Outliers A/W20

FUTURE PROOFERS
How to elevate
the client
experience
Ebano, Ballinteer, Co. Dublin
@ebanoballinteer
Driving digital
HAVING INITIALLY OVERHAULED the website
last Christmas, Karan Burke and the Ebano team
were just too busy in the salon to really do much
work to it. But as 2020 arrived they started to
expand what was offered, adding more lines on the
e-commerce side, slowly but surely. Then, when
lockdown came into force and the salon closed,
Karan saw an opportunity.
“Our clients have trust in us, and we started
communicating with them straight away,”
explains Karan. “I introduced myself and started
sharing little details, like how many orders we
were packing a day. There was one day where we
sold 196 of just one item – I almost wanted to ask
people to calm down!” she laughs. And the most
popular Redken sale? “Color Extend Blondage
Express Anti-Brass Mask, oh my gosh! I couldn’t
keep it in stock,” she exclaims. “It’s incredible!”
Getting all the stock in lockdown could prove
tricky, but Redken was “there for me 100 per cent,”
says Karan. “Always on hand to support us, and
able to sort out deliveries. Nothing was a problem.”
One idea with real impact was Tune in
Tuesdays, using Instagram Stories to educate
clients on products and share home tutorials and
answer any questions… Online consultations
were also available to “make sure people got
exactly what they needed”, Karan explains of the
prescriptive approach, with the team following up
to ensure clients were happy with their solutions.
And it’s encouraging real loyalty, with the
e-commerce side becoming a business in itself as
some clients are yet to return to Dublin. Click and
collect and free delivery are also available to locals.
“People are supporting us with sales,” she says,
“that means so much as we always try to pull out all
the stops.”
Mesart
WE ALL KNOW that running a business
on the high street has gotten even more
difficult, with shorter attention spans
and more online shopping. You need
to do everything you can to stand out,
which is where Salon Emotion, L’Oréal
Professional Products Division’s top-totoe
business support structure, comes
in. Drive your salon experience up a
gear with this exclusive seven-step
programme, which teaches you how to
break down the client journey and see
it with fresh eyes. The Salon Emotion
team works to enhance every aspect
of your client experience and provides
fool proof solutions to boosting your
business. The goal? To remind you what
the perfect salon experience feels like…
and then deliver it to your guests.
Baxter South
l Inclusive seven-step programme
l Assess everything from window
displays to services and retail
l Elevate your salon experience
l Top-to-toe business support
Ask your Redken Business
Partner for more details
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