Given that the beauty industry is so heavily based on touch, the working-from-home model that so many industries are adopting, simply doesn’t work for salons.
With states such as Victoria and NSW leading the way for shutdowns, salon owners are being forced to identify alternative revenue streams to keep their business ticking along, even while their doors are closed.
Step up your online sales
Selling retail products has – up until now – been an in-salon exercise. But COVID-19 lockdowns have diminished the opportunity we used to rely on to educate customers about the product we were using on their skin, and to help them build a new at-home regime.
In the event of a lockdown, ensure your website is ready to go with regards to e-commerce. Have an online selling portal, and be prepared to ship the product in a timely manner. In the absence of face-to-face selling opportunities, lean on social media to ensure visibility of your products. “Take beautiful photos and share those on your social media, write about them on your blog or website,” says marketing expert, Sharnee White. “Beautiful products can ordinarily entice people to come into your salon, but given the current climate, you could potentially be building a new clientele, that are waiting for you to re-open your doors.”
Push gift certificates
If you’re fortunate enough to be in a state that hasn’t yet implemented a lockdown, start pushing the purchase of gift cards to current clients. Even though the actual services likely won’t be claimed until after the pandemic, the sale of the vouchers will be money in your pocket today. Create in-salon marketing, reminding customers of upcoming events (Mothers’ Day, Easter, birthdays, etc), and suggest they consider a gift voucher.
If your salon has already been affected by state-wide lockdowns, take to social media to promote gift vouchers, and be prepared to either post a tangible gift card, or an email confirmation.
Negotiate with your landlord
If you operate out of the spare room at home, then you’re one of the lucky few who won’t be scrambling to pay rent on your salon space. But if your salon is positioned in a mall, it’s time to look at your terms and conditions. Even if you’re still open but experiencing slowed trade, requesting a rental abatement could save you a stack of cash. “If your business is experiencing downturn in trade, then cashflow and making your usual payments such as rent will likely be a problem too,” says a representative of the Small Business Commissioner. Given that malls and shopping centres are also going to be feeling the pinch, they will likely be keen to come to an arrangement with you: “The landlord may be persuaded that it’s better to have less money coming in, than to try to find a new tenant during tough economic times,” said the representative.
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