MISSION - Club Matrix rewards program

WHAT
IS OUR
BIOLAGE
SALON?
MISSION
ELEVATE THE SALON EXPERIENCE
BY CREATING AN SERVICE DRIVEN,
SENSORIAL ENVIRONMENT
THAT IS PROFESSIONAL, INVITING,
CALMING, SOFT AND MODERN.
IT IS BUILT AROUND THE CONSUMER
AND UNIQUE TO BIOLAGE.
WITH A FOCUS ON THE CONSUMERS’
JOURNEY THROUGH THE SALON
EXPERIENCE, EACH DETAIL OF THE
SALON IS CREATED TO ENSURE
THE STYLISTS CAN HELP THE
CONSUMER IMAGINE ALL THEY CAN BE.
WHAT
IS OUR
BIOLAGE
SALON?
DECOR
WHAT WORDS DESCRIBE THE BIOLAGE SALON?
- Approachable. Inviting. Clean. Modern. Spa-Inspired. Professional.
WHAT WORDS DESCRIBE THE BIOLAGE DÉCOR?
- Simple. Clean Lines and Soft Edges. Modern. Soft Square Elements.
WHAT ARE THE COLORS OF A BIOLAGE SALON?
- Soft white as the main color, with accents of green.
- Simple flat color walls. Spa-like.
WHAT ARE THE MATERIALS OF A BIOLAGE SALON?
- Plastic. Metal. Glass. Modern. Natural wood.
- Floors are lighter in tone
- Modern, with neutral color lighting
WHAT IS THE AMBIANCE AND MUSIC IN A BIOLAGE SALON
- Professionalism, Sensorial, Community
- C alming music. Current. Ambient Dance. Soothing and sensorial.
Consider time of day/week to set mood.
HOW DO WE COMMUNICATE TO ENTICE CONSUMERS?
- Service Driven window callouts and posters
- Up-front clear merchandising with consumer driven promotional collateral and callouts
- Integrate digital experiences (ie: Biolage diagnosis, services and product information)
HOW ARE THE STATIONS SET UP?
- Open, community-driven space with modular stations
- Integrate digital experiences where possible
(ipads at stations with salon/BIOLAGE content)
7
IMAGINE ALL YOU CAN BE
KEY
MOMENTS
OF THE
CUSTOMER’S
JOURNEY
I.BEFORE / SHOP WINDOW
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7. C H E C K O U T / A F T E R W A R D S
SUCCESS!
1
BEFORE /
SHOP WINDOW
WHY?
A STRATEGIC LOCATION TO
CREATE DESIRE AND DRIVE
TRAFFIC INTO THE SALON
FOCUS.
SHARING SALON INFORMATION
– Ensure salon details including hours of operation, telephone,
website & social networks is easy to find
KEY SALON SERVICES AND PRODUCTS OFFERED
– Posters should be visual, focused on services with clear call to action
– Display price of service for open communication with consumers
CREATE EXCITEMENT & INTEREST BEFORE THE CONSUMER EVEN WALKS IN
– B ased on month or season offering, focus on 1-2 key messages
through window decals or outside signage
– Split of 50/50 on specific service vs. overall brand offered
I.BEFORE / SHOP WINDOW
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7.CHECKOUT / AFTERWARDS
2RECEPTION
WHY?
68%
OF WOMEN FEEL ANXIOUS
AND NERVOUS WHEN
THEY ENTER A SALON
FOR THE FIRST TIME
FOCUS.
RECEPTION DESK
– T he first engagement point for the client is the reception area. Make sure it looks
on brand and the reception staff exudes a happy, inviting and friendly attitude.
– Showcase the salon’s name on the wall behind the desk and/or on the counter
along with MATRIX.BIOLAGE logo
SERVICE INFORMATION
– Always clearly display framed service menu within reception area with price list
– Create version that stays on the reception desk along with takeaway menus for clients
– Display return policy/satisfaction guaranteed information to keep communication open with clients
STYLIST SHOWCASE
– To showcase who’s who in the salon, add framed pictures of stylists with a bio
in white picture frames to highlight the “Stylist Expertise”
I.BEFORE / SHOP WINDOW
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7.CHECKOUT / AFTERWARDS
3
CONSULTATION
& DIAGNOSIS
WHY?
97
QUESTIONED
SAY THEY DO A FULL
% OF HAIRSTYLISTS
CONSULTATION
WHILE
7THEY HAVE
QUESTIONED SAY
ONLY EVER
% OF CUSTOMERS
RECEIVED JUST ONE!
A PROPER CONSULTATION PROVIDES YOU WITH ALL OF THE INFORMATION THAT
YOU NEED TO GUARANTEE YOUR CLIENT’S EXPERIENCE IS 100% SUCCESSFUL.
FOCUS.
– Revised consultation process; quick and easy
– L eave Matrix customized consultation cards
at front desk/reception and have clients start
to fill it out before meeting with their stylists
–M
ake it visual with simple copy to increase
engagement
–C
reate a physical or digital look book from
real clients before and after pictures as well
as magazine inspiration swipes
– I f a special area for a consultation cannot
be created, use a portable stool or the
reception area to have a face to face
connection with the client
I.BEFORE / SHOP WINDOW
HOW TO.
FACE TO FACE
– Position yourself and your client comfortably.
Establish a connection by sitting face to face with
your client, rather than standing in front of your client
or behind her and talking to her through the mirror.
DIAGNOSIS
– To do a proper diagnosis, use your consultation tools
i.e. Biolage diagnostic digital tool. Place them on a
nearby table to have them handy at all times
DESIRED RESULTS
– Identify your clients desired results using
look books, magazines and electronic tablets.
SERVICE/SOLUTIONS
– O ffer her the services/solutions at the backbar, in the
chair and at home that will help your client achieve
her desired result
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7.CHECKOUT / AFTERWARDS
4BACKBAR
WHY?
86%
OF WOMEN CONSIDER
THE BACK BAR TO
BE THEIR FAVORITE
MOMENT
FOCUS.
THE SETTING
– Create relaxing mood in the back bar with clean white walls,
soft lighting and relaxing spa music
– A lways include the newest models or imagery to show diversity of looks
–O
ffer clients white biolage robes and display white biolage towels
to mimic a spa-like environment
SERVICE OFFERS
– Pelicure service menu is displayed where clients can see them.
Clarify the time/price offer to create client interest.
– H ave a service trolley with tray that showcases the services and treatments
DISPLAY OF PROFESSIONAL PRODUCTS
– Display professional and technical products to create a service
oriented environment
I.BEFORE / SHOP WINDOW
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7.CHECKOUT / AFTERWARDS
5TECHNIQUE
WHY?
DURING THE TECHNICAL/SERVICE STAGES
THE GOAL IS FOR THE CLIENT TO FEEL
COMFORTABLE, KNOWING THAT SHE’S
IN THE HANDS OF A PROFESSIONAL
FOCUS.
HOW TO.
– T here must be several electrical sockets per station.
This allows multiple electrical tools to be used
at the same time
WORKING STATIONS
– Organized and clean working spaces reinforce the
stylists professionalism. Counter space has a
designated area for client consultation tools,
clients refreshments etc.
– T o ensure client comfort, the units should have
hooks on which they can hang their purse or
asmall shopping bags
–P
rovide a designated outlet for the client to charge
an electronic device. The outlets should be easily
accessible and with in the clients reach.
–W
hile the customer is waiting, allow them to browse
through Matrix look/inspiration books for
additional services such as blow outs,
braid styles and ponytails.
–O
ffer Wi-Fi access so the customer can work
or play while waiting.
–H
ave a portable manicure trolley to propose
a manicure while the customer is waiting
I.BEFORE / SHOP WINDOW
MIRRORS
– T he seated stylist stations are fitted with modern,
clean mirrors
FREE SOCKET
–To charge tablets, mobile phone or laptop.
BIOLAGE TROLLEY
– A branded Biolage trolley offers additional space for
large working tools. New products can be displayed to
facilitate the conversation between the client and stylist.
NEW PRODUCT DISPLAY
– A little display located directly on the station allows the
stylist to start a discussion about new products.
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7.CHECKOUT / AFTERWARDS
6SHOPPING
WHY?
RETAIL CAN ACCOUNT FOR
5% TO 20% OF A SALON’S TURNOVER,
REPRESENTING A SIGNIFICANT
PROPORTION OF A SALON’S PROFIT.
FOCUS.
ACCESSABILITY AND TRIAL
– Make sure products are accesible and available in an open space
– Create a “Try-Me” area for product tester
– Create an impulse buy row by using samples, trial and travel sizes
so clients can see and easily pick during the check out process
MERCHANDISING
It is very important to understand how the general client thinks when it comes to buying.
Apply the following tips to maximize the purchasing desire.
–P
lace your start range at an eye level. Clients scan shelves from left to right, starting at
eye-level first and then move down.
– E ach module should be placed together – make sure your client understand the system and
not only an individual product.
– Play with the treatments to add color to your retail unit.
–P
lace your unit in a place in the spotlight and where it will allow customers to move
through in both directions
– Change your display once in a while to avoid being perceived as the same-old.
I.BEFORE / SHOP WINDOW
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7.CHECKOUT / AFTERWARDS
7
CHECKOUT /
AFTERWARD
WHY?
CLIENTS FEEL THEY LOST THE ATTENTION
OF THEIR STYLISTS DURING THIS POINT
AND THE EXPERIENCE IF OFTEN RUSHED
AND FOCUSED ON FINAL PAYMENT.
FOCUS.
PRODUCT FOCUS
– Create an easy to move product tray that showcases everything the stylist
used on their client’s visit. This will help d rive retail and educate clients on
best products for their hair/services completed
SALON LOYALTY
– Create loyalty programs or memberships to add incentive and reasons
for clients to pre-book and return for next visit
–U
se social media networks like Foursquare or Facebook to create digital
promotion for ‘checking into’ the salon and sharing with their friends
THE MATRIX STYLIST LANGUAGE
– Create a “playbook” with talking points and keywords to learn to use
with clients to make them feel comfortable talking to client’s about future
appointments, recommendations to friends and other key selling moments
CLIENT “IMAGINE WALL” SHOWCASE
– Create an area where stylists can take a picture of their client’s end look to
share with their friends through their favorite social networks. Showcase
the clients photos on the “Imagine Wall” as well.
I.BEFORE / SHOP WINDOW
2.RECEPTION
3.DIAGNOSIS / CONSULTATION
4.BACKBAR
5.TECHNIQUE
6.SHOPPING
7.CHECKOUT / AFTERWARDS