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The Salon Smart Choice!

SALON SMART 2017 – WHAT A WEEKEND!

“IT’S GOING TO BE A FEISTY TWO DAYS,”
DECLARED CREATIVE HEAD PUBLISHER CATHERINE HANDCOCK AS SHE WELCOMED OVER 200 SALON OWNERS AND MANAGERS TO SALON SMART 2017, HELD IN PARTNERSHIP WITH L’ORÉAL PROFESSIONNEL, 3•6•5 EDUCATION AND PAUL MITCHELL.

WITH CHANGES IN APPRENTICESHIP STANDARDS, SALONS IN THE CROSS HAIRS OF HMRC OVER NATIONAL MINIMUM WAGE, AND THE EVER-INCREASING PROBLEM OF EMPLOYEE RETENTION, THIS YEAR’S BUSINESS NETWORKING EVENT WAS A “CALL TO ARMS” TO SALONS TO IDENTIFY WAYS TO FUTURE PROOF THEIR BUSINESSES.

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SHARED EXPERIENCES
With a recruitment crisis looming, Salon Smart shone the spotlight on salons embracing new methods for attracting new trainees through the door, such as Jas Hair Group’s ‘Let Them Shine’ after-school sessions and George’s Hairdressing’s Baby G scheme. Westrow boss Steve Rowbottom put his company’s success down to education (they have a 98 per cent completion rate in their academy), while, turning the spotlight on retention, The Chapel owner Toby Dicker explained how, by charging for time, rather than service, his staff can earn just as much seeing fewer people but for longer appointments, staying with them from consultation through colour, shampoo, cut and finish.

BRILLIANT SALON OWNERS
Industry trailblazers Sophia Hilton and Ky Wilson gave stand-out performances, sharing the stories behind their salons and their unique approaches to their teams and to business. Said Sophia:
“If you don’t love the place you go everyday and the people you see, you’ll give up on the inside. It would be like being in a prison that you built.” Matthew Sockalingum’s impassioned account of why he launched his award-winning Blow-Dry Pass, Mark Woolley’s “guided tour” of his growing Electric brand and incredible insight from high-street success story Headmasters into how they craft and market their services to consumers (including shooting lifestyle imagery especially for Instagram), meant there were ideas galore for delegates to take away.

PRACTICAL WORKSHOPS
In Salon Smart’s all-new ‘be the best’ workshops, the Paul Mitchell consultant team looked at maximising productivity in relation to stock, communication and merchandising. 70 per cent of purchase decisions are made in store so salons need to help make that decision as easy as
possible though exciting window displays, clean shelves that feature the bestsellers at eye level and clear prices.

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EXPERT ADVICE
Simon Tickler, managing director of Salon Success, reiterated a theme of the weekend – there’s a lot of change in the industry, and everyone needs a “cunning plan”. He stressed that salons need to be committed to what they do different, and do it better. Meanwhile, legal expert, Laura
Chalkley, urged attendees to check their National Minimum Wage rates and agreements, and 3•6•5 Education’s Ken West spoke about charging more, avoiding discounting, and not devaluing what it is we do – wise words indeed.

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2017 recap video

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