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Salon Today 200

2017 Salon Today 200: Retention and Referral

December 8, 2016 | 6:00 AM
Bella Luci Salon in Poughkeepsie, NY.

A salon’s ability to attract new clients fuels its growth, while its ability to get those same clients to come back again and again drives its overall success.

Bella Luci Salon in Poughkeepsie, NY.
Bella Luci Salon in Poughkeepsie, NY.

BELLA LUCI SALON
Poughkeepsie, NY
bellalucisalon.com
Rebecca Lee
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 8
NEW CLIENT RETENTION: 68%
RETURN RETENTION: 85%
PRE-BOOKING RATE: 35%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Davines
COLOR: Wella
SKIN CARE: Dermalogica
NAIL CARE: SpaRitual, OPI
TECH SUPPORT: Millennium, Constant Contact
ASSOCIATION: PBA
“The biggest increase in retention has been our membership program for color. The clients sign up like a gym membership and are charged a monthly discounted rate for 20% off their single process color. They also receive discounts on their highlights, waxing and facials.”

The team from Glow in Braintree, MA.
The team from Glow in Braintree, MA.


GLOW
Braintree, MA
glowbeautyb.com
Shelley North
SQUARE FEET: 1,800
TOTAL EMPLOYEES: 16
NEW CLIENT RETENTION: 38%
RETURN RETENTION: 66%
PRE-BOOKING RATE: 63%
AVERAGE FACIAL: $75
SKIN CARE: Control Corrective Glow (private label)
TECH SUPPORT: Salon Iris, Constant Contact
“We are truly blessed to have the loyalty of our amazing clientele over the years. We are proud to say that they are a walking billboard for us. We have multiple loyalty programs for services, products and referrals, along with various other rewards for existing and new clientele.”

Headlines-The Washington Park Salon in Denver, CO.
Headlines-The Washington Park Salon in Denver, CO.

HEADLINES–THE WASHINGTON PARK SALON
Denver, CO
headlinessalon.net
Steve McGrath
SQUARE FEET: 1,800
TOTAL EMPLOYEES: 11
NEW CLIENT RETENTION: 45%
RETURN RETENTION: 60%
PRE-BOOKING RATE: 45%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: Headlines App, Edge Management Systems
ASSOCIATION: PBA
“Our app features a hair cut loyalty tab. This is a free program that allows the user to receive a virtual stamp for each hair cut. After the sixth cut, they get the seventh free. This has generated a lot of excitement with guests when they check out and see how close they are to a free hair cut.”

The team from Mane Attraction Salon in Phoenix, AZ.
The team from Mane Attraction Salon in Phoenix, AZ.

MANE ATTRACTION SALON
Phoenix, AZ
maneattractionsalon.com
Kendall Ong, Beate Assmuth-Ong, Chris Knudsen,
Jenny Knudsen
SQUARE FEET: 2,400
TOTAL EMPLOYEES: 26
NEW CLIENT RETENTION: 46%
RETURN RETENTION: 83%
PRE-BOOKING RATE: 67%
AVERAGE CUT & STYLE: $82
BEST-SELLING RETAIL: Bumble and Bumble
COLOR: Wella, Kenra
SKIN CARE: Jane Iredale
NAIL CARE: Smith & Cult
TECH SUPPORT: Millennium, Demandforce, Constant Contact
ASSOCIATIONS: Intercoiffure, NCA, PBA
“We started giving WOW gifts to clients when something extraordinary has happened in their life. It can be a rose or gelato, whatever the team decides. This surprise factor shows we care.”

Krista Martin, owner of Metro for Men in Irvine, CA.
Krista Martin, owner of Metro for Men in Irvine, CA.

METRO FOR MEN
Irvine, CA
metroformen.com
Krista Martin
SQUARE FEET: 2,000
TOTAL EMPLOYEES: 10
NEW CLIENT RETENTION: 43%
RETURN RETENTION: 89%
PRE-BOOKING RATE: 52%
AVERAGE CUT & STYLE: $42
BEST-SELLING RETAIL: Private label, Aveda, Nioxin
COLOR: Goldwell, Aveda
SKIN CARE: Menscience, Tend Skin
NAIL CARE: CND
TECH SUPPORT: Millennium, Demandforce, Salon Search Party
ASSOCIATION: PBA
“We incentivize clients to try other services and other providers. We have daily promotions, like 50% off an express MANicure. We want every client to get at least one free service every year through our loyalty program.”

Micki Stirsman, co-owner of Salon 01, in Carmel, IN.
Micki Stirsman, co-owner of Salon 01, in Carmel, IN.

SALON 01
Carmel, IN
salon01.com
Micki and David Stirsman
SQUARE FEET: 15,000
TOTAL EMPLOYEES: 49
NEW CLIENT RETENTION: 43%
RETURN RETENTION: 89%
PRE-BOOKING RATE: 82%
AVERAGE CUT & STYLE: $57
BEST-SELLING RETAIL: Aquage, DevaCurl, private label
COLOR: Artego
SKIN CARE: Jan Marini, Eminence
NAIL CARE: CND, OPI
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: Intercoiffure, ISBN, PBA
“Guests receive a new guest bag that contains samples, information about the salon and all of our services, and a punch card with special offers for their next three visits.”

Brigette Sobus, owner of Salon Soca in Chicago, IL.
Brigette Sobus, owner of Salon Soca in Chicago, IL.

SALON SOCA
Chicago, IL
salonsoca.com
Brigette Sobus
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 15
NEW CLIENT RETENTION: 50%
RETURN RETENTION: 87%
PRE-BOOKING RATE: 60%
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: NCA, PBA, Green Circle
“In our one-on-one monthly meetings, we discuss where the stylists stand in their new client retention, existing client retention and pre-booking percentages. We go over what is working and what is not, and I have them give me action steps on how they can improve.”

The team from Studio Wish Salon in Twinsburg, OH.
The team from Studio Wish Salon in Twinsburg, OH.

STUDIO WISH SALON
Twinsburg, OH
studiowish.com
Rowena and Eric Yeager
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 9
NEW CLIENT RETENTION: 42%
RETURN RETENTION: 84%
PRE-BOOKING RATE: 65%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Oribe, R+Co, DevaCurl
COLOR: Wella
NAIL CARE: Zoya, CND, Gelish
TECH SUPPORT: Millennium, Demandforce, ZeeZor
ASSOCIATIONS: Intercoiffure, NCA, PBA
“Twinsburg has a summer Rock the Park concert series every other Friday, and we were the VIP sponsors! We did hair and makeup touch-ups, sold WishChic T-shirts, signed guests up for a chance to win a free makeover, and we handed out complimentary blow dry cards.”

The team from Utopia Salon and Day Spa in Vancouver, WA.
The team from Utopia Salon and Day Spa in Vancouver, WA.

UTOPIA SALON & DAY SPA
Vancouver, WA
utopiadayspasalon.com
Lisa Houser
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 10
NEW CLIENT RETENTION: 85%
RETURN RETENTION: 60%
PRE-BOOKING RATE: 38%
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Surface, Aquage, Loma
COLOR: Scruples, Surface
SKIN CARE: Bioelements, Esthetic Formula
NAIL CARE: Young Nails, Gelish
TECH SUPPORT: Millennium, Demandforce, WebOpenings
ASSOCIATION: PBA
“We use a Mr. Potato Head, and every time someone in the salon re-books their guest, they get to steal the potato. We check at random times and whomever is holding the potato picks from our prize bag.”

The team from Westside Hair Care, LLC, from Hackettstown, NJ.
The team from Westside Hair Care, LLC, from Hackettstown, NJ.

WESTSIDE HAIR CARE LLC
Hackettstown, NJ
westsidehair.com
Maureen Kimble
SQUARE FEET: 1,700
TOTAL EMPLOYEES: 9
NEW CLIENT RETENTION: 30%
RETURN RETENTION: 70%
PRE-BOOKING RATE: 60%
AVERAGE CUT & STYLE: $44
BEST-SELLING RETAIL: Redken
COLOR: Redken
TECH SUPPORT: Envision, Icontact
ASSOCIATION: PBA
“One of our successful offers is our new talent color-and-cut special for $55. We offer the special every Monday, Tuesday and Wednesday with level-one stylists. The special has helped us bring in new guests and retain guests who might be trying to lengthen their time between visits.”

Additional Honorees
360 The Colour Bar Salon, El Paso, TX
Allure Designs, Libertyville, IL
Avenue Hair Design, Venice, FL
Berenices, Denver, CO
Bespoke Beauty Bar, Wexford, PA
Blo, Raleigh, NC
Canvas Salon and Skin Bar, Powell, OH
Centre Salon & Spa, Westminster, Westminster, CO
Chemistry Hair Salon, Shreveport, LA
CoCo Cheveux Salon, South Portland, ME
Impressions, Mequon, WI
Inspire Salon, Weldon Spring, MO
Integrity Lash, Pasadena, CA
Kiss Kiss Bang Bang, Fishers, IN
Lux Salon, Fullerton, CA
Maggie The Salon, Pembroke Pines, FL
Paul Kenneth Salon & Spa, Woburn, MA
Pin-Up Curls, Fort Wayne, IN
Salon Estique, Phoenix, AZ
Solaris Aveda, Evansville, IN
Urban Betty, Austin, TX

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