2014 SALON TODAY 200: Retention and Referral Programs

By Stacey Soble | 12/11/2013 10:16:00 AM

 

click image to zoom The surest way to higher salon and spa profits is by building client loyalty to the brand and recruiting clients as brand ambassadors, encouraging them to bring in their friends. We invited applicants to describe all their loyalty and referral programs as they would to a new client, including hot they would encourage that client to prebook her next appointment. Extra credit was awarded to salons and spas that offered data that demonstrated the value of these programs to the salon’s future business.

 

 

Bob Steele Salon
Atlanta, GA
bobsteele.com
Amanda Hair
SQUARE FEET:
5670, 3200, 3200
TOTAL EMPLOYEES: 101
NEW CLIENT RETENTION: 49%
RETURN RETENTION: 84%
PRE-BOOKING RATE: 56%
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Pureology, Moroccanoil, Kerastase
COLOR: Redken
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: ISBN, 2 to 10
“Each night, we post our H.O.T. (hair openings tomorrow) appointments online (weekdays only) and offer a 15-percent discount on services.”

Cutting Loose Salon
University Park, FL
cuttingloose.net
Coral Pleas
SQUARE FEET:
4800, 1400
TOTAL EMPLOYEES: 50
NEW CLIENT RETENTION: 69
RETURN RETENTION: 61
PRE-BOOKING RATE: 32
AVERAGE CUT & STYLE: $55
BEST-SELLING RETAIL: JPMS, Bumble and bumble, Oribe
COLOR: JPMS, Pravana
TECH SUPPORT: Millennium
INTERNET MARKETING SYSTEMS: Demandforce
ASSOCIATIONS: PBA, Intercoiffure
“Our Happy Hour hair promotion applies to guests who book cut and color reservations with the same stylist for themselves and a friend who is a new guest. We offer both of the guests half off their highest color service as a reward.”

Hue Salon & Spa
Huntington Beach, CA
huesalon.com
Janice Van Mullem
SQUARE FEET:
2500
TOTAL EMPLOYEES: 24
NEW CLIENT RETENTION: 30%
RETURN RETENTION: 80%
PRE-BOOKING RATE: 52%
AVERAGE CUT & STYLE: $62
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
“For every new guest a client refers to Hue, we thank them with a $25 gift good towards any Aveda product purchase. The $25 is automatically generated in the client’s account when the friend comes in. Clients can use it or save it as desired.”

Inspire Salon
Weldon Spring, MO
www.saloninspire.com
Chris & Sandi Ravenscraft
SQUARE FEET:
2100
TOTAL EMPLOYEES: 7
NEW CLIENT RETENTION: 45%
RETURN RETENTION: 87%
PRE-BOOKING RATE: 64%
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium
“Our Experience More card has five offers on it to expose guests to all we have to offer. The offers include: a free full-size retail product recommend by the stylists, a free wax service, a free make-up product when a lesson or application is scheduled, a free manicure when a pedicure is booked and a free deep conditioning treatment with any service.”

New Identities Hair Studios of Tampa
Tampa, FL
newidentitiessalon.com
Marc and Kelly Rockquemore
SQUARE FEET:
2000, 2300
TOTAL EMPLOYEES: 42
NEW CLIENT RETENTION: 46%
RETURN RETENTION: 85%
PRE-BOOKING RATE: 60%
AVERAGE CUT & STYLE: $31
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
TECH SUPPORT: Millennium, Demandforce, Constant Contact
ASSOCIATIONS: Florida Retail Federation
“The thing about a referral program is you have to be able to measure it, or don’t bother! If the results aren’t measurable, then they won’t mean anything because they won’t be accurate.”

Salon 01
Carmel, IN
salon01.com
Micki and David Stirsman
SQUARE FEET:
15,000
TOTAL EMPLOYEES: 48
NEW CLIENT RETENTION: 50%
RETURN RETENTION: 87%
PRE-BOOKING RATE: 76%
AVERAGE CUT & STYLE: $57
BEST-SELLING RETAIL: Private label, Aquage, Nioxin
COLOR: Artego
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: Intercoiffure, PBA
“The first time a guest returns to our salon, they receive a complimentary conditioning treatment, the second time, a complimentary haircut with a color service purchase, and upon their next visit, they receive 20 percent off any products purchased.”

Salon Central
Bethesda, MD
saloncentralbethesda.com
Gail Cohen
SQUARE FEET:
1,400
TOTAL EMPLOYEES: 18
NEW CLIENT RETENTION: 30
RETURN RETENTION: 80
PRE-BOOKING RATE: 40%
AVERAGE CUT & STYLE: $70
BEST-SELLING RETAIL: Redken, Pureology, Aveda
COLOR: Redken, Aveda
TECH SUPPORT: Milano, Demandforce
ASSOCIATIONS: PBA
“If a client ‘likes’ us on Facebook and uses a mobile app to check in at the salon, she can choose from a basket of travel-size products every time she visits.”

Salon Disegno
Lawrenceville, GA
salondisegno.com
David & Stacy Hodges
SQUARE FEET:
1750, 1500
TOTAL EMPLOYEES: 15
NEW CLIENT RETENTION: 60
RETURN RETENTION: 80
PRE-BOOKING RATE: 60
AVERAGE CUT & STYLE: $48
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
TECH SUPPORT: STX
“New clients receive a Welcome Box as a thank-you for trying the salon. It includes referral cards, a description of the Fringe Benefits program, a sample product and three coupons for future visits.”

Salon Estique
Phoenix, AZ
salonestique.com
Cheryl Finn, Brenda Barnaby, Kelly Boudreau
SQUARE FEET:
3,600
TOTAL EMPLOYEES: 30
NEW CLIENT RETENTION: 63%
RETURN RETENTION: 80%
PRE-BOOKING RATE: 41%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Aveda, Bumble and bumble, TiGi
COLOR: Wella, JPMS
TECH SUPPORT: Millennium, Demandforce, Constant
ASSOCIATIONS: PBA
“Our Bounce Back card introduces guests to new services and encourages them to return through various discounts for their second, third, fourth and fifth visits. Our Frequent Buyer card thanks guests for their support by giving them $10 towards product purchase after they’ve reached $100 in retail purchases.”

You Salon
Ellicott City, MD
yousalon.com
Robin Gribbin
SQUARE FEET:
2400
TOTAL EMPLOYEES: 15
NEW CLIENT RETENTION: 68%
RETURN RETENTION: 95%
PRE-BOOKING RATE: 85%
AVERAGE CUT & STYLE: $57
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
TECH SUPPORT: Millennium, Demandforce
“All products on a client’s first visit are 10 percent off, but after that they can use the ‘Buy More, Save More’ program. Clients receive product discounts anytime, immediately, all year round, based on the amount of products they purchase.”

Additional Honorees:
Dawns Pizzazz/DPz Group, Danbury, CT
Ihloff Salon and Day Spa, Tulsa, OK
Kai Salon and Spa, Champlin, MN
Omagi Salon & Spa, Louisville, KY
Salon JoVon, Brecksville, OH
Salon Laurie and Company, Baltimore, MD
The Hair Company, Leonardtown, MD
Warmsprings Salon & Spa, Chambersburg, PA


Prev 1 2 3 Next All

 

 

RELATED ARTICLES

 

SHARE THIS

ABOUT THE AUTHOR: Stacey Soble

Stacey Soble Stacey Soble, Editor in Chief of Salon Today

Stacey has been involved in the conversation of salon business for 14 years—as a reporter, a consultant and as the Editor in Chief of SALON TODAY.

Read Stacey Soble's Blogs You can e-mail Stacey at ssobley@vancepublishing.com.

 


Comments (0) Leave a comment 

Name
e-Mail (required)
Location

Comment:

characters left