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Salon Today 200

How to Refocus on Retail and Give it a Boost!

Stacey Soble | January 14, 2019 | 8:46 AM
The team from DV8 The Salon in Grapevine, TX, boosted retail sales by 110% after implementing a new system.

Retail got a boost last year at DV8 The Salon in Grapevine, Texas. Owners Lisa Justiss, Candice Hammit and Kirbi James introduced a version of William Edge’s Retail Edge System that resulted in a total culture change that refocused the salon’s staff on retail.

When the guest arrives, the front desk team carries a traveler basket The team from DV8 The Salon in Grapevine, TX, boosted retail sales by 110% after back to the stylist’s station and shows implementing a new system.
what products the guest already uses. This allows the stylist to initiate a conversation during the service: “How have you liked this product?” “Is there anything you’d like to improve upon?”

While the guest is getting shampooed or their color is processed, a team member fills that traveler basket with at least three suggested retail items for that guest. The products are customized for the guest and are explained in detail while the service is being performed. The stylist shares what product is being used, why she recommends it and how it can help the client maintain and replicate the style at home.

The stylist then walks the guest to the front desk to be rescheduled and transfers the basket and the conversation to the front desk team, who reinforces the conversation by asking a confirmation question: “Your stylist used these products today and recommends them for you. Which do you want to take home with you today?”
The salon implemented the new retail focus in August 2017, and in July 2018 retail sales numbers were 110% over sales from the same month the year before.

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