The Beauty Industry was hit hard by the coronavirus crisis causing two months of weak sales and widespread store closures. BC Salons have now opened to a new business reality challenging owners to respond quickly with concrete changes. This is not for the faint of heart and has required rapid reorganization of every aspect of salon life.
Historically the industry grows steadily and creates generations of loyal customers. The Covid crisis has fundamentally changed the industry in the long term requiring owners and service providers to adapt. What has changed is salon service capacity along with how and where clients purchase beauty products.
We want to share some Covid Crushing strategies we came across to assist with increased profitablility.
#1 Salon Retail Sales have sky-rocketed! This is an opportunity to invest in product knowledge to effectively prescribe the ‘right’ product to meet client needs. Serving clients includes listening to their hair problems and recommending the correct products or tools to help solve the problem. It’s known as the gap between the problem and the solution. Stylists fill that gap by learning their client needs and master product knowledge to prescribe accurately. Doing this effectlvely is the different between average to extraordinary performance. Extraordinary results in increased earnings for stylist and the salon.
#2 Longer Service Hours & Covid Fees are essential in light of the capacity and space regulations in place between work stations. Providing clients with options that fit their schedule and minimize the number of people in the salon can bring in more clients that might be timid in an enclosed space. It also allows more flexibility for staff with large clientele requiring more time versus more chairs. Don’t be afraid to charge a Covid fee to cover safety expenses and cost of servicing one client at a time.
#3 Online Sales with Curbside Pick-up. Let’s face it not all clients are ready to shop inside salons for a variety of reasons. Keeping an online storefront with a curbside pick up option is essential to profitability. It also provides insurance if a second wave prompts another salon service shut down. Invest in this part of your business, it will be essential even beyond the Covid crisis.
#4 Promotions to increase service and retail sales. Maybe provide a sales incentive promotion for your staff to help them focus on increasing clients ticket price or retail purchases. Pre-booking contests/promotions are a great way to fill service slots in the future. Scheduling PK classes along with a great retail promotion can boost retail sales. Education drives profitability.
#5 Improve Client Service Experience. DIY haircare is here to stay and soaring in sales. This is not something to ignore, but to respond with an elevated in-salon experience to keep clients coming to the salon for services they figured out how to do at home. Drugstore colour sales increased in England 76% during Covid lock-down, and clipper sales skyrocketed by 228% in the first two weeks of their lockdown. That is staggering. An amazing service experience coupled with highly talented skills should bring these DIY clients back to the salon to fix their amateur errors. However, Some clients will adopt a “buy less but better” mentality in order to save money along with a “pick and mix approach to beauty treatments,” combining at-home with professional.
What is clear is that everything has changed in the beauty industry. Salons and stylists can crush the Covid changes with expert skills, outstanding client experience and extraordinary retail recommendations that increases client loyalty and trust.