Creative HEAD May 2017

LET’S WORKSHOP IT!
ACT LIKE THE EXPERT YOU ARE
GAVIN HOARE, salon manager at Richard Ward Hair & Metrospa
(which last year enjoyed a turnover of £5.5 million), looked at
why customers leave and how to make sure they stay with you.
He revealed that 78 per cent of clients who leave make that choice
because they perceive an attitude of indifference in the service
they receive within the salon. This clearly needs to change.
The way to do this is through understanding and meeting their
needs, Gavin argued. From making clients feel truly welcome
to giving them a sense of indulgence and following up their
appointments, offering a professional service and professional
advice can make all the difference.
TURN UP THE VOLUME
THIS INTERACTIVE session with the Paul Mitchell retail
team looked at maximising productivity in relation to stock,
communication and merchandising. Led by (pictured above, from
left to right): Salon Success business development manager John
Hurine, business consultant Susan Nicol and regional sales
manager Nickey Televantou, the workshop was designed to
challenge the audience to make back in sales what they spent on
their Salon Smart ticket and they walked away feeling satisfied as
the team set out the goals they need to reach to make this happen
(never forget that stock = profit!).
FOOD
FOR
THOUGHT
EVERY HARD-WORKING business head needs time
to refuel, and at Salon Smart’s Working Lunch guests
had the opportunity to fuel their bodies and their
minds with a perfect combination of refreshments and
business-building inspiration! There was education
and coaching from 3•6•5; on-trend colour from
Kenra Professional (we love Guy Tang’s Metallics!);
digital design and marketing ideas thanks to Salon
Guru and lots of technology updates to streamline
your salon and give you the control you need with
Salon iQ and Treatwell. Want some new ideas to
add to your salon’s choice of services and boost that
backwash experience? Guests could check out New
CID Cosmetics, Remi Cachet, High Definition and
New Era (those Ecoheads and HeadBeds for the
backwash are genius!). There was brilliant retail
to help boost that bill (and illustrate that you’re an
expert in your field) with ColorProof, Paul Mitchell,
Dafni straightening brushes, Oway and Viviscal
Professional, while L’Oréal Professionnel had the
client journey all mapped out. You could be sure this
lunch was not for wimps.
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CREATIVE HEAD