Increase hair salon traffic, sales and profitability by focusing on techniques that can increase "deal flow' and improve customer and client satisfaction.
With the economy pinching customer frequency and expenditures, salon owners can and should get creative with marketing and promoting their services to remain competitive and profitable. Here are a few ideas we have seen that work:
Offering free services - The latest news reels have been highlighting shops that have been helping their fellow citizens and getting some free exposure at the same time. Free cuts to service men and women, children, first time customers, or those that have recently lost jobs can add a huge boost to goodwill. We have seen lot's of reporting for owners who have provided a free styling, perm or coloring to aid the "job search" or to help folks out. While this can be an expensive and time-consuming option, loyalty and word-of-mouth advertising couldn't be better. Be creative...make the first cut a penny, or barter or imply something in return. You may be pleasantly surprised at how much business this may draw. Remember that promotion is key to these type programs. Partner with schools or your local Chamber of Commerce - I can't say enough about partnering with elementary, middle or high schools. Many have seen their budgets cut and some have lead to layoffs of teachers and administrators. Having been actively involved in all our kids schools, I can't emphasize how important and beneficial this "two way street" can be to all involved. Go Private Label or Wholesale - Many salons and shops carry expensive name-brand products. While this may boost name recognition, the objective is to move products and add an ancillary product line to your mix. make sure stylists are educated and provide periodic or ongoing promotions to sell and gain loyalty through discounted effective products. Purchasing wholesale direct-from-the-manufacturer allows for lowered costs and higher margins. Plus, you can often provide products that are unique to your business - especially if private label is warranted. Direct mail or handouts - While direct mail not be the best choice, local mailings with unique offers drive traffic - as do handouts in grocery stores and public events (where it is possible and legal). You'll be surprised how many folks will hang on to special offers (kids free with a cut, for your first cut, etc.) and show-up a week or two later. Giving away discount tickets to attractions, specialty stores, or for related products can help as well.
Increasing traffic and sales is more important now than ever before. Whether you're a 4-station salon, barber shop, or specialty group with 20 locations, creative promotions and watching out for your fellow neighbors can bring long-term sales and loyalty.
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