The article explains:
Where does the development of a beauty salon begin?
What strategy for beauty salon development should be taken as a basis
How Macroenvironmental Factors Affect Beauty Salon Development
What is a marketing plan for beauty salon development?
How to overcome obstacles in the process of developing a beauty salon
What are the reasons for the crisis in the development of beauty salons?
How to develop a beauty salon and attract new clients
What books will help you better study the methods of developing a beauty salon
What mistakes do beauty gcash database salon managers make in the process of business development?
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Competition in business is becoming increasingly high. Bringing a beauty salon to the market and gaining a foothold in it will not be enough; development is necessary, systematic and logical, because the beauty industry does not stand still. Each organization goes through various stages on its way - from a startup to a network-level business with dozens, and sometimes even hundreds of branches and franchises throughout the country. Beauty salons are no exception. Various strategies can be used to achieve positive dynamics. We will tell you about the features of beauty salon development in the conditions of the modern market in this article.
Where to start developing a beauty salon
Some managers, trying to develop their beauty salon, use only a limited number of methods. However, there are little-known methods that allow you to improve your business and increase the annual turnover, and with it the profit that the company generates.
There are also tried and tested schemes and strategies for developing a beauty salon that allow you to increase the flow of visitors and build a good client base.
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Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
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Before using any beauty salon development techniques, you need to take 10 basic steps to make your promotion strategy better and more effective:
It is necessary to conduct a thorough analysis of the existing customer base of your establishment, highlighting the following key positions:
- the number of people visiting the beauty salon;
- the ratio of regular customers to primary and even lost ones;
- the average value of the total number of clients visiting the salon for a certain period (usually a calendar month);
- the number of new clients and their percentage in the total number;
- the average bill that is generated by the master, the department and the salon as a whole.
These indicators should become the basis from which you can subsequently build upon when planning activities to develop a beauty salon.
The second step should be the development of a marketing policy and plan that allows for the use of a flexible loyalty system for customers, the use of discount cards, certificates, and service packages.
It is necessary to calculate the workload of the salon, the downtime of the master or the establishment as a whole, analyze the services and find out which of them are the most popular and which are practically not in demand.
The budget for advertising campaigns is calculated, the effectiveness of events already being implemented is analyzed, and, if necessary, the advertising budget is optimized.
An assessment of the competitors’ status is carried out, their offers are monitored, the cost of services is calculated and our own price lists are adjusted.
After monitoring competitors, their strengths and weaknesses are identified, on the basis of which a policy is developed that allows occupying free niches of services, unique offers are created that are not available in other beauty salons. At this stage, it is important to take into account the demand for services among key regular customers of your establishment.
A price list is compiled. It should always have a flexible choice of price for individual types of services and sections, so that they are accessible to people with different levels of solvency. You should provide services of different price categories, but it is important that they are all of the highest quality, regardless of their cost.
Create an individual package of services for each visitor and convey this offer to the client using modern means of communication, such as SMS messages or phone calls.
Develop a system for ordering various cosmetic products through your website, make free delivery for orders over a certain amount of money, expand the range of products sold at retail.
Divide all your financial expenses by importance. Highlight priority categories. Reduce costs, for example, by finding a new supplier of consumables. You can also optimize costs for staff training, consumables, equipment.