It came into our industry like a wrecking ball. COVID-19 has been one of the big disruptions of our generation and many of us feel mad, sad, frustrated, angry and afraid. Once we have rolled through the cocktail of emotions, we want to take back control of our livelihood, industry, and future. We step through the tactics needed to get our salon businesses through this turbulent time.
Have you ever experienced a plumbing issue at the salon? As you may recall, the disruption happens in three phases.
Our business will be in all these phases over the next several months. What tools will you need to manage through each phase?
During this shutdown period, your customers remain your biggest asset and opportunity for revenue. Therefore, staying engaged with your clients is more important than ever. Remember, all the hard work you put into building your clientele? Don’t lose traction now. Stay connected, engaged, and provide value to your clients.
Gather client information
Collect and organize all your client’s contact information. You want their phone number, email, social handles (to follow and have follow you).
Create a plan to communicate
Segment your clients into groups based on their services (i.e. full color service, men’s/kids’ haircut, gray touch-ups, long-time loyal customers) to create valuable information to share with that group.
Activate social media
Now is the time to start a business Facebook or Instagram account. If you have one, actively post to stay connected with your clients. You can do this as tips and tricks or even small videos.
Host online chats, calls or events for your clients.
Review current website/e-commerce
Take the time to review your current online presence and maximize how you can expand digitally.
Find alternate ways for revenue right now.
Set a goal for client outreach
Let them know what you are doing to help them at this time, ask if they need anything (tips or tricks).
When the shutdown period is over and we can welcome our clients back into our salons, we see two scenarios happening in our space. The first is a massive flood of customers wanting appointments ASAP. After that initial rush, a trickle of clients will return slowly over time. Both scenarios require different tactics to handle, so having your plan in place will give you confidence that you are ready for either.
Scenario #1 Rush of clients - You can expect to experience a burst of built-up demand for services from clients dying to see you again. How will you manage this surge, even if only a few weeks?
Scenario #2 Trickle - After the rush of consumers that flooded the salon with pent up demand, we may experience a decline in demand. For three specific reasons, some consumers may take longer to come back to the salon.
Eventually we will all be able to return to work again. We will build-up our client lists to what they were or better. However, it will be a new and different world. Client’s expectations will have changed (even if slightly), the way we do business may be different and what we prioritize as important may have shifted. How are you envisioning the new world?
Think of different scenarios you will be faced within the next 90-120 days and create tactics that will first protect you and second will give you ways to optimize new opportunities. The more scenarios and plans you can create (including the outlandish), the more control you will have over your future no matter what is thrown your way. Will you have more digital presence, new protocols or even new service offerings? Will you offer new ways to book appointments, try and buy product or create additional revenue streams to build your business should another disruption occur?
Return to Life, But Not the Old-World
At Buzz, we remain committed to helping the beauty professional during and after this disruption. If you would like individual advice or scenario planning for your salon, spa or clinic, please reach out to us at email@example.com to receive one on one recommendations for free during this time. We have your back.
BUZZ BEAUTÉ competently guides beauty and fashion brands through the obstacles of commercialization by efficiently using resources to achieve your goals and vision. We offer a suite of marketing and sales services including go-to-market asset development and execution, distribution, brokering, strategic planning and project management. With over 30 years in the beauty industry, we have a track record of success, know-how, and experience to get your brand into the market. We have successfully built, grown, and transitioned iconic brands in the beauty industry across various channels. Both individually and as a team we have worked on world class brands including Revlon, CND Shellac, Sebastian, Dermalogica, L’ANZA, California Tan, Essential Elements and more!