August? Is it really already August? It seems as though this season just flew by. Now that the salons are slowing down, we should take time to reflect on this year’s tanning season, evaluating what worked, what didn’t, and what should be changed or incorporated next season. We should also plan promotions and events while ideas are still fresh in our minds and while we have the time.
Reports, reports, reports! It’s time to pull everything from January through July and really take a look at what times of the day were your busiest. What products sold best? What were the best product price points? What were your most popular tanning packages? What days of the week were your busiest? If you don’t already track this data, find out what your PPA & LPPA (per person average and lotion per person average) were for each employee and each month overall. If there were days that were busier than others, make note of this for better staffing next season. If your staff had lower averages than expected, plan sales training for one Sunday evening each month during the season so your team is prepped and pumped up for the busy times.
Events and Promotions – It’s always great to plan these in advance. I suggest making a calendar of ideas for weekly specials now, so that you can have the correct product and sales teams on hand for these events. We know that during peak season we have a lot of vacation, wedding, and event tanners. Use this downtime to plan ahead for events and promotions that can achieve the sale potential represented by this demographic. Bridal expos held in your town are a great example – send your staff armed with lots of free tan cards. That way, during the spring when these brides are ready to tan, they come to you. Also plan to cross-promote with hair salons, day spas and nail salons, because most vacation tanners are also getting their hair and nails done.
Don’t forget to pay attention to what’s right in front of you: it’s August and people ARE still tanning! These are your year ‘round tanners or those who have not yet canceled or frozen their memberships. Reward their loyalty with enticing offers. For example, a summer package including large discounts on five months of tanning at all levels is a great way to keep your regulars happy. Or you could advertise “Tan until 2014 for $99” for base-level beds, and the sooner customers purchase it, the more savings they’ll receive. That way, your clients will continue to tan through the holidays right back into next year’s busy season.
My suggestion for this month is to reflect. Look back on what worked, what didn’t, and plan ahead for next season. You’ll feel much better going into next year with a clear idea of how you want your business to operate.
As Director of Brand Development for Devoted Creations’ family of brands, Lisa brings 17 years of industry experience, knowledge and enthusiasm to all aspects of the business, including social media, product development, training, customer relations, public speaking and marketing strategies. Lisa worked at the salon level managing a large chain of salons, which infuses her sales training and brand concepts with real world experience. Lisa has been chosen IST Magazine’s “Person of the Year” four times.
Copyright 2020 ist Magazine