According to Mintel’s Spa, Salon and In-Store Treatments UK 2017 Report, almost half (47%) of young men have had a treatment in a spa, salon or other treatment area between June 16 and June 17. This boom in male grooming creates a great opportunity to increase not only your client base but boost your profits.
If you want to entice more male clients into your salon, you will need to understand the way they think! What is going to appeal to them? What will make them a loyal client?
Starting at your salon’s window display, you want your curb appeal to attract both client bases. If you use posters in your window, ensure they display both male and female offers and promotions.
When they step through your front door, they should be met with calm and serenity. No pink paint and fluffy cushions here. Neutral walls and male mags on the coffee table will instantly help the opposite sex to feel at ease. You could also create a ‘just for men’ menu. This will help to remove stereotypes that your treatments are for women, while allowing you to tailor your offerings towards male concerns.
During treatment, ensure you explain what products you are using and why you are using them. This will not only help your new client to understand the benefits of their treatment but will also aid retail sales post-treatment.
Stocking up on male products and creating a retail space dedicated to them couldn’t be more important. Your therapist or receptionist can guide your client to this area post treatment, providing the perfect opportunity to upsell. Salon by Premier Software will prompt your staff with recommend products just used in their treatment and enable them to book their next appointment, encouraging loyalty.
Cut through the competition and be the first salon to dip your toes into male grooming. To find out how Salon can help you do so, click here.
