Driving Salon Success

Salon Management Conference 2024 held at Professional Beauty India, Mumbai, provided salon owners with practical business solutions for challenges that are unique to the Indian salon industry.

The Salon Management Conference 2024 took place at NESCO in Goregaon on 30th September and 1st October, alongside Professional Beauty India’s Mumbai edition. It was moderated by Kanishka Ramchandani, Editor, Professional Beauty x Hairdressers Journal.

Each topic was carefully selected to address the different challenges that salon owners have to face on a daily basis. The 2-day conference is an intensive course in business management, especially designed for beauty and salon entrepreneurs, with lessons from experienced industry experts. Day 1 sessions were dedicated to topics around how to grow your salon business, while Day 2 was all about client servicing and marketing.

Check out the key takeaways from the panel discussions at Salon Management Conference Mumbai 2024.

1 DAY

KEYNOTE ADDRESS

KEY TAKEAWAYS

Success begins with self-improvement and mindset shifts, not external changes.

Indian entrepreneurs must dream big and avoid placing limits on their potential.

The future belongs to business models that leverage technology to uncover hidden value, as demonstrated by platforms like Airbnb, Uber and Swiggy.

Business is about managing six key stakeholders: customers, employees, vendors, financial institutions, government agencies, and investors.

Success in the salon industry comes from mastering the basics—finding the right location, hiring skilled staff, using effective marketing, and creating brand ambassadors through excellent customer service.

Passion, Hunger and Discipline (PHD): To achieve great success, entrepreneurs must possess passion for their work, hunger to overcome challenges, and the discipline to remain focused.

PANEL 1: SCALING UP: HOW TO EXPAND YOUR SALON BUSINESS

KEY TAKEAWAYS

Growth can mean expanding salon locations, adding services or increasing salon size.

Growth must eventually lead to profitability, whether it’s from expanding salons or adding new services. There should be a clear plan for moving from losses to profit over time.

Tracking customer feedback and data on where clients come from helps determine where to open new salons or which services to focus on.

Barbering is making a strong comeback due to rising demand for men’s grooming services. A strong educational foundation for salon staff is essential for implementing new services.

Salons can choose to specialise in niche services like barbering, trichology or high-end luxury services.

The right niche adds value and creates new revenue streams for the salon.

PANEL 2: STAFF RETENTION: SAFEGUARDING YOUR SALON AGAINST POACHING

KEY TAKEAWAYS

Salon owners should focus on cultivating and nurturing their own internal talent rather than poaching from competitors.

Poaching negatively affects the industry's reputation and creates short-term gains with long-term consequences.

Creating a positive work environment, ensuring staff happiness, providing fair compensation, and offering growth opportunities are key to retaining talent.

Offering continuous education and training is crucial for retaining staff.

Training programmes should focus on both technical skills and soft skills.

A direct, open line of communication between salon owners and staff.

Keep staff engaged during slow business periods with learning opportunities and discussions.

Treat your staff with respect, recognise their efforts and show empathy through education and growth opportunities.

PANEL 3: SOURCING AND SAVING: SALON-VENDOR RELATIONSHIP

KEY TAKEAWAYS

Education from brands, availability of immediate support and problem-solving during service are challenges that salons are facing.

Focus on education to ensure artists/stylists are well-informed is a must.

Quality product knowledge leads to better services and product sales.

Early access to product launches helps salons stay ahead of the competition.

Salons use brand-provided freebies and promotions to create a positive customer experience.

Good relationships are the foundation for successful brand partnerships.

Focus on mutual commitments rather than formal contracts.

Collaboration should be realistic, sustainable and beneficial for both brands and salons.

PANEL 4: HOW FAR CAN YOU GO IN THE BUSINESS OF SKINCARE?

KEY TAKEAWAYS

The demand for skincare has grown with the advent of social media.

Consumers are highly knowledgeable, often coming to salons asking for specific products or ingredients.

It is essential for beauticians and aestheticians to be well-trained and continuously educated.

The need for high-quality training programmes to upgrade beauticians to aestheticians was highlighted.

Upgraded training helps beauticians provide more expert services, especially as the skincare market becomes more competitive.

It’s better to focus on the treatment benefits rather than specifics like acids or chemical terms, which may confuse or turn off clients.

Promoting skincare products alongside services is an effective strategy.

The rise of home services has created additional competition for salons. However, many clients still prefer the experience of visiting a salon for specific treatments.

PANEL 5: SALON SERVICE TRENDS: HOW TO BUILD AN AESTHETIC BEAUTY BUSINESS

KEY TAKEAWAYS

Increasing popularity of quick and personalised treatments, especially non-invasive options like laser and Q-switch, offered at salons under certified professionals.

Aesthetic services should be supervised by certified dermatologists, even if aestheticians or cosmetologists perform them.

Training and safety protocols are crucial.

Proper training in anatomy, physiology and skin treatments is essential for salon professionals offering aesthetic services.

Collaborations between salons and dermatologists offer mutual benefits.

The Indian market is gradually accepting the integration of aesthetic treatments in salons, especially when supervised by dermatologists.

Salons should invest in FDA-approved machines, certified technicians and collaboration with dermatologists.

2 DAY

PANEL 1: CLIENT SERVICING: MAKE IT A DIFFERENTIATING FACTOR FOR YOUR SALON

KEY TAKEAWAYS

Delivering high-quality service consistently is crucial. It’s not just about the final result but the entire process, from consultation to aftercare.

Much like the customer service provided by brands like Amazon, the aftercare in the salon industry is a key differentiator. Ensuring that clients are satisfied after their service—through follow-ups, providing solutions if needed, and correcting any dissatisfaction—leads to a lasting relationship and satisfaction.

Taking the time to understand a client’s needs, preferences, and expectations can elevate the experience.

Personalisation involves anticipating the needs of clients.

Offering them an inviting atmosphere through thoughtful detail can enhance the overall experience.

Consistency in client servicing can be challenging, especially when scaling a salon or managing multiple locations.

Managing challenges, by ensuring contingency plans or handling them gracefully, is crucial to maintaining a positive client experience.

PANEL 2: TECH TALK: CUSTOMER RELATIONSHIP AND DATA MANAGEMENT

KEY TAKEAWAYS

Salons are using technology to enhance client experiences by personalising services based on customer preferences and behaviour.

Using software to manage salon data helps in centralised operations and improves profitability through data-driven decisions.

Technology is minimising the need for verbal interactions. Customers prefer seamless, automated experiences like online booking and contactless payments.

AI is being used for customer service previews (e.g., showing a service’s expected results) and for more targeted, segmented marketing, enhancing customer trust and boosting conversions.

Tools are being developed to analyse salon-specific data (like customer preferences and service trends), offering actionable insights to improve revenue, client retention, and employee performance.

PANEL 3: CLIENT RETENTION: STRATEGIES THAT ENSURE CUSTOMERS KEEP COMING BACK

KEY TAKEAWAYS

Offer customised experiences based on client preferences, past services and feedback.

Introduce loyalty or rewards programmes, where clients earn points or discounts on future services, encouraging repeat visits.

Ensure consistent high-quality services, so clients know they can rely on your salon for their beauty needs every time.

Use automated systems to send reminders for follow-up appointments or maintenance services, showing clients that their care is a priority.

Provide exclusive deals or early access to new services for regular customers to make them feel like part of a VIP club.

Regularly interact with clients on platforms like Instagram and WhatsApp, responding to comments, sharing beauty tips, and keeping them engaged.

Reward clients for referring friends and family, turning your satisfied customers into ambassadors for your salon.

MIND YOUR MARKETING: CHANNELLING THE POWER OF NEW-AGE MARKETING TOOLS

KHUSHBU MALDE, Co-Founder, Hair Castle Salon

Instagram hacks: Understanding the importance of Instagram as a communication platform and using right strategy and content to optimise it.

MANISHA CHOPRA, Make-up and Beauty Coach, and Co-founder, Seasoul Cosmetics

Marketing for freelancers: Making a mark for yourself as a freelance artist with a well-defined marketing plan and content creation.

SACHIN KAMAT, Senior Director, Zenoti

Power of AI: Channelising technology, salon software and artificial intelligence for better data management, customer service and profitability.

MIHIR JAIN, Co-founder, N&M PR Agency

Do salons need PR: Using the PR mechanism to boost your salon’s image and establish yourself as an authentic brand.

VIKI THAKKAR, Owner, Viki Thakkar Design Studio

Defining your salon space: Maximising your salon space to enhance ambience, customer experience and retail sales.

CHIRAG MANOCHAA, Architect and Salon Consultant

Influencer marketing: Harnessing the power of influencer marketing by developing the right connections and using the right social media platforms.

SAMIR HARIHARAN, Education Consultant, Enrich

Marketing on a budget: Marketing need not burn a hole in your pocket. Keep your marketing initiatives budget-friendly yet impactful.