Mark Komanecky, manager of shopper-based design for P&G Salon Professional.
The traditional salon retail areas don't 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. "Today's 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 they're also savvier-they're researching products online, studying magazines and discussing with friends."
Komanecky will bring all his beauty shopper insight to "Smart Thinking, Straight Talk: A Salon and Spa Owner Dialogue" at America's Beauty Show March 13. As one of the keynote speakers, he'll delve into P&G's vast consumer research to expose salon client segments and shopper-based design. "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."
Here, Komanecky make three key recommendations to salon owners.
Less is More: Today's consumers want choice, but they want relevant choice. "Our research actually proves less is more. We experimented in stores by pulling 25-30 percent of products off the shelves," says Komanecky. "Shoppers 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."
360 Marketing: "Ensuring your salon message is reinforced everywhere your target can see, touch and feel it-that's 360 marketing," he says. "Use 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."
Consultation is Key: "The salon's advantage over every other retailer is its professional personnel," he continues. "Stylists can give a personal consultation about services and products that the client can't get on Twitter, Yelp or anywhere else. She really wants somebody to tell her why something is good or not good for her."
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