£3.50 The essential magazine for salon owners
September/October 2018
REGAL RED ‘Royal’, the latest collection from NHF ambassadors Hooker & Young
10
How to protect yourself from cyber crime
14
Why hair and beauty is going vegan and ‘free from’
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Front of house: from warm welcomes to great goodbyes Sept/Oct 2018 | salonfocus
INTRODUCING
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Contents
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C O N T E N T S P6 NEWS The number of empty shops on our high streets could double in the next decade, a report has predicted, making grim reading for salon and barbershop owners
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24
P10 KEEP VIGILANT ONLINE Cyber and phone fraud is on the rise, an NHF survey has shown, and the consequences can be devastating P14 GREEN PARTY With veganism an increasingly popular lifestyle choice, making your salon and barbershop “free from” chemicals, animal products and plastics is gaining in popularity
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P20 CHRISTMAS LIST Christmas is such an important period that, if you haven’t already, you need to be using the autumn months to get your festive plans firmly in place P24 LOUD AND CLEAR When it comes to keeping clients and attracting new ones, it is vital to take time to plan year-round marketing activities – and be sure to make a splash on social media P26 HOME TRUTHS To mark the end of their role as ambassadors for the NHF, Gary Hooker and Michael Young of Hooker & Young invited four lucky competition winners to spend a day with them P28 REPEAT AFTER ME Franchising is often seen as an easy way to expand quickly. But it is not always straightforward, or a guarantee of success P32 MAKE FIRST IMPRESSIONS COUNT From warm welcomes through to great goodbyes, your frontof-house team needs to be at the heart of your client journey 37 A NIGHT TO CELEBRATE The judging process for November’s NHF Business Awards is complete, so get your tickets for the fabulous awards dinner P38 EVENTS All the events in your area, plus all you need to know about this year’s NHF Welsh Awards
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COVER IMAGE An image from “Royal”, the latest collection from NHF ambassadors Hooker & Young. The collection tells of a story of strong, beautiful women from a powerful dynasty and highlights rich and decadent looks that are empowering and individual. Turn to page 26 to find out how Gary Hooker and Michael Young invited some lucky business owners to spend a day “at home” with them
£3.50 The essential magazine for salon owners
September/October 2018
REGAL RED ‘Royal’, the latest collection from NHF ambassadors Hooker & Young
10
How to protect yourself from cyber crime
14
Why hair and beauty is going vegan and ‘free from’
CREDITS Hair: Jonathan Turner; MUA: Megumi; Styling: Clare Frith Photographer: Jack Eames
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Front of house: from warm welcomes to great goodbyes Sept/Oct 2018 | salonfocus
CONNECT WITH US AND HAVE YOUR COMMENTS AND TWEETS IN THE NEXT ISSUE OF SALONFOCUS Sept/Oct 2018 | salonfocus
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Welcome
PR ESIDEN T’S
L E T T E R SALONFOCUS IS PUBLISHED BY: National Hairdressers’ Federation, One Abbey Court, Fraser Road, Priory Business Park, Bedford MK44 3WH t: +44 (0) 1234 831965 f: +44 (0) 1234 838875 e: sfenquiries@salonfocus.co.uk w: www.nhf.info PUBLISHER Hilary Hall e: hilary.hall@nhf.info EDITOR Nic Paton e: nic@cormorantmedia.co.uk PR, EVENTS AND SOCIAL MEDIA Kelly Sylvester t. +44 (0) 1234 831965 e. kelly.sylvester@nhf.info ADVERTISING SALES MANAGER Andy Etherton T: + 44 (0) 1536 527297 e: andy.etherton@nhf.info ART DIRECTOR Adriano Cattini Matrix Print Consultants Ltd t: +44 (0) 1536 527297 e: adriano@matrixprint.com While every care is taken in compiling this issue of salonfocus including manuscripts and photographs submitted, we accept no responsibility for any losses or damage, whatever the cause. All information and prices contained in advertisements are accepted by the publishers in good faith as being correct at the time of going to press. Neither the advertisers nor the publishers accept any responsibility for any variations affecting price variations or availability after the publication has gone to press. No part of this publication may be reproduced in any form without the permission of the publisher, to whom application must first be made. The views expressed by contributors to salonfocus are not necessarily those of the NHF, the publisher or its editor. © 2018 The National Hairdressers’ Federation. Material for consideration in this section of the magazine should be submitted via email or digital file transfer to the editor, salonfocus. Submissions should be made on the understanding that the National Hairdressers’ Federation has the right to use the material in any part of the magazine and any of its other publications, promotions or website, free from any copyright restrictions, or appearance fees other than the issue of artistic and photographic credits where applicable. Please include salon name, photographer and stylist.
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ou can just never be too careful – that’s the clear message I’ve taken away from our survey in this edition into cyber crime and fraud.
We all of us nowadays are so very reliant on our computers, smartphones and tablets, both for work and in our personal lives. Clients, too, expect their details to be kept safely and securely, and rightly so. So when things go wrong, whether it’s a ransomware attack, computer virus, credit or debit card fraud or even just being caught out by someone down the phone, it can be devastating. There is the financial cost, of course – and it is shocking banks still seem to be dragging their feet on ABOUT AGNES Agnes Leonard is president doing more to protect and support small of the NHF and a registered hairdresser. She has worked in businesses. the industry for 37 years and But there is also the potential loss of owns Croppers Hair Studio in Dundee, a busy, family-run reputation, as well as all the time, stress and salon successfully adapting to the fast-changing retail disruption this sort of fraud can cause. environment – just, in fact, like many NHF members up and Some of the answers do lie in us using down the country. technology better – changing passwords regularly (even though it is a pain), backing things up, having firewalls and different levels of access. But, for me, mostly it comes back to people. It is about making sure all of us as a team understand the risks; that we don’t cut corners or get complacent when it comes to security, even when everyone is really busy; and that we remain vigilant at all times.
AGNES LEONARD NHF president
COMING UP IN NOVEMBER/DECEMBER 2018
Don’t panic! What to do, and how to cope, if HMRC comes knocking Get fresh for 2019. Ways to revitalise your salon or barbershop interior
Do you have a salon story to tell? Would you like to be featured in salonfocus? Get in touch with the team, on 01234 831965, or send an email to nic@cormorantmedia.co.uk
salonfocus | Sept/Oct 2018
Give time to space, master stillness. Zen Series.
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News
more than six months. Separately, the NHF has expressed dismay that chancellor Philip Hammond has ruled out any immediate reform to rates. In a letter to MPs he said there was “no consensus on an alternative base” for calculating rates bills but he did acknowledge that the government needed “to find a better way of taxing the digital economy”. This could include a so-called special “Amazon tax” on online businesses, Mr Hammond has subsequently indicated.
JEFFERY BONN
NUMBER OF EMPTY SHOPS ‘COULD DOUBLE IN A DECADE’ he number of empty shops on our high streets could double in the next decade, a report has predicted.
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With many big-name retailers, such as Debenhams and House of Fraser, struggling to survive and others, such as Maplin and Poundworld, either already closed or in administration, The Grimsey Review 2 made grim reading for salon and barbershop owners worried about the future health of their high streets. The report published in July by former Wickes chief executive Bill Grimsey followed on from a 2013 review. The latest report suggests that at the moment there are approximately 50,000 empty shops in the UK out of a total of 500,000. But this could rise to 100,000 within a decade. The highest rate of retail failures and store closures since the 2008 financial crisis was recorded in the first six months of this year. Nearly
salonfocus | Sept/Oct 2018
70,000 high street jobs are set to disappear this year alone, it said. To survive, town centres will need to focus on alternatives to retail, including using high streets for more housing, leisure, entertainment, education, arts and commercial office space, the report recommended. EFFECT OF BUSINESS RATES
The report blamed a combination of competition from online and out-oftown retailers, an “archaic” business rates system, and generally weak economic conditions. But factors like Brexit were also knocking consumer confidence, while the fall in the pound since the 2016 EU referendum was putting significant pressure on prices. The report recommended that local town centre “commissions” should be established to draw up long-term blueprints for the future of their high streets and local authorities should be given the power to fine owners whose properties were left empty for
It is with great sadness that the NHF announces the death of former president Jeffery Bonn, who passed away in July. Jeffery was president from 1998-2001 and became honorary treasurer in 2013. “Jeffery showed outstanding commitment to the NHF over many years,” said NHF chief executive Hilary Hall. “He was so delighted when his service to the NHF was recognised with the presentation of a gold medal. He worked tirelessly for the Hairdressers’ Charity, he was a JP and devoted to his family. He will be greatly missed.” NHF president Agnes Leonard added: “I knew Jeffrey for many years. It was an honour to have worked with him at board level. He did a lot of great work for the NHF and also for the London region.” Immediate past president Paul Curry, who presented Jeffery with his gold model, said it had been a “privilege” to work alongside him. Former president Mike Thornhill added Jeffery was “a dedicated loyal member; a pleasure to serve with.”
News
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CARDS OVERTAKE CASH The popularity of contactless, online shopping and paying by smartphone is having a significant effect on how we manage our money and pay for things, with debit cards overtaking cash for the first time as the most frequently used payment method in the UK. The findings from the banking trade body UK Finance said there were 13.2 billion card payments at the end of 2017, overtaking cash payments for the first time. Contactless cards will account for more than a third (36%) of all payments in 2027, up from 15% in 2017, it forecast. However, the body’s chief executive Stephen Jones has cautioned that, while this trend will undoubtedly continue, cash will still have its place on the high street for a while. “We’re far from becoming a cashfree society and, despite the UK transforming to an economy where
cash is less important than it once was, it will remain a payment method that continues to be valued and preferred by many.”
REPEAT BUSINESS Nick Corrigan, UK and Ireland managing director of payments firm Global Payments added: “A smart range of payment solutions for customers will help make their purchasing experience convenient and easy – ensuring repeat business for salons. “This is not just limited to cash and contactless card payments, but also mobile payments. A salon should be offering choice to its customer base so customers can pay in the way they are most comfortable with. “For the business owner, this could save time and enable them to provide a more personalised experience to their customers; both of which result in growth, loyalty and recommendations, and an improved sense of pride about their company.”
BEATING CANCER Congratulations to nine stylists from Edinburgh salon chain Charlie Miller, who raised more than £3,000 and took part in June’s MoonWalk Scotland to fight breast cancer. The event takes place all over the world, including Spain, Peru, Disneyland Paris and even as far afield as the Arctic Circle, with participants signing up to walk anything from around six miles to 52.
The nine stylists – Leigh Forrest, Natalie Cole, Laura Wyles, Lisa Allen, Amber Swift, Steven Suckling, Lynsey Wilson, Hannah Wilson, and Kerrine Nicol – set up donation boxes around the city’s five Charlie Miller salons to raise money before the walk. Joint managing director Jason Miller said: “A lot of people can find hair loss devastating especially while undergoing chemotherapy.”
PENSIONS FEAR
Barely a third (31%) of people who are self-employed are saving into a pension, a body representing freelancers and self-employed workers has warned. The Association of Independent Professionals and the Selfemployed said this could lead to a “looming crisis” in years to come, as growing levels of selfemployment put state pension provision under severe pressure. Although hair and beauty businesses do now have to offer employees access to a pension scheme under “auto-enrolment”, NHF research has suggested some 57% of hair stylists and barbers are now self-employed, along with 54% of beauty therapists. This highlights that pension poverty could be a particular problem for hairdressers, barbers and beauty therapists in years to come unless solutions can be put in place, the NHF has warned.
Sept/Oct 2018 | salonfocus
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News
STEP UP NICOLA’S DAY AT RUFFIANS
TWO AWARDS FOR ‘OUTSTANDING’ MEMBER SUPPORT he NHF has won two highly prized awards at this year’s Trade Association Forum (TAF) “Best Practice” awards.
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The Trade Association Forum is an industry body that represents more than 300 UK trade and member-based bodies. The first award recognised the NHF’s easy-to-follow guide and template documents designed to help members become compliant with the new GDPR data protection rules. The NHF’s entry impressed the judges so much they singled it out for a
special award of “Outstanding Member Resource”, which has never been awarded before. This success was quickly followed by the “Outstanding Contribution” award, which was won by NHF’s director of membership Tina Beaumont-Goddard (pictured above). The award recognised Tina’s outstanding achievements in her 30year career with the NHF. NHF chief executive Hilary Hall said: “We’re so proud of what Tina has achieved in her 30-year career, so it was fantastic to see her dedication to the hair, barbering and beauty industry rewarded.”
POP-UP NAIL BAR FOR MEN What is believed to be London’s first pop-up male-only nail bar, Guys That Nail It, has been opened in a pub in Peckham, south London. The venture by nail artist Jay Jay Revlon is designed to tap into growing demand from men for male grooming and even
salonfocus | Sept/Oct 2018
male beauty products. He has said he wants to offer men somewhere that feels different to conventional female-dominated nail bars. Treatments include a 30-minute “Sort My Handz Out” and a 75-minute “Lord My Handz” manicure, among others.
Step Up & SHINE scholarship winner Nicola Hamm officially started her educational “journey” in July by attending a one-on-one training day with expert barber Joshua Stokes from Ruffians Barbers in Marylebone, London. During her day with Joshua, she was able to explore barbering and learn skills and techniques from one of the best barbers in the business. Before getting this once-ina-lifetime opportunity, Nicola from Escape Hair Lounge in Southsea, Portsmouth, attended an inspirational day with her Step Up & SHINE mentor and hairdressing educator Debbie G. “I’ve only had basic barber training in the past, so being able to learn new ways to cut hair at a Ruffians barbershop was great,” said Nicola. “I gained so many new skills during my day with Joshua and I feel so motivated to put everything I learned into practice. I can’t wait to see what the rest of the year will bring!”
News
TWITTER FOLLOWERS 11.7K
‘TOP 1OO’ HONOUR
FACEBOOK LIKES 13,327
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INSTAGRAM LIKES 2,905
WHAT’S TRENDING TWEETS AND POSTS FROM AROUND THE NHF
Congratulations to Portsmouth hair and beauty salon Hill Head Hair and Beauty, which has been listed in a “Top 100 in the UK” list compiled by Schwarzkopf and Creative Head magazine. The family-run salon has been running for 58 years.
thehairdresserscharity We'd like to say an ENORMOUS thank you to everyone who got involved in fundraising for our beneficiaries on #HHD18! It was amazing to see how many people came forward to join in, and all of the brilliant fundraising ideas you'd come up with!
WELL DONE, CAROLINE
@pro_beauty #Beautysalons call for raise to #VAT threshold following @NHFederation survey. Do you agree with the suggestions? (bit. ly/2yMxlZZ)
Salon Business
NHF salon Hair Lounge 47 is celebrating after winning the National Manager of the Year Award at this year’s British Hair & Beauty Awards. The salon, based in the village of Kelvedon near Colchester in Essex, also won in the Excellence in Customer Services, Hair Salon of the Year, and Regional Manager of the Year categories. Salon manager Caroline Lane said: “Never in my wildest dreams could I have imagined winning this national award. I feel so proud because it recognises the great team I have and wonderful clients.”
The @NHFederation 2017 Step Up & SHINE Winner, Evie Scrowston from @HaysSalon has completed her year long nurturing programme. Find out what's next here: (ow.ly/DHTl30kLeLF) #hairdressing
JOIN IN THE CONVERSATION @nhfederation
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Sept/Oct 2018 | salonfocus
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Protecting your business from cyber crime
KEEP VIGILANT
ONLINE
CYBER AND PHONE FRAUD IS ON THE RISE, AN NHF SURVEY HAS SHOWN. THE CONSEQUENCES CAN BE DEVASTATING, WITH SALONS AND BARBERSHOPS POTENTIALLY LOSING MONEY, REPUTATION AND HAVING THEIR DAY-TO-DAY BUSINESS DISRUPTED.
salonfocus | Sept/Oct 2018
Protecting your business from cyber crime
Have you ever been the victim of cyber crime?
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What kind of cyber crime have you experienced?
44% 35%
30% 17%
22%
26%
4% Phishing emails YES
NO
56%
44%
on’t think it can’t happen to you. More than half (56%) of NHF members say they have been a victim of cyber crime, according to an NHF survey, with 52% also suffering financial loss.
D
The poll highlights the extent – and danger – of online fraud as well as card and phone scams, and the pressing need for business owners to remain vigilant at all times to this growing threat. Indeed, according to the National Cyber Security Centre, criminals are launching more online attacks against UK businesses than ever. Research by Barclays Bank earlier this year also concluded as many as 44% of small and medium-sized businesses had been targeted by fraudsters, with more than 10% suffering a cyber attack. The average cost was a whopping £35,000, it added.
Credit/ debit card/ fraud
Bank account or salon software hacked info
Virus/ malware installed
The NHF’s poll found that card fraud and phone scams were the mostly common kinds of fraud, experienced by 44% and 35% of members respectively. Scam “phishing” emails were commonplace (experienced by 30%), as were viruses and “malware” (22%) and ransomware (26%). A total of 17% said they had had their bank account or salon software hacked into, while 4% had experienced identity theft. Of the 52% who said fraud had cost them financially, just 17% had the loss covered by their bank. One member responding to the survey admitted they had lost more than £4,300 as a result, while another said it had cost them £400 to strip down and rebuild their computer system. NHF chief executive Hilary Hall said: “If you don’t take cyber security seriously, you are risking financial
Ransonware attack
Identity theft
Phone call scams
and reputational loss. Salons and barbershops hold data on clients and employees which is very valuable to cyber criminals. “Remember that GDPR imposes much stricter requirements than the old Data Protection Act and you must make sure that any data you hold is secure and protected.” When it came to how they used their computer system, 81% used it for appointments, 74% for client records and 71% for accounting. Salons also tended to rely on their computer system for payments (61%) and keeping employment and staff records (65%). The vast majority (72%) stored their data on their computer hard drive, followed by simply on the salon software system (64%). More than half (53%) did now use the Cloud and a quarter (25%) backed up their data on to a flash drive or USB memory stick.
Sept/Oct 2018 | salonfocus
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Protecting your business from cyber crime
Did the cyber crime you experienced lead to a financial loss to your business?
52%
30% 17% 0% Yes
Yes, but my bank covered the loss
Yes, but my insurance policy covered the loss
No
‘THE THREAT NEVER GOES AWAY’ Three years on, the trauma of Monday 19 October, 2015 remains firmly etched in Kenneth Main’s mind. “The morning it happened is still seared into my mind and I would say that, even now, we’re not fully recovered. It is an ongoing process,” Ken, who owns Ellen Conlin Hair & Beauty in Glasgow, tells salonfocus. As we reported (Held to Ransom, salonfocus November/December 2016), when Ken opened up that morning, he found his computer had been locked by ransomware. All the salon’s data (even the back-up) had been encrypted and a message was demanding payment to a Russian email address. “We ended up having to have a completely new system, through SalonGenius. We had to replace all the software because they could not
salonfocus | Sept/Oct 2018
guarantee it would not have the bug still lurking in it somewhere,” he says. NFECTED INVOICE
The virus had come from a seemingly genuine invoice from the salon’s sanitaryware supplier (which had also been hacked) and which they had unwittingly opened. “We now do three back-ups at varying times of day. We physically put data on to memory sticks, which are kept locked away, so everything is backed up. I talk about data security regularly to the team, so it stays on their minds,” explains Ken. “We have fingerprint access to the system; everyone has an individual password, with different levels of access. The system automatically logs someone out if there has not been any activity after two minutes
to avoid someone being able to get in if you happen to step away. We constantly change passwords and security. “It has been a challenging thing to explain to clients, for us to explain what happened. We did lose clients because we had no way of contacting them to rebook. But we now make it very clear that the data we have on them is kept to a minimum and that our security is strong,” he adds. “It is like anything else in life. Everyone makes mistakes – and we did – but if you learn from it you can come back. We are now much more aware of dodgy and secondary sites. It is important to remain vigilant. Just because it’s happened to us once doesn’t mean it won’t happen again. The threat never goes away,” warns Ken.
Protecting your business from cyber crime
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HOW TO PROTECT YOURSELF The government’s “Cyber Aware” initiative outlines the following cost-free steps businesses can take to protect themselves from cyber crime: ßUpdate your software and apps when prompted as this will fix any
weaknesses. ßUse different passwords for all your accounts and include letters, numbers, capitals and symbols which hackers can’t easily crack. ßRegularly back up data so it can easily be restored if hacked, lost or stolen.
ßMake sure your mobile devices are PIN or password-protected and can be tracked or remotely wiped or locked if stolen, especially if you hold business records on your phone. ßDon’t assume phone calls, texts, emails or
invoices are genuine. Hackers and fraudsters can be extremely convincing, so have clear procedures in place for making payments and get team members to check carefully before agreeing to give payment details to anyone.
Sept/Oct 2018 | salonfocus
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Becoming “free from” as a salon or babershop
GREEN PARTY WITH CONCERNS ABOUT SINGLE-USE PLASTICS GROWING AND VEGANISM BECOMING AN INCREASINGLY POPULAR LIFESTYLE CHOICE, MAKING YOUR SALON AND BARBERSHOP “FREE FROM” CHEMICALS, ANIMAL PRODUCTS AND PLASTICS IS GAINING IN POPULARITY. WE SPOKE TO SALONS WHO HAVE SUCCESSFULLY TAPPED INTO THIS TREND WITHOUT CUTTING CORNERS ON QUALITY OR PROFITABILITY. rom being something perhaps seen as a bit niche or unusual, going vegan is becoming increasingly mainstream.
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The Vegan Society has estimated that Britain’s vegan population has increased by 350% in a decade, from 150,000 people in 2006 to 542,000 in 2016. According to research firm the Local Data Company, the number of vegan restaurants opening in 2017 went up by a whopping 61.5%. The social media platform Pinterest has reported a boom in searches for the term “vegan beauty”, with a 50% increase in the past 12 months.For hair and beauty salons and barbershops, there is a potential business opportunity here, not just around veganism but also in terms of tapping into growing public awareness of, and interest in, environmental issues and sustainability. WORRIES AROUND PLASTIC For example, since June, retailers in England and Scotland have been banned from selling rinse-off cosmetic and personal care products such as face scrubs, toothpaste, soaps and shower gels that contain solid plastic “microbeads”. The government has also indicated that the 5p levy on single-use plastic bags will be extended to all retailers, not just larger businesses. Coffee shop chains such as Starbucks have pledged to stop using single-use plastic straws. And wet wipes that include plastic could be phased out within the next couple of decades, the government has said. What this all adds up to is the idea of being an “eco” or “free from” salon or, at the very least, “doing your bit” for the environment is something that can increasingly chime with what your clients are looking for these days. We spoke to two salons that have gone down the “free route” route to see how they have made it work.
‘DO NOT THINK IT IS SOMETHING YOU DO QUICKLY, OR A QUICK FIX’
Liz Dunne runs Barnet & Belle Organic Hair and Beauty Salon in Poole, Dorset “I’ve been a hairdresser for 30 years and during my career I gradually came to the conclusion I no longer wanted to be working with chemicals. I’d had some health issues myself that I was certain were related to chemicals and allergies, and so I decided last year it was time to seek an alternative. “I opened Barnet & Belle in July 2017, and I try as much possible to make the salon’s offering 100% natural, organic and vegan. On the hair side, we use Organic Colour Systems (OCS) and Maria Nila and for beauty we use
salonfocus | Sept/Oct 2018
Becoming “free from� as a salon or babershop
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Sept/Oct 2018 | salonfocus
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Becoming “free from” as a salon or babershop
Neal’s Yard Remedies. “We offer both hair and beauty services – hair, nails and brows. It is a bijou salon, and we recognise that many of our clients are time-poor; so the fact they can get their hair, nails and brows all done at the same time is a big selling point. Our beauty therapist also offers mindfulness and relaxation sessions in the salon which are very popular. “Clients come to us because they are interested in our vegan/organic ethos. About half of them have, or have had, some form of long-term illness or allergy-related condition. Sometimes they have experienced cancer and so cannot have chemicals used on their hair or skin. Also, our lady customers who are pregnant may want to minimise exposure to chemicals, so our product range is the perfect solution. “OCS is, as I understand it, the only colour house endorsed by Cancer Research UK – so having it as our brand is such a good selling point; it is a real reassurance. We use eco towels and eco heads on the washbasins; we try to recycle everything that we can, which is also something clients are quite interested in. “It has been a steep learning curve, as you have to learn how to use organic products and every head is, of course, different. We also have to explain to clients that it is not going to be as quick a service as in a ‘normal’ salon. It probably takes 25-30% longer to do than a regular chemical service. “Despite organic products taking slightly longer to apply than usual,
salonfocus | Sept/Oct 2018
I’m confident that the salon offers great value when compared to the traditional salons in the local area. Our prices are similar – customers get great value for money and peace of mind that their personal values are aligned with our business ethos. “When you’re moving to vegan products, which are not, of course, tested on animals, it can be quite hard to find the product range that suits you. A lot of younger clients are very interested in this area too, it is something they are very focused on. “For me, the key to going down this route is to be open-minded about the changes you’ll need to make. And do not think it is going to be something you do quickly, or that it is a quick fix. You have to want to embrace it; you have to actively want to move away from using chemicals. “It is a learning process but it also feels like I have come home, come back to where things feel right.” Luke Hopkins runs The OS Hair Salon, based outside Ipswich in Suffolk “I’ve worked in the industry for about ten years. I’m allergic to gluten and so have always been interested in the ‘free from’ scene; I’ve always had to examine the labels of everything carefully. “The catalyst for me was when, soon after my niece was born – who is now five – we all went on holiday to Cornwall. Every single day she had an allergic reaction to something; she was in hospital and we were all freaking out; it was just terrifying. “It made me think ‘what the hell is going on?’. As well as being gluten-intolerant, I’m asthmatic, get hayfever and, since birth, have had eczema. And it was all just getting worse. So many hairdressers you find are asthmatic or have dermatitis, it’s frightening. And you’re applying chemical hair colour perhaps ten times a day. “I began to feel uncomfortable with using chemical colour
‘IF YOU’RE FINDING THE WHOLE THING A BIT DAUNTING, JUST START WITH ONE CHANGE’ products, both for my own health but also because I really care for my clients and what it is I’m putting on their hair, many of whom I’ve known for many years. “I’ve been vegan myself for the past two years and I just wanted to do something that joined everything together, and where I was able to do the duty of care that I wanted to do for clients and family. “So that is what led to The OS. We’re located between Ipswich and Gloucester on a complex of converted barns that were once part of a pig farm. It is a totally environmental site – there are electric vehicle charging points, solar panels, and wind turbines; the rainwater is also harvested. “Even the paint we’ve used inside is clay-based. All materials are Forest Stewardship Council-approved. The furniture is all bespoke, and we use oils on the wood rather than varnish. The salon stools are by the sustainable designer Ilse Crawford. For me, it’s all been about the detail. “For example, our refreshments are served on sustainable bamboo trays; we’ve taken plastic out as much as we can. Our teapots are glass – because China has bone in it – our coffee machine uses fairtrade and organic loose-leaf teas and ground coffee. “We have no single-use plastic filters on the tops of our cups; milk is in stainless steel jars, the sugar is in glass, the plates and bowls are all glass. We use organic towels and hemp napkins and hand towels. We have a bookshelf instead of magazines, although we also have good Wi Fi.
FACTS AND FIGURES
350%
Increase in the number of vegans in the UK, from 150,000 in 2006 to 542,000 in 2016
50% Increase in searches for “vegan make-up� on Pinterest in past year
61.5% Growth in number of vegan restaurants in 2017
21 million Number of people in the UK estimated to have an allergic disease
Sources: The Vegan Society, Pinterest, Local Data Company, Allergy UK
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Becoming “free from” as a salon or babershop
“When it comes to product, I’ve gone for an Italian brand Organic Way. It is certified by the animal welfare group PETA, it is totally organic, and even presented in amber glass so you can repurpose the bottles. Even the labels are made from waste from sugar cane. They’ve also recently launched tint brushes that are made from straw and are plastic-free. “It was important for me the salon wasn’t all sandals and dreadlocks; it is luxury salon and I wasn’t prepared to compromise on quality. The end result for the hair has to be as good; in fact I feel we’ve smashed the quality of anything I used to do before with conventional product. In terms of performance, it has way exceeded my expectations. “We’re not the cheapest. We charge £54.50 for a 45-minute consultation. But I still think we offer real value for money; we’re on a par with what a lot of salons around here are charging. It is just about changing the mindset. “For me, the best advice, especially if you’re finding the whole thing a bit daunting, is just start with one change. For me, it was switching from plastic trays and coffee cups. There are so many alternatives now out there.”
salonfocus | Sept/Oct 2018
DON’T FORGET TO… CHECK OUT DISPOSABLE TOWELS One visible and relatively easy way to show your commitment to being greener is to switch to biodegradable disposable towels. Using a disposable towel can save you thousands of litres of water per year compared with washing and drying cotton towels, says Easydry chief executive Anne Butterly.
“The average fourstylist salon can save up to 64,000 litres of water by using Easydry towels versus traditional laundry,” she says. It is worth checking, however, they are 100% biodegradable/ compostable (and Easydry for example is Forest Stewardship Councilapproved) and that they don’t contain plastic, as some disposable towel brands do.
It’s not just environmental concerns that can play their part in this sort of switch, says Sophia Hilton, of London salon Not Another Salon. “I had just opened up the salon and I was terrified about whether I would have enough time and space for laundry. Easydry towels basically meant that I didn’t need to have an extra junior and that made a huge difference,” she says.
“THE END RESULT FOR THE HAIR HAS TO BE AS GOOD; IN FACT I FEEL WE’VE SMASHED THE QUALITY OF ANYTHING I USED TO DO BEFORE WITH CONVENTIONAL PRODUCT. IN TERMS OF PERFORMANCE, IT HAS WAY EXCEEDED MY EXPECTATIONS.”
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Preparing for Christmas
CHRIST CHRISTMAS IS SUCH AN IMPORTANT PERIOD FOR ANY SALON OR BARBERSHOP THAT YOU CAN’T START PREPARING FOR IT TOO EARLY. IF YOU HAVEN’T ALREADY, YOU NEED TO BE USING THE AUTUMN TO GET YOUR FESTIVE PLANS FIRMLY IN PLACE.
salonfocus | Sept/Oct 2018
STMAS
Preparing for Christmas
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chools are back, the nights are beginning to draw in, the UK’s long, hot summer is already fading from memory. Now’s the time to roll on Christmas.
S
Seriously? Yes, seriously. In fact, to maximise your readiness and profitability for the Christmas rush, you should be starting to plan right now for the all-important festive season. Here are seven things to be getting sorted. ßPin down your team rotas. “One of the first things I would recommend to do is have your Christmas hours all done by the start of October. You want your salon’s hours adjusted and any additional staffing hours and rota all done by this time,” emphasises Steve Hilliard, of Steve Hilliard Coaching. “Make sure you add your changes to your website, marketing emails and any social media.” “We probably get 30-40% more appointments a week during the Christmas period, so it is a hugely important time,” agrees Darrel Starkey-Gettings, owner of Hair Studio By Darrel in Skegness. “We are normally closed on Mondays but as this year Christmas Eve will be on a Monday, we will of course be opening. That makes it even more important we have our staff rotas pinned down. “Planning the team Christmas celebration and any post-Christmas holidays is also important,” he adds. It also makes sense to organise in advance that your team’s hair has been done, perhaps at the beginning of December, suggests Penny Etheridge, of Radiant Hair & Beauty Consultancy. “Perhaps on a Sunday and make it fun with Christmas songs and food. One
thing you don’t want is miserable members of staff wandering around your salon because there is now no chance of getting their own hair done for Christmas. Happy teams make for happy atmospheres make for happy clients!” she highlights. ßBegin pre-booking. “Think about pre-booking your clients at least 12 weeks before Christmas,” explains Steve. “So all your clients from the 01 October need to be told about pre-booking. For example, a stylist could say: ‘As Christmas is only x weeks away, I am suggesting all my clients book in now for Christmas, as it is very busy time, and make sure you get your slot’.” Offering incentives to pre-book early can be another good way to get ahead. “Why don’t you run a competition for all your clients that book in up to Christmas and six weeks after?” argues Steve. “For example, any client who books two appointments in October, say, for December and January 2019 can get a free cut and finish in January. This gets your clients booked in for the busiest time and the slowest as well.”
ßTalk to your manufacturers and local wholesaler. “Make sure you have seen all your manufacturers by October and have ordered your Christmas stock,” advises Steve. “Go to your local wholesaler and have a look around; you might be a hairdressing salon and not do beauty, but you could still sell gel nail colours to your clients for Christmas.” ßLink up with local venues. One good tip is to scope out the restaurants and venues that tend to be most popular for Christmas, and which may also be putting their plans in place at this time, advises Darrel. “We make a point of linking up with the venues that do Christmas parties as there is a market for hair up and make-up beforehand. It can also be a good idea to review your booking system to ensure everything is co-ordinated. For example, that the junior knows what to do, that the text reminders are set up OK and so on,” he adds.
Sept/Oct 2018 | salonfocus
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Preparing for Christmas
STOCK UP DANIELLE JONES, MARKETING DIRECTOR AT WHOLESALER SALONS DIRECT, OUTLINES HER TOP TIPS TO GET YOUR BUSINESS READY FOR CHRISTMAS. •Ensure you have prepared your retail stock to include plenty of attractive giftsets as well as styling products, so clients can keep their hair, body and nails looking fabulous over the party season. •Don’t overstretch yourself and ensure you have plenty
of products within your salon. If you try and cram in too many appointments without assessing how much product you’ll need, then the standard is likely to drop, clients won’t receive the level of required level of service, and the staff will end up stressed.
ßSpend time now planning how you’re going to keep people happy and motivated, even when they’re at full stretch. For example, you could look into employing a Christmas “relief” team to take the pressure off in areas such as towels, refreshments, managing the back area or staff room. “That way your trained staff can get on with what they are trained to do – hair and beauty!” explains Penny. Equally, you could set up a rota where one person is nominated at the beginning of the day to do a lunch run for the rest of the team. “Hungry staff get irritable and lose concentration. Taking fruit into the salon on our busy days can also be a nice idea to keep our team’s energy levels up. No one works well when they are tired or hungry,” she adds. ßDon’t be afraid to get into the spirit early. “I recommend to all my coaching salon clients that they start putting up their Christmas decoration after bonfire night,” says
salonfocus | Sept/Oct 2018
•Make sure you have the necessary hairdressing electricals and products on hand including hairdryers, straighteners and clippers. During the Christmas period you’re likely to have a higher volume of custom, so it is imperative you have enough styling tools.
Steve. “Why, I hear you ask? Well, some clients may not see you before Christmas, but it gets them thinking about stocking fillers etc. In addition, it makes you stand out from the crowd.” ßPlan your gift packs carefully. “Make sure you put your gift packs at reception, on the station and by reception,” recommends Steve. “It is very important that clients can easily pick them up. People will not go out of their own space to pick things up or even ask to see them. Make all marketing products available easy to hand. “Remember to get every stylist to ask every client: ‘Have you got something for your mum, (daughter, husband, son – whoever you are talking to) as we have loads of stocking fillers.’ If you don’t ask you won’t get the results! “It can also be a good idea to set your team a target for retail in December, with the winner getting a prize.”
IF NOTHING ELSE READ THIS
‘PUT GIFT PACKS AT RECEPTION, ON THE STATION AND BY RECEPTION. IT IS IMPORTANT CLIENTS CAN EASILY PICK THEM UP’
ßEnsure any key vacancies are filled well in time for the Christmas rush ßMake sure any apprentices or juniors have had adequate training to cope ßPin down and clarify any holidays and staff rotas, especially in the run-up, during and after the festive period ßSort out your festive promotions. Will you have a particular theme? ßCheck with suppliers and wholesalers to see what Christmas offers/packs they are doing, and what scope there is for negotiation on price
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ßDon’t forget to book your team Christmas party. Either do it completely outside the festive season or manage holiday requests for the quieter new year period so everyone isn’t off at the same time. You could even take your team along to the NHF Business Awards on 04 November as a pre-Christmas thank you!
ßTurn over the page 24 for tips on marketing your business in the run-up to Christmas.
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Insurance DESIGNED WITH THE hair & beauty industry IN MIND
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LOUD AND KEEPING CLIENTS AND ATTRACTING NEW ONES ARE EQUALLY IMPORTANT PRIORITIES FOR YOUR SALON OR BARBERSHOP. WITH THIS IN MIND, TAKE SOME TIME TO PLAN YEAR-ROUND MARKETING ACTIVITIES – AND BE SURE TO MAKE A SPLASH ON SOCIAL MEDIA. hisper it – Christmas will soon be here. The festive season is, of course, one of the most important periods of the salon or barbershop calendar.
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But hair and beauty businesses should be taking advantage of the seasons and celebratory days throughout the year to do clever calendar marketing. There are many opportunities to target both new and existing customers with special offers and events. So, make a list and get organised!
salonfocus | Sept/Oct 2018
Here are tips to help you to think ahead and ensure you make the most of the lucrative festive period but also maximise your marketing potential throughout the year.
ßOffer express appointments. This is especially valuable for clients who are going to Christmas parties from work.
ßPlan to make your window display as eye-catching as possible. Try themes such as “winter wonderland” or “party time” and include festive products that would make perfect pressies.
Read more about creating a fantastic festive season for your business at nhf.info/christmas-cracker
ßSchedule in a pre-Christmas event. This can include drinks and nibbles, makeover consultations, and tips for Christmassy hair, make-up and nails.
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ßIt’s a wrap: focus on retail. The run-up to Christmas is a key time of year for pushing your retail business. You can brighten up the drab winter months for both regular and new clients with some winter
Understanding marketing
warmth in your salon. Offer vibrant colours for nails, winter makeovers and beauty treatments, and top tips for dry winter skin and tired hairstyles.Get ready for Christmas by preparing some ready-wrapped stocking fillers for your front-of-house desk and other strategic locations so busy clients can make impulse purchases. Highlight your gift cards too. Include festive products that would make perfect pressies as part of your window display.
FIND OUT MORE NHF members can download our in-depth guide to marketing at nhf.info/marketing-guide
ßNew year, new resolutions. People often want to ring the changes as part of a “fresh start” to the new year. So tap into their aspirations by offering luxury makeover services to help new and existing clients keep their resolutions. Plan ahead in December by offering clients special deals or incentives for January appointments to brighten up their month and banish “new year blues”.
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than simply promoting your salon or barbershop; include links to “how to” guides, top tips and inspirational new looks or ideas. ßInstagram it. Ignore Instagram at your peril. It’s become one of the most popular marketing tools for all kinds of businesses, including salons and barbershops. As a photo and video sharing service, it is perfect for hair and beauty as they are such visual businesses. Create “stories” around each of your marketing activities to showcase what is happening in your salon or barbershop. This can be particularly effective at special times of the year such as Christmas when your salon and barbershop will be looking festive and inviting.
ßRed letter days. Don’t forget to schedule in marketing around special days such as Mother’s Day, Father’s Day and Valentine’s Day. Offer gift vouchers or special pampering appointments that can be booked as a present for loved ones.
ßMake the most of YouTube. YouTube is another great way to raise your profile and attract new clients. You can demonstrate a “pamper appointment” available for special occasions such as Mother’s Day, show the benefits of various products, explain blow-dry or updo techniques, and offer hints and tips for holiday hair or winter care.
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ßSpread the word. There is no point in coming up with great marketing ideas if nobody knows about them – and social media is vital for getting your marketing messages out there. Concentrate on content that will add value to your clients’ lives rather
ßMaximise Facebook and Twitter. You can share high-quality images and stream live video on Facebook to publicise your special offers and events and highlight the latest trend. Turn on Facebook Messenger so you can communicate with your followers on a one-to-one basis. Remember, always use good-quality images on Twitter and keep your
Find out more about how to keep your clients at nhf.info/client-loyalty
NHF members can download our social media calendar to help you plan your marketing activities throughout the year. Go to nhf.info/marketing-calendar
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messages short and relevant with links to more information. Encourage a two-way conversation with new and existing clients and ask them to leave positive online reviews and feedback.
FIND OUT MORE
Find out more about how to get social. Go to nhf.info/social-media ßDon’t forget the press and adverts. It may be more traditional, but a short press release for your local paper or advert in a community magazine are still worth trying. Keep your website up to date with the latest information, upcoming events and special offers.
DON’T FORGET GDPR Under the new GDPR data rule, your clients must actively agree to receiving marketing messages from you. Also – you cannot use images of clients, for example, on social media, without their express permission. NHF members can download our guide to GDPR at nhf.info/gdpr-guide.
Find out more about how to get social Go to nhf.info/social-media
Sept/Oct 2018 | salonfocus
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The NHF’s ambassadors programme
HOME TRUTHS
TO MARK THE END OF THEIR ROLE AS AMBASSADORS FOR THE NHF, GARY HOOKER AND MICHAEL YOUNG OF HOOKER & YOUNG INVITED FOUR LUCKY BUSINESS OWNERS TO SPEND A DAY WITH THEM ‘‘AT HOME’’ IN NEWCASTLE AND LEARN SOME OF THE SECRETS TO THEIR SUCCESS. ast summer, as part of its 75th anniversary celebrations, the NHF announced the launch of a new ambassador programme, where leading industry figures would work to inspire and motivate NHF members and non-members alike.
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salonfocus | Sept/Oct 2018
Our first ambassadors were the multiaward-winning duo Gary Hooker and Michael Young of the Hooker & Young brand. They’ve spent the past year working tirelessly with the NHF to promote excellence in the industry as well as pass on their knowledge and experience to others. In October their ambassadorship
comes to an end – however before their time is up four lucky winners of a competition that ran on social media were invited to spend a day with Gary and Michael at their stunning house outside Newcastle upon Tyne. The winners were: •Kerry Mather, of KJM Salons, Fleet, Hampshire •Stef Tranter, of Harvey Luke Hair, Derby •Naomi Brooks, of The Hair Sanctuary, Manchester •Jazz Al-Mutar, of Hays Salon, Hull FIRST-HAND ADVICE
The winners were invited to talk about their own success story and then take a step back and reflect on their own salons after receiving firsthand business advice from Gary and Michael. So, what did they take away from the day? “My top highlight was being invited and feeling welcome in their beautiful home as well as them being totally open and honest about their careers separately and together,” said Naomi.
The NHF’s ambassadors programme
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“My best piece of advice was to do what is best for you and your business no matter what that looks like to others or what others may say. Be true to yourself and your brand,” she added. “My highlight from the day was meeting both Gary and Michael; I have been following them for some time. I love their work and an added bonus was that we went to their amazing house and met all the dogs!” said Jazz. “What I took from the day was how hard work and dedication is crucial to success, and how things don’t always work out as you plan, and things can get really tough. If you stick to your values and work hard you can overcome any obstacle. Listening to the story of how they have got to where they are was so inspirational; it was great to hear and has helped me to focus on the future of my business,” he added. “We have loved our time being the first ever ambassadors for the NHF, especially during their 75th anniversary celebrations,” said Gary. “We’re big supporters of the NHF and truly believe its work within the industry is pushing businesses to the next level, providing stylists with a huge range of opportunities and business advice, and it’s been great to be part of this,” added Michael. Here are some fabulous images from their special day.
Sept/Oct 2018 | salonfocus
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Understanding franchising
REPEAT AFTER
ME
FRANCHISING IS OFTEN SEEN AS AN EASY WAY TO EXPAND A HAIR AND BEAUTY BRAND QUICKLY. BUT FRANCHISING IS NOT NECESSARILY A STRAIGHTFORWARD OPTION, OR A GUARANTEE OF SUCCESS. YOU NEED TO UNDERSTAND WHAT YOU ARE LETTING YOURSELF IN FOR, BOTH AS A FRANCHISOR AND A FRANCHISEE.
salonfocus | Sept/Oct 2018
alk down most high streets and you’re bound to pass some franchises. Whether it’s Subway, McDonald’s, Costa Coffee or, within hair and beauty, Toni&Guy, SAKS or Headcase Barbers, franchised businesses are an important part of our retail and business landscape.
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In fact, according to the British Franchise Association, there are some 900 franchising brands in
Understanding franchising
Britain, which contribute between them around £15.1bn a year to the UK economy. If you’re running a hairdressing salon, barbershop or beauty salon, the idea of franchising – selling your brand name to others who then do the legwork to make it a success elsewhere, while paying you for the privilege – can seem like an attractive and relatively painless way to expand quickly. But is it really as simple as that? In short, “no”. Franchising involves a business owner (or franchisor) selling the
rights (often called a licence) to someone else (a franchisee) to set up and operate their brand and business model somewhere else. The franchisee buys the licence, often paying an upfront fee, and then normally pays a monthly ongoing fee (often called a royalty) to the franchisor. If you think of an operation like McDonald’s, for example, if you go into a McDonald’s anywhere in the country one of its attractions is that it is going to look the same, offer the same menu and have the same service. Yet each is a separatelyowned franchise. This illustrates one of the most important points of franchising. Whatever brand or model you are selling as a franchisor, it has to be copied and repeated, time and again. And that is not as easy as you might think. It means everything such as signage, furniture, uniforms, the products used, the website, marketing or promotions, the menu and quality of services and pricing, needs to be uniform and consistent. This means there needs to be a clear method so the franchisee can learn this and also teach it to their team. Your barbershop or salon can still be quirky and individual – but it needs to be as recognisable on the high-street as the original brand.
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Here, then, are four things you need to keep in mind as a franchisor starting out: ß It needs to be a model you already know works. Most successful franchises are built from wellestablished businesses with a proven track record. A franchisee is also only likely to want to invest their hardearned cash in something where they can see a track record of success. Assuming the model is followed, you need to be able to show that the profit margins are enough to live off for the franchisee once the royalty payment has been taken out. ß It needs to be a model that can be repeated. This may mean having things like a “rule book” that franchisees are taught and follow, a central buying agreement with a product or colour house, a centrally hosted website or marketing campaigns, a centrally run training academy, both for franchisees and their teams, and so on. ß Both sides need to be clear what is being bought and sold. The franchise agreement is the key here and should ideally be drafted by a specialist franchising solicitor. The British Franchise Association can help with this. At the very least this needs to set out things like the length of the agreement, how the franchisor is
Sept/Oct 2018 | salonfocus
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Understanding franchising
paid, what the franchisee gets in return, any performance targets, what will happen if they’re not met, and how the agreement can be renewed or terminated. What help will be given to the franchisee in terms of finding, buying and fitting out the premises should also be outlined within this agreement. ß It needs to be tested. While franchising can be a way to grow a brand quickly, at the beginning at least it is wise to take things slowly. So, try setting up and running one or two pilot franchises, perhaps at a reduced fee, to see if the model works and iron out any teething problems. Finding someone who totally buys into and is committed to your idea as a franchisee is also critical here. Similarly, once the model is up and running, don’t over-stretch yourself, especially if there is likely to be a heavy training and support requirement initially to help new franchisees get established.
‘A FRANCHISEE IS ONLY LIKELY TO WANT TO INVEST THEIR HARDEARNED CASH IN SOMETHING WHERE THEY CAN SEE A TRACK RECORD OF SUCCESS’
salonfocus | Sept/Oct 2018
‘YOU NEED TO HAVE A MODEL THAT PEOPLE CAN FOLLOW’ Jeff Letter runs salon chain Penneys (penneysonline.com), which runs three franchised salons in Essex and Suffolk, but is planning to launch a big expansion programme this autumn.
“We went to a franchised model about four years ago, opening two franchises initially. But we then actually took it off the market for a while because we wanted to get those established and make sure the model was right. “It is really important if people are paying you a franchise fee or a royalty that they feel they are getting good value for money. Running a franchise is a big responsibility – you are responsible for someone else’s business, their passion, their success. So, it is not just about money; there is a lot of emotion and commitment involved. They put their faith in you, and you have to return that. “You need to have a model that people can follow, and not just the franchise owner but the team members as well. They need to be able to understand what is expected of them and their role within the business. To that end, you need to be strong on training and development. Our training goes right down to the smallest details – how to make the tea for the client, what to have on the drinks menu and so on.” TRAINING PACKAGES “We have a lot of training videos people can access, which cover pretty much anything that is going to happen in the salon on a daytoday basis. Everything is written out; it needs to be incredibly easy to follow. We also launch new training packages on a regular basis, for example in the run-up to
the wedding season we’ll probably offer a refresher on hair up. This autumn we’re also launching an art team, which will be another opportunity for people. “Our model is unusual in that there is no upfront fee. Instead, franchisees simply pay a monthly fee or royalty, normally around £250 a month in the first year rising to £300, as well as a training levy, although there are incentives for bringing other franchisees on board. You have to find the money for the premises, but we will also help as best we can in terms of finding a site and a location. “When it comes to franchisees, we look most of all for attitude, as skills or technique you can train. We need someone who is going to share the vision of what we’re trying to achieve and want to achieve it themselves. Our three current franchisees all came from very different backgrounds. “To be successful as a franchisor the best advice I can give is to get out there and speak to other franchised businesses, perhaps ones that not even within our industry. Look at their models and see what makes them successful. “Being a business owner is very different to being a hairdresser, and being a franchisor is very different again. So, pick the brains of someone who has done it already, especially if their model is likely to be similar to what you have in mind. Make sure you get professional legal and financial advice – especially to ensure you have a watertight agreement – from a specialist solicitor and accountant.”
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Successful front of house
MAKE FIRST IMPRESSIONS
COUNT
THEY’RE THE PEOPLE WHO MAKE THAT ALLIMPORTANT FIRST IMPRESSION WITH YOUR CLIENTS. BUT GETTING FRONT OF HOUSE RIGHT DOESN’T END THERE. FROM WARM WELCOMES RIGHT THE WAY THROUGH TO GREAT GOODBYES, YOUR FRONT OF HOUSE TEAM NEEDS TO BE AT THE HEART OF YOUR FABULOUS CLIENT JOURNEY.
our front-of-house staff play a key role when it comes to delivering an outstanding client experience and can make a real difference to your bottom line as a business.
Y
It is critical therefore that you ensure they are properly trained and always show your appreciation for their contribution to the success of your salon or barbershop. Here are some tips to make your front-of-house team and experience second to none. LOOK GOOD
Check out the appearance of your reception area – make sure it’s sending out the right messages and is in keeping with the mood and ambience you want your clients to experience. Clients should feel confident they are in an efficient and wellmaintained salon or barbershop that
salonfocus | Sept/Oct 2018
is committed to offering the best possible service. So, don’t just plonk a desk and computer at the entrance. You want to make a great first impression, so think carefully about lighting, the size and shape of your reception desk, what storage you’ll need to minimise clutter, and any finishing touches that will help to make your clients feel welcome and relaxed. “Our reception area is contemporary, light and relaxing. A super-comfy couch, hydration station with complimentary cucumber water and beautiful flowers all say ‘welcome’ to our clients as soon as they walk through the door,” agree Richard and Bev Cussen of Bristol-based A.K.A. Professional Hairdressing, who won the 2017 Best Front of House category in the NHF Business Awards.
FIND OUT MORE
To get a better understanding of how
to get the best look for all elements of your business, NHF members can download our expert guide to salon design and fit-out at nhf.info/salondesign-guide DON’T WASTE TIME
Make sure your front-of-house staff understand the importance of using appointment time as efficiently as possible. Lots of gaps between appointments, even just ten or 15 minutes, will all add up to a lot of lost income over the year.
Successful front of house
MEET AND GREET
Aim to make every client feel valued as soon as they walk in the door. “We greet all our clients as soon as they enter the salon with great eye contact and a warm smile, and first-time clients are given a tour to ensure they feel totally at ease and welcome,” say Richard and Bev. “We are on first-name terms with many of our clients. Little details like offering a genuine compliment and remembering how they prefer their coffee all help to make the
overall salon experience that bit more special,” they add. Always offer good quality refreshments and make sure your waiting area has comfortable seating, a wide range of up-to-date magazines and newspapers, and colouring sheets and books suitable for children. Even if you don’t offer appointments to children, they might accompany their parents when visiting the salon, who undoubtedly will value your efforts to keep them entertained while they wait.
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FIND OUT MORE
Use our expert guide to delivering an outstanding client experience, available free to NHF members at nhf.info/client-experience-guide LEARN HOW TO SAY GOODBYE
A good goodbye is as important as the first hello. Don’t make your client feel as if they are being rushed out of the door as soon as they’ve paid. Your front-of-house staff should make sure they are happy with the service or treatment they’ve received
Sept/Oct 2018 | salonfocus
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Successful front of house
and encourage them to make their next appointment before leaving. They can also make sure your clients know about any special offers or discounts they are entitled to and encourage them to leave positive online reviews and follow the business’s social media accounts. GET MARKETING FOR SUCCESS
Your front-of-house staff should always look the part as an ambassador for your salon or barbershop. This means reflecting the overall image you want your business to project. Share photos of your front-ofhouse staff on social media to help promote your brand and build trust and familiarity with your clients and potential clients. Kate Preston, owner of Farehambased Kate Preston Salons, says her salon director, Liberty Rock, who is also responsible for front-of-house services, makes a massive difference to her business. “We have seen growth in all areas of the salon. We have also seen our social media accounts grow and now have nearly 1,000 followers on Instagram, whereas before we had under 300,” says Kate. As a result of this and the other marketing Liberty does for the business, the business has become so successful it has now opened a second salon to cope with the growing demands of both new and existing clients.
FIND OUT MORE
Find out more about managing your team in our expert guide, free to NHF members at nhf.info/managingpeople-guide SELL, SELL, SELL
Make sure the retail area is clean, tidy, well-stocked and clearly priced. Aim to ensure your front-of-house team are knowledgeable about the products and feel confident talking about the benefits they offer. It will help if they know which products are used during a client’s appointment, as they will then be able to suggest trying them at home
salonfocus | Sept/Oct 2018
between visits. Encourage your front-of-house staff to personally recommend any products they really like, as this is also an effective way to create more sales. Gift cards and your “recommend a friend scheme” should always be flagged up by your front-of-house team. They can also remind clients that gift cards make easy but very welcome gifts for a variety of occasions, including birthdays, Christmas, Mother’s or Father’s Day or just as a special “thank you” gift. Finally, always keep a clearly priced selection of travel-size gift-wrapped goodies that clients can grab on their way out as a last-minute pressie or simply to treat themselves.
FIND OUT MORE
Find out more about how to make your salon and barbershop staff retail savvy by checking out nhf.info/retail DEALING WITH COMPLAINTS
Rather than getting defensive, treat complaints as an opportunity to learn and improve your service in the future. Make sure your front-of-house team is familiar with your complaints policy and knows how to react calmly and professionally if faced with a client who wants to complain.
FIND OUT MORE
Find out how to turn complaints into compliments, at nhf.info/complaints
IF NOTHING ELSE READ THIS ß Your front-of-house team is key to the success of your business ß Your reception area should make a positive visual statement ß Your team should look the part as ambassadors for your business ß Make sure wasted time between appointments is minimised ß A smile and warm greeting are free and go a long way ß Ensure your front-of-house team know how to sell, sell, sell ß A great goodbye is as important as the first hello ß Make sure your front-of-house team knows how to deal with complaints
SALVUS MASTER TRUST IS THE PREFERRED WORKPLACE PENSION PROVIDER FOR
NHF.
Over the last 5 years almost 1m employers have been compelled to provide a workplace pension for employees and almost 10m employees are benefitting often for the first time. Contributions step up over time and next April (19) the current 5% contribution rate will step up again to 8%. The challenge now is to help your employees understand the benefit you are giving them! We aim to prompt your staff to log in to their account and see it for themselves. Don't wait for a statement log in now and see what's going on. ✓ What's my pension worth today? ✓ What might I get when I stop work? ✓ Is my pension growing? ✓ Who gets my pension if I am no longer around? ✓ Can I pay in more? And ✓ I have had pensions in the past can I see how this looks in total?
Yes, you can see all of this 24/7 on your phone tablet laptop or pc.
So how many of your staff have logged in? We are running a webinar to show employers how to help their staff how to get to know the benefit you are giving them. Register here: https://attendee.gotowebinar.com/ register/6221183417638757377
CURRENT FUND VALUE
£16,161.94
PROJECTED FUND VALUE
£157,135
LATEST CONTRIBUTIONS
PENSION GROWTH
£18.56%
24/02/2017 PERSONAL: £135.74
Rates
EMPLOYER: £271.48 PERSONAL: 3.50% EMPLOYER: 7.00%
GET UP to 20% OFF* YOUR
SALON AND BARBER SHOP INSURANCE
NHF members can get up to 20% off* salon and barber shop insurance with Salonsure. As an NHF member you are entitled to a number of benefits including an exclusive discount on your salon insurance cover of up to 20%* Get a quote today
0800 458 8181
coversure.co.uk/nhf * Terms & conditions apply covesure.co.uk/nhf/terms
• Show your staff how to login • Salvustrust.com then manage your pension • Salvus providing for the longest holiday of your life For ongoing support in relation to your workplace pension please visit , www.salvustrust.com ....then go to Help and Support.
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Britain’s Best 2018
B R I TA I N ' S BEST 2018
THE FINAL COUNTDOWN THE CLOCK IS TICKING DOWN FAST TO ENTER THIS YEAR’S BRITAIN’S BEST. he closing date for this year’s NHF Britain’s Best is approaching fast. So, get your skates on and enter so you can fight it out to be recognised as one of the very best in Britain.
T
Friday 28 September is the closing date for entries, before the national floor competition takes place and winners are announced at Salon International, ExCel London on 14 October. Don’t forget, all categories in the competition this year are “open to all”, to allow stylists and barbers of all levels to inspire determined trainees and seasoned pros to compete and put their skills to the test.
This year’s categories are: ß ß ß ß ß
Male fashion look Female fashion look Hair up Total look Fantasy
WHAT YOU NEED TO KNOW When: Sunday 14 October
VIP TICKETS
NHF members who are salon or barbershop owners will also be eligible for VIP tickets giving them free access to Salon International and the VIP lounge. For full details on how to enter, competition timings and the discounts available go to nhf.info/britains-best Our thanks once again go to this year’s sponsors, Denman, for supporting Britain’s Best.
Where: Salon International, London ExCeL How to enter: go to nhf.info/britains-best
The 2018 NHF Business Awards
A NIGHT TO CELEBRATE THE JUDGES HAVE SELECTED FINALISTS TO ATTEND NOVEMBER’S NHF BUSINESS AWARDS, BUT THERE IS STILL TIME TO GET TICKETS TO ATTEND THE FABULOUS AWARDS DINNER.
ook your place to help the NHF celebrate the very best hair, beauty and barbering businesses in the UK.
B
The judging process for this year’s NHF Business Awards is complete, after the expert panel of judges agreeed a shortlist of finalists in August. But there is still time to join them on the night of Sunday 04 November for the fabulous awards dinner being hosted at the Hilton Manchester Deansgate. To check out who has been shortlisted, go online to nhf.info/nhfbusinessawards Nominees and guests will be welcomed to the NHF’s dazzling awards evening with a drinks reception and a delicious threecourse meal. The awards ceremony will then reveal the worthy winners of both the Business Awards and the NHF’s Photographic Stylist of the Year, before the spectacular evening concludes with a party to celebrate everyone’s success. NHF president Agnes Leonard said: “Our expert panel of judges thought they had a tough job selecting the winners last year when we launched our firstever Business Awards! This year we have continued to attract an extremely high calibre of entries and they have gone from strength to strength.”
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THE NHF’S 2018 BUSINESS AWARDS CATEGORIES INCLUDE: ß Best independent hair or beauty salon sponsored by Loop HR ß Best barbering business sponsored by Andis and Coversure ß Best new business sponsored by Lockhart Meyer Salon Marketing ß Best client experience sponsored by Hidden Beauty ß Best community support in association with The Hairdressers' Charity ß Best apprentice sponsored by VTCT ß Best front of house sponsored by Global Payments ß Best innovation in association with Choose Hair
Tickets are priced at £95 for NHF members and £150 for non-members and can be purchased online, again at nhf.info/nhfbusinessawards
Sept/Oct 2018 | salonfocus
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Events
WALES WATCHING ALL THE EVENTS IN YOUR AREA, PLUS ALL YOU NEED TO KNOW ABOUT THIS YEAR’S NHF WELSH AWARDS
BOOKINGS Anyone interested in attending events should go to nhf.info/events Bookings can also be made by emailing events@nhf.info or contacting the NHF team on 01234 831965
BUSINESS DAY EVENTS (10.30AM – 4PM) Wages, prices and profits 15 October – London
WEBINAR (9.30AM – 10.15AM)
Client experience webinar 11 September
BUSINESS EVENING EVENTS (7 - 9PM) THE NHF WELSH AWARDS are back, and provide an opportunity for every hairdressing, barbering and beauty business throughout Wales to show what they’re made of. The winners will be crowned on Sunday 11 November at an awards dinner hosted at the Coal Exchange, Cardiff (pictured), where the very best industry businesses in Wales will be celebrated. The NHF Welsh Awards are open to both NHF members and non-members to enter. But don’t delay, as entries need to be in by Friday 14 September 2018 by visiting: nhf.info/welsh-awards The categories for this year’s NHF Welsh Awards are: ß NHF Welsh Hairdresser of the Year ß NHF Welsh Barber of the Year ß NHF Welsh Student/Apprentice of the Year ß NHF Welsh Salon Team of the Year ß NHF Welsh Young Stylist/Therapist of the Year ß NHF Welsh Make-up Artist of the Year ß NHF Welsh Beauty Therapist of the Year ß NHF Welsh Colour Technician of the Year ß NHF Welsh Front of House of the Year/Receptionist of the Year ß NHF Welsh College/Educator of the Year ß NHF Best in Wales (for previous winners only)
salonfocus | Sept/Oct 2018
Motivating your team 10 September – Wolverhampton 17 September – Newcastle 02 October - Glasgow Getting your prices right 17 September – Plymouth 12 November - Liverpool Growing your retail sales 01 October – Edinburgh Salaries, bonuses and commissions 01 October – York 26 November – Portsmouth
EMERGENCY FIRST AID AT WORK (10AM - 4PM) 10 September – Edinburgh 17 September – Croydon 24 September – Nottingham 24 September – Manchester 08 October – Exeter 29 October – London 29 October – Glasgow 29 October – Southampton 29 October – Leeds 12 November – Coventry
CREATIVE EVENING EVENTS (7PM - 9.30PM) Barber demo with Vik Riat 10 September – Cardiff 22 October – Birmingham Avant Garde masterclass 12 November – Bristol
CREATIVE DAY EVENTS (1PM - 4PM) Colour Workshop 12 November – London
DON'T MISS OUT ON OUR EVENTS! Keep an eye on nhf.info/ events for more information on our upcoming events for the remainder of 2018.
NHF BUSINESS AWARDS 04 November – winners announced, Manchester Details: nhf.info/nhfbusinessawards BRITAIN’S BEST 28 September – Closing date for entries 14 October – competition takes place and winners announced, Salon International, London Details: nhf.info/britains-best NHF PHOTOGRAPHIC STYLIST OF THE YEAR 07 September – entries close 04 November – winners announced at the NHF Business Awards, Manchester Details: nhf.info/photographic NHF WELSH AWARDS 14 September – entries close 18 September – nominees announced 18 September – voting opens 31 October – voting closes 11 November – winners announced, Cardiff Details: www.nhf.info/welsh-awards
Proud sponsors of the NHF Business Awards Best Apprentice category
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