A Better Understanding Of Salon Retail · 2020-01-31 · influenced by their stylist or barber •...
Transcript of A Better Understanding Of Salon Retail · 2020-01-31 · influenced by their stylist or barber •...
© Copyright 2018
C o n d u c t e d b y I S B N a n d M o d e r n S a l o n R e s e a r c h
A Better UnderstandingOf Salon Retail
© Copyright 2018
why retail research• Because retail is one of the most scalable and profitable
parts of of the salon business – and most of us don’t sell as much retail as we’d like
• Because the retail landscape has changed dramatically over the past few years due to demographics and technology
• Because we need to better understand the perceptions and behaviors of clients already visiting our salons and barbershops
• Because we need to better understand salon professionals’ perceptions related to retail so we can most effectively engage them and change behaviors
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© Copyright 2018
about our researchCONSUMERS: male and female Americans over 18 who say they visit salons and barbershops
PROFESSIONALS: American salon professionals including commission stylists, independent contractors/solo artists and salon owners and managers
professionalsconsumers
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OUR YOUNGER CLIENTS…
• VISIT SALONS / BARBERSHOPS MORE OFTEN
• PURCHASE MORE SALON SERVICES
• ARE ALWAYS TRYING NEW PRODUCTS
• BUT… ALSO SHOP AT A WIDER RANGE OF RETAIL CHANNELS
• OUR YOUNGER CLIENTS ARE MOST INFLUENCED BY THEIR FRIENDS (NOT INFLUENCERS)
• OUR OLDER CLIENTS ARE MOST INFLUENCED BY THEIR STYLIST OR BARBER
• YOUNGER MALES CAN BE OUR BEST CLIENTS
• OUR YOUNGER MALE CLIENTS WANT EASY = CONVENIENCE + SERVICE + LOYALTY PROGRAMS
• MOST OF OUR CLIENTS FEEL THEY ARE LOYAL TO THEIR SALON / STYLIST
• BUT THERE ARE DIFFERENCES - FOR YOUNGER CLIENTS THAT LOYALTY EXTENDS TO PRODUCTS AND SERVICES, FOR OLDER CLIENTS THAT PRIMARILY ONLY MEANS SERVICES
• OUR YOUNGER CLIENTS ARE MORE LIKELY TO THINK THAT SALON PRODUCTS ARE BETTER
• THEY ARE WILLING TO PAY MORE PRIMARILY BECAUSE THEY ARE A BETTER VALUE AND HAVE BETTER INGREDIENTS
• PRIMARY SEARCH IS BY PRODUCT CATEGORY, AFTER THAT OUR OLDER CLIENTS SHOP BY SPECIFIC PRODUCTS, OUR YOUNGER CLIENTS SHOP BY BRAND
• YOUNGER CLIENTS TALK ABOUT / SHARE WHAT THEY BUY - EVEN MEN
• 60% OF OUR CLIENTS BELONG TO AMAZON PRIME - AMAZON ACCOUNTS FOR 40% OF THEIR ONLINE PURCHASES
• BEAUTY PRODUCTS ARE THE #1 AMAZON CATEGORY FOR OUR FEMALE CLIENTS UNDER 35
• OUR CLIENTS REALLY LIKE AMAZON
• OUR YOUNGER CLIENTS ARE MORE LIKELY TO SAY THAT THEY WOULD PURCHASE PRODUCTS ONLINE THROUGH THEIR SALON
• MOST OF OUR CLIENTS (ESPECIALLY YOUNGER MEN) SAY THEY WOULD BE WILLING TO PAY FOR SHIPPING
• PROFESSIONALS THINK THEY ARE MORE INVOLVED IN SELLING RETAIL THAN THEY LIKELY ARE
• THERE ARE TWO KEY REASONS THAT PROFESSIONALS DON’T WANT TO SELL RETAIL PRODUCTS – AVAILABILITY ELSEWHERE AND CONCERN THAT THE PRODUCTS DON’T WORK
• PROFESSIONALS ARE AN IMPORTANT SOURCE FOR HEALTH AND BEAUTY RECOMMENDATIONS
• PROFESSIONALS FEEL VERY CONFLICTED ABOUT AMAZON
• OWNERS ARE MORE LIKELY TO ATTRIBUTE THEIR RETAIL SUCCESS TO THE PRODUCTS THEY OFFER THAN THEIR STAFF