ISBN Retail Appeal – First Friday
It’s hard for those working in salons to get excited about the TGIF memes that crowd out social media towards the end of the week, but for some, certain Fridays put a bounce in their step, and more money in their pockets. At Matthew Morris Salon in Denver, on the first Friday of every month retail sales consistently average $8,000, while on the same day at Square Salon in Las Vegas, sales regularly top $6,000. These are staggering statistics, but the salons’ success is now easy to replicate.
Their secret was shared recently in one of ISBN’s most listened-to webinars to date –Retail Appeal – which brought together a panel of experts who have proven, again and again, they know how to keep the retail fire burning year-round. Scott Missad, CEO of Gene Juarez, situated in Washington, moderated over a discussion between Danielle Dean, assistant vice-president of L’Oréal USA, Paige Cheaver, manager at Michigan-based Design 1 Salon & Spa group, and Debra Penzone, CEO & President of Charles Penzone Inc in Ohio. Each of the panelists generously came to share programs they have implemented and which have proven successful.
Over a few blogs I’m going to detail their discussion to ensure what they shared is accessible across multiple channels, starting with Danielle’s exposé on how to make Friday sales flourish.
Initially developed by Matthew Morris Salon and since adopted by many other salons, ‘First Friday’ is a client appreciation day that helps build loyalty while also driving retail sales. It is simple in concept: Clients who book in on First Friday are offered free treatments plus 20% off retail, but for that day only. Others who drop by to purchase products get the same offer but not the free treatment.
This added value to the ticket clearly drives attachment and loyalty, but it also offers way to target new clients and, cleverly, gives the salons an opportunity to introduce them via sampling to new products and services.
However it’s the retail sales that these guys have their eye on, looking to it as way to tempt clients away from buying their hair care in the supermarket or online. Consistently offering one day a month to get that special deal is helping bring them over from the dark side. And once on side, they are much more likely to keep on buying from the salon.
Making a big deal of one day a month is also building a habit among the team, who become more at ease with promoting products to recreate the salon look at home, and can continue to do so during the rest of the month.
But Danielle had a few words of advice to ensure First Friday is successful, beginning with consistency. Clients and potential clients are more likely to participate if they know that, come rain or shine, the salon will be running its promotion on the first Friday of every month, or whichever day they decide at the outset. It must also be publicized confidently through emailing and social media. Danielle reported that most of the salons she works with send out an email to their entire client base four weeks in advance, and again at two weeks. The salon team is also prepped to talk it up to clients, with a salon cheerleader making sure the whole team is right behind the program. During the day, this cheerleader – be it the owner or manager or maybe just one of the team, should keep everyone abreast of how sales are doing so everyone is excited, knowing that at the end of the day they’ll be celebrating with the rest of the team.
She also urges salons to get their manufacturer involved and actually get a rep in-salon alongside the team to help educate and drive sales.
Since launching their First Friday program, Matthew Morris, Square Salon and many of the others Danielle has worked with, have seen retails sales grow, and not just on First Friday. For Matthew Morris, which consistently tops $8,000 worth of sales on its First Friday, it’s best day ever saw sales of $22,000, while Square has made as much as $13,000 in one day. You can see now why so many on their teams are very thankful when it’s Friday.