & South Barrington, Illinois
spa-bleu.com
Tammy Coakley
SQUARE FEET: 3,600; 2,900
TOTAL EMPLOYEES: 70
AVERAGE RETAIL $/TICKET: $24
RETAIL AS % OF SALES: 25%
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: Aveda
TECH SUPPORT: Millennium, Demandforce, Salon Cloud
ASSOCIATIONS: ISPA, PBA, 2 to 10 Network
“Our salon app includes a virtual punch card. Each time a guest spends $25 on retail products, they receive a punch. When they’ve received 10 punches, they get a $25 gift card toward a service.”

The team from Studio 700 Salon and Spa in Corona, CA.
The team from Studio 700 Salon and Spa in Corona, CA.

STUDIO 700 SALON AND SPA
Corona, CA
Studio700corona.com
Tamra Segert
SQUARE FEET: 1,800
TOTAL EMPLOYEES: 11
AVERAGE RETAIL $/TICKET: $22
RETAIL AS % OF SALES: 30%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Eufora
COLOR: Eufora
SKIN CARE: Dermalogica
NAIL CARE: OPI
TECH SUPPORT: Insight, Constant Contact
ASSOCIATION: PBA
“Sample Saturdays have been an effective marketing tool. We choose sample products to feature, place a $5 off full-size sticker on the sample and hand one to each client who visits us that day. We’ve seen a 15% increase in full-size purchases.”

DeeAnn Corn, owner of Studio Montage in Great Falls, MT.
DeeAnn Corn, owner of Studio Montage in Great Falls, MT.

STUDIO MONTAGE
Great Falls, MT
studiomontage.net
DeeAnna Corn
SQUARE FEET: 3,500
TOTAL EMPLOYEES: 32
AVERAGE RETAIL $/TICKET: $17
RETAIL AS % OF SALES: 30%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI,
TECH SUPPORT: Millennium, ZeeZor, Demandforce, Spa Boom
ASSOCIATIONS: I/SPA, PBA
“In addition to a tiered retail commission, we have the $25,000 club. Any service provider who sells $25,000 or more in retail in a year wins free airfare for education.”

Additional Honorees
A New Beginning Salon & Day Spa, Bethel, CT
Avalon Salon and Day Spa, Deer Park, IL
Belladona, Salon & Spa, Cape Girardeau, MO
Bii Hair Salon, West Dundee, IL
Blo, Raleigh, NC
BRIX The Salon, Auburn, CA
Centre Salon, Fashion Place, Murray, UT
Cutting Loose Salons, University Park, FL
Five Senses Spa and Salon, Peoria, IL
Interlocks Salon & Spa, Newburyport, MA
Jade Aveda Salon, Greensboro, NC
Josephine’s Day Spa & Salon, Houston, TX
Juut Salonspas, Minneapolis, MN
Nuovo Salon Group, Sarasota, FL
Nurtur the Salon, Columbus, OH
Paris Parker Salons and Spas, Hammond, LA
Progressions Salon Spa Store, Rockville, MD
PURE Salon and Spa, Ankeny, IA
Solaris Aveda, Evansville, IN
Studio 700, Salon and Spa, Corona, CA
The Studio for Hair, Farmington Hills, MI
Von Anthony Salon, Frisco, TX

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