1. 11/28/2011
Powering Up Profits:
Strategies for Q4
Your Presenter
Wynne Business provides consulting and education, including
live seminars and on-site team trainings, for the spa and salon
industry
• Lisa M. Starr
– 20+ years experience in
salon & spa industry
– Senior Consultant,
Wynne Business
– Community Ambassador,
Gramercy One
– Consultant, educator,
writer, presenter
“Good luck happens
when preparedness
meets opportunity”
Bret Harte
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2. 11/28/2011
Statistics on Q4
• 75% of annual retail sales are made in
Q4 (National Retail Federation)
• Spas often create between 50-70% of
their annual gift card volume
• Q4 typically highest for spa and salon
service sales
• Forecast is for 3% growth
• 41% of consumers plan to spend less
than last year
4 Areas of Focus
• Optimizing Sales
• Staffing Concerns
• Marketing Program
• Logistical Planning
Optimizing
Sales
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3. 11/28/2011
Service Sales
• Seasonal menu
enhancements
• Upsell
opportunities
• Menu inserts
• Spa journeys
• NO DISCOUNTS!
– Focus on value
Retailing Considerations
• Product mix
• Gross margin
• Categories
– Giftable
– Personal
• Your brand
message
• Specialty
categories
Visual Merchandising
• Outside in
• Sensory ambiance
– Holiday visuals &
color, scents, music
• Lifestyle groupings
• Function groupings
• Connect the dots
for clients
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4. 11/28/2011
Merchandising Tips
• Minimum 6 of a
product
• Soldier lineups
• Tables, risers
• Lighting
• Grab ‘n’ go
– Selection of boxed and/or
wrapped items
• Props
Gift Baskets
• Pre-made
• Custom
• Array of price
points
• Include gift card
– Feels more personal
Gift Cards
• Holiday GWP &
PWP
• Gift Card
Presentation
– Box, envelope, bow
– Service menu
• Database building
• Virtual option
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5. 11/28/2011
Staffing
Concerns
Customer Service & Support
• Identify holes in
schedule
• Service Sales Support
– Heavier appointment load
– More 1st timers
• Front Desk Support
– More SHOPPERS; need to
think like a retailer
• Gift Card Sales
Technicians & Therapists
• Look at schedule by
ROOM or STATION,
not by person
• No shifts in the
middle of the day
• Identify spots for
newcomers
• Sub-list is a great
way to hire
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6. 11/28/2011
Tuesday 10/6 Wed 9/8 Thurs 9/8 Fri 9/6 Sat 9/6 Sun 10/5
Sally 10-3 Sally 9-2
Massage 1 Paula 3-6 Brad 2-5, Pat 5-8
Massage 2
Massage 3
Glenna 9-4
Facial 1 Glenna 10-6 Jody 4-8
Facial 2
Facial 3
Mani 1 Joanne 10-6 Hannah 9-5
Mani 2
Joanna 9-2
Pedi 1 Hannah 10-6 Michelle 2-8
Pedi 2
Hiring Temporary Help
• Craigslist Ad
• Sign on front desk
• Orientation to
company
• Uniforms
• Training &
Mentoring
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7. 11/28/2011
Sales Management
• Training on
retailing/sales
– Clients shop with a list of
people, not by product
– Open-ended questions
• “Who are you shopping for?”
• Daily & weekly sales
goals in each category
• Smile!!!!
Marketing
Plan
Seasonal Concerns
• Sales per square foot
• Black Friday
• Small Business Saturday
• Cyber Monday
• 40% of consumers will start
shopping before Halloween
(NRF)
• Early Planning + Tighter
Budgets
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8. 11/28/2011
Marketing Options
• External • Internal
– Radio – E-blasts
– Community Papers – Social Media
– Holiday Fairs – Contests
– Mall Kiosks – Signage
– Direct Mail
– Print ads
Social Media Management
• Create a posting
calendar
• HootSuite,
TweetDeck,
BuddyMedia
• Assign duties and
delegate!
• Create a contest
for clients
Don’t forget:
• Social consumerism
– Donations
– Charity benefits
– Events
– Community
involvement
• Power of Groups
– Team up with
businesses that also
cater to your client
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9. 11/28/2011
Provide VALUE
• It’s NOT all about
the discount
• Help customers
cross items off of
their list
• Provide solutions,
suggestions
Make it Fun!
• Celebrate the
holidays
– Staff uniforms
– Hand out candy
canes/holiday treats
– Free samples
• Product of the Day
• Sell convenience!
Logistical
Planning
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10. 11/28/2011
Holiday-related
• Holiday hours?
– Nights, Sundays
– Christmas Eve
• Hours, Directions,
Phone on
homepage
• Holiday party
Streamline Processes
• Separate check-in
and check-out
– Podiums
– Mobile
• Gift card lines
– Clipboards &
paperwork
• Gift wrap & pre-
package
Inventory Management
• Regular retail stock
• Holiday stock
• Bags, bows, tissue –
DO NOT RUN OUT!
• Gift basket supplies
• Gift card packaging
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11. 11/28/2011
Compensation Concerns
• Holiday Pay
• Retail commission
for support staff
• Commission for
temp help
• Internal contests
and rewards
– Gift cards & prizes
Powering Up
Profits
Thanks for your attention!
Questions? Lisa Starr at
gotalkone@gmail.com
Gramercyone.com/blog
Facebook.com/GramercyOne
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