power up your q4 profits...statistics on q4 75% of annual retail sales are made in q4. (national...
TRANSCRIPT
Lisa StarrWynne Business
Power Up Your Q4 Profits
Your Presenter
Lisa M. Starr 30+ years experience in
salon & spa industry
Senior Consultant,
Wynne Business
Community
Ambassador, Booker
Consultant, educator,
writer, presenter
Wynne Business provides consulting and education, including live seminars and on-site team trainings, for the
spa and salon industry.
“GOOD LUCK HAPPENS WHEN PREPAREDNESS MEETS OPPORTUNITY”
BRET HARTE
• EVERYONE is marketing to clients in this quarter, you need to get their attention
• Q4 is typically busiest for foot traffic and gift-giving
Is Holiday Promotion Necessary?
Statistics on Q4
75% of annual retail sales are made in Q4. (National Retail Federation)
Spas often create between 50-70% of their
annual gift card volume.
Q4 typically highest for spa and salon
service sales.
In 2013, 56% of surveyed salons/spas saw
service sales increases over the previous
year. (probeauty.org)
Benchmark Performance
What were your sales in Q4
2013?
Services
Retail
Gift Cards
Packages/Promotions
What will sales be this
year without any plan?
Flat
Increase/Decrease
4 Components of Promotion Plans
Service
Sales/Packages
Retail Sales
Gift Card Sales
Combos
What Are the Desired Results?
Decide what you want:
More bodies
New clients, or more client visits
from existing clients
Higher average ticket
More dollars spent on each visit
Retail
Higher average or more units
Gift Cards
Higher average or more units
Increase Service Sales
Service Menu Mining
Identify and promote
services that are high
profit.
Highlight services that
are unusual,
specialized and/or
under-utilized.
Ignore/trim low-profit,
low sellers.
Service Sales for Q4
Focus on services to be
booked ahead of holiday:
Stress relief
Time savers
Party Beauty
Seasonal Sensations:
Pumpkin, cranberry, ginger,
apple cider, caramel, spices
White chocolate, pomegranate
Bay leaves, holly, mistletoe
‘Tis the Season
Warming, cocooning
Hydrating for face and
body
Exfoliating and
smoothing
Pre-holiday “polish”
Nails, hair, makeup
Ski/Snow/Ice
Service Presentation
Printed menu
insert
Gentlemen’s
Section
Free-standing
holiday menu
Downloadable
.pdf from website
Build Retail
Interest
Winter holiday is gift-giving time!
Existing Vendors:
Special packaging
or promotions
Sample sizes
GWP & PWP
Events
Themes may echo
service
promotions.
Product Mix
Range of choices:
Personal
Teacher/Obligation/Pollyanna
Fun, inspirational
Don’t forget about your spa
“story”
Consider your target market
Mature female, active male,
Gen-X
Something for Everyone
Range of prices:
Quick ‘n easy
$20 and under
Targeted by user
Mature female
Active male
High-end specialty
Range of margins:
Traditional beauty
Gift, Jewelry, Travel,
Home
The Gift Component
Gift Baskets:
Ready made
Custom
Themed
Include gift card
Gift Wrapping
Gift Bags & Cards
Gift Card
Focus
The Gift Card Phenomenon
US GC Sales 2013 $B, up 8%
from 2012*
By 2015 gift cards will comprise
18% of holiday purchases*
Spa gift card sales average is
$125
More than ½ are redeemed in
January
*CEB Tower Group
Gift Card Promotions
Holiday GWP or
GOGO:
Rewards purchaser
as well as recipient
Spa Gift Card
Bottle of wine
Box of chocolates
Raffles:
For every $100
spent, receive a raffle
ticket
Gift Card Presentation
Cards not
certificates!
Always dollar
value
Envelope, bag,
box?
Insert in menu
Digital Gift Card Trends
InComm 2013 gift card
statistics
(400,000 distribution points)- 57% of consumers
purchased a digital gift
card in December
- 43% purchased physical
In the six days before
Christmas:- 20% purchased physical card
- 80% purchased digital card
Facebook sales
Events &
Benefits
Events That Spark Spending
Holiday “spaarty”, NOT
appreciation event
Nov 15 – Dec 1
Men’s Night
Fashion Shows
Showcase your talents
Trunk Shows
Vendor support
Beneficial Benefits
Donate a portion
of gift card or
service sales
For every x$
spent, clients can
designate a
charity
Promotional
Marketing
Social + Digital + Live
E-Blast
E-Newsletter
Internal signage
Promo collateral
given at checkout
Facebook/Twitter
Events
Staffing
Considerations
Maximizing Staff
Coverage
Vacation black-outs
Seasonal help
Regular shifts for on-
call
Wellness rewards
Resources
Swalter.com
800giftbox.com
Actionbag.com
Print4less.com
Vistaprint.com
