THE HIGHLIGHTS

FROM USING AI TO DRIVE LOYALTY TO BAT TLING BURNOUT – SALON SMART HAD IT COVERED.

Chris Foster, aka The Profile Guy, urged the audience to embrace AI, explaining how bots can be programmed to improve specific areas of business. “What if you had a retail bot, just retailing?” he said. “While you’re talking to your client about Love Island, she can interact with the code by her chair, which is recommending her products, showing her how to use them.

She puts them in the basket and picks them up at your till.”

Jordan Massarella and Ben Jones epitomised a new-gen approach to business – one that puts quality above quantity. Their Massarella + Jones salon in Leamington Spa includes collaborations with local online-only businesses (“We give them a shopfront, while we benefit from their social media presence”) as well as a homely and welcoming salon experience. We love its bespoke wallpaper, created by a local artist, that features the duo’s pets and even their tattoos!

Danny Coles of colour management system Vish showed how salon owners need to start looking at the cost of product, to price services more accurately and profitably (a Vish survey of 2,400 salons showed that one in five colour services are non-profitable). “Learn from your local garage,” said Danny. “They break down their invoice into parts and labour, and you need to start thinking that way too. Break down your services into time and product cost, price accordingly, and the profits will come.”

The Resilient Hairdresser, Hayley Jepson, offered tips on recognising and dealing with burn-out, a condition she believes is leading people to exit the industry. Juggling a business with family life (and the logistical overwhelm that can involve) and the exhaustion that comes with having to be “creative on demand” can lead to feelings of joylessness and resentment. Hayley’s advice? “I prescribe fun! If you’re going to look after clients, you’ve got to take care of yourself first.”

Steering a business with 80 years of experience in finding, training and retaining apprentices, Charlie Collinge of Collinge & Co was able to offer invaluable advice for salon employers in the audience. He recommended taster sessions for applicants, and involving parents in the process by showing them the opportunities and career progression that awaits. At Collinge & Co, apprentices run their own column every three weeks. “It’s not part of the official programme,” said Charlie, “but it helps build confidence and experience.”

A panel of salon owners shared the ways they’re working to future proof business. Lucan Salem has set up HARI’s Voices, a collective of people from within the business who jointly tackle challenges like social media content and staff happiness. At Tony Walmsley’s Anthony John Salons they’re focusing on community, with client events designed to help combat loneliness, while Abigail Butler’s Strictly Xtended team has made strides to improve client communication, with follow-up calls after each appointment. And at Lorenzo Colangelo’s The Gallery, all eyes are on Google Reviews, with extra effort made to make clients feel special.

Boss Your Salon founder Maddi Cook’s five tips for boosting profit included scaling back on unnecessary spending, making data-driven decisions (eg, do we need to open on Saturdays? Work late nights on Thursdays?) and increasing the perceived value of your services (Harrods currently charges £320 for a haircut performed with hot scissors). But she was most impassioned about ditching discounting and increasing prices. “When you articulate the value of what you offer, the price becomes less relevant,” she said.

Mark Ronayne of Phorest alerted the audience to upcoming new legislation on tipping. “Employers cannot withhold any fees from any tips received,” he explained. “Staff need to be paid their tips within one month of receipt. You need to maintain full records of every tip that passes through your business for a minimum of three years, because your staff can take you to a tribunal if they feel they’re not being treated fairly.” Luckily, Mark shared advice on how to stay compliant, as well as a free new feature on Phorest software that offers a worry-free tipping solution.