of about half of that number. But to Barton, whether or not the magic number was reached by a certain date didn’t matter. What did matter was that a vision was in place. Great Clips is now the world’s largest and fastest-growing salon brand. In 2011, Great Clips achieved its goal of 3,000 salons and in 2012 Great Clips celebrated its 30th birthday. Great Clips salons are currently in more than 140 markets across the United States and Canada, with nearly 1,200 franchisees who employ approximately 30,000 stylists in their salons—and the best part is that Great Clips isn’t slowing down. Being the world’s largest and fastest growing salon brand isn’t enough for Great Clips. The company now is aiming to be the first billion-dollar salon brand in total sales.
Adding convenience through technology The Great Clips story isn’t only about numbers—it’s also about focusing on the customer experience and delivering convenience. One of the most dramatic ways it does this is by being first to introduce cutting-edge technology to salons and customers. In 2011, Great Clips changed the industry by rolling out Online Check-In. Online Check-In allows customers to add their name to the wait list of a Great Clips salon—before they arrive—via the Internet. The Great Clips Online CheckIn app has now been downloaded more than one million times and is available in the Apple App Store and the Android Marketplace. Users not only can check in using Online Check-In, but they can also locate the salon nearest to them as well as see current wait times. In 2013, Great Clips again rocked the industry with the introduction of Clip Notes—technical notes used by stylists to enhance consultations and give customers the haircut they want every time they visit any Great Clips location. This means that customers can get the exact haircut they want at any location without having to remember the specifics of how they like their hair cut! This innovation shows
that Great Clips values consistency and customer loyalty, and why Great Clips is the leader in improving customer experience through technology. With tools like Online Check-In and Clip Notes, Great Clips continues to stand out in the industry- no competitor is offering such innovative solutions to its customers.
Establishing an international brand presence Great Clips has built an international marketing presence through numerous partnerships, television and radio commercials, charity efforts and more. Great Clips receives significant visibility from its NASCAR sponsorship that began in 2001. From building a dominant brand to maximizing local salon marketing efforts, Great Clips focuses on how both system marketing and local salon marketing campaigns can help franchisees grow their Great Clips businesses. In recent years, Great Clips has partnered with the DIY Network, the NFL, EA Sports, Jack Links and other major brands that appeal to their target market of 18-49 year old males and females. Recently, Great Clips introduced its new brand tagline, “It’s Gonna Be Great,” with commercials airing during the college football Bowl Championship Series (BCS). The BCS ads alone were in 15 national games, and viewed by 76 million people. These commercials and many
other partnerships have gone a long way in building the Great Clips brand among its target demographic. Great Clips is also very active in social media and digital marketing.
Providing support every step of the way With a support ratio of one dedicated support person for every 10 franchisees, Great Clips stands out in the franchising crowd. In an average franchise system, the support ratio is approximately one support person for every 30–40 franchisees. Because Great Clips does not have corporate salons, the company is successful when their franchisees are successful. Great Clips supports their franchisees throughout the entire business cycle. From the moment they sign their agreements, to the time they are ready to pass the business along to the next generation, Great Clips’ staff is ready to answer questions, provide insight and point them in the right direction. This focus on franchisees drives everyone in the corporate office—right down to telephone response times. With this kind of proactive support— 24/7—it’s no wonder Great Clips is number one. For more information: Web:
www.greatclips.com
Franchising USA
f ra nchise in focus
Page 77