2023 SALON TODAY 200: Client Retention & Referral and Technology

CLIENT RETENTION AND REFERRAL 

A salon’s ability to attract new guests fuels its growth, and its ability to get those clients to return again and again dictates its overall success. 

CENTRE SALONS AND SPAS
Arvada, CO
centresalon.com
Jim Pacifico and Keli Kenyon
SQUARE FEET: 3048, 3320, 2100, 2731  
TOTAL EMPLOYEES: 65
BEST-SELLING RETAIL: Aveda  
COLOR: Aveda  
SKINCARE: Aveda, Cosmedical 
NAIL CARE: Jessica Cosmetics, OPI 
TECH SUPPORT: SalonBiz, Google Forms 
“Instead of chocolate and tea, our new guest welcome bags contain bounce-backs for the new guest to use on their next visit—50% off their next purchase, a free Botanical Repair Treatment with service, $20 off spa or nail services. This keeps them coming in, turning them into loyal guests.”

DOUGLAS J SALON
Rochester Hills, MI
douglasj.com
Scott Weaver and T.J. Weaver
SQUARE FEET: 1800     
TOTAL EMPLOYEES: 14
BEST-SELLING RETAIL: Aveda  
COLOR: Aveda 
SKINCARE: Aveda  
TECH SUPPORT: Zenoti  
ASSOCIATIONS: Intercoiffure
“By shifting from having only specialized stylists who do design and color to surrounding those specialists with a team of generalists, we can get guests in for multiple services faster and service all price points.”

DOUGLAS J SALON AND MEDSPA
Okemos, MI
douglasj.com
Scott Weaver and T.J. Weaver
SQUARE FEET: 10,000     
TOTAL EMPLOYEES: 81
BEST-SELLING RETAIL: Aveda, Davines, Reuzel
COLOR: Aveda, Davines 
SKINCARE: Aveda, PCA
NAIL CARE: OPI  
TECH SUPPORT: Zenoti 
ASSOCIATIONS: Intercoiffure
“We moved our referral program to a digital platform and tied it to our You Rewards program, making it easier for current guests to access their reward and use it immediately.”

GLOW BEAUTY BOUTIQUE
Braintree, MA
glowbeautyb.com
Shelley North
SQUARE FEET: 1900     
TOTAL EMPLOYEES: 17
SKINCARE: Control Corrective, CLN&DRTY, Factor Five
TECH SUPPORT: Phorest, Salon Socials, Meet Your Esty 
ASSOCIATIONS: PBA
“From Thanksgiving through Christmas, clients who rebooked their next three appointments were entered to win a Dyson Airwrap complete styler kit. The esthetician who rebooked the most won the same kit. This was a huge hit, with more than 500 people entering to win.”

SEAN ROCCO SALON
Charlotte, NC
seanroccosalon.com
Sean Duncan and Mark LaRocco
SQUARE FEET: 1000     
TOTAL EMPLOYEES: 8
BEST-SELLING RETAIL: Davines, Aveda, Olaplex
COLOR: Davines, Goldwell, Redken
SKINCARE: Aveda 
“Our front desk staff know each stylist’s abilities and which services they provide well and prefer. Receptionists ask callers a few simple questions, making it easy for them to put the right client in the right stylist chair. A good fit is one step closer to having a repeat client.”

TECHNOLOGY

For a busy salon or spa owner, technology serves as an additional manager, simplifying systems and processes; communicating to and educating guests; measuring and motivating team members; and marketing to the community for new business. 

BLO
Raleigh, NC
justblo.com
Bryan Nunes
SQUARE FEET: 4242     
TOTAL EMPLOYEES: 23
BEST-SELLING RETAIL: Redken, Pureology 
COLOR: Redken, Pulp Riot 
TECH SUPPORT: Rosy, Snapsnip, Textel 
“Many systems born out of necessity (during Covid) ended up setting us up for a bright and more profitable future. For example, investing in Textel has allowed us to run with a 50 percent reduction of labor at the front desk while giving guests their preferred method of communication.”

CUTTING LOOSE SALON
University Park, FL
cuttingloose.net
Coral Pleas & Travis Scheuer
SQUARE FEET: 5600, 2800    
TOTAL EMPLOYEES: 60
BEST-SELLING RETAIL: Oribe, Bumble, Goldwell
COLOR: Goldwell  
TECH SUPPORT: Phorest, Vish  
ASSOCIATIONS: Intercoiffure, 2 to 10
“We created virtual onboarding using Profi. We send new hires all the information they need before they start and add hours from onboarding to their first paycheck. They check off as they complete each module so we know they’re prepared before their first day.”

INVIKTUS SALON
Republic, MO
inviktussalon.com
Christa Stephens
SQUARE FEET: 3200, 3200, 1200   
TOTAL EMPLOYEES: 10
BEST-SELLING RETAIL: Eufora  
COLOR: Eufora  
TECH SUPPORT: Rosy, Salonscale, Tippy, Salon Ninja
“With Salon Ninja we no longer need phone lines in our salon. We can call right from our cell phones, which shows up as the salon number. We’re also seeing higher profitability with Salon Scale. We are accountable with our color and now add it to our tickets.”

RICHARD SALON
Smithtown, NY
richardsalon.com
Richard Daly
SQUARE FEET: 900     
TOTAL EMPLOYEES: 12
BEST-SELLING RETAIL: Arrojo, Pureology, Ecru
COLOR: Goldwell, Pulp Riot 
TECH SUPPORT: Daysmart Salon, Demandforce, Square 
ASSOCIATIONS: PBA
“Our online booking system is single-step and easily used from smart phones. Last year, 76 percent of our bookings were made online. Clients create a personal portal, and every appointment is backed up with a secure credit card that will be charged for no-shows and used for expedited checkout.”

SALON ROOTZ, INC.
Medina, OH
salonrootz.com
Jen Tryon & Sheila Barco
SQUARE FEET: 1878     
TOTAL EMPLOYEES: 13
BEST-SELLING RETAIL: L’Oreal, Aveda, Davines
COLOR: L'Oreal, Wella 
NAIL CARE: OPI  
TECH SUPPORT: Meevo, Tippy, Textedly 
ASSOCIATIONS: Ohio Salon Connection
“The days of posting and praying to recruit new team members are long over. We use all social channels and our website to tell our culture story, built on our three brand-building pillars of fun, community, and passion.”

THE MITCHELL WADE SALON
Oviedo, FL
mitchellwade.com
Mitch Eubanks
SQUARE FEET: 1400     
TOTAL EMPLOYEES: 13
BEST-SELLING RETAIL: Bumble and bumble, Color Wow, Moroccanoil
COLOR: Wella, Joico, Vivids 
SKINCARE: Image  
TECH SUPPORT: Phorest, Tippy  
ASSOCIATIONS: PBA
“We brought on Tippy to allow clients to tip directly to their stylists, relinquishing the salon from paying credit card fees on funds not received. Gratuities are deposited into stylists’ bank accounts within a day, and stylists are responsible for their own credit card processing fees, which are low. Stylists have seen an increase in tips by up to 20 percent.”