HOW BRAVO SALON’S PHIL JACKSON BEAT THE CYCLE OF SIX-WEEKLY CLIENT VISITS – AND WON BIG!
THERE’S ONLY ONE WORD TO DESCRIBE THIS: BRAVO!
The hair industry is built on a six-week customer visit schedule, yet salon outgoings are monthly. This troubled Phil Jackson, owner of Bravo Hairdressing in Newbury. For him, this calendar of peaks and troughs meant his turnover varied from an average of +25 per cent in December to -27 per cent in February. But how to break the cycle while preserving brand positioning and customer loyalty?
Introducing Club Bravo, a four-tier membership model (costing the client between £41 and £130 per month) based on the fitness industry that delivers predictable monthly income for Bravo and at least 15 per cent savings on hairdressing services for members, as well as other goodies like a summer cocktail party, a race day at Newbury and a ‘Mayday’ booking number that means if they call before 8am they are guaranteed an appointment before midday any day of the year (yes, even including Christmas Day).
Launched in January 2015, Club Bravo has been a winner in so many ways – not just of the Award for Innovation at Creative HEAD’s Most Wanted awards, but in the form of over 15 per cent of the monthly salon turnover coming from Club Bravo packages. Nearly everyone’s upgraded to the top package, too.
Phil will be making a special appearance at Salon Smart to talk about Club Bravo and winning that all-important Most Wanted trophy. And there’s only one word to describe that: Bravo!