For many salons and spas, a strong retailing program is the surest path toward boosting profitability. To challenge applicants in this category, we asked them to put together a presentation of their top retailing strategies, including outlining their top campaigns, sharing programs for educating clients and explaining any in-salon retail competitions to inspire staff. Extra points went to salons who sent in pictures of their most successful merchandising displays.

Carmona’s Salon and Day Spa
Las Cruces, NM
carmonas.com
Marco Carmona and  
Sandra Carmona-Mount
SQUARE FEET: 2,700
TOTAL EMPLOYEES: 12
AVERAGE RETAIL $/TICKET: $21.76
RETAIL AS % OF SALES: 31%
AVERAGE CUT & STYLE: $45
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz
“We have mini promotions that help keep the team engaged and informed of what the retail goals are, like themed weekends which are coupled with a product promo. Changing up the environment has helped get the team excited and also motivated the guests to buy into our promo for the day.”

Chrome: A Salon Experience
College Station, TX
experiencechrome.com
Charlotte Gardner Green
SQUARE FEET: 2,300/1,500
TOTAL EMPLOYEES: 26
AVERAGE RETAIL $/TICKET: $10.94
RETAIL AS % OF SALES: 15%
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Redken, Pureology
COLOR: Redken
TECH SUPPORT: Envision, Stylenet
ASSOCIATIONS: ABN, NCA, PBA
“Some of our best retailing months are when we offer a conditioner free with a waxing service and the client buys the shampoo. It’s probably the best promo we’ve ever had.”

Interlocks Salon• Spa•Cosmetics
Newburyport, MA
interlockssalon.com
Ginny Eramo
SQUARE FEET: 4,300
TOTAL EMPLOYEES: 49
AVERAGE RETAIL $/TICKET: $19.90
RETAIL AS % OF SALES: 19%
AVERAGE CUT & STYLE: $62
BEST-SELLING RETAIL: Thermafuse, Label M, Devacurl
COLOR: Wella
TECH SUPPORT: STX
ASSOCIATION: PBA
“Our retail success begins with our head buyer, a full-time position we created eight years ago. Her role focuses on researching and implementing new lines, managing the inventory and executing displays. She also provides training to staff and coordinates training events through our vendors and brands.”

Jón Alan Salons
Nashville, TN
jonalansalon.com
Jón and Alan Snetman
SQUARE FEET: 2,500/1,800/1,900
TOTAL EMPLOYEES: 50
AVERAGE RETAIL $/TICKET: $14.88
RETAIL AS % OF SALES: 22%
AVERAGE CUT & STYLE: $47
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: STX, HeavenGroup
ASSOCIATION: PBA
“As an incentive to drive retail sales, we offer an education fund based on a 10-percent retail commission which stylists can use to attend courses of their choice without having to pay out of pocket.”

Life SalonSpa
Halifax, NS
lifesalonspa.com
Peter Lawson
SQUARE FEET: 3,000
TOTAL EMPLOYEES: 25
AVERAGE RETAIL $/TICKET: $22.34
RETAIL AS % OF SALES: 30%
AVERAGE CUT & STYLE: $49
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Milano, Constant Contact
ASSOCIATION: Cosmetology Association of Nova Scotia
“We have a Products We Love campaign, where every month there is a featured product offered at a discount of 25 percent. In addition, each month a different event is held ranging from make-up parties to an evening of learning how to style your hair to learning about our personal blend products.”

Mane Attraction Salon
Phoenix, AZ
maneattractionsalon.com
Kendall Ong and  
Beate Assmuth-Ong
SQUARE FEET: 2,400
TOTAL EMPLOYEES: 25
AVERAGE RETAIL $/TICKET: $21
RETAIL AS % OF SALES: 18%
AVERAGE CUT & STYLE: $72
BEST-SELLING RETAIL: Bumble and bumble, Aveda
COLOR: Wella, Aveda
TECH SUPPORT: Millennium, Demandforce
ASSOCIATIONS: Intercoiffure, NCA, PBA
“We have a Styling Bar where all styling and finishing products are displayed. While the client is being shampooed, appropriate products are pulled and set at the station, lined up label out in the order they will be used. Whenever a product is used, the client is educated about it.”

Natural Lifestyles
Murray, UT
naturallifestylessalon.com
James F. Pacifico
SQUARE FEET: 1,400
TOTAL EMPLOYEES: 14
AVERAGE RETAIL $/TICKET: $29
RETAIL AS % OF SALES: 63%
AVERAGE CUT & STYLE: $30
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, SpaBiz, Demandforce
“We bring a basket of products used to the front desk after a guest is finished with their service. Our guest service team is trained to assist the service provider by asking, ‘which of these products would you like to take home with you today?’ Our basket program has been proven to increase our retail sales by 30 percent.”

Paris Parker
Hammond, LA
parisparker.com
Neill Corporation
SQUARE FEET:  3,300
TOTAL EMPLOYEES: 37
AVERAGE RETAIL $/TICKET: $15.30
RETAIL AS % OF SALES: 25%
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Demandforce
ASSOCIATIONS: I/SPA, NCA, PBA
“Zone Retail Scheduling is a program that establishes zones within the retail area and assigns each team member a role within that zone. Each role has a specific set of responsibilities outlined. The Zone Schedule is broken into three parts: Greeter, Retail Concierge and Guest Services.”

Pyara Spa and Salon
Cambridge, MA
pyaraaveda.com
Christine Perkins
SQUARE FEET: 12,000/3,200
TOTAL EMPLOYEES: 70
AVERAGE RETAIL $/TICKET: $14.59
RETAIL AS % OF SALES: 22%
AVERAGE CUT & STYLE: $65
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: Millennium, Demandforce
“We have two retail advisors who fulfill the role of educator for both employee and guest on a daily basis. They are experts in answering questions ranging from general knowledge to what ingredients are in the products, how these properties contribute to the overall effectiveness and who could really benefit from its use.”

Solaris
Evansville, IN
solarisaveda.com
Debbie Riegel and Amy Carter
SQUARE FEET: 2,400
TOTAL EMPLOYEES: 15
AVERAGE RETAIL $/TICKET: $14.78
RETAIL AS % OF SALES: 21.5%
AVERAGE CUT & STYLE: $35
BEST-SELLING RETAIL: Aveda
COLOR: Aveda
TECH SUPPORT: SalonBiz, Constant Contact
ASSOCIATION: PBA
“Designated retail goals must be achieved in order
for stylists to move up through our level system and receive pay increases. Our minimum requirement for the team
to move up in levels is .50
PPC (Piece per client) and
can go up.”

Additional Honorees
Artbeat Salon & Gallery, Berkeley, CA
Bella Sirena Salon, Kirkland, WA
Bell Tower Salon, MediSpa and Store, Wyomissing, PA
Blo, Raleigh, NC
Brown and DeLine Salon, Ann Arbor, MI
Eric Fisher Salon, Wichita, KS
Garbo A Salon & Spa, Austin, TX
Mango Hair Salon, Richmond, VA
Neroli Salon & Spa, Milwaukee, WI
Omagi Salon & Spa, Louisville, KY
Pure Salon Spa, Louisville, KY
Pyara Spa and Salon, Burlington, MA
Source Salon, Wilton Manors, FL
Tangerine Salon and Spa, Murfreesboro, TN