holiday prep for salons and spa
DESCRIPTION
The holidays are just around the corner. Is your spa or salon ready to make the most of the season? Beauty industry expert Lisa Starr will share her tips on what to prep now for success this fall.TRANSCRIPT
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Holiday Prep for Salons & Spas
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• 30+ Years Experience in Salon & Spa Industry
• Community Ambassador, Booker
• Senior Consultant, Wynne Business
• Contributing Editor, DaySpa Magazine
• International Educator
Meet Your Presenter
Lisa Starr Blogger, Consultant
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Today’s Agenda
Holiday Prep
Growing Service Revenue
Creating Retail Volume
Gift Cards & Certificates
Holiday Events Marketing & Promotions
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Preparing for the Holidays
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Q4 is typically busiest for foot traffic and gift-giving.
Winter holiday spending reached $604bn in 2013. (NRF)
75% of annual retail sales are made in Q4. (National Retail
Federation)
Spas often create between 50-70% of their annual gift
card volume.
In 2013, 56% of surveyed salons/spas saw service sales.
increases over the previous year. (probeauty.org)
The Power of Q4
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What were your sales in Q4 2013? – Services – Retail – Gift Cards – Packages/Promotions
What will sales be this year withoutany plan?
– Flat – Increase/Decrease
Performance Benchmarking
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- Service Sales/Packages
- Retail Sales
- Gift Card Sales
- Combos
Four Marketing Focal Points
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Decide what you want: – New clients
– More frequent visits from"
existing clients
– Higher average tickets – More dollars spent per visit
– Retail Revenue – Higher average or more units
– Gift certificates & cards – Higher average or more units
Determine Your Goals
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Grow Your Service Revenue
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Fine-Tune Your Service Menu
- Identify and promote services that are high profit
- Highlight services that areunusual, specialized, and/orunder-utilized
- Ignore/trim low-profit, poor sellers
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Focus on services to be booked ahead of holiday
– Stress relief – Time savers – Party beauty
Seasonal flavors and scents – Pumpkin, cranberry, ginger, "
apple cider, caramel, spices – White chocolate, "
Pomegranate – Bay leaves, holly, mistletoe
Service Sale Focus
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Think Seasonally
- Warming, cocooning treatments
- Hydration for face and body
- Exfoliating and smoothing
- Pre-holiday “polish” - Nails, hair, makeup
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Presentation of Service Options
- Printed menu inserts
- Gentlemen’s section
- Free-standingholiday menu
- Downloadable PDF "from website
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Treatment Marketing!Options!
Packages – Journeys – Experiences – Rituals
Results-Oriented – Stress-relieving – Relaxation
Mix beauty & relaxation
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Create Retail Volume
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Winter Holidays are Gift Oriented
Partner with existing vendors on:
– Special packaging "or promotions
– Sample sizes – GWP & PWP – Events
Themes may echo service promotions
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Ideal Product Mix
Provide a range of choices: – Personal – Teacher/Obligation/Pollyanna – Fun, inspirational – Consider your target market
– Mature female, active male, Gen-X
Shop.org survey: On a scale of 1-5, shoppers rated:
– Wide selection 4.2 – Unique options 3.7
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Provide a range of prices: – Quick ‘n affordable
– $20 and under
– Targeted by user – Mature female – Active male
– Retail Revenue
Range of items: – Traditional beauty – Gift, jewelry, travel, home
Cover Your Gift Bases
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The “Gift” Component
• Gift Baskets – Ready-made – Custom – Themed – Include gift card
• Gift Wrapping • Gift bags & cards
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Gi> Cards & Gi> Cer@ficates
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Spa gift card sales average is $125
Gift Cards Keep On Giving
US GC Sales topped $118 billion, up 8% from 2012 (CEB
TowerGroup)
More than 50% are redeemed" in January
By 2015, gift cards will comprise 18% of holiday purchases (CEB
TowerGroup)
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Holiday GWP or GOGO – Reward the purchaser"
as well as recipient – Gift Card – Bottle of wine – Box of chocolates
Raffles – For every $100 spent, receive"
a raffle ticket
Gift Card Promotions
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- Cards vs. Certificates
- Always dollar value
- Envelope, bag, or box
- Insert in your menu
Gift Card Presentation
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Gift Card Trends
- Digital delivery
- Facebook sales
- Customization
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Growth of Digital Delivery
InComm 2013 gift card statistics (400,000 distribution points)
- 57% of consumers "purchased a digital gift "card in December
- 43% purchased physical
In the six days before Christmas: - 20% purchased physical card - 80% purchased digital card
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Events
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Events Can Spark Spending
• Holiday “spaarty” – NOTan appreciation event
– Nov 15 – Dec 1
• Men’s night
• Fashion show - Showcase your talents
• Trunk show - Vendor support
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Community Giving
- Donate a portion of giftcard or service sales
- For every x$ spent, clientscan designate a charity
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Marke@ng & Promo@ons
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Marketing To Your Client Database
- E-blast
- E-newsletter
- Internal signage
- Promo collateral given at checkout
- Facebook/Twitter promos
- Events
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Prospecting For New Clients
- Advertising • Radio • Community papers
- Holiday fairs
- Mall kiosks
- Direct mail
- Magazine inserts
- Editorial coverage
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/getbooker @getbooker @starrtalk
THANK YOU!
Further questions or thoughts, contact us at"[email protected]