Salon Today - February 2009 - (Page 10)

[RECEPTION] The New Client Rationale A As women around the country seek ways to trim their budgets, a new study, Mane Attraction: Salon Experience Survey by Design Essentials ﬁnds that many women aren’t willing to forgo their good looks for greener wallets. Willingness to Spend Women who go to hair salons spend an average of $40 per visit and are willing to spend $19 more for a cut, color or other service. Frequency Women visit a salon nearly every two months (an average of 7 times a year), which could add up to more than $400 on visits over the course of a single year. Women who say they have difﬁculty managing their hair typically pay $45 per visit, but they’ll nearly double what they pay and spend up to $84, compared to the $51 those who report their hair is easy to manage would be willing to fork over for a visit. Voting for Change Nearly six in ten (59%) salon visitors would like to see some changes made at the salon they frequent most often. The price of the services is at the top of the list of things to change for nearly half (48%) of these women. Shear Cheater Four in ﬁve (80%) salon-goers who visit the same stylist regularly admit they’d have no problem being caught in the chair of another. In Need Of Some Salon Time Women typically go to the salon when they need a trim or treatment (32%), or just need a change (24%). Only 17 percent of ladies would be willing to forgo a visit for budgetary reasons and admit they make their appointments based on when they can afford to pay for it. Learn what the Mane Attraction survey can tell you about your salon’s business next year by perusing the detailed results on www.salontoday.com. DISBANDING DIVERSION DERMALOGICA CLOSED $1 MILLION in accounts in 2008 as part of their newly fortiﬁed attack on product diversion. The company’s goal is to keep Dermalogica products within the control of licensed therapists who prescribe the brand as part of a professional approach to skin health. The company has increased its anti-diversion efforts by investing in state-of-the-art tracking capabilities as well as more consistent packaging, which allows diverted product to be spotted more easily. “We’re pursuing an integrated response,” says Jerry Wenker, President and Chief Operating Ofﬁcer of Dermalogica, “to ensure optimal effectiveness in stemming this destructive business practice.” Dermalogica practices a “zero tolerance” approach to diversion, meaning an account will be closed if it’s discovered to divert even a single product. Rewards Programs N The successful referral program for Zanya Spa Salon rewards both existing and new clients. 10 | February 2009 www.salontoday.com No marketing strategy in the world can match the power of guest referral. For Zanya Spa Salon, in Lambertville, New Jersey, last year brought a re-birth to their existing referral program. The salon revamped its referral program to truly beneﬁt everyone involved. “Taking today’s everyday challenges into account, like gas prices and a strained economy, we redesigned our collateral and re-launched the program to reward both the existing and new client with a $20 credit toward their next service,” says owner Zanya Gissler. This enabled the new client to try the salon nearly risk-free and gave a nice reward to existing clients. “The program continues to be a resounding success, responsible for bringing in more than 500 new clients since September 2007,” Gissler says. http://www.salontoday.com http://www.salontoday.com

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Salon Today - February 2009 Contents Editor's Note Reception Spa Menu Decor Inside Look Custom Color Board Games Where's My Exit? Products Owner to Owner

Salon Today - February 2009

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