Deja Vous Salon has a 30 percent retail to service ratio, an enviable number by any standard. Eli attributes the profitable retail numbers to three factors: educating clients about the products, educating the staff and carrying excellent retail lines.
“Our staff is very well educated and trained in talking about our lines because we make product education a priority. Today’s products are formulated specifically for certain hair types and problems. We need to make sure that the client is purchasing the right product for her hair type and styling needs, otherwise she might not come back for future purchases,” Eli explained.
"to be our best, we must be well- trained in all techniques and styles"
To create a pro-retail environment, Eli and the rest of the staff strive to maintain a comfortable, friendly atmosphere where clients feel at home. The front of the salon features attractive, inviting retail displays where the client can browse, smell and test the products.
The more they feel relaxed and comfortable with us, the more likely they are to ask questions and to purchase additional services and products. The stylists establish a good relationship and level of trust with their clients, making it easier to recommend products.
Not only are they knowledgeable on product education, they are very well trained as hair cutters and stylists. Eli and Alex believe strongly in education. They offer the stylists in-salon education, distributor and manufacturer technique classes.
“New York City is a very competitive market. For our salon and our stylists to be successful, we need to offer excellent quality hair services. (The service menu includes cuts, color, texture, straightening and blow dries.) To be our best, we must be well-trained in all techniques and styles,” said Eli.
