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by Stacey Soble
2023 SALON TODAY 200: Retail and Merchandising
They host elaborate annual holiday open houses, gift VIP guests with products and post TikTok styling tips. Meet the 2023 SALON TODAY 200 honorees in Retail and Merchandising.
February 20, 2023
3 min to read
The theme for Bella Lago Salon and Skincare’s Holiday Open House was Alice in Wonderland, and the team loved getting into costume.
Strong retail sales lead to profitability, but they require the pull of the entire team. Owners and managers creatively plan promtions and design displays, service providers educate clients and make personal recommendations, and the guest services team helps close the sale.
Meet the 2023 SALON TODAY 200 honorees in the best practice category of Retail and Merchandising.
BC SALON
Morristown, NJ
bcsalonmorristown.com
Billy Sheenan & Cara Camiscioli
SQUARE FEET: 2500
TOTAL EMPLOYEES: 8
BEST-SELLING RETAIL: Davines, Unite
COLOR: Lakme, Davines, Redken
TECH SUPPORT: Meevo 2, Emma, Textel
ASSOCIATIONS: PBA
“We did a ‘Better Your Best’ retail contest for three months, where each stylist had an individual goal which I upped by 10% each month. If they met their personal goal, they received a chance to win a $500 prize. When the staff met the salon goal, we took them out for a Top Golf night.”
BELLA LAGO SALON AND SKINCARE
Mooresville, NC
www.bellalagosalon.com
Gabe and Merrisa Barnhardt
SQUARE FEET: 7000, 1200
TOTAL EMPLOYEES: 25
BEST-SELLING RETAIL: Oribe, Aveda, SkinCeuticals
COLOR: Aveda
SKINCARE: SkinCeuticals
TECH SUPPORT: Meevo 2, Demandforce, Reach.ai
“I met Harry Wood at Data-Driven 2018 and invited him in to share retail ideas with our team. He encouraged us to do a presale event for our Holiday Open House. The first time we made $13,000 in presales. Last year, we sold $21,000 in presale, with the final for the event at $35,000.”
CAPPOLA BROKAW ART OF HAIR
Wallingford, CT
cbartofhair.com
Patricia Cappola-Brokaw
SQUARE FEET: 1500
TOTAL EMPLOYEES: 13
BEST-SELLING RETAIL: Oribe, Goldwell, Morrocanoil
COLOR: Goldwell, Redken
TECH SUPPORT: STX, Salonclouds Plus
ASSOCIATIONS: PBA
“Whenever we start new retail specials or promotions, we send out an email blast and put in on our social. We also do a Product of the Month that is highlighted on all stations in the salon.”
Tammy Slentz, owner of Hey Gorgeous Studio in Dothan, Alabama.
HEY GORGEOUS STUDIO
Dothan, AL
www.HeyGorgeousStudio.com
Tammy Slentz
SQUARE FEET: 3900
TOTAL EMPLOYEES: 18
BEST-SELLING RETAIL: Olaplex, Kenra, Biolage
COLOR: Redken, Goldwel,l Pulpriot
SKINCARE: Skinscript, Farmhouse Fresh, Image
NAIL CARE: OPI, Beetles, Footlogix
TECH SUPPORT: Acuity, Square, Constant Contact
ASSOCIATIONS: PBA
“One of our successful promotion for our facial clients was purchase two skincare items, get the third product for 50%. This helps our clients develop a skincare routine and encourages repeat sales.”
The team from Jade Salon in Greensboro, North Carolina.
JADE SALON
Greensboro, NC
Kate Greisser and Annie Gordon
SQUARE FEET: 1600
TOTAL EMPLOYEES: 27
BEST-SELLING RETAIL: Aveda, Oribe
COLOR: Aveda, Color Space
SKINCARE: Aveda, EstheSkin, Max
“We started doing ‘Salon Tip Tuesdays’ on our TikTok, where out team shares some great hair and skin tips. Our guests love it and have said it’s been very effective in helping them achieve their style at home.”
The team from Rejuve Salon Spa, Inc., in Carmel, Indiana.
REJUVE SALON SPA, INC.
Carmel, IN
www.RejuveSalonAndSpa.com
Mini Dhanjal
SQUARE FEET: 3900
TOTAL EMPLOYEES: 19
BEST-SELLING RETAIL: Aveda
COLOR: Aveda, Joico
SKINCARE: Aveda
NAIL CARE: OPI, Essie, Morgan Taylor
TECH SUPPORT: Mindbody Booker, Mindbody Ai
“Annually, we gift our top 100 guests a full-size retail item as a thank you. We choose something tailored to them that is not yet in their regimen. This expands their routine and promotes future replenishment.”
The team from Trios Aveda Salon in Fort Collins, Colorado.
TRIOS AVEDA SALON
Fort Collins, CO
Triosaveda.com
KAREN & JOE DEANDA
SQUARE FEET: 2800
TOTAL EMPLOYEES: 19
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
SKINCARE: Aveda
NAIL CARE: OPI, CND
TECH SUPPORT: Aura
“In September, we had a 20% off event and using our software I texted guests photos and details of the sale—we sold $30,000 in retail during that 10-day event. It’s a simple, direct way to reach the consumer.”
Z STUDIO...THE ART OF HAIR
Tulsa, OK
Zstudiotulsa.com
Beau Barbee
SQUARE FEET: 2209, 1500
TOTAL EMPLOYEES: 30
BEST-SELLING RETAIL: Kevin.Murphy, Eufora, KMS
COLOR: Goldwell
TECH SUPPORT: Meevo 2, Tippy
“Instead of adding retail commission to regular paychecks, we purposely give a separate bonus check at our monthly retail meeting to those who earned it. We have one stylist at 22% who gets a check for $720—that’s a big difference in compensation every month.”
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