As we head confidently into 2019, salon operators and colleagues alike can regularly be found deep in conversation addressing opportunities and potential trends for the coming season. With our industry now more professional than ever, customer care and being on your game identifying or even setting trends are key focus items for establishing successful salons.
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But it is probably fair to say that as with most service-based businesses, tanning salons the world over generally follow a business model that can at times be a bit hit or miss. The model is generally straightforward, but the question is how many ways can you repeatedly package and serve-up the same services yet still find a way to differentiate your business in order to attract more customers?
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If we take a look at what we see many household brands already embracing, the answer is a form of marketing that focuses on “the experience.” In the UK, we can already see an increasing number of salons moving away from traditional mass marketing activities to a more customized delivery of products and services where an engaging experience is delivered for each customer.
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This ‘experience’ approach will of course include making the most of the advancements in technology and performance from tanning beds. For well-equipped salons, this means indoor tanning has become as much about the experience when using a tanning bed as it has been about the quality of the end result, i.e. the tan. These “experiences” range from bespoke tanning programmes for each individual customer, music choices, comfort features, range and combinations of light options in the session for different skin care options, and so on. Equally, there are advancements in the technology that ensure enhanced customer safety.
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In 2019 and beyond, training will continue to be key in delivering an enhanced customer experience, with each step considered and addressed – well-trained, informed and passionate salon staff is essential.
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In 2019 and beyond, training will continue to be key in delivering this enhanced customer experience, with each step considered and addressed from initial point of contact through to sales of expanded lotion ranges to extend the salon experience at home. Well-trained, informed and passionate salon staff is essential. Educating the consumer about the need to ensure their skin is properly hydrated and moisturised pre- and post-tanning to ensure maximum tanning results is an excellent example of how the experience of bespoke customer care also delivers for a salon’s bottom line. Advancements in the science and range of ingredients being used in tanning lotions means it’s more more important than ever that staff understand the benefits of the individual products, so they can provide informed and appropriate recommendations to tanners.
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Combine these experiences with the in-salon delivery of the style of service, information and any bespoke salon activities, and it’s easy to see how the customer then readily associates their positive experience with the salon brand, encouraging them to spend more time, repeat visits and of course, more money.
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As I’ve already mentioned, this approach isn’t unique to our industry. Household brands and retailers throughout the UK have already embraced this form of marketing: Top Shop, Nike and Samsung being examples of brands who regularly offer in-shop and pop-up experiences that create a closer bond between the customer and their brand by immersing them in a memorable experience.
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It will be exciting to see how our industry uses this opportunity to further establish itself on our high street.
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