From left to right: Jessica Kenealy, Owner; Jessica Kreis, Manager; Jordan Bovill, Manager
Rumors Salon & Spa
Innovate to Stay Ahead
When stylist Jessica Kenealy took over 30-year-old Rumors Salon and Spa in August 2017, she saw it as an opportunity to bring innovation and tradition under one fabulous roof. The Pasadena, MD salon had been under the same management since its inception in 1988. While its roots were strong, Kenealy recognized that salon was craving change.
“Right now, we’re in a rebuilding phase.” Remodeling the salon, revamping the website, and switching from Redken to Goldwell products were all part of the plan. Another huge innovation she has implemented is the client app, which integrates with the salon’s Millennium POS system.
“These days, customer experience is starting to supersede products," she says. Recognizing that a painless booking and communication system was an excellent way to provide a great customer experience and improve retention, Kenealy began utilizing the app with her team.
At about 500 downloads strong, the app has become a great traffic driver for Rumors. Not only does it include ways to communicate with clients, but the app also drives the salon's Loyalty program, Referral program, and a Daily Scratch-Off where 5 in 500 clients can score add-on services like free paraffin wax with a pedicure.
While the app brings Rumors Salon and Spa into the modern age—offering text message appointment confirmations, easy-to-access client reviews, and push notifications for specials and other offers—Kenealy recognizes that her team holds the key to success.
The app makes it simple for front desk personnel to contact clients conveniently, connecting each person with the stylist that's the best fit. "Everybody has their niche," she says. The salon serves a broad range of clientele, from businesswomen seeking fundamental color to those wanting fashion colors with creative placement. When clients forge relationships with the right stylist for their needs, and the process of maintaining that relationship is smooth, there’s room for magic to happen.
Since taking over the salon, Kenealy reports being up almost 15% in year-over-year sales—an accomplishment she credits her team’s ability to provide excellent service from a technical standpoint and customer experience. She also notes that a willingness to be open to new processes and ideas has made updating simpler.
“People have been very open to changes,” she says. Changing product lines, implementing an app, and redesigning the salon’s interior have been big changes, but Kenealy notes: “it has been very seamless.” With support and continuing education powered by Goldwell, stylists at Rumors can continue to learn, grow, and explore new trends to stay up-to-date in the industry. That’s one of many important goals for Kenealy and the salon in general.
As a first-time salon owner, Kenealy offers timeless advice for those seeking to do the same: “Trust your gut. Analyze business needs, prioritize them, make a goals list and follow through.”
For her, the direction of the business always goes hand-in-hand with the heart of it: uniquely serving each guest that walks in the door. Her goal is to empower her clients by understanding their hair and their lifestyle before creating their look.
Finally, originality helps her stand apart in the industry. “I want to put my signature on every person that sits in my chair because then no one can duplicate me.” Follow Jessica and her team on Instagram @rumorssalonandspa.
Use An App To Update Processes
• Collect key customer data including email addresses and cell phone numbers
• Use a Loyalty program to boost visit frequency
• Ask customers to allow push notifications to keep up-to-date on special offers
• Encourage stylists to share the app with their clients
Rumors Salon and Spa’s Top Product Picks:
• HAIRSTAY Working Spray gives hair memory without the stiffness
• Kerasilk - Control Shampoo, Kerasilk - Control Conditioner, and Kerasilk Control Protective Oil provide hair flexibility and strength with a fantastic scent
Visit your local Armstrong McCall® Store for your favorite Goldwell products.
Posted November 2, 2018