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Understanding the Importance of the Growth Indicators

with John Harms

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TOPICS COVERED

Growth IndicatorsHow the Front Desk Can Help the Salon Grow

Where to Find the Results

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The Growth Indicators

Growth Indicators are key performance indicators

(KPIs) that represent the potential for future growth.

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The Growth Indicators

New Clients Per MonthNew Client Retention

Repeat Client RetentionFrequency of Visit

Average Ticket============PRODUCTIVITY

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New Clients Per Month

Helps future growth and make up for loss clients.

Result of reputation, client referrals, and marketing.

Growth Indicators

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New Client Retention

New Client Retention measures how well you get clients back a 2nd, 3rd, …

time. Affected by quality of service, rebook, and overall salon atmosphere.

Growth Indicators

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New Client Retention

INDUSTRY AVERAGE FOR 2ND VISIT = 35-40%

3rd Visit = 25%By 6th Visit = 8-12%!

Growth Indicators

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Retention VS. Request Rate

Retention is really measured at the ‘salon’ level – not the individual

employee level. Request rate is the measurement at the specific employee

level.

Growth Indicators

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Repeat Client Retention

Repeat client retention measures how well you are keeping clients that have been coming back to you for at least a

year.

Growth Indicators

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Repeat Client Retention

INDUSTRY AVERAGE = 70%

GOAL = 85%

Growth Indicators

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Frequency of Visit (FOV)

Frequency of Visit measures how often, on average, clients

come in each year. REBOOOOOOOOOOOK!

Growth Indicators

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Frequency of Visit (FOV)

INDUSTRY AVERAGE = 5 Times a Year

INDUSTRY AVERAGE for COLOR = 4 Times a Year

Growth Indicators

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Average Ticket

The average spent per client when they visit your salon or spa. Typically separated by average service ticket

and average retail ticket.

Growth Indicators

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Average Ticket

No industry average.Millennium clients average $85. Increase $5 or $10 per client as

a goal.

Growth Indicators

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Productivity

As you improve the growth indicators your productivity will show in the appointment book

and on revenue generated.

Growth Indicators

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RESULTS

Measuring

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Monitoring Results

Analytical Reports (MA200)Monitoring Station

Team Goals

Millennium

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Monitoring Results

Analytical Reports (MA200)Smart Centers

Meevo

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THANK YOU

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