A Better Understanding Of Salon Retail · 2020-01-31 · influenced by their stylist or barber • younger males can be our best clients • our younger male clients want easy = convenience

© 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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CONSUMERSAND SALONS

c o n s u m e r s

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

ONLINESALES AND AMAZON

c o n s u m e r s a n d p r o f e s s i o n a l s

• 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 AND RETAIL

p r o f e s s i o n a l s

• 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

Steve ReissModern Sa lon

T H A N K Y O U !