Anyone who knows me well would, no doubt, confirm that I am quite a stickler for detail. To my mind, if a job is worth doing, then it’s worth doing well. I like to think I apply this principle to all areas of my life, albeit sometimes to the frustration of my nearest and dearest. A half-hearted approach to an opportunity, or indeed an issue, will surely never gain the results required or aspired to, so why compromise on the effort?
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It can be no coincidence that today’s successful professional tanning salons are a reflection of their level of investment – not just financially but in time, effort and importantly, detail. Our industry is undoubtedly a great example of how a service-based business has significantly changed, for the better I hasten to add, over a relatively short period of time. Perhaps as little as ten years ago, it would not have been unusual to see a salon set up with little or no thought about the salon interior, branding, marketing or customer experience, let alone staff training, compliance, equipment checks, secondary revenue streams and so on.
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Today, the picture paints a completely different story. Successful salons are those that have thought all the above through – with detailed costings – and then some. The growth of salon chains has inevitably played its part in moving the industry forward but equally new business single-site operations, as well as those re-investing in their existing business are generally clearly focussed on the need for professionalism and a commitment to detail to be at the core of all aspects of their business.
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I believe it won’t be long before the “typical” high street (downtown) tanning salon will look more like a skin clinic or medi-spa than a traditional tanning salon.
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Current levels of investment in the style of the tanning salon, the fittings and fixtures and so on, can be mind-blowing. I have seen examples where in excess of $1m has been spent on the salon fittings, fixtures and décor alone. Let me be clear, this excludes equipment! Sure, these examples are not the norm – yet – but they clearly demonstrate a rock solid belief in the long-term opportunities and returns available from a high-spec indoor tanning facility.
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When you witness this level of financial investment and attention to detail, any elements of our industry that are not keeping pace will surely be exposed rather quickly. I believe it won’t be long before the “typical” high street (downtown) tanning salon will look more like a skin clinic or medi-spa than a traditional tanning salon. As such, all the supporting elements from cubicles, reception areas, décor, equipment and lotions, to staff uniforms and salon branding will need to excel in such an environment. These are exciting times!
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But of course, image is just one element. Location, performance, experience, variety, pricing and exceptional customer care – always – will be essential ingredients to the overall successful mix of a professional salon. And this is where the devil can be in the details. But as I say, if a job is worth doing …
