With the launch of the Premier Programme last year, ghd has been helping salons across the country make their mark with exceptional service, elevated retail and a customer experience that’s special from start to finish. If you don’t know the benefits of becoming a ghd Premier Programme Salon, we have you covered. Let’s hear it from salon owners who have been enjoying them. Now that salons are closed it’s a good time to look for new opportunities for the future.
- As part of the Premier Programme, salons receive exclusive education, early access to new products and inspiring guidance on how to make an impact with new launches and services.
“It’s still early days, but having the opportunity to have access to new products and limited editions earlier than other salons gives you a real point of difference,” says Vicky James, general manager at Charles Worthington in London. “You feel like you’re given a more bespoke overall service, which has helped the salon and the stylists to become more engaged with ghd as a whole.”
“Being allowed exclusive access to the latest tools instantly puts my business a step ahead of others,” agrees James Britton from Mr James Hair in Enniskillen, Northern Ireland. “It creates a buzz that others can’t offer.”
- Being first with new launches is ultra-appealing to clients, as well as the team, which leads to increased retail and enhanced loyalty as customers look to the salon as their local destination for the latest in beauty.
“Having new tools before any other salons in the area has brought our sales up,” says salon owner Samantha Byrne from Vanilla Hair Design in Tullow, County Carlow. “We have a pre-booking list for hot tools now, which we’ve never had before. We have seen a definite increase in revenue now we have the newest products first – it means we can advertise the exclusivity and people in the area come to us first. For example, we sold out our Christmas collection in November, even though the salon was closed in lockdown. Because there are only a select number of Premier Programme salons, we have exclusive education too that not everyone has, so we are up to date with all the latest tips, tricks and styles.”
- Education for ghd doesn’t just mean learning the latest hair looks – as part of the Premier Programme, salons enjoy coaching in business, retail and visual merchandising.
“Being part of the programme has been a great support network for myself, my salon, and my team,” says Connor Grant, owner of Connor & Company. “It has definitely increased our sales and the marketing assistance from our lovely representative Laura is so beneficial. She has also helped us massively with visually merchandising the salon and has given us tricks on how to set up displays and attract the client’s attention. We also have the new ghd Hero Plinth, which I find is a great talking point and also attracts clients in through the salon door. Our salon retail unit had increased footfall and interest in the salon retail area, and increased our sales.”
- Another key difference that clients are looking for is availability and a competitive price point – something which being part of the Premier Programme also allows for
“Being part of the programme has given me the opportunity to grow the retail side of my business,” says Aaron Phillips, whose eponymous salon is in Worksop. “It has allowed me to have everything in stock, so I am able to recommend exactly what my client needs. It has also allowed me to be competitive with my pricing, from being able to take advantage of offers all year round.”
James Britton agrees, adding: “The pricing structure that the programme offers allows my business flexibility on RRP, which is attractive from the customers’ perspective, and also still allows me a profit.”
- For clients who are looking for their own point of difference in terms of unique styling and trend-led looks, Premier Programme salons also offer benefits.
“The education offered through the programme allows my team an insight into the latest hair and fashion trends on the market, delivered by leading session artists,” continues James. “This is then brought to the salon floor, keeping our clientele ahead of trends.”
Aaron Phillips agrees, adding: “I have become a lot more confident in trying new looks and techniques since joining the programme… It’s an amazing feeling to be partnered with such a strong brand. I have been able to expand my knowledge on the technology side of things, which has also helped with my recommendation to clients. It’s been an amazing journey so far and I know it’s going to get better and better.”
So how about becoming a ghd Premier Programme Salon, especially with the education that’s available at the moment?
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