WHAT WE CAN LEARN FROM GERMAN SALONS REOPENING - TIGI FUSE

For the immediate future the face of every salon has to change. Words like “ambience” and “luxury” are going to have to be replaced by “zones” and “safety.”

We hate to say it, but sadly it’s going to be about changing priorities, yet retaining the level of service that ensures your clients still leave your salon looking and feeling fabulous.

As Germany opens its salons we are sharing with you some of their mandatory new rules and regulations to guide you in best practices for the future. Of course, you should always follow your local government guidelines as a priority.

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THE VOYAGE BEGINS

The typical ‘salon journey’ needs to be totally re-imagined. In fact, let’s be honest, the ‘journey’ is going to become something of a voyage.

You should be considering a typical visit to your salon now, visualising how your clients can be made to feel safe, from the moment they step through your (regularly sanitised) door. Here are some aspects you need to think about:

  • How will payments and retail sales be conducted?
  • How will clients be received on arrival?
  • Be aware you’ll no longer be able to have magazines or offer refreshments, and it won’t be possible to allow ‘walk-in’ clients.
  • Remember everyone will have to have a precisely timed appointment.
  • Physically, you’ll need to prepare your salon to safely accommodate your clients by potentially removing work stations, carefully planning to maintain the correct distances.
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Salons will need to consider the new ‘journey’ for clients

THE NEW WAY TO ELEVATE CUSTOMER SERVICE

Cleanliness and safety have got to be the primary concerns for staff and clients. Knowing your salon is highly sanitised will be the new luxury!

  • All your salon team will need to wear gloves and PPE masks.
  • On arrival at the salon, through the freshly sanitised door, clients should be asked to immediately wash their hands (where social distancing permits) or use hand sanitisation gels.
  • Every client should wear a face mask throughout their entire visit. You could consider having some made with your logo to offer, or even sell, to clients.
  • Every client will need to receive a clean gown and towel (ideally disposable but, if not, they must be washed at 60°C+)
  • Your team will need to be accountable for the cleanliness of workstations as well as equipment, from clips and combs to brushes and scissors, before each client service.
  • Consultations can only be done through the mirror. The hairdresser must not be face to face with the client.
  • Importantly, your clients will want to be assured these processes are in place.
  • Showing you follow these procedures will be the new way of elevating your customer service.

CLIENT COMMUNICATION & SCHEDULING

We know many of you have been in regular communication with your clients who are all eagerly awaiting the time when they can return to see you. What should you be doing now?

  • Now is the time to plan exactly how you can organise your salon to maximise your business potential and make sure your staff and clients feel confident and safe.
  • This means you may need to create a new system for your team to work in shifts, starting earlier and finishing later.
  • Shift work also means you will need to consider your team’s home life, as extended hours may cause problems for some people.
  • Communicate effectively! Start with your team and ensure they understand how their workplace will look and how they will be expected to work. They won’t be able to ‘hang-out’ in the staff room, they too will need to keep social distance at all times. Most importantly, ask them how they are feeling and if they have any ideas, concerns or thoughts.
  • Communicate with your clients so they can understand what will happen when they visit the salon. Ideally phone or email all of your clients now to discuss the reorganisation plans with them. Text or email special instructions 24 hours before their appointment so they feel confident when they arrive at your salon.
  • Ensure your clients know they cannot bring an ‘entourage’ with them. It’s important to keep the number of people in the salon to a minimum.
  • Have clear signage in your salon window, and information on your website and all social media, detailing how clients can book appointments.
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Communication with your clients is key

HOW TO ELEVATE THE SALON EXPERIENCE

More than ever, client consultation is going to be crucial.

  • Consider whether you and your team could conduct virtual consultations via communication tools such as FaceTime and Zoom, one or two days before the client’s appointment. This will not only save time, but will also allow good connection with the client and can even be used to upsell treatments and products for a take-home regime.
  • If you decide to go down this route, you should also create a consultation form so you can refer to this when the client comes for the appointment.
  • Consider having a practice run with some of your own staff acting as clients. This will give you a good indication as to whether your changes are sufficient.
  • Remember, you need to make sure every client feels welcome and cared for.

OTHER PRACTICALITIES AND BUSINESS CONSIDERATIONS

  • It may seem obvious, but both staff and clients will need reminding that if they have any symptoms relating to COVID19, they should not come to the salon.
  • You will have to also look at any of your team who may have any underlying health issues, such as asthma. Should they be allowed to work?
  • In financial terms, remember 20% of your clients will make up 80% of your profits. Should you therefore give priority to this section of your clientele, particularly in the first weeks?
  • You are going to be doing a lot of colour corrections and colours with more than the usual amount of regrowth. Do you have sufficient stock? Ensure clients understand the increase in time and services will result in increased costs of the service.
  • Colour clients are going to need skin testing. How can you do this effectively and safely?
  • It may be an idea to look at your services and for the immediate future remove the less cost effective services, such as blow-dries, or see if they can be done by assistants only.
  • With all this reorganisation, potentially less clients, and purchases of equipment such as PPE, as well as cleaning products, more equipment etc you may consider increasing prices, if you think your clients will accept an increase?
  • Don’t forget about marketing your salon! Never before has it been more crucial to communicate your business and your services in your social and local media. Read HOW TO MARKET YOUR SALON FROM HOME for ideas to try in your salon.
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Use your re-opening as an opportunity

FINALLY

This is a huge challenge, but also an opportunity.

  • Get your communication right and you can win!
  • Have clarity so everyone understands what you are doing and what to expect.
  • Be welcoming, be safe, take care of your team and your clients.
  • Re-open with a strong commitment to elevate your salon experience and the relationship you have with everyone.
  • And remember: The possibilities are endless!

TIGI IS HERE TO SUPPORT YOU

TIGI is on-hand to support you and your business with information and support, as well marketing materials such as salon hygiene guides and client information visuals. Speak to your TIGI Representative to see how we can help you, or contact us for more information.

SALON HYGIENE GUIDE (GERMAN)
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TIGI supports you with salon and client materials
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