Exploring Shopper-Based Design
Mark Komanecky, manager of shopper-based design for P&G Salon Professional.
The traditional salon retail areas donât sell product the way they used to because the beauty shopper has changed, says Mark Komanecky, manager of shopper-based design for P&G Salon Professsional. âTodayâs beauty shopper has more choices in where and how to buy beauty. More than 200 beauty brands have launched in the last decade, so shopper are more confused. But theyâre also savvierâtheyâre researching products online, studying magazines and discussing with friends.â
Komanecky will bring all his beauty shopper insight to âSmart Thinking, Straight Talk: A Salon and Spa Owner Dialogueâ at Americaâs Beauty Show March 13. As one of the keynote speakers, heâll delve into P&Gâs vast consumer research to expose salon client segments and shopper-based design. âTime and accessibility are the new value,â he says. âShoppers today donât have a lot of time to shop, so they need to find it fast and get on with their lives.â
Here, Komanecky make three key recommendations to salon owners.
Less is More: Todayâs consumers want choice, but they want relevant choice. âOur research actually proves less is more. We experimented in stores by pulling 25-30 percent of products off the shelves,â says Komanecky. âShoppers actually thought there was more product. They could understand what was there and that made it easier to shop. Savvy salon owners have the advantage here. With a smaller assortment of well-known brands and the all-important stylists recommendation, the client is less likely to go elsewhere to figure it out herself.â
360 Marketing: âEnsuring your salon message is reinforced everywhere your target can see, touch and feel itâthatâs 360 marketing,â he says. âUse all your available marketing tools while the client is in the chair and also throughout her day to reinforce the credibility of products you use and recommend.â
Consultation is Key: âThe salonâs advantage over every other retailer is its professional personnel,â he continues. âStylists can give a personal consultation about services and products that the client canât get on Twitter, Yelp or anywhere else. She really wants somebody to tell her why something is good or not good for her.â
CLICK HERE to see the entire agenda for Smart Thinking, Straight Talk: A Salon Owner Dialogue.
Click here, for more information on America's Beauty Show and to purchase tickets.