Bart Foreman of Group 3 Marketing comments on two articles in the September 2010 issue of SALON TODAY.
Read Rosanne's story, A Window into the Consumer Mind
Both also missed the mark.
According to Mark Komanecky, P&G Shopper-Based Design Manager, today’s shoppers are looking for value – but the idea of value has changed. Komanecky goes on to suggest that “in today’s retail environment, time and accessibility are the new value.” He says shoppers today don’t have a lot of time to shop so they need to find it fast and get on with their lives. That’s true but we believe that is not the reason your guests are not buying professional products from your salon.
Salon owners need to understand two things:
Your salon is not a “Retail” environment as these articles might suggest. It’s a PROFESSIONAL environment.
Time and accessibility may be the “new value” but it does not apply to your salon environment. Your guest is already there; she has the time and the accessibility.
Komanecky accurately notes that salons have relationship power with their guests, a distinct competitive advantage, and suggests salons can bring in the guests with a seamless transition from the service she loves to the products she buys.” The challenge is not about display and positioning. The challenge is about education. It’s about the stylist and the entire salon team educating their guests about the key values of the professional brands featured in the salon.
Our 2010 intergenerational consumer research study of salon guests reinforces the idea that guests are directly influenced by stylists’ recommendations that focus on performance in the hair and quality. When respondents were asked why they DON’T buy professional products, they cited price or there is no difference between the store brands and professional brands. We believe a compelling story about quality and performance will offset these negatives.
In the Window article, I was impressed with a comment from Eurisko President, Leon Alexander. He said, “When I see someone walking out of Sephora with a shampoo, I think, ‘There’s a salon somewhere that’s not doing its job.’”