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Management Practices

2018 Salon Today 200: Retail and Merchandising

Stacey Soble | December 8, 2017 | 6:00 AM
The team from Athena Salon, Spa & Wellness in Windsor, CO.
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Catherine Brown-Issel, owner of Brown & Deline in Ann Arbor, MI.
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James Pacifico, owner of Centre Salon, Fashion Place in Murray, UT, showing off his storefront.
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Ame and Dennis Metcalfe, owners of D'Ametris Aveda in Arvada, CO.
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A display at Lucky Hair Company in Canton, MI.
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The team from Salon Secrets Spa in Kennett Square, PA.
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The team from The Hair Company in Leonardtown, MD.
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A product focus table at The Studio for Hair in Farmington Hills, MI.
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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 helps close each sale.

Athena Salon, Spa & Wellness
Windsor, CO
spaathena.com
Angie Lund
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 18
AVERAGE RETAIL $/TICKET: $17
RETAIL AS % OF SALES: 25%
AVERAGE CUT & STYLE: $51
BEST-SELLING RETAIL: Eufora
COLOR: Eufora
SKIN CARE: Eminence, Farm House Fresh
NAIL CARE: CND, OPI
TECH SUPPORT: Rosy, Demandforce
ASSOCIATIONS: PBA, ESON
“Once guests purchase products, it is in our system with a use-by date so the team knows when to remind them to purchase it again to ensure they do not run out and make an impulse purchase somewhere else.”

Brown & DeLine
Ann Arbor, MI
brownanddeline.com
Cathrine Brown-Issel
SQUARE FEET: 3,800
TOTAL EMPLOYEES: 38
AVERAGE RETAIL $/TICKET: $8
RETAIL AS % OF SALES: 12%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Moroccanoil, TIGI, Aveda
COLOR: Wella, TIGI
SKIN CARE: Glymed, Sothys
NAIL CARE: CND, OPI
TECH SUPPORT: Millennium, Demandforce, ZeeZor, Salon Clouds Plus
ASSOCIATIONS: Intercoiffure, PBA
“We learned clients are more invested when you show them how to style and why the products will benefit the hair. Walking a client to the retail shelf following their service is a key to closing the salon experience.”

Centre Salon, Fashion Place
Murray, UT
centresalon.com
James F. Pacifico
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 12
AVERAGE RETAIL $/TICKET: $46
RETAIL AS % OF SALES: 60%
AVERAGE CUT & STYLE: $34
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: SalonBiz, Demandforce, ZeeZor
“We stocked up on product samples, and when we provide these to our guests, we record their information and the samples that they tried so we can follow up with them on their experience with these products. We offer an incentive to come back and purchase these products. We find that our guests are very likely to come back and make a purchase if they have had the opportunity to try the products first.”

D’Ametris Aveda
Arvada, CO
dametris.biz
Ame and Dennis Metcalfe
SQUARE FEET: 1,200
TOTAL EMPLOYEES: 12
AVERAGE RETAIL $/TICKET: $11
RETAIL AS % OF SALES: 12%
AVERAGE CUT & STYLE: $44
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce, Main Street Hub
ASSOCIATION: ABCH
“To increase our retail sales, we integrate business sense with all products displayed to stand out with no clutter, testers of each retail product, as well as being organized in systems that are consumer-friendly with description labels. We consult, educate, merchandise, promote and offer a remarkable experience.”

The Hair Company
Leonardtown, MD
thehaircompany.biz
Jacqueline Buckler
SQUARE FEET: 5,500; 4,000
TOTAL EMPLOYEES: 46
AVERAGE RETAIL $/TICKET: $16
RETAIL AS % OF SALES: 21%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
SKIN CARE: Bareminerals, Bioelements
NAIL CARE: OPI, CND
TECH SUPPORT: Envision, Demandforce
ASSOCIATION: Summit
“We host quarterly in-salon events. At our Affair on the Square event, we set up stations where salon guests could learn new tips. Guests have their passport stamped at each station to enter a drawing; we sold more than $3,500 during this event.”

Heath Salon and Spa
Heath, TX
heathsalonandspa.com
Jauna French
SQUARE FEET: 4,500
TOTAL EMPLOYEES: 29
AVERAGE RETAIL $/TICKET: $29
RETAIL AS % OF SALES: 17%
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Pureology, Redken
COLOR: Redken
SKIN CARE: Rhonda Allison
NAIL CARE: OPI, CND
TECH SUPPORT: STX, Demandforce
ASSOCIATIONS: PBA, Summit, Redken Elite
“Education is key to sales—understanding how to solve the guests’ problems through product. It is a measure of how well we are servicing the guests. We help build the staff’s confidence through scripts and role play.”

Lucky Hair Company
Canton, MI
luckyhairco.com
Melissa and David Coughlin
SQUARE FEET: 3,300
TOTAL EMPLOYEES: 25
AVERAGE RETAIL $/TICKET: $10
RETAIL AS % OF SALES: 13%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Redken, Pureology, Brazilian Blowout
COLOR: Redken
SKIN CARE: Image, OPI
NAIL CARE: OPI, CND
TECH SUPPORT: Envision, Demandforce, Hootsuite
“We plan our retail calendar one year in advance; have our sale posters and ads designed by a professional; work with vendors for complimentary prizes to drive productivity; strive to bring two products to the front-desk so staff can close the sale; and rotate promotions every six weeks.”

Mark Pardo Salon Spa
Albuquerque, NM
markpardo.com
Mark Gonzales
SQUARE FEET: 3,800; 3,600; 3,300; 2,200; 1,200
TOTAL EMPLOYEES: 125
AVERAGE RETAIL $/TICKET: $16
RETAIL AS % OF SALES: 23%
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda, PCA
NAIL CARE: OPI
TECH SUPPORT: SpaBiz, Demandforce
ASSOCIATIONS: PBA, 2 to 10
“When we launched a new skin-care line, we created a pre-sales competition with one winner from the advisor team and one from the service providers. Whoever had the most presales was able to have a day where they could wear jeans and were given a backbar product of their choice.”

Salon Secrets Spa
Kennett Square, PA
salonsecretsspa.com
Tiffany Lahn
SQUARE FEET: 5,500
TOTAL EMPLOYEES: 30
AVERAGE RETAIL $/TICKET: $23
RETAIL AS % OF SALES: 20%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Aveda, Brazillian Blowout
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI, CND, Green Circle
TECH SUPPORT: Millennium, Demandforce, ZeeZor
“We teach Squirt and Speak—if you squirt it out of the bottle, then you must talk about it to your guest. Our retailing system entails educating the guest in the whys and hows of product usage. We ask inquisitive questions about how their hair feels and what changes they like to see in their hair.”

The Studio For Hair
Farmington Hills, MI
thestudioforhair.com
Natalie Sikora, Kenneth Sikora, Tasha Schurgin
SQUARE FEET: 1,700
TOTAL EMPLOYEES: 20
AVERAGE RETAIL $/TICKET: $17
RETAIL AS % OF SALES: 20%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Eufora
COLOR: Eufora, Goldwell
NAIL CARE: OPI, CND, Essie
TECH SUPPORT: Mikal, DemandForce, ZeeZor
ASSOCIATION: ABCH, Green Circle
“Our packet welcomes new guests into our culture with the Eufora guest consultation form and information about our studio. Included is a price list and coupons for prebooking and retail to make sure a guest loves their service! A $5 coupon has helped to increase our retail for a guest’s first visit.”

Additional Honorees
Allure Designs, Libertyville, IL
Aveda Institute New Mexico, Albuquerque, NM
Aveda Institute P, Tempe, AZ
Belladona Salon & Spa, Cape Girardeau, MO
Blo, Raleigh, NC
Five Senses Spa, Salon and Barbershop, Peoria, IL
Ginger Bay Salon & Spa, Kirkwood, MO
Hollywood Hair Salon and Spa,, Centralia, IL
Interlocks, Newburyport, MA
Joli Salon and Spa, Lexington, KY
Karen Allen Salon and Spa, Riverside, CA
Michael Helene Salon Gallery, Dulles VA
Maggie The Salon, Pembroke Pines, FL
Neatbeat, Louisville, KY
Nurtur Salon, Columbus, OH
Omagi Salon & Spa, Louisville, KY
Ouidad Salon-FL by Chadwick and Igor, Ft. Lauderdale, FL
Paul Kenneth Salon & Spa, Woburn, MA
Pure Salon and Spa, Ankeny, IA
Pure Salon Spa, Louisville, KY
Quattra Via Aveda, Carlsbad, CA
Refinery Salon, O’Fallon, IL
Rituals Salon-Spa, Midlothia, VA
Salon Laurie & Company, Baltimore, MD
Solaris Aveda, Evansville, IL
Urban Betty, Austin, TX
Von Anthony Salon, Frisco, TX

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