Cover Story
Salon to Spa
There are 10 important steps every groomer must take when transforming their grooming salon into a luxury spa.
By Shannon Lynnes Heggem, CMG, NCMG, CKO
It’s a difficult time to be a business owner. Food prices are at a premium, energy costs are out of control and gas prices continue to soar. Fortunately, pet grooming has always been considered a “recession-proof” industry, since hair grows regardless of the state of the economy. But people are desperate to cut household expenses in any way possible, so is this really a wise time to consider transforming your grooming salon into a spa?
“Absolutely,” say industry observers who contend that the demand for luxury pet care remains strong, even in the face of mounting economic concerns. Guilt-ridden pet owners, they say, continue to shell out extra money to have someone pamper their hairy children, even if it means cutting back in other areas.
The good news is that transforming a grooming salon into a spa is a minimal-risk, highly profitable venture. With the minor investments of a bathtub whirlpool unit, a nail grinder and a few key luxury products, a motivated groomer can easily double their monthly income, just by marketing to existing clientele. And performing these additional services actually takes very little time, which also increases the overall profit margin. Here are 10 guidelines that will help transform any salon into a luxury pet spa:
1. Play The Name Game
Add the word “spa” to your business name, or interchange it with the world “salon.” For instance, Sam’s Grooming Salon easily becomes Sam’s Grooming Salon and Spa. Perhaps you prefer omitting the word salon for a simple transformation to Sam’s Grooming Spa. If marketed properly, new and existing clients alike will notice the change, and curiosity often motivates customers to spend money.
If you aren’t in a position to modify your business name, then your marketing task becomes more complex, but not impossible. Consider updating your tag line by utilizing the word “spa,” like “Sam’s Grooming Salon: Where Spa Meets Paw.” Get the idea?
2. Create a Calm, Relaxing Atmosphere
This may seems obvious, but if you market your business as a spa, it must look and feel like a spa. Does your facility have a luxury attitude? Are client areas conducive to a relaxed, pampering experience? This is a great time to let go of the cutesy paw prints and embrace a more Zen-like atmosphere.
Completely de-clutter your client areas and update the look with some carefully chosen new paint and a few leafy stalks of bamboo. Perhaps a row of hooks on the wall displaying fluffy white doggie robes would make a nice addition. A table-top fountain and some scented candles are also a nice touch. Address all five of the senses in these new surroundings and it will be a hit with clients. This includes doing something to reduce the noise level–a barking dog is not soothing to humans or other canines.
3. Use High-End Products
Hopefully, you’ve already discovered the value of utilizing good-quality salon products. If not, it’s time to make the change to luxury shampoos, conditioners, coat treatments and fancy colognes. But don’t stop there. How about mud baths, hot oil treatments and blueberry facials? These types of products form the foundation of the entire spa experience because of their obvious appeal to doting pet owners. Research the different products that are available and purchase what appeals to you. Chances are customers will respond.
4. Offer Whirlpool Baths
A calming whirlpool bath is a necessary addition to a grooming spa menu. You can certainly invest in a fancy jetted pet tub if you like, but consider starting out with a personal whirlpool device (designed for home use) that can be found at any major retailer for under $120. With this device, air is injected into the water, creating the “whirlpool” effect. Most of these units attach to the side of the tub and are partially submerged into the water. (It is vital to check your local safety codes regarding the use of these devices in a commercial setting, as obviously great care must be taken when using electrical appliances near water.) These units are simple to operate, and can easily be removed from the tub in just a few seconds.
Consider adding a second tub to your salon so that you can bathe another dog while the first enjoys its spa bath. Restaurant sinks work well for this, especially the double bin models, and they usually cost less than $300 at restaurant supply stores.
You will find that dog owners love the idea of their companions getting a relaxing whirlpool bath. Most dogs really enjoy the process once they become accustomed to it. And, a 20-minute whirlpool bath does wonders for aging and arthritic pets, especially if done on a regular basis.
5. Become a Massage Therapist
A true pet spa must offer some form of massage. and correspondence courses can be found on the Internet, and many books on the subject are now available as well. Laws governing massage therapy vary from state to state, so research the requirements before offering this service. You might get around certain regulations by offering “rub downs” for aching pets. Another massage option for dogs might be hot stone therapy, a popular relaxation treatment that has been around for thousands of years. Lava stones, which are first warmed in water, are placed on areas of the body–the belly, the head and between the toes. Then, the soothing stones are used to massage the body, using long, kneading strokes, which further relaxes the muscles. Cool marble stones are used for revitalizing the body at the end of the session. This is a fairly simple process that most dogs really enjoy.
6. Clean Those Pearly Whites
Offering teeth brushing may seem like an odd service for a spa, but it actually increases owner awareness of pets’ oral health and maintenance. And it is a quick and easy process. Dog-specific toothpaste is a must, as the human version may pose health risks to pets. Beef- or poultry-flavored concoctions are a much better choice. Purchase human toothbrushes in bulk at discount outlets, which can then be given to the owners at pick-up time. A small card attached to the toothbrush with a written oral assessment is greatly appreciated by owners.
7. Sell Packages, Not Individual Services
Instead of offering each spa service individually, it is easier and more profitable to sell in packages, which are charged in addition to regular grooming prices. Offering two diverse options actually targets two different client types, therefore increasing profitability.
The first package should be an economy version, priced around 30 percent of your average groom price. This seems to be a good price point, as you will find that even the most frugal pet owners will splurge on this package. In addition to the normal grooming procedure, include specialty luxury shampoo (with a regular bath), a leave-in coat conditioning treatment, a teeth brushing and a fun “pawticure” (a nail trim and grind, with a foot and pad massage and conditioning treatment). The product cost is very minimal, and the extra time spent overall should be less than 15 minutes.
For the client who wants the very best, offer an all-inclusive spa experience. You could include all of the above services, adding a whirlpool bath with soothing aromatherapy mineral salts, a mutt massage or hot stone treatment, designer pet cologne and a special bandana. Pricing this package around 80 percent of your average groom price ensures that you will be paid well for the extra 40 minutes that you will need to spend on that pet.
I realize that you probably feel overworked and overbooked already, and can’t really imagine spending more time on any pet in your salon. However, consider this: If you sell five deluxe spa packages in one day (which are priced at 80 percent of your average groom price), you will actually make nine dogs’ worth of income. For example, if your average grooming price is $35 per dog, your deluxe spa package costs an additional $28 (80 percent of $35 is $28). Five deluxe packages at $28 each equals $140 additional income, or four average groomings. So, would you rather groom four extra Bichons or give a few massages and whirlpools instead?
For simplicity, keep the prices of both spa packages the same for all dogs, regardless of breed, size or coat type. It is also important that your brochures, menus and website clearly indicate that spa treatment fees are charged in addition to the regular groom prices.
8. Recruit Help
The good news is that any animal lover can easily be transformed into a “spa technician,” and they can be taught exactly how to provide these pampering services. If you have a high-volume salon and already employ a bather, consider providing spa training for that person. You can keep the additional profit from the packages and still continue to pay the bather by the hour, or with a per-dog incentive.
9. Promote New Services
Take pictures of dogs enjoying the various spa treatments and upload them to a digital picture frame to display in your lobby. This will create a buzz, and clients will want to know more. Offer a free introductory spa package to interested clients. The owners will be amazed at how relaxed their dogs are upon returning home after their treatments, and they will be quick to schedule these additional services for next time. When you have a chance, politely suggest that they share their experience with any of their dog-owning friends, and remind them that you also offer gift certificates as well.
10. Learn to Relax Spas
Sell relaxation, and the groomer needs to embrace this concept as well. Chances are that your stress level will decrease if you are making more money and grooming fewer dogs. Just being in a more relaxed atmosphere will no doubt have an effect on your overall attitude, as well as the animals in your care.
