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Management Practices

Salon Today 200: Retention and Referral

Stacey Soble | December 10, 2017 | 6:00 AM
Mechelle and Matthew Khodayari, owners of Aria Salon Spa Shoppe in Alpharetta, GA.
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The team from Avantgarde Salon, Inc., in Destin, FL.
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Breeze Salon & Spa in Georgetown, TX.
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Jen Booth, owner of Jen's Styling Booth.
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The team from Lavish Color Salon in Cleveland, OH.
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An inside look at Rumors Salon & Spa in Latham, NY.
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The team frm Salon Soca in Chicago, IL.
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A color in progress at The Mmitchell Wade Salon in Oviedo, FL.
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The team from Trixies Salon in Des Moines, IA.
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Aria Salon Spa Shoppe
Alpharetta, GA
ariasalons.net
Mechelle and Matthew Khodayari
SQUARE FEET: 2,700; 2,100
TOTAL EMPLOYEES: 34
NEW CLIENT RETENTION: 34%
PRE-BOOKING RATE: 60%
AVERAGE CUT & STYLE: $61
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: Millennium, Demandforce, ZeeZor, WebOpenings
ASSOCIATION: Intercoiffure
“To raise our new-guest-retention rate, we created a client passport. This passport offers new guests four options to save on their next four visits: $20 off next color service; $20 off next hair cut; free deep conditioning service or $20 off a blowout. Our retention rate jumped 12% after we launched this program.”

Avantgarde Salon, Inc.
Destin, FL
avantgardeaveda.com
Joseph Rogers
SQUARE FEET: 4,300; 1,400; 1,000
TOTAL EMPLOYEES: 44
NEW CLIENT RETENTION: 27%
PRE-BOOKING RATE: 58%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI, Aveda
TECH SUPPORT: SalonBiz, Demandforce, ZeeZor
ASSOCIATION: Beauty Industry Council
“Stylists wrote down how many new guests they could book in eight weeks if they gave 110% effort. We had 22 participants, and most reached 40-50% new-guest retention.”

Breeze Salon & Spa
Georgetown, TX
breezesalon.com
Breanna Herriott
SQUARE FEET: 3,000; 2,500; 4,000; 4,000
TOTAL EMPLOYEES: 88
NEW CLIENT RETENTION: 30%
PRE-BOOKING RATE: 42%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: SpaRitual, CND
TECH SUPPORT: SalonBiz, ZeeZor, Demandforce, Loyalty Gator
ASSOCIATIONS: PBA, 2 to 10
“We have several client-loyalty programs. Breeze Platinum can be purchased for $100 and is good for one year. Guests receive four complimentary shampoo/blowdries, four Beauty on Demand services, a birthday gift, 10% off all retail products, and the benefits of our Breeze Rewards points program.”

Jen’s Styling Booth
Mooresville, NC
jensstylingbooth.com
Jen Booth
SQUARE FEET: 1,000
TOTAL EMPLOYEES: 7
NEW CLIENT RETENTION: 42%
PRE-BOOKING RATE: 74%
AVERAGE CUT & STYLE: $41
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
SKIN CARE: Bioelements
NAIL CARE: Essie
TECH SUPPORT: Millennium, Demandforce
“Our referral program rewards both the new guest and the referring client with $20 when they spend more than $50, or $10 when they spend less. Of the new guests this year, 58% have been from client referrals.”

Lavish Color Salon
Cleveland, OH
lavishcolorsalon.com
Tracey Watts Cirino
SQUARE FEET: 1,600
TOTAL EMPLOYEES: 14
NEW CLIENT RETENTION: 45%
PRE-BOOKING RATE: 65%
AVERAGE CUT & STYLE: $50
BEST-SELLING RETAIL: Redken, Pureology, Brazilian Blowout
COLOR: Redken
NAIL CARE: OPI, CND
TECH SUPPORT: Envision, SnapSnip
ASSOCIATIONS: ISBN, NCA, PBA, Summit
“We ran a fun pre-booking competition. If guests pre-booked two or more appointments, they and their stylist were entered to win a $400 glamping package that included a high-end fire-pit, hair products and all the essentials for a glamorous evening by the fire.”

The Mitchell Wade Salon
Oviedo, FL
mitchellwade.com
Mitchell and Eneth Eubanks
SQUARE FEET: 1,400
TOTAL EMPLOYEES: 14
NEW CLIENT RETENTION: 55%
PRE-BOOKING RATE: 41%
AVERAGE CUT & STYLE: $63
BEST-SELLING RETAIL: Bumble and Bumble, Moroccanoil
COLOR: Wella, Pravana
SKIN CARE: Image
TECH SUPPORT: STX
“Our program offers existing clients $10 off for each new client brought in, and the new client also receives $10 off their first hair service. If a client brings in 10 referrals in a year, they receive a mini iPad. Our clients tend to be extremely loyal to our salon and staff, so it’s a small investment for a larger ongoing reward.”

Omagi Salon and Spa
Louisville, KY
omagisalonspa.com
Marian Maruca Sang
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 32
NEW CLIENT RETENTION: 49%
PRE-BOOKING RATE: 79%
AVERAGE CUT & STYLE: $48
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: SalonBiz, Demandforce, River City Networks
ASSOCIATIONS: NCA, PBA, Green Circle
“For every additional appointment a service provider gets a guest to prebook, they get an entry into a drawing for a day off with pay! This has really incentivized our employees into not only seeking the guest’s next appointment, but also the guests next 12 months of appointments!”

Rumors Salon & Spa
Latham, NY
rumorsinc.com
Marri Aviza and Lisa Norgrove
SQUARE FEET: 13,800
TOTAL EMPLOYEES: 105
NEW CLIENT RETENTION: 53%
PRE-BOOKING RATE: 37%
AVERAGE CUT & STYLE: $57
BEST-SELLING RETAIL: KMS, Goldwell, Paul Mitchell
COLOR: Goldwell, Paul Mitchell, Aveda
SKIN CARE: Yonka, Eminence
NAIL CARE: OPI, Essie
TECH SUPPORT: Millennium, Demandforce, ZeeZor, Salon Clouds Plus
ASSOCIATIONS: PBA, Intercoiffure
“Free Hairdressing is our version of sampling. The program gives prospective guests an opportunity to try a service without commitment. This has produced 10–15% new guests.”

Salon Soca
Chicago, IL
salonsoca.com
Brigette Sobus
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 15
NEW CLIENT RETENTION: 85%
PRE-BOOKING RATE: 65%
AVERAGE CUT & STYLE: $70
BEST-SELLING RETAIL: Aveda
COLOR: Aveda, Goldwell
SKIN CARE: Aveda
TECH SUPPORT: Harms, Millennium, Demandforce
ASSOCIATIONS: NCA, PBA, Green Circle
“We have promotions to encourage prebooking with fun contests such as our Roll the Dice promotion. Each time a client pre-books, they roll a 20-sided dice. The number rolled will be the percentage off their retail purchase at that pre-booked appointment.”

Trixies Salon
Des Moines, IA
trixiessalon.com
Tricia Rivas
SQUARE FEET: 1,500; 1,200; 2,200
TOTAL EMPLOYEES: 15
NEW CLIENT RETENTION: 40%
PRE-BOOKING RATE: 56%
AVERAGE CUT & STYLE: $38
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI, CND, Morgan Taylor
TECH SUPPORT: SalonBiz, Demandforce
ASSOCIATIONS: Intercoiffure, PBA, 2 to 10, ISBN
“We have a popular hair-cut loyalty program where guests check in on a tablet using their phone number. After six check-ins, the seventh service is complimentary.”

Additional Honorees
Bii Salon, West Dundee, IL
Blo, Raleigh, NC
Canvas Salon, Powell, OH
Hollywood Hair Salon and Spa, Centralia, IL
Ihloff Salon and Day Spa, Tulsa, OK
Impressions, Meqon, WI
Inspire Salon, Weldon Springs, MO
Luxe Salon, Spa, & Laser Center, Rochester, NY
Michael Helene Salon Gallery, Dulles, VA
N Style Salon, Saugus, CA
Neatbeat, Louisville, KY
Nuovo Salon Group, Sarasota, FL
Nurtur Salon, Columbus, OH
Paul Kenneth Salon & Spa, Woburn, MA
Philip Johnson Salon/Spa, St. Louis, MO
Pin-Up Curls, Fort Wayne, IN
PURE Salon and Spa, Ankeny, IA
Razmataz Salon, Georgetown, TX
Salon Laurie & Company, Baltimore, MD
Solaris Aveda, Evansville, IN
Urban Betty, Austin, TX
Utopia Salon & Day Spa, Vancouver, WA
Whole Salon Group, Oldsmar, FL

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