Salon Today - February 2009 - (Page 20)

[LEADING EDGE] >Next Steps Although “In-Field Education” is the ﬁrst phase launched by Red Chocolate founders, they have plans to develop two other areas of the program. For the “Image” portion, a creative team will bring world-class editorial, fashion and photographic talent together to inspire the colorist and motivate consumers to see hair color as an accessory. The ﬁnal arm of the company, a “Destination Education Location,” will see a physical training division that delivers superior quality, technical guest service and business education to students immediately following cosmetology school. Red Chocolate strives to prove that their education will be sustainable—that the learning will not end after the last class. Students will be given the opportunity to refresh their skills through online learning and interaction with instructors via the web. To that end, Red Chocolate recently formed a strategic alliance with Inyu Training, an online education company. Inyu Training will be managing all web-based education for Red Chocolate, as well as collaborating with the team to create new educational programs and content. n For more information or to book a Red Chocolate class for your salon, contact Virginia Meyer at vmeyer@redchoc.com. David Adams, here conducting a color class, developed Red Chocolate by analyzing all the points of service during a hair color appointment. With two weeks in between each segment of classes, participants had the chance to put new skills in action, but the time also meant they were held accountable for the results. For example, in one of the later sessions when the participants brought in live models, Adams quizzed students on their consultations. “I’d ask, what are we going to do on Virginia’s hair?” he says. “A participant would outline a strategy, and I’d respond, ‘That’s great, but what are the other two options you offered her?’ In the former consultation class, they learned to always offer a subtle change, a noticeable change and one that is bold.” Adams was able to prove his point that even the most established, productive colorist has room to grow when she focuses on key points of service. One of the senior colorists in the test program was able to sell 10 add-on treatments to his color services, boosting his total sales volume by 10 percent. But it’s not just the participants who are held accountable during the program. The owners and managers are held accountable for coaching the techniques and tracking the results. “The accountability really made a difference,” Nancy says. “After they learned something new, stylists knew we were tracking and they’d get updates from David—practicing what you’ve learned really makes it stick.” >Test Results The test class included 32 participants taking part during a six-week period over the summer of 2008. Although the average number of total clients was the same as a year ago, the average service per service ticket price, the average retail sales per client, the average color service per color ticket and the average total color services increased substantially. Overall, during a 10-week measured period, the Ladies and Gentlemen test salon realized an astounding $28,604 in additional color service revenue, while the total color revenue service increased eight percent year over year for the same period. “But one of the best things about the program was the buzz it created both in and out of the salon,” says Nancy. “I had a client wave me down at the store to tell me she loved what her colorist was learning, saying, ‘She’s so energized, it’s like I have a whole new hairdresser!’” FIRST FLIGHT RESULTS The most signiﬁcant result of the Red Chocolate pilot program was the increase in color per color ticket. Out of 32 service providers: • 28 experienced increases. • 17 experienced increases of 10 percent or better. • The salon experienced a 14-percent boost in color per color ticket. Ladies and Gentlemen Salon reported that the numbers have continued to grow over time, signaling sustainability: From May 19 to October 31, 2008: • Total number of clients increased by 3 percent. • Color per color ticket rose 8 percent. • Total color sales grew 4 percent. 20 | February 2009 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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