Case Studies

Small Retailers. Big Results.

Girl’s spa more than triples monthly revenue in three months

The Backstory
This pink wonderland for girls was having trouble attracting new customers for its group party and single-client spa services. Despite a real “wow” factor, the spa experienced month after month of declining revenues.

The Challenges

The spa had no business development strategy

There was no process for tracking leads or lead followup
High prices limited the number of sales conversions
Staff was not trained in sales or upselling
       Merchandise sales were weak
       Walk-in traffic was limited

The Plan

We helped the owner learn to maximize every opportunity, understanding that each customer was an opportunity for an upsell or repeat business and each lead was a potential customer. That meant creating a sales culture as well as an overall new business development plan. Due to financial struggles, we had little or no budget for this undertaking.

Our plan included:

    Learning to utilize POS software to better understand and analyze sales
    Training staff to properly input sales and customer contact data into the system
    Developing  lower priced party packages
    Implementing a sales training program
    Creating  more kid-friendly merchandise display to maximize impulse purchases
    Developing regular communication and customer loyalty programs
    Adding additional profit centers and revenue opportunities
    Developing an annual in-store promotional calendar and implementation schedule        

The Results
The client worked hard to implement this plan and after seeing the results, stays motivated to continue to grow her business. While tripling revenue over a three month period was an extraordinary outcome, creating the infrastructure to maintain that growth was equally as important. Several key outcomes of the program included:
                Booking five of the lower priced party package within weeks of posting it on the website

               

Creating party add-on’s (i.e. photography, invitations, food, etc.) that helped increase revenue from the
                lower priced parties to nearly that of the regular-priced offering.

               

Doubling the customer email database and growing the store’s VIP card program by 200 percent.

                Increasing  merchandise sales by 240 percent in 3 months

The client is now beginning her referral and promotional program and continues to add additional revenue streams to further increase traffic and sales.

Hair Salon Creates Sales Program and Boosts Revenue

The Backstory
This 3 year-old salon is a new venture for an experienced owner/operator. The facility is beautiful, well-laid out, spotlessly clean and nearly fully staffed with experienced professionals. The owner is current on trends and techniques in hairdressing and is committed to continuing education in hair and salon management. 

The Challenges
Despite a seemingly great setup, the salon was not generating enough revenue to pay the bills and the owner’s  salary.

Upon the first in-depth consultation we discovered the following challenges:
The owner perceived herself as a hairdresser, not a salon owner. As a result, she didn’t pay attention to the salon’s Key Performance Indicators, did not take ownership of her sales numbers and took on too many low level duties that left her little time for management,  marketing and big picture thinking.  As the salon’s top producer, she became resentful that her stylists were not independently contributing to the salon’s new customer base.

The Plan

  • Transition owner from operator to CEO/management mentality
  • Learn to pull, understand and analyze reports from salon POS software
  • Better understanding salon numbers and productivity
  • Delegate management duties to several staff members to give owner more time to manage and market
  • Properly input client information into POS system to establish a more specific client profile, identify new customers and establish an email database
  • Create employee sales culture/ new client acquisition plan
  • Engage and train stylists to participate in client acquisition/retention, maximizing bookings and
  • increase earnings
  • Implement a formal referral program, giving stylists tools to increase their own bookings
  • Referral program to include monthly service, new customer and product sales goals and incentives for each stylist
  • Develop a regular training and team building schedule
  • Create a sustainable marketing/outreach program, including a more compelling marketing message
  • An in-store promotional schedule designed to attract new clients
  • A monthly newsletter program for client communication/loyalty
  • A new customer welcome package

Results

Owner fully engaged in the process and fostered a team approach to the salon’s success, creating competition and enthusiasm with her staff. Within one month of the launch of the marketing/referral program:

Product sales increased by nearly 100%

Staff average ticket increased by anywhere from 9-30 percent; staff average product ticket increased from 15 to 65 percent

Staff rebookings rose from 28.9 to 34 percent

Total cost of the program to the client included several hundred dollars in printing and cost to revise website.

Coming soon!

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