Wednesday, December 31, 2008
It's OK to Shop In Your Salon
One of the reasons I hear that consumers often buy from unauthorized retailers is that they need to replenish their products in between visiting their stylists. People confess that they feel uncomfortable stopping by a salon without an appointment. I can guarantee that it is OK for you to stop by your salon or any salon to only buy products. You can visit any your favorite brands’ salon finders to find the closest authorized outlet which could be as close as your local mall. Your stylist will be glad to see you and you may even get a quick consultation to ensure you are purchasing the product that is right for you.
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2 comments:
Hi
I am certainly one of those who finds it difficult to go into salons to purchase products between cuts. I recently moved area and found that my original salon was very easy going regarding product sale without an appointment whereas in my new location (which is a much wealthier "Stepford Wife" type area), going into the salon without an appointment does feel intimidating and I believe that much of that is due to how a salon's receptionist/first point of contact greets the client. Is it possible to coach salon owners (and particularly those greeting clients) in how to welcome and treat a client who is merely "popping in" to buy products?
You can influence consumer behavior but you sure can't control it...
Isn't it true that most consumers buy professional products or an equivalent product (the value of the product lies in the consumers mind)- when they run out of or are low on their professional product?
Sure some may wait a bit, but most don't. That's just how most people shop...
So when someone is out of a professional product they have a a number of choices - I've listed a some but I'm sure there's more to add to the list:
1. Go to their salon
2. Go to another salon that carries the product
3. Call their salon & ask them to send it.
4. Go on-line and order it
5. Buy the product at a non-salon "authorized" retail outlet ie. Ricky's NYC
6. Buy the product from a "non-authorized" retail outlet
7. Buy a competitive product from a "non-authorized" retail outlet
While some people are totally sold on the belief that they can't "live" without their professional products most folks are not...they know that professional haircare products are not like prescription drugs...so let's give the consumer some credit for recognizing this please...
Here's the thing - people take the path of least resistance...so they'll buy what they want, when they want and from whom they want.
With most people it makes very little difference whether or not the product is being sold in an "unauthorized" outlet - there's no "repercussions" for them to do that.
Manufacturer's who don't see this are either fooling themselves or trying to fool someone else.
Would consumer they like to give their business to their favorite salon?..sure...if it's convenient for them to do so.
But most consumers won't go out of their way if it's inconvenient... and many times going to the salon is inconvenient...it may mean an extra stop (and with time being a precious commodity why would they take the time when the very same product is in the very next aisle in the place they happen to be in?)...
For a professional salon owner or manufacturer to believe otherwise would be counterproductive...they ought to be concentrating on building sales in a way that's synchronized with human behavior...
The question becomes are there things that can be done to maximize sales of professional products in authorized outlets? For sure.
Are both salons and manufacturers doing all they can when it comes to retailing? - no way.
So where would an owner start. A simple start to improved retail performance would be for salon owners to check to see if each and every client is offered the opportunity to take home a prescribed professional product on the day of their visit.
Most likely that isn't happening as frequently as they'd like to believe...
Wouldn't it be refreshing for the owner to come to grips with the reality of what's happening right within her own four salon walls.
This is a reality she can shape with their own hands- as opposed to giving her energy to worry about the sales they're losing because of diversion.
Just like it's naive to think the consumer is not going to behave out of her own self interest, it's folly to concentrate on something one really can't control while rather than focusing on something they can.
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