Just like you salon owners, manufacturers and distributors must evolve to stay current. Susan Miller, CEO of PC Tan, has fared the waves through more than 25 years of the indoor tanning industry. The company’s focus on creating success for everyone in the indoor tanning industry has given it a sunny disposition that inspires customer loyalty.

Q: Tell be about the transition from PC Marketing to PC Tan. Besides the name, what changed?

A: Since we started the company over 25 years ago, we have evolved into a team that exclusively serves the indoor tanning industry. So, it made sense for us to embrace that mission by better defining our brand values, market position, and corporate personality.

For us, it was as much about our internal identity as it was external to our valued customers. In addition to embracing our focus by changing the name to PC Tan from PC Marketing, we moved to a color palette reminiscent of the warm colors of the sun. The rest of the branding developed from there to the clean, sophisticated look that is PC Tan today.

Of course, the most definable change was our partnership with KBL as North America’s exclusive importer/distributor. The complementary nature of our three equipment brands – uwe, KBL, and Montego Bay – creates a one-stop shop for salon owners that are looking for […] brands that can truly differentiate a salon from competition. It’s the difference between a car and a high-performance automobile.

Q: How do you choose what brands to sell?

A: It’s simple: our goal is to serve the entire industry. That means large salons; small salons; from big metro markets to small towns. They all have their unique needs and personalities. So whether it’s lotions, parts, accessories, lamps or equipment, we cover all the bases. Most importantly, we learn what sells in our clients’ salons. We partner with them in growing their businesses. That way, we are always on the lookout for new products that will add some spark and, of course, revenue growth for our customers.

Click here to read more from Miller in Smart Tan Magazine online.