Retail Reimagined
In a world dominated by Amazon, salon owners push back with proven strategies for successfully interesting retail sales while educating and delighting their clients at the same time.
by Stacey Soble
2018 Salon Today 200: Customer Service
It's day 3 of the 12 Days of the Salon Today 200 and time to meet the superstars in customer service. These salons have mastered the art of elevating the salon and spa experience, which solidifies client loyalty and propels growth.
December 3, 2017
Kati Whitledge, owner of Be Inspired Salon in Madison, WI.
1/9
5 min to read
A warm welcome, a refreshing beverage, and the close, personal connection a client feels with a salon can be as important in retaining her business as the precision of her hair cut or the dimension of her color. Customer service impacts the client's overall experience, and the salons that deliver it during each and every visit boost their overall sales along with client loyalty.
Be Inspired Salon
Madison, WI
beinspiredsalon.com
Kati Whitledge
SQUARE FEET: 1,200
TOTAL EMPLOYEES: 18
AVERAGE CUT & STYLE: $70
BEST-SELLING RETAIL: DevaCurl Surface Hair, Oribe
COLOR: Goldwell
TECH SUPPORT: Rosy, Meet Your Stylist!
“We hand-pick clients who have never been to our salon and are searching for a new stylist to be our secret shoppers. Our goal is to wow and retain them. We use their feedback to develop the training and accountability necessary to deliver consistent, amazing results.”
Centre Salon & Spa, Lone Tree
Lone Tree, CO
centresalon.com
James F. Pacifico
SQUARE FEET: 2,700
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $35
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKINCARE: Aveda
TECH SUPPORT: SalonBiz, Demandforce, ZeeZor, WebOpenings
“Each month, we give guest-service representatives a secret service allowance of $25 to wow a guest. We train guest services to listen for cues when booking appointments regarding anniversaries, birthdays, babies, etc. We then surprise the guest with a small bouquet or card signed by the team.”
Gervais Salon & Day Spa
Eugene, OR
gervaiseugene.com
Sharah Madrone
SQUARE FEET: 4,300; 3,600
TOTAL EMPLOYEES: 62
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI
TECH SUPPORT: SalonBiz, Salon Cloud
ASSOCIATIONS: ISPA, PBA
“We have a guest-relations captain who prepares for our guests’ departure to ensure a seamless check-out process in addition to an ‘every guest, every time’ ritual where we ask about their experience and get their next appointment pre-booked.”
Joli Salon and Spa
Lexington, KY
jolidayspa.com
Jessica Justice Beall
SQUARE FEET: 2,300
TOTAL EMPLOYEES: 16
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKINCARE: Aveda
TECH SUPPORT: SalonBiz, Demandforce, ZeeZor
ASSOCIATION: PBA
“We write down notes about our guests to help serve them better at future visits. For example, we record their preferred beverage, favorite ritual, names of family members, events that have happened and events coming up. This guarantees each guest gets a customized experience to make them feel remembered and distinct.”
Ouidad Salon-FL By Chadwick and Igor
Fort Lauderdale, FL
chadwickandigor.com
Chadwick Pendley
and Igor Araujo
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 13
AVERAGE CUT & STYLE: $120
BEST-SELLING RETAIL: Ouidad
COLOR: Goldwell
TECH SUPPORT: Mindbody
“Clients can book to have their car hand-washed and detailed during their appointment. We also provide snacks, and every hour we bring a tray of rosé and champagne through the salon for our guests 21 and older.”
Progressions Salon Spa Store
Rockville, MD
progressions.com
Cynthia Feldman
SQUARE FEET: 9,000
TOTAL EMPLOYEES: 60
AVERAGE CUT & STYLE: $92
BEST-SELLING RETAIL: Oribe, Kerastase, Bumble and Bumble
COLOR: Goldwell, Redken, Wella
SKIN CARE: Eminence, Alchimie Forever, HydraFacial
NAIL CARE: OPI, Morgan Taylor, Deborah Lippman
TECH SUPPORT: Millennium, Demandforce, ZeeZor
ASSOCIATIONS: ISPA, PBA
“We have a children’s room, with a TV, DVDs, coloring and reading books, plus a variety of toys where kids can play and wait for their parents. We also accommodate breastfeeding mothers by allowing them access to our employee breastfeeding room.”
Pure Salon Spa
Louisville, KY
puresalon-spa.com
Laura Watkins
SQUARE FEET: 1,600
TOTAL EMPLOYEES: 11
AVERAGE CUT & STYLE: $43
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKINCARE: Aveda
TECH SUPPORT: SalonBiz, Demandforce
“All new guests receive a personal call from our guest-service relations manager to check on what they experienced during their visit as well as a written thank you card from the technician who performed their service and brief words of gratitude from the owner.”
Rejuve Salon Spa
Carmel, IN
rejuvesalonandspa.com
Mini Dhanjal
SQUARE FEET: 3,800
TOTAL EMPLOYEES: 22
AVERAGE CUT & STYLE: $48
BEST-SELLING RETAIL: Aveda
COLOR: Aveda, Joico
SKIN CARE: Aveda, Glo Therapuetics
NAIL CARE: OPI, CND,
Morgan Taylor
TECH SUPPORT: SalonBiz,
Salon Clouds Plus
ASSOCIATIONS: ISBN, PBA
“In addition to a relaxing Aveda ritual, a mini facial with a hot towel gives the service provider an opportunity to introduce skin care to our hair guests. And the hand massage allows the opportunity to experience our lotions.”
Spa Bleu
West Dundee & South Barrington, IL
spa-bleu.com
Tammy Coakley
SQUARE FEET: 3,600; 2,900
TOTAL EMPLOYEES: 70
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: SpaRitual
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: PBA, 2 to 10
“We choose one guest every month and celebrate them as a VIP with a personalized gift. It can be anything from a bottle of wine to a gift card to their favorite restaurant.”
Studio Wish Salon
Twinsburg, OH
studiowish.com
Rowena and Eric Yeager
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 12
AVERAGE CUT & STYLE: $53
BEST-SELLING RETAIL: Oribe, R+Co, DevaCurl
COLOR: Wella, Pulp Riot, Joico
NAIL CARE: OPI, Zoya
TECH SUPPORT: Millennium, Demandforce, ZeeZor
ASSOCIATIONS: Intercoiffure, NCA, PBA, Ohio Salon Connection
“We constantly evaluate our customer service by reading reviews and surveys on Demandforce and social media. How we can better our best is also a topic at every meeting.”
Additional Honorees
360 The Color Bar Salon, El Paso, TX
Athena Salon, Spa & Wellness, Windsor, CO
Blo, Raleigh, NC
Brio SalonSpa, Lethbridge, Canada
Chop Tops A Hair Company, Kansas City, MO
Elements of Style Salon & Day Spa, Eldersburg, MD
Eric Fisher Salon, Wichita, KS
Frangipani Hair Studio, Inc., Jacksonville Beach, FL
Ginger Bay Salon & Spa, Kirkwood, MO
Hollywood Hair Salon and Spa, Centralia, IL
Impressions, Mequon, WI
Integrity Lash, Pasadena, CA
Mane Attraction Salon, Phoenix, AZ
Michael Helene Salon Gallery, Dulles, VA
The Mitchell Wade Salon, Oviedo, FL
Neatbeat, Louisville, KY
Nuovo Salon Group, Sarasota, FL
Nurtur Salon, Columbus, OH
Omagi Salon & Spa, Louisville, KY
PURE Salon and Spa, Ankeny, IA
RedBlooms Salons, Roots Salon, Greendale, WI
Revive Salon, Saint Paul, MN
Salon Allure Inc., Huntsville, AL
Salon Rootz, Inc., Medina, OH
Salon Soca, Chicago, IL
Serenity Couture Salon and Spa, West Des Moines, IA
Sky Salon, Strongsville, OH
Studio Eleven, Maryville, IL
Voga Salon, Overland Park, KS
Xanadu Hair Salon, Chesapeake, VA
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