Urban Retreat
Published on Nov 25, 2015
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
Identify the weak areas in the guests journey through the salon, picking up on all contact points to maximise the guest spend per head
Photo by Mel // Left of Centre
Contact point 1 - Reservationists/Receptionist
Has enough time been spent during booking to establish if the guests visit is maximised?
Has the reservationist made the guest aware of any other services available in addition to the desired one to give the hair the maximum benefit from the visit.…
Eg Treatments,Rituals at basin.
Photo by Nina Matthews Photography
Contact point 2. Stylist Consultation.
We all understand in a modern salon that consultation is the key to a successful guest relationship. Are we exceeding our guests expectations of a great consultation asking questions that perhaps they have not heard before. Are we listening to what they are saying? Can we solve problems they present us with?
This can all lead to an added take home sale or basin experience, and develop a stronger bond to the guest.
Not forgetting of course the regular Guest. These are the clients generally that receive
Photo by Luz Adriana Villa A.
the worst service.
Always make sure they are happy with the direction you are taking their hair, and always reassure them of a continued great service.
Potential up sales technical or smoothing services can be discussed during consultation
Photo by Pink Sherbet Photography
Contact point 3. Future professional
Research tells us that we lose more clients at this area than any other part of the guests visit so we need to make sure this area is ultra professional.
There should be great communication with the stylist so any consultation regarding hair or scalp problems can be dealt with at the basin and any potential retail sales positively reinforced by the future professional.
Photo by Nina Matthews Photography
Contact point 4. Stylist
During service we would recommend a 'commentary' cutting and styling regime so we are allowing the guest to understand everything we are doing and allow them to experience a hands on approach giving them the chance to recreate the 'look' at home in between visits, using the correct tools, products, etc another take home opportunity.
I would also recommend we give the guest a home hair care plan with a detailed description of all the products used throughout the visit so they have an opportunity to purchase anything we feel is going to help them achieve the look at home.
Photo by jurvetson
Contact point 5. Salon shop/reservationists
The goodbye - making sure the guests have everything they need, paying attention to rebooking, any marketing material we are currently using. The hair care plan will also inform them of the recommendation for time scale of next visit.
Photo by Trevor Manternach
The areas we feel the industry has changed over the past few years is the distance between appointments. These are now being stretched. The average used to be around 6 to 8 weeks, and now we are looking at national averages being more like 12 weeks.
This makes it so important to maximise your guests visits.
On a more positive note the growth in men's haircare and treatments has exploded in recent years and we need to capitalise on this by encouraging this growth and developing extra services in this area.
Photo by Graela
