Creative HEAD September 2017
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#BusinessEdit<br />
The Numbers Game<br />
THE STATS OF SALON LIFE – AND HOW YOU CAN IMPROVE YOUR FIGURES<br />
COLOUR BY NUMBERS<br />
With vivid bright and pastel tones<br />
becoming so popular in hair colour,<br />
many from the reader panel spoke<br />
of 18 to 25 year olds spending a lot<br />
but being ‘one-hit wonders’ or opting<br />
for services such as balayage and<br />
leaving longer between appointments.<br />
“Services for 36 to 50 year olds cost<br />
less, but they are having them more<br />
regularly,” said Emma Simmons from<br />
Salon 54. While many noticed an uptick<br />
in colour additives and backwash<br />
treatments, colour clients were buying<br />
products too, although many said that<br />
it wasn’t always in the salon. “The<br />
clients get the knowledge from us, then<br />
spend elsewhere,” complained Laura<br />
Bull at Code Hair Consultants.<br />
10.1%<br />
WAS THE AVERAGE<br />
RETAIL IN JUNE<br />
TURNOVER<br />
£39.63<br />
WAS THE AVERAGE CLIENT SPEND (EX. VAT)<br />
11.3%<br />
95%<br />
of salons<br />
believe<br />
celebrities are<br />
more infl uential<br />
than the<br />
catwalk<br />
AVERAGE TOTAL CLIENTS<br />
WERE NEW CLIENTS<br />
7.5<br />
WEEKS<br />
is the average<br />
time between<br />
colour<br />
appointments<br />
Clients take our advice and some, even<br />
in front of us, will shop online to get what<br />
we have advised at a cheaper price<br />
EMMA SIMMONS FROM SALON 54<br />
BUSINESS IN JUNE <strong>2017</strong><br />
COMPARED WITH MAY <strong>2017</strong>?<br />
declining<br />
28%<br />
growing<br />
33%<br />
steady<br />
39%<br />
89%<br />
of salons said<br />
colour clients<br />
go on to buy<br />
professional<br />
colour care<br />
products<br />
Most important<br />
reason why clients<br />
colour hair:<br />
To cover grey<br />
To follow trends<br />
To enhance<br />
natural colour<br />
BUSINESS IN JUNE <strong>2017</strong><br />
COMPARED WITH JUNE 2016?<br />
steady 6%<br />
declining<br />
22%<br />
growing<br />
74%<br />
To analyse the importance of colour services in your salon, a good quality software tool, such as<br />
Ikosoft’s Merlin, is a must. By putting a salon’s till data registered over time together, the Merlin<br />
software can make the following analysis for a medium-sized salon: highlight services for female<br />
customers amount to 30 visits on average a month, whereas colour services represent about 100 visits<br />
a month. Both services are showing a decline compared to 2016. However, highlight services for male<br />
customers show an increase this year. By reviewing the salon’s results over time, you can see how<br />
important services, such as colour, are in maintaining the financial health of the<br />
salon. You can also target a specific group of clients: create a client filter to select<br />
all women who had a colour service more than six months ago and haven’t<br />
returned, then send them an offer to attract them back. Put your software and<br />
its marketing tools in action – and you’ll reap the benefits!<br />
Morgane Brosset is marketing director at software provider Ikosoft. Visit ikosoft.com<br />
Methodology: survey conducted by Independent Survey Solutions in a poll of 50 salons employing four or more staff and spread geographically across the UK<br />
CREATIVE <strong>HEAD</strong><br />
37
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