Platinum Expert Hair boss, Onagh O’Driscoll, covers the do’s and don’ts of Christmas promotions
Every salon owner has a Christmas wish list, and you can bet that commercial success is right at the top of it. However, as each festive season is different due to changing economic conditions, not to mention shifting customer behaviours and tastes, the goals can look a little different each year. Onagh O’Driscoll, owner and chief executive of hair extensions provider and salon group, Platinum Expert Hair, discusses the things she’s doing differently this year.
Going big on the Christmas party
Last year, we postponed our Christmas party until January as there were still some covid concerns, and we did not want to risk our clients’ wellbeing. This year, we are planning a big Christmas party.
A bright new launch ahead
We are launching our ‘Luxury Preen Clip’ in extensions just in time for Christmas party season, as we recently rebranded, this is our first product launch that introduces the salon’s new branding to our retail customers.
We plan to extend our Black Friday and Christmas promotions, giving our customers more time to plan, book appointments and take advantage of our special offers. We hope this will reduce costs and stress and facilitate us with more appointment bookings.
We’ll get more flexible
Last year the salon had fixed Christmas packages. This year, we feel customers are looking for increased flexibility and a more personal experience, so we will introduce customisable Christmas bundles, allowing clients to mix and match products from our ranges that suit their individual needs.
More choice for clients
We are also going to introduce new colour-matching swatches pre-Christmas so our clients can go to our website and order three extension shades for €15 and colour-match from the comfort of their own home. This allows them to order the correct colour product online and lessens returns on our end as the Christmas season is very busy and time is short for many of our clients.
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