Holiday Prep for Salons & Spas

•  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

Today’s Agenda

Holiday Prep

Growing Service Revenue

Creating Retail Volume

Gift Cards & Certificates

Holiday Events Marketing & Promotions

Preparing  for  the  Holidays  

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

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

-  Service Sales/Packages

-  Retail Sales

-  Gift Card Sales

-  Combos

Four Marketing Focal Points

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

Grow  Your  Service  Revenue  

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

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

Think Seasonally

-  Warming, cocooning treatments

-  Hydration for face and body

-  Exfoliating and smoothing

-  Pre-holiday “polish” -  Nails, hair, makeup

Presentation of Service Options

-  Printed menu inserts

-  Gentlemen’s section

-  Free-standingholiday menu

-  Downloadable PDF "from website

Treatment Marketing!Options!

Packages –  Journeys –  Experiences –  Rituals

Results-Oriented –  Stress-relieving –  Relaxation

Mix beauty & relaxation

Create  Retail  Volume  

Winter Holidays are Gift Oriented

Partner with existing vendors on:

–  Special packaging "or promotions

–  Sample sizes –  GWP & PWP –  Events

Themes may echo service promotions

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

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

The “Gift” Component

•  Gift Baskets –  Ready-made –  Custom –  Themed –  Include gift card

•  Gift Wrapping •  Gift bags & cards

Gi>  Cards  &  Gi>  Cer@ficates  

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)

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

-  Cards vs. Certificates

-  Always dollar value

-  Envelope, bag, or box

-  Insert in your menu

Gift Card Presentation

Gift Card Trends

-  Digital delivery

-  Facebook sales

-  Customization

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

Events  

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

Community Giving

-  Donate a portion of giftcard or service sales

-  For every x$ spent, clientscan designate a charity

Marke@ng  &  Promo@ons  

Marketing To Your Client Database

-  E-blast

-  E-newsletter

-  Internal signage

-  Promo collateral given at checkout

-  Facebook/Twitter promos

-  Events

Prospecting For New Clients

-  Advertising •  Radio •  Community papers

-  Holiday fairs

-  Mall kiosks

-  Direct mail

-  Magazine inserts

-  Editorial coverage

/getbooker @getbooker @starrtalk

THANK YOU!

Further questions or thoughts, contact us at"insights@booker.com