Sample discount coupon for a beauty salon. excellent films and books on how to attract clients to a beauty salon. Who pays for the discounts?

Four-hand manicure and pedicure, all types of hair removal, creative haircuts, straight razor shaving, facials and body wraps - the best deals from 23 salons and barbershops in Moscow in the Time Out review.

In the beauty salon on Trekhgorka, throughout April there is a 10% discount on Inoa coloring from L'Oreal Professionnel and 15% on one-time styling and makeup. Until the end of May, the eyebrow microblading procedure can be done by paying 14,500 rubles instead of 20,000 rubles.

From April 25 to May 1, in all Kynsi salons, when you sign up for the “Radiance” express facial treatment (RUB 3,500), you will receive a relaxing massage of the neck-collar area as a gift. And when purchasing cosmetics The St Barth Caribbean line will have the same “Shine” procedure as a bonus.

Another April birthday boy - the salon will celebrate his birthday for three whole days: April 8, 15 and 22. On these dates, everyone who signs up for a haircut or coloring will receive a Kérastase hair strengthening treatment as a gift. There are also discounts on the purchase of home care products: 5% on one product, 7% on two and 10% on three.

There is a 50% discount on photorejuvenation procedures using the Palomar Starlux 500 device and photoepilation of any area. The promotion is valid until April 30.

All April on weekdays from 8:00 to 11:00 in the salon you can get Oribe hair care and styling for only 1000 rubles. The service is called “Rapid Lift” and must be booked in advance. In addition, until the end of May, a four-hand manicure and pedicure here will cost 3,000 rubles, and with any hair coloring or manicure, you will be offered eyebrow correction and tinting as a gift.

This barbershop has significantly reduced prices. Now men's haircut, straight razor shaving or close head shaving costs 1,500 rubles, clipper haircut – 700 rubles, styling – 500 rubles, and gray hair camouflage – 1,100 rubles.

Until the end of April, you can do one of three procedures at half price: a half-hour manual massage for 850 rubles, an LPG massage (35 minutes) for 990 rubles, a spa program in a collagen capsule (35 minutes) for 750 rubles. In addition, the salon has a “Styling + Makeup” promotion: the option with daytime makeup will cost 2,500 rubles. instead of 3000 rubles, with evening - 4800 rubles. instead of 5600 rub.

Every Monday in April there is a 10% discount on all barbershop services. Thus, a haircut or shave on sale costs 1,600 rubles, and beard modeling costs 800 rubles.

When you order a facial treatment using Wamilles cosmetics (from RUB 4,200), you will receive eyebrow coloring and correction as a gift.

Here, until April 30 inclusive, you can get contour plastic surgery for RUB 15,100. instead of 17,000 rubles, laser blepharoplasty for 14,700 rubles. instead of 16,000 rubles, chemical facial peeling for 3,700 rubles. instead of 4,500 rubles, intimate rejuvenation for 35,600 rubles. instead of 40,000 rubles, laser hair removal of legs for 7,600 rubles. instead of 8900 rub. and laser hair removal of the back (for men) for RUB 7,100. instead of 10,300 rub.

All month in the nail studio on Yakimanka, during manicures, pedicures and spa treatments, clients get their hair braided and beautifully styled as a free bonus. And in the studio on Lesnaya from 10:00 to 12:00 and from 15:00 to 17:00 there is a 20% discount on all services - you just need to sign up for them in advance.

Often, salons hire trainees to hone their skills not on mannequins, but on real clients - the cost of their work is much cheaper. There’s just such a newcomer working at Chypre, Dan, who is also a commercial director barbershop. His price list: classic haircut - 1200 rubles, mustache and beard cutting - from 400 rubles. up to 600 rub.

From April 10 to April 30, when making an appointment for eyebrow correction and tinting, the client receives a coupon with a 15% discount on manicure. You can use the bonus until the end of spring.

With a one-time purchase of a course (10 sessions) of Body Sculptor pressotherapy, which works to eliminate cellulite, swelling and reduce volume, the cost of one procedure is 1000 rubles. The special price is valid until the end of April.

Only in April, when you undergo any two facial treatments with cosmetologist Jancy Thomas, you will receive Netra eye care as a gift.

Until the end of spring, the clinic offers a 40% discount on all types of hair removal. Thus, laser treatment of bikini and armpits, taking into account the discount, will cost 3,500 rubles, and shins - 8,000 rubles. (plus light therapy for the face as a gift). The Fractora PF resurfacing procedure, which removes stretch marks on the body and tightens the skin on the face, neck and décolleté, now costs RUR 20,000. (plus LED facial therapy as a gift). In addition, all new clients are issued a bonus card for a 5% discount, which is activated after their first visit.

Until the end of the month, when you sign up for epilation of two zones, you pay 10% less. Treatment of armpits and deep bikini costs 6,500 rubles. instead of 9,000 rubles, and three zones (armpits, deep bikini and shins) - 12,000 rubles. instead of 17,200 rub. Until the end of May, a set of services - makeup, evening hair styling and manicure with Vinylux coating - will cost 10,000 rubles. provided that two people sign up at once: for example, friends or mother and daughter.

Until April 30 inclusive, in any studio of the Linline network, laser qool hair removal of the bikini area costs 5,500 rubles. instead of 6500 rub.

On April 15 and 16, the salon will host Kérastase days: on these days there will be a 15% discount on all skincare procedures using the brand’s cosmetics, as well as on the purchase of their products. All visitors will be treated to champagne and sweets.

Throughout April, the salon runs a promotion on Mondays and Tuesdays: “ Happy Days» — the cost of all services, including the purchase of a gift certificate for 5,000 rubles, becomes 15% lower.

The first training session on bicycles is free, but if within five days after this visit you buy a subscription (clip card) for 5 classes (4,038 rubles), 10 (7,650 rubles) or 20 (13,600 rubles), you will receive 10% discount. And if you bring a friend, an additional free training session will be a bonus.

Today the word “Promotion” can be seen on all facades, shop windows, on all websites and in almost all booklets of beauty salons, distributors of cosmetics and equipment. People are accustomed to promotions, discounts, additional features and often no longer want to come to the salon or buy the product offered just like that, without receiving a “prize”. However, despite the fact that all kinds of promotions are carried out by almost all market players, not everyone can boast that the result promotions in the beauty salon was a welcome increase in the number of customers and, ultimately, profits. Why this happens and how to make sure that holding promotions in a beauty salon does not turn into throwing money away, we will look at in this article.

Exists a large number of classifications of shares for beauty salons. Let's look at the main ones - consumer promotion (from the English “stimulating consumer demand”) and trade promotion (from the English “promotion of trade development”).

Consumer promotion– these are promotions aimed at potential and/or existing clients of a beauty salon. Their goal is to encourage consumers to decide to sign up for a service or purchase home care products, beauty salon gift certificates and other products in as soon as possible. Other goals of such promotions, as a rule, include attracting the target audience to the salon, creating or maintaining an image, repositioning a beauty salon, cosmetology center or spa.

Trade promotion– this is stimulating the sales channels of distributors of professional cosmetics and equipment that sell you your product. In our case, the basis of trade promotion is the impact on the motivation of administrators and masters of beauty salons. Among the methods used in trade promotion, the most common are promotions aimed at increasing the loyalty of salon staff to its products, merchandising and the “mystery shopper” method. But we will talk about these and other methods of trade promotion in beauty salons in the next article.

WHAT IS THE SUCCESS OF A SALON PROMOTION MEASURED?

Promotions in general are very effective in beauty salons. A good promotion involves direct contact with target audience, its proactivity and involvement. For example, if these are promotions for professional holidays, events. Almost always this is personal communication with the client, a detailed conversation about the service, the client is given something to try, asked to take some actions and receive a reward.

With the help of good promotions, non-top time or time freed up a few hours before hour X is sold.

Remember that in beauty salons and cosmetology centers time is the only non-renewable resource

In reality, just like anyone else marketing tool, promotions can be either very effective or ineffective or even harmful for your beauty salon. Spontaneous, unprepared and poorly organized, they can lead to the opposite effect - zero results. This can happen for several reasons:

your customers may simply not be interested in the promotion;
they may expect that they are about to receive a lucrative offer;
there may be a simple switch from one service in your salon to another, from one product to another;
due to the fact that during the promotion in the beauty salon, customers will do the required number of services or buy the required amount of products, which will lead to a failure in sales at the end of the promotion, etc.

PROMOTIONS FOR BEAUTY SALON: WHAT TO EXPECT – RISE OR FALL?

Even the most successful promotion for beauty salons can lead to a sharp decline in registration and sales after its end. And there can be a lot of reasons for this. Starting from those already listed above and ending with the banal disappointment of beauty salon clients in the quality of the services and products you offer. Or the opposite may happen - there will be an unexpected increase in demand for tried-and-tested services and goods, and you are forced to refuse because you cannot “quickly” find a specialist for a previously empty workplace or took out the remaining goods from the closet. As a result of this spontaneous approach to using shares, the business resembles a roller coaster - up, down, up, down.

On the contrary, well-planned and well-implemented promotions give the desired result in the form of new clients in the beauty salon, an increase in the average check, and the promotion of new services.

IT’S EASY TO CREATE A PROMOTION FOR A BEAUTY SALON

The first thing to remember when developing a promotion for a beauty salon is that a good promotion relies on your knowledge and understanding of your customers. I note that general tips on their segmentation will not help here, and we will not consider them. If you have small salon beauty, gather your specialists, print out a list of clients, go through each one, update and record this information. If you are a large salon or clinic, or a chain of beauty salons, then I believe that you know your clients, at least I hope so.

The second point - let's see where now beauty salons are mostly looking for ideas for promotions? Most often, when creating promotions, salons focus on themselves, their services and products, and their often imaginary advantages (Fig. 1).

But actually successful ideas promotions for beauty salons need to be sought, focusing on their clients, based on an understanding of the deep insights that drive them, on the realities of their lives, their needs at a particular moment in time (Fig. 2).

Third, find a context for engaging your salon clients. That is, do not just tell the client about something, but involve him in the process of interaction with you. Today, such actions are actively carried out on social networks. Send a photo (yours, a friend's, family), change the image, write a story, invite friends, leave a review or video review, fill out a questionnaire, recommend to friends, etc. - these are the most common methods of engaging customers. At the same time, how you write about the promotion, especially on social networks, is very important.

For example, you can write: “You can purchase Gift Certificates from our salon! Give joy to your loved ones!!!” This is a monologue. And monologues are not interesting to anyone. Communicate with your clients. For example, like this: “We have released a limited edition of New Year’s Gift Certificates for moms. Do you think they will like it?”

WHAT WOULD I DO?

Now let’s list what promotions there are for beauty salons and look at some of them in more detail.

Test Drive

This is an opportunity to test the product yourself. I know one excellent figure correction specialist who, halfway through the first procedure, lifted women off the couch, took them to the mirror and showed them that one buttock was already noticeably toned. Naturally, none of them left after that without going through the procedure completely. The result of this combination of test drive and high professional qualities What has become a specialist is that now appointments with him are 1–1.5 months in advance for a whole year.

Sampling

This tricky word means free distribution of product samples. As a rule, these are home care products. Remember that simply by giving samples to the client, or by giving the opportunity to take them yourself at the reception, where they usually lie like candy in a vase, you do not stimulate the sale of these products. IN in this case It's just a nice little thing - nothing more.

Your task is to make sure that the client first tries and then buys the care. Therefore, the distribution of such samples should always be accompanied by consultation with a specialist. And, of course, cosmetics should be professional, and not mass market segment.

Distributing leaflets (balloons or something else)

I constantly hear the question: is handing out leaflets effective? And, as a rule, managers or marketers immediately answer to themselves: no, handing out leaflets is terrible. General recommendations regarding whether to use or not to use this or that tool do not work, so I will only express my opinion about the leaflets. This banal promotional tool correct use can also be effective. It often becomes ineffective because it is not thought out, poorly implemented, or truly not suitable for a particular business.

Remember what is usually written on the leaflets handed out by promoters? A list of salon services, there may be a discount for the bearer, loud phrases like “We are open”, “We are 1 year old!” etc. It is at least strange to expect a positive effect from distributing such leaflets. They immediately go to the nearest trash can, and along with them your money spent on design, printing and promoter. You can also add lost profits to this list in future periods.

People are interested in their own problems. Which they may even be embarrassed to admit to themselves. And your leaflet, in which you tried to include all the services and a 5% discount, will not inspire confidence in them and will not force them to come to you. How can you change the situation? First of all, think about the client. If, instead of a list of all your services, the leaflet contains, for example, useful recommendations on caring for oily, dry hair; information about what you are in mandatory When cutting or coloring, apply a special restorative mask according to your hair type; an invitation to get acquainted with the salon and the artists - and they will be handed out by a promoter in an attention-grabbing, “thematic” suit (as a last resort, if there is no money for a suit, a beautiful, well-groomed girl or an equally attractive young man, and not the first student you come across), then This alone will increase the chances of success.

Special offer

For example, you are planning to increase prices in your beauty salon or clinic. Inform the client in advance about the upcoming price increase by offering to buy a subscription. What it might look like: “From December 1, prices in our clinic will increase by 10%. Until December 1, you can purchase SUBSCRIPTIONS for 3 months for any services at old prices and receive one of 3 express procedures to choose from as a gift.”

Contests, sweepstakes, lotteries, games

Let me focus on one point. One beauty salon used Gift certificates mass market, which sells cosmetics, etc. In my opinion, this is absolutely pointless - you with my own hands you send your clients from the professional sector to the mass sector and thus destroy your brand. A small detail: women really like to receive gifts from celebrities. Therefore, if you have a celebrity friend or money for a stranger, use this little female weakness to your advantage.

In addition, the following are used as promotions for the beauty salon:

consultations for buyers;
gift for purchase;
premiums (2+1, 3+1);
"free master"
"happy hour"
product/service with addition;
consumer switching from a competitor’s salon to your salon;
сo-promotion;
show programs.

WHEN CAN I USE PROMOTIONS?

when the salon opens
to attract customers to a new salon
to attract customers to an existing salon
to promote a new product: trial purchase, first purchase
to promote salon services or service packages: trial purchase, first purchase, repeat purchase
to promote “special offers”
to increase sales during the season
to maintain sales during a seasonal downturn
before the season – preparation (you need to start earlier than others)
for sale of remaining products
to further increase sales during the holidays
to support sales after the holidays
with the upcoming price increase

Checklist "Effective action"

So, what is the formula for effective promotions in a beauty salon?

Firstly, they must have a clear goal - what exactly do you want to achieve by holding this event?

Secondly, you must plan performance indicators (payback period, number of attracted customers, number of first purchases (records), number of repeat purchases, etc., depending on your goals.

Third, a good promotion should be built on the insights of your customers.

Fourth, the promotion should be simple, understandable and limited in time, well organized, and also coordinated with other marketing programs, loyalty programs, etc.

Fifthly, you must monitor and analyze the success of the promotion throughout the entire period of its implementation, and not just at the end.

Well, and sixthly, the action must be evaluated after its completion.

…. But. There is something else very important for your salon promotions to be successful!

Promotions do not necessarily apply to a service or product. More and more beauty salons are beginning to understand that non-top times can and should also be sold at a discount. You can read about this, as well as why many beauty salon promotions fail or have a negligible effect, why craftsmen resist promotions, and how specialists are paid during the promotion period in the beauty industry. It’s called “My Beauty Salon”.

Order the business bestseller "My Beauty Salon". Natalia Goncharenko's book about how successful beauty salons make money.

So, let’s briefly describe what the promotion should be like.

The action must pursue a specific goal; you must clearly know what you want to achieve as a result of it.
The expected results should not be determined in words, but expressed in specific numbers - the number of attracted clients, entries made by clients for procedures (purchases of goods), first purchases (entries), etc. These measurable metrics should depend on the initial goals of your promotion.
The promotion should focus not on your merits and achievements, but on the needs and experience of your customers. Focus on customers - Golden Rule any marketing event.
All your promotions should be simple and understandable and really interesting for the client.
The promotion must fit into the general marketing strategy and a plan for a specific beauty salon. If we are dealing with a premium salon, do not use methods that will only cheapen your image in the eyes of the target audience.
The promotion must be limited in time. And there is no need to write “At your request, we have extended the promotion for an indefinite or definite period.” They said that the price was reduced until March 1, which means it should be so, otherwise the trust of visitors in your promotions and in the beauty salon will decrease.
Measure effectiveness. Analyze the success of the campaigns not only after their completion, but also during their validity period. Be sure to evaluate the effectiveness of each promotion after completion. Without this information, you won't be able to improve your marketing efforts.

Good reasons for holding promotions

opening a beauty salon
the need to attract clients to the salon
promotion of new services or products
promotion of existing services or package offers of a beauty salon (rewarding a trial purchase, first purchase or repeat purchase)
promotion of special offers

the need to increase sales “in season”
maintaining sales levels during the downturn after the “season”
preparation for the “season” (promotions must begin earlier than competitors, otherwise their effectiveness will sharply decrease)
sale of remaining goods
preparation for the upcoming price increase

We are creating a promotion for a beauty salon

Here are some examples of stock ideas.

Invite the client to test the service/product! If you are confident in the quick visible effect of a certain product or service, a “test drive” campaign is perfect. Cleaning services do something similar, offering you to clean part of the carpet completely free of charge, but to finish what you started, you will have to pay. So, you can offer a free 5-minute foot massage after a pedicure. The remaining 15 minutes will be offered at a promotional discounted price. Having felt the bliss of an incredibly pleasant procedure, few clients will be able to refuse to continue.

Invite the client to try a certain cosmetic product. Giving out free samples of cosmetic products in beauty salons is not at all uncommon, but the effectiveness of this method of increasing sales is often low. If you give the client the opportunity to choose the samples he likes, or if the administrator simply hands him a sample of the product at the exit of the salon, then do not expect an increase in sales of this product. Customers will view this as a nice little thing, but they are unlikely to have the desire to buy from them.

The purpose of sampling in this case is to encourage customers to try the product in order to purchase it in the future. To do this, specialists must conduct a consultation, talking about the benefits. And one more thing - the samples offered should not belong to the mass market segment, otherwise you will take away your clients and take them to stores to buy cosmetics.

Offer your client important information. For this purpose, you can use brochures, leaflets, memos, etc. Do you have doubts about handing out leaflets as a method of attracting clients? This means that you should find out what should be written on it for the promotion to be successful. Indeed, the method of distributing leaflets is banal, but when proper organization it works well.

What to write?

First, a few words about what to avoid. Don't talk about yourself in your flyers, talk about your client. “We are 5 years old!” So what? “We opened a cosmetology salon.” Great, but not interesting. A person prefers to talk, listen and read primarily about himself. Take this into account when developing texts for leaflets and booklets. A list of your skin care routines won't tell a person anything. But if you offer him advice on proper skin cleansing from experts - that is, including talking about the benefits of skin cleansing methods that are used in your salon, and also add this month’s advantageous offer - then your leaflet will be informative, necessary for the client, and less likely to end up in the trash.

Don't forget to call the customer to action in your flyer. Do not leave him freedom to choose his action, tell him what you expect from him. “Call and make an appointment with a cosmetologist”, “Call today! Remember, the promotion is only valid for two days!” and so on.

Of course, you shouldn’t hand out leaflets to passers-by before entering a premium beauty salon. Everything must be appropriate.

It is also important who and how will implement the process of distributing leaflets. The appearance of this person is very important, because he will be associated with your beauty salon. Therefore, sloppy girls and student boys moonlighting as promoters are a bad option.

Make sure that appearance person corresponded to the concept of a beauty salon or a specific event.

Offer your client favorable conditions. Let’s take as an example a situation that is undesirable for your customers, such as a price increase. If you plan to increase prices from, say, March, warn your customers in advance. “From March 1, we are forced to raise prices for our services by 10%. For your convenience, you can purchase a 3-month subscription, which allows you to use the services of our salon at old prices. And to everyone who purchases a subscription, we give any hair care procedure of their choice. Hurry up to buy before March 1st!”

Invite your clients to participate in interesting competitions, lotteries, drawings. It is especially good to use for this purpose social media. Come up with something original, remember, you need to stimulate the activity of your customers. Use something truly desirable and meaningful to your customers as prizes. If a person receives a sample he doesn't need as a result of his efforts, he will be disappointed, and this will not contribute to sales.

We wish you success in creating interesting and effective promotions for your beauty salon!

P.S. Also read useful information on how to improve and become more successful than others.

We all love gifts. We all love to spend less and get more. And we want to have such holidays as often as possible. Or better yet, every day! This is why clients love the various discounts and promotions that beauty salons give them. And the more discounts you give, the more your clients love your salon. And how nice it is to hear: “Oh, how I love this salon “N”! There are always discounts there!” But - attention! Do not forget that any reduction in the calculated price is a lost profit, which means a direct loss to the salon. Therefore, before you announce a discount, justify it, calculate it and, if necessary, put it into operation.

System of bonuses, discounts and promotions in beauty salons

In order to justify the system of bonuses and discounts in a beauty salon, you need to know what discounts there are in beauty salons and what they are for.

First of all, these are generally accepted “discounts” good manners”, which most salons use. They are made:

when the salon opens(as options: on opening day, the first week after opening or the first month (but this is the maximum).

Example of our salon: A month before the opening of the salon, we notified promising clients (residents of nearby houses) about the imminent opening of the salon. Advertising was sent to mailboxes and a banner was hung on the wall of the salon. The information indicated: the opening date of the salon, contact phone number and conditions of the promotion: by signing up in the first 10 days, the client received a 20% discount, in the second 10 days - 15%, in the third 10 days - 10%. The discount was given only by appointment.

What is this discount for? A primary customer base is being formed, and the workdays of the craftsmen are being filled.

on the client's birthday(options: for one service (given for one day or several days), for any services (but only those that the client does on one day).

An example of our salon: In our salon, this discount applies to a week: three days before the birthday, the birthday itself and three days after. Our client can take advantage of a big discount (25%), but only for one service on any of these days).

What is this discount for? Customer loyalty increases.

What other discounts are there in beauty salons?

promotional discount (new salon, new service, new specialist, attracting new clients to an already operating salon)
seasonal discount (to improve revenue in the low season). You cannot make discounts on haircuts and hair coloring, since these are the most popular services, clients will come to them anyway
discounts for regular customers (the goal is to increase customer loyalty). No discounts allowed for haircuts and hair coloring
subscription (package) discounts so that you pay in advance for the full course of procedures.
apologetic discount (when the client suffered in one way or another due to the fault of the salon: the technician was late, other complaints; paid in full at the expense of the offender).

Why do you need discounts/bonus system in a beauty salon?

With the help of discounts, promotions and bonus systems in beauty salons, you can achieve various results:

1. attract the maximum possible number of clients

2. retain regular customers

3. unload the warehouse, especially if you want to update the shopping area

4. increase turnover, for example, by offering clients to additionally purchase appropriate products (say, for the care of colored hair) at full price or also at a discount, and so on.

But you still don’t need to get carried away with discounts. To give a discount to a client in a beauty salon, you must have a good reason: a sale of leftovers, the introduction of a new service for your salon, the expiration date of cosmetics, or something else. Otherwise, the salon will not receive a profit from your promotion, but losses.

How to calculate the discount

So, we took the first step - we justified our discount promotion. Now we need to calculate it. Eat a certain amount, which the salon must receive so as not to go to a loss. This is the cost of materials + payment for the work of the master + a certain amount from the salon’s expenses (taxes, communal payments, security, telephone, other monthly expenses). The rest is income. So you can reduce it by giving discounts to customers. Do this without fanaticism, otherwise you will be left in the dust.

I'll give you an example. Everyone knows the LPG body contouring procedure. The cost for this service in our city ranges from 2,000 to 2,800 rubles. One salon made a promotion: 70% discount on LPG! That is, instead of 2500, the cost is 750 rubles. And the end of the action is not expected. At least the administrator doesn’t know about it, but he thinks that the promotion will last a long time... The joy of customers can be understood: during the high season there is an unrealistic discount! But will the manager be happy? The work of a cosmetologist, which must be paid, cost Supplies(slippers, sheets, diaseptic used to treat the couch) + depreciation of the device itself. All this amounts to more than 750 rubles. Then the question is: who is this promotion intended for? If for new clients, then it would be enough to give a discount only on the first procedure, but not on the entire course of 10 procedures. The salon positions itself as a fairly high-level organization. And the prices are appropriate. Who is such a big discount in a beauty salon intended for? If they are salon clients, then they are able to pay at the regular price. If this is a desire to attract less affluent segments of the population, then again the question is - why? They won’t become regular customers anyway, their income is not the same... And in general, it’s unclear how management wants to make it cheap this procedure in the spring - in the season! People would have come to them anyway, because in the spring everyone is trying to lose excess weight and regain an attractive slim figure. It would be logical to make a discount on this procedure during periods of decreased demand. In general, the action is completely not thought out. Therefore, it is unlikely to be effective.

Smart approach to discounts

What kind of discount can you give at a beauty salon to at least stay afloat? Maximum discount for a salon bringing stable income, - 25%. Try to use this discount to a minimum. Even your friends, try to give a discount of no more than 20%. The most popular discounts are 5%, 10% and 15%. But in order to assign them, you must definitely calculate - what will you have left over? For example, your warehouse is overstocked, and you decide to make a promotion on shampoos and conditioners. Something like “You buy shampoo, conditioner is discounted...!” The whole question is - which one? You think: yeah, we bought this air conditioner for 300 rubles, we made trade margin at 30%. Now we will sell at cost! Wonderful! Write an ad indicating a 30% discount. Trade is on full swing, you unload the warehouse... At the end of the month you count... And you don’t understand how you get minus instead of zero in air conditioner sales? You sold it for as much as you bought it for! But we had to count first. Look here: purchasing an air conditioner costs 300 rubles + 30% markup = 390 rubles. Now subtract 30% from 390. Receive 273 rubles. All profits received from the sale of shampoo will be used to pay off the shortfall for the sale of conditioner. 27 rubles shortfall from one bottle of conditioner. That is, you not only give the client something, but also pay extra from your own pocket. How can a client not love such a salon! It's just a shame that it won't last long. So, think, dear directors, before you announce any discounts in your beauty salon.

Who pays for the discounts?

And finally, about who bears the burden of discounts. It would be correct, of course, if the discounts come at the expense of the salon. The master does his job anyway. Why should he get less for it? Just because the salon decided to hold a promotion? But what do we actually get? But in reality, salons force craftsmen to participate financially in their actions. That is, a manicure cost 380 rubles, and the master received 40% from it, they made a promotion, and the master receives his 40%, but not from 380, but from 300 rubles. For masters this is noticeable. But a salon cannot offer discounts to attract customers on its own. Especially now, in a crisis. What to do? Agree! Explain to the specialists that yes, you will receive less from the service during the promotion in the beauty salon, but the salon will also receive less. But, firstly, this is only for two weeks, and secondly, because of the promotion there will be more clients, and if we serve them well, then they will become ours regular customers and will bring us constant income.

So, let's compare the results. In order for a discount promotion to give a positive result, you need to pay attention to:

justified reason for introducing a discount
calculating maximum and minimum discounts
establishing a time frame for the promotion (the promotion must be limited in time!)
calculation of the effectiveness of the action after its implementation.

Based on these points, it will be possible to judge the need for such promotions in your beauty salon.