In need of a facelift?

Have you stayed in a hotel recently and thought to yourself, “Hmm-this place is looking a bit tired, a bit dated; it could do having a face-lift”.

It's easy to see when it's another person's business that's starting to take a look at bit tired, because you are looking having a fresh pair of eyes. It isn't always as simple when it is your personal business, because you are searching with familiar, un-noticing eyes!

Just as hotels date quite quickly, so do skin treatment clinics and salons. There's always start up business opening nearby therefore it is important you do not end up being the 'tired' neighbour. Caring for your brand image is paramount for you and your customers – that's why it's so important to keep your business looking fresh and current.

A change in visual and kinaesthetic scenery also prevents customer boredom. For normal clients it's essential to stimulate their interest and keep them engaged; you can do this with relatively small 'tweaks' by simply 'making the familiar, unfamiliar'.

You constant need to demonstrate:

1. Magnetic Charm: Your image and powerful branding may be the 'magnet' to attract new customers. Strong, clearly branded imagery means a strong marketing message.
2. Enticing Appeal: Does your company 'entice' and 'invite' using the eyes? Does it encourage people in the future in and wish to 'buy'?
3. Exciting Engagement: Does your front of house provide the customer a simple, engaging and fun shopping experience? Are you capitalising on every retail sale available?
4. On-point messaging: Does your company visually state that you're progressive, evolving and at one with industry trends?

Having a normal 'nip and tuck' business adjustment signals to your customers that you worry about your business – and you worry about them as well. You don't have to break your budget with a total overhaul; all that is required are a few simple but effective changes which will make all the difference.

The Golden Dozen checklist

1. A new coat of paint: Consider changing the colour – perhaps just slightly if you do not want to deviate from your business colour palate. Make sure the colours you are using aren't considered dated. Neutrals and pastels are hugely popular and work nicely in the relaxing treatment room environment. Try to avoid using 'pink' as many women are gone using pink in representing something as 'feminine'.
2. Declutter: Because less is definitely more. In case your 'space' is starting to obtain cluttered with a lot of pieces of furniture, trolleys, nail stations, plants, ornaments, magazines, merchandising pieces. etc., possess a 'cleansing session'. You will not believe how good it can make you feel! Creating space and clean lines allows simple clear messaging to become communicated to your customers. Also be sure that your retail area is working for you; not too many tester units fighting for space, or insufficient shelving invested in stock.
3. Remove all barriers – Are you looking to possess a new reception desk? Do you need that big desk? Desks can be seen and more importantly felt by the customer like a barrier. May be the desk within the right position? Many progressive businesses today do not have an actual 'desk', instead they will use a small station housing just the till/computer onto it. Any reception desk must always be newly made.
4. Statement pieces: Introduce several new subtle statement pieces, perhaps a rose gold light fitting, an orchid inside a stone plant holder, or a new fashionable mirror; something that coordinates together with your colour pallette but also attracts the eye and attention.
5. Touch points: It might be time to purchase some new towels or headbands, maybe in a new colour. Nothing feels nicer than fresh, clean, fluffy laundry. Review your bed layout. Can you set a 'visual' display in your treatment bed the customer first sees on entry; rolled towels with a fresh flower, a complementary inhalation therapy tissue or a beautiful customer jewellery box? Disposable slippers, warm pillows, heated blankets in winter- the list is long as to the small personal touch points you can choose from to incorporate at different times during the the year.
6. Music: Ensure your music can also be changed regularly; have more than a single type of themed music so that you can change it out up every so often. Providing the customer choice within the individual treatment rooms is also a fantastic personal touch.
7. Imagery: Change or at least move your posters and art work around. Clients become bored checking same imagery inside your treatment and reception space. By moving things around you make the 'familiar, 'unfamiliar'. Avoid putting posters up which are unframed because they soon curl around the edges, and never put on the wall with blue tack! Consider installing a Television screen inside your reception desk that plays your businesses advertorials.
8. Update your merchandising: Look at benefiting from new merchandising pieces, acrylic frames, boxes, cubs etc. to spice your merchandising up a little.
9. Beautiful bathroom: This is often a real let-down for a lot of clients. Ensure there's a 'touch of love' in your bathroom. Firstly, it needs to be spotlessly clean having a fresh coat of paint, subtle statement piece(s) are a nice touch, a great image or marketing piece on the wall also keep in mind the rear of the toilet door – an excellent place to advertise! Have disposable hand towels available and toiletries that correspond with your business brand.
10. Rotating hot spots: Move your 'hot spots' around making the 'familiar, unfamiliar'.
    
11. Mood lighting: Consider getting a lighting expert in for an appointment. Reception lighting together with mood lighting, including colour therapy in your treatment rooms can make a HUGE difference towards the overall ambiance, even installing simple things like dimmer switches (if you haven't already) is a superb start.
12. Change it up: Since most shelves are adjustable, move them around and re- merchandise all of your stock making the 'familiar, unfamiliar'. Your business consultant is generally wanting to assist you with this job.

If you're not sure how to start, check some of the great online decorating sites (I personally love Houzz), alternatively buy some home styling magazines for inspiration or, if you wish to push the boat out, hire an inside stylist.

The first hurdle may be the hardest – recognising that it's time for a big change and making the commitment and putting the time aside to do it. When you are over that, the remainder can become almost pure pleasure, especially as most of us love to shop!

Once your 'business face-lift' is finished, ensure you post on your social media pages for all your customers to see. The advantages of this straightforward exercise are positive as you'll feel fresher, lighter, freer and much more engaged, and your business will look and feel amazing.