Salon Today - August 2008 - (Page 32)

At each visit, the system issues a paperless “ticket” that lists every product the technician used that has a retail counterpart. Because it removes any responsibility for selling from the technician’s shoulders, the system is popular with stylists and estheticians who cringe at having to sell. Plus, that “tag-team” approach can increase retail sales by 20 to 30 percent, according to Renaud. To easily log products on the sales ticket, stylists can each carry a PDA (personal data assistant) that talks to the software system. Salons also can install one or more workstations for technicians to use. All of the recommended products become part of the client’s history. Those that the client does not choose to purchase go into a type of “rejected products” category that may be useful to the stylist in future visits. For example, Renaud explains, “The technician can review the client’s purchase history and say, ‘I see that your color faded a little. Remember I recommended these products? You might want to think about it.’” OUTSIDE MARKETING AND PROMOTION Between appointments, your marketing machine can continue to run at high speed. Any software program worth its salt can pair your selected set of demographics with a targeted product history and send, for example, a Mother’s Day color shampoo and conditioner promotion to every client in your database who is a mom, has had a hair color service within the past six months and has never bought a color-safe shampoo at the salon. “You should be able to customize an e-mail and table promotion that identiﬁes all clients who’ve purchased your leading line in the past three months,” Pagliaro notes. “What if you bring in a new line of color shampoo? Identify all clients who’ve had a color service within the past year and market ﬁrst to them. How about a new high-end line? Go into your e-mail and promote only to clients who spend over a certain dollar amount.” To that end, Shortcuts offers a “Set and Forget” feature. “We sit down with salon owners and go over all of their promotions,” says Reavis. “We set it up so they can do e-mail, text messages, post cards—whatever they decide. Then when Valentine’s Day rolls

Table of Contents Feed for the Digital Edition of Salon Today - August 2008

Salon Today - August 2008 Contents Editor's Note Reception Roundtable Decor Down to Business Get with the Program Products Owner to Owner

Salon Today - August 2008

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