Sarah Mourtos The second Melbourne lockdown left several businesses on the brink of bankruptcy, prompting APAN to create a website designed to get clients through the door.
Melbourne spas and clinics can resume facial services without a mask this week, which is a triumphant milestone for those who endured eight months of harsh lockdowns and restrictions.
Many businesses have seen clients quickly fill the limited and coveted pre-Christmas appointments, while others haven’t been so fortunate. A recent poll by the Aesthetics Practitioners Advisory Network (APAN) revealed that 37 per cent of businesses in the industry sector have gone bankrupt or are at risk of bankruptcy unless the community supports them.
In response to this devastating statistic, APAN set up Salon Hub Victoria as a means to connect consumers with the businesses who need their support the most. Spas and clinics can register their details on the website, which then forms a directory for consumers looking for wellness and aesthetics services. The listing is free, and businesses can include photos and extra information which can be updated as the need arises too.
Tina Viney, CEO of APAN, says Salon Hub Victoria was born out of a desire to help the industry strategically. The second lockdown put considerable financial and emotional strain on Melbourne businesses, and it’s clear an urgent appeal for support from consumers is the biggest lifeline.
“The idea of establishing a separate website was the brainchild of our team, as we considered it the fastest and most effective way to increase traffic to salons and clinics. Rather than just including a link on our website, we decided it would be far more effective to introduce a separate website designated exclusively to helping create connections between businesses and the public,” Tina said.
Coinciding with the website is a strong consumer campaign urging for their support. Tina says the pandemic has been a challenging time for everyone, not just business owners, and wellness or aesthetics treatments could offer some much-needed relaxation.
“Beauty, skin and age-management treatments are no longer just about appearance. There are now protocols that include stress management, enhancing wellbeing and resilience. These services are highly essential, especially during these challenging times,” she adds.
Feedback on the service has been optimistic, with many businesses excited to take advantage of this offer, says Tina. She recommends including new client promotions to encourage traffic through their doors.
“This is a wonderful opportunity to establish long-term clients.
“This is a wonderful opportunity to establish long-term clients. Planning is essential to maximise your benefits from this initiative. Partner with your supplier, and introduce gifts-with-purchase, request their support with promotional products that also support wellness. Sit with your team and design special packages, as well as introduce extra touches to your treatment services at no additional cost. Theme your services to make them relevant to the circumstance, heart-warming and appealing.”
“With a little innovation, imagination and good cheer you can turn things around for the better for all concerned,” she finishes.
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