{"id":52916,"date":"2019-01-24T17:49:52","date_gmt":"2019-01-24T16:49:52","guid":{"rendered":"https:\/\/phorest-ob-staging.com\/?p=52916"},"modified":"2019-01-24T17:49:52","modified_gmt":"2019-01-24T16:49:52","slug":"albie-x-cortes-retail-salons","status":"publish","type":"post","link":"https:\/\/www.phorest.com\/au\/blog\/albie-x-cortes-retail-salons\/","title":{"rendered":"Albie X Cortes On The Future Of Retail In Salons: Top Insights"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">What\u2019s happening to our retail in salons? Sales are going down, and giant brands like Sephora are taking more and more place. At the 2019 Salon Owners Summit, in a session entitled\u00a0<a href=\"https:\/\/www.phorest.com\/au\/blog\/albie-x-cortes-salon-owners-summit-2019\/\" target=\"_blank\" rel=\"noopener\"><em>Retail Carbon Monoxide<\/em><\/a>, Albie X Cortes\u00a0painted a picture of the damaging trends that are happening in the salon retail space and shared a case study of how one salon owner decided to take it on and combat the problem. Here&#8217;s what we learned.<\/span><\/p>\n<p><!--more--><\/p>\n<h2>Who Is Albie X Cortes?<\/h2>\n<p align=\"left\">Albie X Cortes, President of\u00a0<a href=\"https:\/\/incommonbeauty.com\/\" target=\"_blank\" rel=\"noopener\" data-hs-link-id=\"0\"><strong><em>In Common Beauty<\/em><\/strong>\u00a0<\/a>for Luxury Brand Partners is a 28-year veteran of the industry. LBP, by way of introduction, are the parent company of brands such as R+CO, IGK, Smith &amp; Cult and\u00a0V76 by Vaughn. Starting out in sales for a Paul Mitchell distributorship in southern California, Albie then ventured to New York where he worked for Estee Lauder\u2019s\u00a0<em>Bumble and bumble &amp;\u00a0<\/em>L\u2019Oreal\u2019s\u00a0<em>K\u00e9rastase,\u00a0<\/em>respectively.<\/p>\n<p align=\"left\">More recently, Albie\u2019s wealth of experience and knowledge led him to help develop and launch\u00a0<a href=\"https:\/\/www.instagram.com\/incommonbeauty\/?hl=en\" target=\"_blank\" rel=\"noopener\" data-hs-link-id=\"0\">In Common Beauty<\/a>\u00a0with artists Nikki Lee &amp; Riawna Capri of Nine Zero One Salon, West Hollywood.<\/p>\n<h2><a href=\"https:\/\/www.salonownersummit.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-53275\" src=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-1024x479.png\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" srcset=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-1024x479.png 1024w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-300x140.png 300w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace-768x359.png 768w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203629\/static1.squarespace.png 1500w\" alt=\"culture and recruitment\" width=\"500\" height=\"234\" \/><\/a><\/h2>\n<h2>Top Insights<\/h2>\n<p>Albie first started his talk by comparing what the giants of retail are doing to what&#8217;s being done in our industry. While big consumer brands showcase a\u00a0<span class=\"s1\">strong mobile digital presence and social media engagement, talk about their l<\/span><span class=\"s1\">oyalty programs and have web content that&#8217;s meant to engage, what&#8217;s happening on the salon and spa side appears to be quite different.<\/span><\/p>\n<h3 class=\"p1\"><span class=\"s1\">How Does Our Industry Compare?<\/span><\/h3>\n<ul>\n<li class=\"p1\"><strong><span class=\"s1\">Salons offering an e-commerce option: 8%<\/span><\/strong><\/li>\n<li class=\"p1\"><strong><span class=\"s1\">Salons advertising their loyalty program: 0%<\/span><\/strong><\/li>\n<li class=\"p1\"><strong><span class=\"s1\">Salons using Facebook as their landing page: 40%<\/span><\/strong><\/li>\n<li class=\"p1\"><strong><span class=\"s1\">Salons highlighting staff on their website: 17%<\/span><\/strong><\/li>\n<li class=\"p1\"><strong><span class=\"s1\">Salons highlighting staff\u2019s work on their website or social media: 4%<\/span><\/strong><\/li>\n<li class=\"p1\"><strong><span class=\"s1\">Salons linking to their Instagram profile: 20%<\/span><\/strong><\/li>\n<\/ul>\n<h3 class=\"p1\"><span class=\"s1\">Retail In Salons: David vs Goliath<\/span><\/h3>\n<p>The second part of Albie&#8217;s talk was more of a case study with video interviews. He presented the case of Victor\u00a0<span class=\"s1\">Valverde, owner of Kut Haus Salon, in Claremont, California. Victor has been in business for 27 years and runs four Kut Haus Salons, which makes $4M in annual salon revenue. But he&#8217;s had an issue with retail since 2016. You see, Victor\u00a0<\/span><span class=\"s1\">founded Kut Haus during the rise of Instagram for hair. He pivoted and turned the hype to his advantage. He s<\/span><span class=\"s1\">tarted working on building social engagement with the beauty community and promoted the rise of independent education. Over time, the scale of his retail strategy currently averages about 40 000 USD$ a month on retail online. While this article can&#8217;t convey what the interviews said, here are three key things that stood out for salons looking into eCommerce solutions:<\/span><\/p>\n<ul>\n<li><strong><span class=\"s1\">Increase social engagement.<\/span><\/strong><\/li>\n<li><strong><span class=\"s1\">Find brands that support your online presence and lean on your partners\/mentors.<\/span><\/strong><\/li>\n<li><strong><span class=\"s1\">Don&#8217;t depend on one person to fix and work out your strategy. It\u2019s up to you to get the work done.<\/span><\/strong><\/li>\n<\/ul>\n<figure id=\"attachment_53265\" aria-describedby=\"caption-attachment-53265\" style=\"width: 800px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.facebook.com\/groups\/letsgrow.for.salonowners\/?tn-str=*F&amp;fref=gs&amp;dti=812452055571243&amp;hc_location=group_dialog\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-53265 size-full\" src=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner.jpg\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner.jpg 800w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner-300x75.jpg 300w, https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2019\/01\/23203535\/SalonOwnersSummit_Roadshow_Banner-768x192.jpg 768w\" alt=\"albie x cortes\" width=\"800\" height=\"200\" \/><\/a><figcaption id=\"caption-attachment-53265\" class=\"wp-caption-text\">Salon Owners Summit Roadshow: Tickets on sale February, 1st, 2019! Contact &lt;salonsummit@phorest.com&gt; for more details.<\/figcaption><\/figure>\n<h2>Food For Thought<\/h2>\n<ul>\n<li><span class=\"s1\"><em>&#8220;Preserve the core, stimulate progress.&#8221;<\/em>\u00a0&#8211; Jim Collins<\/span><\/li>\n<li><span class=\"s1\"><i>&#8220;Cash was not an incentive to sell more retail. We substituted with trips or other things of value for the stylists.&#8221; <\/i>&#8211; Victor Valverde<\/span><\/li>\n<li><em><span class=\"s1\">&#8220;The most successful brands have\u00a0a ying and yang balance.&#8221;<\/span><\/em><\/li>\n<\/ul>\n<p>For information on everything surrounding the coveted event\u2019s next edition, keep an eye on\u00a0<a href=\"https:\/\/www.salonownersummit.com\/\">www.salonownersummit.com<\/a>! Got feedback? Let us know either in the comments below or tweet us\u00a0<a href=\"https:\/\/www.twitter.com\/thephorestword\" rel=\"noopener\">@ThePhorestWord<\/a>!<em>\u00a0(Pssst! We\u2019re on\u00a0<a href=\"https:\/\/www.instagram.com\/phorestsalonsoftware\" rel=\"noopener\">Instagram<\/a>\u00a0too!)<\/em><\/p>\n<p>Thanks for reading! #LetsGrow<\/p>\n<hr \/>\n<h3>Not a Phorest Client?<\/h3>\n<p>This event is exclusive to Phorest Clients only. However, if you are looking to take your salon to the next level, then why not\u00a0<a href=\"https:\/\/www.phorest.com\/features\/\">request a free quote<\/a>\u00a0or\u00a0<a href=\"https:\/\/www.phorest.com\/features\/\">demo of our software today<\/a>, and join the list of esteemed Salon Owners Summit guests!<\/p>\n<hr \/>\n<h5>Featured imaged shot on location of the\u00a0<a href=\"https:\/\/salonownersummit.com\/\" target=\"_blank\" rel=\"noopener\">Salon Owners Summit 2019<\/a>, in Dublin. Photo by\u00a0<a href=\"https:\/\/salonownersummit.com\/\" target=\"_blank\" rel=\"noopener\">Alan Rowlette<\/a>. \u00a9 2019 Phorest Salon Software.<\/h5>\n","protected":false},"excerpt":{"rendered":"<p>What\u2019s happening to our retail in salons? Sales are going down, and giant brands like Sephora are taking more and more place. At the 2019 Salon Owners Summit, in a session entitled\u00a0Retail Carbon Monoxide, Albie X Cortes\u00a0painted a picture of the damaging trends that are happening in the salon retail space and shared a case &hellip; <a href=\"https:\/\/www.phorest.com\/au\/blog\/albie-x-cortes-retail-salons\/\">Continued<\/a><\/p>\n","protected":false},"author":25,"featured_media":52983,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5440],"tags":[7580,7831,7832,5501,5445,6445,5672],"class_list":["post-52916","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-salon-owners-summit-news-events","tag-albie-x-cortes-au","tag-ecom-au","tag-ecommerce-au","tag-retail-au","tag-salon-owners-summit-au","tag-salon-retail-au","tag-salon-summit-au"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - 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