Creating A Brand

When a customer walks into your salon for the first time, several things are going to contribute to his first impression. One of the first things is the reception he receives from the salon attendant. It bodes well if the attendant is courteous and gives the impression of being knowledgeable about tanning. However, no amount of nicety and proficiency on the tanning process will induce that customer to return if the salon itself seems dingy, gloomy, claustrophobic or otherwise makes the client feel uncomfortable.

Almost every aspect of the salon can play a role in encouraging or discouraging initial or repeat business from potential customers. When deciding on the features of the facility, then, do things with a sense of purpose. Whether examining the idea of remodeling or planning a salon from scratch, choose your materials for specific reasons. Some of the most important considerations in the design of the salon are space utilization and layout, decor and furnishings, lighting, use of color and environmental control. The successful synthesis of these elements will result in a salon that presents a quality image of tanning as a great way to look and feel better.

Space should be the first and best used feature of the salon. Its use and misuse can help or hinder the customer’s passage through the salon, better or worsen his mood, increase or decrease his level of comfort and affect his overall perception of the business in a variety of other ways, probably all without his even being aware of it.

One of the most widespread complaints in regard to tanning salons is the claustrophobic feel people experience in the tanning rooms and even tanning units. Even though extreme claustrophobics are rare in society, few of us truly can relax in confined spaces. When most of the space in a small room is taken up by the tanning unit, the odds of a relaxing tanning session are greatly reduced.

If, for some reason, you can’t avoid placing a unit in a room that is too small, whether it be for tanning, a wall-sized panoramic print on one wall can lend a feeling of space. The effect of the same technique in a somewhat larger room is better still.

The layout of the entire salon should be designed to facilitate the flow of traffic. Tanning rooms should be clearly marked and easily accessible. An island arrangement is an interesting layout option. In such a setup, the reception area is located directly in the middle of the salon, allowing the clients quick and easy access back to the desk. It also makes it easier for you to observe and monitor operations.

The reception area should be planned with the display of accessories in mind. Waiting areas should be comfortable and should be supplied with some sort of diversion, be it television, current copies of popular magazines or newspapers.

Many of you already have a successful salon which you either designed yourself or did with the help of an architect. If your customers and salespeople aren’t complaining, and sales seem to be adequate, you may not need any help. On the other hand, if new packages aren’t selling and sales are down or have reached a plateau, and your neighboring salons are bragging about their new sales peaks, it would be wise to look at your salespeople, your advertising, your pricing, and, of course, your salon. Is your salon too dark? Are all the lights glaring florescence? Is the carpet worn and stained? Do you use showcases to feature your retail products?