Despite the troubled economy, retail sales at the 20 Mario Tricoci Hair Salons and Day Spas throughout the Midwest are going up. Chief Operating Officer Larry Silvestri credits the growth to the companyâs philosophical shift regarding categorizing clients.
âWe used to carry lines at different price points we thought of as good, better and best,â explains Silvestri, who also serves as a board director for Cosmetologists Chicago. âNow weâre looking at clients according to different behavioral characteristics.
âFor example, weâve got the Beauty Junkie who isnât loyal to any one brand but always goes for the latest and greatest, hottest new product,â he continues. âThen thereâs the Upwardly Mobile who, although she is very design-conscious, canât quite afford the very top. Thereâs the High-End User who will buy anything she wantsâsheâs very results-oriented and willing to pay for it. There is also Teen, Health & Wellness and finally Eco-Friendly. The latter is environmentally conscientious and wants a strong third-party endorsement.â
The Mario Tricoci staff is trained to not judge clients strictly on budget, but to look at them as a clean sheet of paper. âThey are to learn about whatâs most important to the client, then try to place her in one of the behavioral categoriesâin turn that shapes the retail conversation,â says Silvestri. âFor example, if the client is Eco-Friendly, the technician will talk about one of our lines with a strong environmental story. If sheâs Upwardly Mobile, the stylist may focus on one of our more affordable lines that preserves hair color.â
Check out the product lineup at Mario Tricoci by visiting www.tricoci.com.