Though the backbar is an essential part of every salon, many salon owners fail to tap its full potential. However, a successfully managed backbar allows owners and techs alike to reap a slew of benefits: They can maximize profits through proper product measurement and service upgrades; increase client satisfaction through sensory experiences and individual customization; and ensure better long-term results via retail sales.
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Though the backbar is an essential part of every salon, many salon owners fail to tap its full potential. However, a successfully managed backbar allows owners and techs alike to reap a slew of benefits: They can maximize profits through proper product measurement and service upgrades; increase client satisfaction through sensory experiences and individual customization; and ensure better long-term results via retail sales.
Visual Appeal
To create additional revenue, a successful backbar area starts with visual appeal. “First and foremost, the area must remain clean and display products used during services and available for client purchase,” advises Andrea Miller, product marketing manager for salon and spa at DaySmart in Ann Arbor, Michigan. “For example, if aromatherapy oils are a key component of your services, prominently displaying different scents that invite clients on an ‘aroma sensory journey’ can help them best decide their preferred scent for treatment. Or if a client has a specific area of concern, be prepared to recommend products for at-home treatments. It is often the little details that make the most considerable impressions on clients!” The ultimate goal is to create a welcoming environment and showcase your business’ attention to details.
In fact, a well-kept backbar area can put clients’ minds at ease, allowing them to witness your fastidious sanitation practices, for example. “Because state board regulations control how we store, handle, dispose and clean, the backbar becomes an ideal opportunity to demonstrate compliance,” notes Jaime Schrabeck, Ph.D., a licensed manicurist and owner of Precision Nails in Carmel, California. “My salon already had a built-in feature that makes a convenient backbar, and clients get great visibility because of its location within the salon. More importantly, clients understand that we prepare and perform services in the safest way possible and can watch us perform every step in the process.”
Finally, when creating an inviting backbar area, appeal to the senses, consider what convenient or luxurious touches you can offer and make sure cleanliness remains a top priority. “We carry brands that offer beautiful displays for the backbar area,” explains Blake Reed Evans, a Sam Villa ambassador at Shear Art Salons in Tampa, Florida. “The goal is to keep your backbar in immaculate condition. Have all the product bottles facing forward and clean.” And do not forget to monitor furniture and equipment (think shampoo bowls and pedicure thrones) in the backbar area, making sure they are always sparkling clean and free of debris.
The Ideal Inventory
The backbar’s most utilitarian function, of course, is storing bulk sizes of product, and hence it is important to appoint an employee in charge—someone who understands inventory, the importance of precisely measuring out product and the desired cost per service. “It is best practice to appoint a manager or employee that is well-versed in the industry and the product usage of staff,” Miller says. “This individual needs to understand each service the salon offers and the products necessary to complete these services. Once she familiarizes herself with the supply and demand, she must implement a software system to run the business successfully.”
Software helps the inventory employee establish the correct number of products needed at the backbar and allows her to frequently monitor supply, based on changes in usage and salon budgets. “You always want to make sure you have enough on hand—while not having an unnecessary amount of product, to avoid waste,” Evans says. “The best way to keep track is to monitor what is being used every week. That constant checking will keep staff super happy!”
Surprisingly, even well-established salon and spa brands can fall prey to the pitfalls of improper backbar portioning and monitoring. When Avigayil Kalish, director of sales and marketing at Aromafloria, with locations in New York City and Los Angeles, started working with the Bellagio Spa & Salon in Las Vegas—with 26 treatment rooms and signature manis and pedis on offer—she found an alarming amount of product wasted by staff. “Technicians would come in the back to prepare for a service, scoop out too much product and throw it away when they found they did not need that much,” Kalish recalls. “We started premeasuring out the portions needed and training the technicians on the cost per treatment, and we were able to save the spa 200%, year over year, on product costs.”
Service Upgrades
After nailing the backbar’s aesthetics and inventory, salons can start expanding their revenue through multiple fragrance options, add-on services and retail sales, tapping the backbar’s products to create customized services and enhance client satisfaction. “Salons can creatively expand their backbar services to increase revenue in many ways,” Miller notes. “Something we have seen work well is activating the client’s senses and letting them choose the items they love.” For example, allow clients to smell essential oil options and for an add-on service that includes a hot towel experience. Or, Miller advises, consider having a menu of add-on service options to increase backbar sales—think hand and foot massages, hot rock treatments, paraffin waxes and more.
A scent the client chooses herself can help set the tone for a service from the start. “Having opening rituals at the salon is extremely important; this calms clients,” Kalish says. “You can have them take three cleansing breaths with mood-stimulating aromas to bring clients into your space—especially important now, with everyone so stressed. It lets them know you care for their total health and wellness.” Meanwhile, Kalish notes, revenue-boosting upsells can occur via a range of additions to basic services, such as essential oils added to water soaks, massage creams or hydrating exfoliation treatments.
Alternatively, you might even use the backbar to offer small freebies for your best clients. “If ever your salon receives a selection of brand-new products or lines, create a complimentary mini-service, where your employees have the chance to talk about the benefits and features of this service or item,” Miller recommends. “This is an excellent way for salons to show their customers how they stay on top of the latest trends, offer the highest-quality products and ensure the best customer experience. Unmatched experiences are what keep customers coming back, and happy customers directly result in thriving business models.”
Revving Up Retail
Finally, the backbar can create increased retail sales. Kalish notes that a salon often makes 75% of its revenue through retail—so losing these opportunities creates a huge disconnect in success. She recommends setting retail goals, while Miller advises that salon techs explain products to clients while they undergo services—and letting them know they are available for purchase. “Again, hitting the senses of your clients is always a good idea,” Miller says. “Make sure they can touch, feel, see and smell the product!”
For example, at Schrabeck’s salon, clients can purchase all the same products and tools used in their salon services, except for professional-only formulas, like gel enhancement products. “Techs also should not be afraid to market the backbar sizes, especially if the manufacturer offers great pricing,” adds Hillary Fry, educator and artist at Hillary Fry Nails in Brookfield, Wisconsin. “For one, the mega-sizes look impressive on display. Two, you can sell the regular retail size, then encourage clients to buy the backbar size for refills. For example, in the case of lotion, backbar sizes are great for tanners or a product like cuticle oil—large sizes encourage more liberal use for the hands and beyond. It is a great way to encourage brand loyalty and earn more.”
Indeed, Evans has seen a lot of success in techs describing take-home products like cuticle oil and lotion as an extension of the service. “The more you communicate with the guest why you chose the add-on and product for them, the more likely they will be to purchase the product,” Evan explains. “The more offerings you have for guests, the better—starting with low price point, mid-tier price point and a higher price point. The lower and higher ones exist to make the middle tier look like the perfect splurge!”
Backbar Basics
The Footlogix 8 Piece Professional Kit elevates pedis with Callus Softener, Foot Soak, Very Dry Skin Formula, Exfoliating Seaweed Scrub, Massage Formula, Cuticle Softener, Cuticle Conditioner and a Professional Stainless Steel File.
footlogix.com
Luminary Nail Systems Clarity gel is available in an 8-ounce backbar size to maximize profits and ensure there is always product to refill smaller bottles for use at workstations.
luminarynailsystems.com
Infused with hydrating botanical oils, Prosana Nail & Cuticle Oil helps revive, restore and strengthen the cuticles, nail matrix and skin while promoting healthy nail growth.
universalcompanies.com
About the Author
Tracy Morin is a freelance writer and editor based in Oxford, Mississippi.
