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Published articles featuring Anna and Bonnie.

How can I make the most of CHristmas retailing to boost profits?

With Christmas just around the corner, now is the time to have plans in place to make sure that you optimize your Christmas retailing and boost your profits.

Christmas can be such a profitable time of year and the great thing is that people want to buy all the lovely things you have to sell them for themselves or for gifts so why not use this to your advantage and sell sell sell.

Here a few ideas to increase your sales during this busy time.

Make sure that all your Christmas displays are inviting, make them big, make them colourful and make them stand out, make sure you have the prices visible because some people can feel a bit uneasy asking for the price.

Price point is important so make sure you have gifts and products at varying prices so that you can appeal to everyone. A great way to increase every sale without changing too much is to have your impulse buys and smaller gifts on the desk which are ideal for stocking fillers and smaller budgets.

Showcase your Christmas gifts and products at a Christmas shopping event, invite all your regular customers, ask them to bring their friends, make it a social event to demo your treatments, let them try some of the products that are in the Christmas kits and make them want them – create that desire!

Make sure your whole team know what you have available to sell. Make sure they have all had full training so they know what’s in your Christmas kits, what the savings are and who they are best suited to so that when someone asks about them they are excited and they know what they are talking about.

Finally for any slower selling Christmas Kits or products you could offer bounce back offers where the client gets a free or discounted treatment to use in the quieter months of January or February.

Professional Beauty Magazine  – Ask The Experts

What are the key factors when analysing my business?

The beauty industry is growing at an extremely fast rate and becoming more challenging every year. Therefore, it is crucial to find out what is working and what is not working in salons and spas.

Analysing your business is vital and here are some key pointers to ensure you are operating at optimum efficiency. Make sure you choose the right software to give you all the accurate information you need.

The two key performance indicators to analyse constantly are your wage percentage and management of white space.

The key to managing your wage percentage is to ensure your therapists are working on as high revenue treatments as possible. Of course, there is always going to be a mix of treatments in your offering to clients but getting this mix right is vital to keep your wage percentage at a level that will ensure profitability at the end of the day. Analysis of your wage percentage every week is essential and will show quite clearly if you have your therapists working on the right mix of treatments.

It is so important to have a senior member of your team managing white space every day. This will enable you to clearly see how your days and weeks are mapping out and to react accordingly to fill the diary as quickly as possible. Full diaries are happy days!

Other key areas of your business to analyse are re-booking rates, retail sale percentage v treatment revenue, and how many new clients are you attracting?

Professional Beauty Magazine  – Ask The Experts

How should I prioritise clients’ bookings when I reopen?

Covid-19 has shut down beauty salons and spas across the UK for more than 14 weeks now, but every day we are getting closer to re-opening, and, fingers crossed, expecting huge demand for beauty appointments.

So, if that huge demand does materialise, who do you ensure gets the first appointments? Loyalty comes first. A great deal of thought needs to be given to who you prioritise, but top of the list should be your loyal/VIP clients. If you have a loyalty scheme it will be clear who those clients are, and if you do not, get your team together to make a list of your most loyal clients. They will be the people who have supported you regularly for a number of years.

A call from the salon owner or manager to the client will help to cement your relationship, and of course make the client feel special. Secondly, it will be important to create a priority booking list, which is a fair way to allocate time to clients. Clients who were booked in before lockdown, and were consequently unable to have their treatments, should be contacted and given the opportunity to make an appointment as a priority.

Some consideration should also be given to trying to book higher-revenue treatments and upselling so that when your salon does re-open you can maximise profitability as soon as possible. Finally, the rotas for your team will have taken a great deal of time to organise because of the need to ensure that the salon is operating safely. Emphasise to clients that it is a desire to protect them and your teams that has led to limited availability in the early stages of reopening.

“Once you know your ideal client you will be in a much better position to sell your services and see your business flourish.”

Professional Beauty Magazine  – Ask The Experts

What research do I need to undertake to determine my ideal client and better reach them?

“Covid-19 has shut down beauty salons and spas across the UK for more than 14 weeks now, but every day we are getting closer to re-opening, and, fingers crossed, expecting huge demand for beauty appointments.
So, if that huge demand does materialise, who do you ensure gets the first appointments? Loyalty comes first. A great deal of thought needs to be given to who you prioritise, but top of the list should be your loyal/VIP clients. If you have a loyalty scheme it will be clear who those clients are, and if you do not, get your team together to make a list of your most loyal clients. They will be the people who have supported you regularly for a number of years.

A call from the salon owner or manager to the client will help to cement your relationship, and of course make the client feel special. Secondly, it will be important to create a priority booking list, which is a fair way to allocate time to clients. Clients who were booked in before lockdown, and were consequently unable to have their treatments, should be contacted and given the opportunity to make an appointment as a priority.

Some consideration should also be given to trying to book higher-revenue treatments and upselling so that when your salon does re-open you can maximise profitability as soon as possible. Finally, the rotas for your team will have taken a great deal of time to organise because of the need to ensure that the salon is operating safely. Emphasise to clients that it is a desire to protect them and your teams that has led to limited availability in the early stages of reopening.”

Professional Beauty Magazine  – Ask The Experts