I’d like to propose we take a look at our perspective on what is clearly a passionate issue for many. Aveda Retail, where it is sold and who sells it is always a topic that creates so much energy, I’m going to ask that you allow me to share my perspective and then let’s hear everyone’s thoughts.
First, we need to state what we know;
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Aveda is one of a handful of professional products that still primarily do business with salons exclusively (meaning they are not sold widely at retail stores like Sephora, etc.
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Most if not all professional brands are experiencing lower sales the last few years (since Covid) and are searching for new strategies to bring new people to their brand
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Over the last couple of years Aveda has tried QVC, 25% discounts, etc., to target new customers who they deemed weren’t familiar with our Aveda (whether it was a successful strategy is clearly debatable)
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As long as I can remember we had Aveda Experience Centers in high-end malls that operated as retail only, and if a salon was fortunate enough to be in their proximity, they could benefit from their referrals (assuming they “worked that relationship, more on that later)
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For probably 15 years Aveda has had a small representation at some Nordstroms
During my long tenure as an owner, I also was an SDP for about 5 years and had the privilege of being in service to salon owners in my territory and besides learning what it is like on the “other side”, of distribution, I gathered vast knowledge and understanding of other salon’s challenges and successes. The challenge we’re discussing here today is the one around successfully selling retail and driving RPCT toward meeting and exceeding benchmarks. One point I’d like to make is that many salon owners I serviced struggled with selling retail before these changes and continue to, they just have a new reason(s) to blame for the struggle. Maybe it’s time to own our shortcomings, work on our culture to be more focused on product recommendations and creating more “Aveda love” within our 4 walls while being less concerned with the “noise” outside our salon.
The different perspective I am proposing can be a tough pill to swallow. It is that our industry has changed, retail does not have the same profit margin it used to have, we have to be more thoughtful about how to inspire guests to buy from us when they are in the salon, many aspects of our brand are no longer points of difference (most lines now offer organic, plant-based, etc.) and younger generations do not have the brand loyalty our past guests once had. We have to accept the changes, and learn how to remain or regain profitability.
At the risk of sounding like I’m bragging, my large salon’s RPCT hovers around 25.00 and my small location around 30.00. For anyone who has taken the fabulous Benchmarks plus Culture class by Maggie Dame (great place to start this journey!!) you learned that she too has a salon with an RPCT over 20.00. So, it is doable, there is no magic pill, it is about developing a culture and it takes learning, execution, dedication and focus. And this discussion I am thrilled to begin!
Finally (sorry I’m so long-winded), I’m going to ask that we switch our passion around complaining about Aveda and instead share what has worked, be open to learning a new way and be clear that we are a smart group of solution-based entrepreneurs who have the ability to highly influence or change our team’s thinking (which is our role as their leader) so that they and we are back in the game of retail. And, if you want to chat with the Aveda people, they are very willing and anxious to listen and hear your perspective, after all, they are the ones who will be the change-makers. Let me know if you need contact info.