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SEARCHOn the 6th day of the SALON TODAY 200, we reveal the 2020 honorees in the category of Retail and Merchandising. These salons know it takes the pull of the entire team to close the sale, but when they do it drives growth and profitability.
The team from Mark Pardo Salonspa in Albuquerque, NM.
Strong retail sales lead to profitability, but they require the pull of the entire team. Owners and managers creatively plan promotions and design displays, service providers educate clients on products and make recommendations, and the reception team helps close the sale.
BELLA SALON
Bella Salon
Austin, TX
bellasalonaustin.com
David Roussy
SQUARE FEET: 5,500
TOTAL EMPLOYEES: 24
AVERAGE RETAIL $/TICKET: $18.40
RETAIL AS % OF SALES: 15%
AVERAGE CUT & STYLE: $80
BEST-SELLING RETAIL: Oribe, Kevin Murphy, DevaCurl
COLOR: Wella
SKIN CARE: Cosmedix
NAIL CARE: CND, OPI
TECH SUPPORT: Booker, Hire Frederick
“For the 2018 holiday season, we invested heavily in travel-size hair care products and built an impactful display. We did this to capitalize on stocking-stuffer gift ideas as well as offer products for clients who might be traveling over the holidays, and we doubled sales.”
The team from Cappola-Brokaw Art of Hair in Cheshire, CT.
CAPPOLA-BROKAW ART OF HAIR
Cheshire, CT
cbartofhair.com
Patricia Brokaw
SQUARE FEET: 1,500
TOTAL EMPLOYEES: 12
AVERAGE RETAIL $/TICKET: $19
RETAIL AS % OF SALES: 17%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Goldwell, Oribe, Morrocanoil
COLOR: Goldwell, Nectaya, Elumen
TECH SUPPORT: Millennium, Salon Clouds Plus
ASSOCIATION: PBA
“After seven years in business, I believed our salon could handle a high-end luxury line. We decided to bring on Oribe because no other salons had it in our area. In 2018, we increased retail sales by $36,000 which equates to a 25% retail growth in one year.”
FRINGE SALON AND COLOR BAR
Houston, TX
fringesalonandcolorbar.com
Ashley Toliver-Williams
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 20
AVERAGE RETAIL $/TICKET: $30
RETAIL AS % OF SALES: 17%
AVERAGE CUT & STYLE: $80
BEST-SELLING RETAIL: Eufora
COLOR: Eufora
TECH SUPPORT: Phorest, ZeeZor, Snap Snip
ASSOCIATION: PBA
“Products are presented at the close of the sale lined up in an order that signifies what is most important for guests to take home that day. Our guest experience team prompts the guest by saying, ‘What do you need to complete your product wardrobe today?’ This method has taken our percentage of guests purchasing retail from 18% to 42% in 2018.”
The SALON TODAY 200 wall of honor at Garbo A Salon & Spa in Austin, TX.
GARBO A SALON & SPA
Austin, TX
garboasalon.com
Marsha Power
SQUARE FEET: 2,400; 1,600
TOTAL EMPLOYEES: 38
AVERAGE RETAIL $/TICKET: $17.47
RETAIL AS % OF SALES: 17%
AVERAGE CUT & STYLE: $57
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI, CND
TECH SUPPORT: SalonBbiz Demandforce
ASSOCIATIONS: ICA, PBA, 2 to 10
“Our most successful retail display was our ‘Travel Trunk for Summer.’ This display created interest in products that protect hair from the sun, travel-sizes, and a reminder for guests to plan for upcoming trips. It was our most commented on display–guests wanted to take the trunk!”
MARK PARDO SALONSPA
Albuquerque, NM
markpardo.com
Mark Gonzales
SQUARE FEET: 3,800; 3,600; 3,300; 1,800; 1,200
TOTAL EMPLOYEES: 115
AVERAGE RETAIL $/TICKET: $21
RETAIL AS % OF SALES: 29%
AVERAGE CUT & STYLE: $40
BEST-SELLING RETAIL: Aveda
COLOR: Aveda, Pulp Riot, Pravana
SKIN CARE: Aveda, PCA
NAIL CARE: OPI
TECH SUPPORT: SalonBiz, Mailchimp
ASSOCIATIONS: ICA, PBA, 2 to 10
“We offer samples of any retail item in 1-3 oz sample jars to make sure guests leave with a new item to try. Then we add the customer name and phone number to a sample log and call them in 1-2 weeks to ask how it worked.”
OMAGI SALON SPA
Louisville, KY
omagisalonspa.com
Marian Sang
SQUARE FEET: 2,600
TOTAL EMPLOYEES: 31
AVERAGE RETAIL $/TICKET: $21.50
RETAIL AS % OF SALES: 28%
AVERAGE CUT & STYLE: $48
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
TECH SUPPORT: SalonBiz, ZeeZor, Demandforce
ASSOCIATIONS: PBA, Green Circle
“We took the plants and flowers that go into our products and created a wearable dress that we displayed in our salon window with a sign that read, ‘Know What We Are Made Of.’ The finished result was a beautiful display that really grabbed attention and got people talking.”
An inside look at one of the Paris Parker salons.
PARIS PARKER SALONS AND SPAS
Hammond, LA
parisparker.com
Debra Neill Baker, Edwin Neill
SQUARE FEET: 8,900; 8,750; 6,800; 3,300; 2,807; 1,800
TOTAL EMPLOYEES: 219
AVERAGE RETAIL $/TICKET: $45
RETAIL AS % OF SALES: 23%
AVERAGE CUT & STYLE: $54
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: SpaRitual
TECH SUPPORT: SalonBiz, Demandforce, Presence AI
ASSOCIATIONS: ISBN, PBA, 2 to 10, Green Circle
“We want guests to feel comfortable trying products, so we have experiences around the salon: A sink with body care items and the Aveda lip tower are interactive guest favorites. We hand out samples so guests can try a new product .”
The team from Salon Secrets Spa in Kennett Square, PA.
SALON SECRETS SPA
Kennett Square, PA
salonsecretsspa.com
Tiffany Lahn
SQUARE FEET: 5,500
TOTAL EMPLOYEES: 27
AVERAGE RETAIL $/TICKET: $19
RETAIL AS % OF SALES: 21%
AVERAGE CUT & STYLE: $60
BEST-SELLING RETAIL: Aveda, Brazilian Blowout
COLOR: Aveda
SKIN CARE: Aveda
NAIL CARE: OPI, CND
TECH SUPPORT: Meevo 2, Salon Clouds Plus
ASSOCIATION: Green Circle
“During our ‘We Scream for Eye Cream’ promotion, guests are offered a Moscato Float (sparkling pink Moscato + vanilla ice cream) or a non-alcoholic Strawberry Soda Float. Each guest received eye cream samples with their beverage. We quickly had to stock up on our eye cream retail!”
The team from Sharmaine's Salon and Spa in Clearwater Beach, FL.
SHARMAINE’S SALON & DAY SPA
Clearwater Beach, FL
sharmaines.com
Sharmaine Giorgio, Lori Fudens
SQUARE FEET: 2,500
TOTAL EMPLOYEES: 22
AVERAGE RETAIL $/TICKET: $31 RETAIL AS % OF SALES: 17%
AVERAGE CUT & STYLE: $54
BEST-SELLING RETAIL: Kerastase, Redken
COLOR: Redken
SKIN CARE: PCA
NAIL CARE: CND
TECH SUPPORT: Envision, Demandforce
ASSOCIATION: Green Circle
“We ran a promotion around our Green Circle certification at the same time Redken’s Nature & Science line launched. With each $75 purchase, we gifted clients a bracelet made of recycled materials gathered from the ocean.”
The team from Von Anthony Salon in Frisco, TX.
VON ANTHONY SALON
Frisco, TX
vonanthonySalon.com
Amy and Kerry Hovland
SQUARE FEET: 3,400
TOTAL EMPLOYEES: 41
AVERAGE RETAIL $/TICKET: $64
RETAIL AS % OF SALES: 17%
AVERAGE CUT & STYLE: $82
BEST-SELLING RETAIL: Oribe, Virtue, Kerastase
COLOR: Wella, Redken
SKIN CARE: GM Collins
TECH SUPPORT: Millennium, Salon Clouds Plus, Demandforce
“At Von Anthony, guests have the option to sign up for newsletters through email to be alerted of any sales or they can download the Von Anthony app, and when they drive by the salon we alert them with a push notification about any service or retail specials we are running.”
Additional Honorees:
Allure Design Salon, Libertyville, IL
Aveda Institute Provo, Provo, AZ
Belladona Salon & Spa, Cape Girardeau, MO
Bii Natural Salon & Shop, Crystal Lake, IL
Joli Salon and Spa, Lexington, KY
Mane Attraction Salon, Phoenix, AZ
Nuovo Salon Group, Sarasota, FL
Paul Kenneth Salon & Spa, Woburn, MA
Revive Salon, White Bear Lake, MN
Salon Adelle, Greenville, SC
Solaris Aveda, Evansville, IN
Studio 700, Corona, CA
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