Delivering the future together



“As a business we can’t afford to take our customers for granted. Six months ago we undertook an ambitious programme called Delivering the Future Together, which set out to better understand our customers’ needs. This document summarises how we plan to act on this feedback and improve our offer to them. Welcome to the next stage in the Sally Salon Services journey.”
Richard Hull, Managing Director
We’re customer-led We asked a cross section of customers to tell us what they want in a partner and supplier - the results were revealing. What do our trade customers say?

We’re customer-led
What do our retail customers say?


We’re acting on customer feedback
Research revealed that Sally’s customers fall into two distinct groups, each with different needs. Customers told Sally that they were confused by the way the business presents itself. So this is being changed beginning with the brand names... Starting in January 2010 there’ll be a carefully planned programme to re-brand or refurbish all stores. Not everything will change overnight. In fact, the changes are likely to take some time.
Our new trade brand
Professionals for professionals

We want professional customers to understand that they are in a different environment. We’ll make this clear by renaming our trade business ‘Salon Services’.
Our new retail brand
Inspiring style solutions

We want our retail customers to know that Sally is definitely a place for them to shop and that we can offer them inspiration. Our retail customers will now know us as ‘Sally’. We are still a destination for professionals and will continue to have dual pricing.

We’re Salon Services store focused
	We will convert all of our trade-only stores to Salon Services stores providing products and services exclusively to our professional customers. This should happen in the first six months of the programme.
As well as the new Salon Services name, we’re improving the store layout to make it even easier for customers to have a great experience with us.
We’re Sally store focused
In the first half of 2010 we will have five test stores piloting the new Sally brand. These stores will have separate and distinct trade and retail areas in order to make our retail customers feel ‘at home’ and to deliver a more appropriate shopping experience for our trade customers. In the future it is likely stores located on high streets or in shopping centres will be rebranded Sally. Dual price trade park locations will be reviewed as to which brand is best to apply to each individual store.

We’re improving the in-store experience
We hope to be able to introduce a more flexible and focused range of products for our different customers. To this end the new Salon Services and Sally brands will continue to work closely with all our suppliers to help us meet customers’ expectations. We’ll also be introducing livelier and more engaging point of sale and marketing material. And there are exciting plans for our trade card, which will be unveiled shortly. It’s not just the stores that will be given a makeover. All store staff will benefit from new uniforms in early 2010, which have been designed to convey a new professional look.
Contact Tel: 0118 944 7000 210 Wharfedale Road, Winnersh, Wokingham, Berkshire RG41 5TP