Creative HEAD May 2017

#SalonSmart17
“I WANT TO CHANGE CONSUMER BEHAVIOUR. THE CLIENT
ISN’T DRIVEN BY MONEY BUT BY EXPERIENCE”
MATTHEW SOCKALINGUM
OWNER OF the salon chain, Matthew Luke Professional,
Matthew opened with the insight that if 100 women were
given £100 each to spend on beauty, they would choose
make-up first and hair last. One way he has tried to change
how clients spend in the salon is introduce the Blow Dry
Pass (winner of the 2016 Most Wanted Award for Innovation),
which sees clients commit to £40 a month for unlimited
blow-drys. It increases retail and is regular income.
STARS
MOVE WITH THE TIMES
THE MANAGING DIRECTOR of Salon Success, Simon
Tickler started the morning with everyone on their feet
doing a little tai chi (and in the process patting everyone
on the back!). “As the owners of your businesses, you
probably don’t get told enough that you’re a genius
leader, you need to congratulate yourself!” he said. But
Simon also stressed that salons needed to be committed
to what they do differently, and do it better. Monica
Teodoro, general manager of L’Oréal Professionnel,
provided some fascinating insights into changing
consumer behaviours. “There are 34 billion selfies a
year, making clients more aware and more discerning
than ever,” she said. The decline in salon visits is mainly
down to a fall in the 45+ age group of women and
Monica argued these are your most valuable clients.
“WE’RE HUMAN BEINGS, NOT HUMAN DOINGS”
TOBY DICKER
TURNING THE SPOTLIGHT onto retention, The
Chapel’s Toby joked how he was making himself gradually
unemployed by putting key tasks in the hands of his
trusted staff, helping focus on employees’ creativity and
satisfaction to encourage loyalty. The Chapel charges by
time rather than service, meaning that staff can earn just
as much seeing fewer people but for longer appointments,
staying with them from consultation through to finish.
It means better client as well as staff retention.
THE LAW AND YOU!
IT’S CLEAR MANY are baffled by the National
Minimum Wage (NMW) rules and regulations, and the
NHF’s legal helpline expert, Laura Chalkley, was on
hand to clarify. She warned against using tips to top up
wages to hit the NMW, and against making deductions
that would take wages below NMW. An astonishing
10 per cent of HMRC’s Named and Shamed list
of employers failing to pay correctly were salons.
She urged attendees to get back, check rates and
agreements, and talk to HMRC first if you spot an issue
– report the fault and make the assurance that you’re
putting it right, otherwise you risk employees reporting
you and facing subsequent fines.
CREATIVE HEAD
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