Shane Bennett, Goldwell UK guest artist, was part of the team that created the stunning collection to support the relaunch of StyleSign by Goldwell. Here, he reveals how he’s turned around his retail revenue and why having a varied offering matters.
Creative HEAD: Why did you decide to move your salon after being in the same location for 16 years?
Shane Bennett: I recently moved to the city of Lisburn in Northern Ireland as I wanted to be closer to the city as well as do something different and offer our clients a new experience.
CH: You’ve seen an increase in your retail revenue since the move, can you tell us why you think this has happened?
SB: The previous salon was smaller and the retail was behind the receptionist’s desk, so you already had an obstruction stopping clients from viewing the products. The new salon is brighter with a walk-in area retail display, so it feels more like a shop. Clients now browse while waiting for their hair appointment and invariably have chosen what they’d like even before they’ve sat down in the chair. We also have a very variable clientele and I’ve found StyleSign really good at catering for everyone – with 23 products in the range there really is something that each member of the family can take home. I always tell my clients that with the right products, they can take home the salon experience and that always works well as a salon is a lot like a spa in the way that people want to recapture that feeling at home.
CH: You stock many different ranges from Goldwell, including Kerasilk, KMS California and StyleSign, but how do they all work within your salon?
SB: It’s about targeting the right client. For Kerasilk, it might be the mum, while the daughter might move onto Stylesign. Pricing is also important. It’s good to have variable pricing. There’s nothing wrong with talking about price, but you need to offer a choice. Have something that fits all budgets, but still give them great products and a great experience.