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The September issue of SALON TODAY focused on the new beauty shopper. Two articles stood out – A Window into the Consumer Mind, by Rosanne Ullman, and 1:1 The New Beauty Shopper, a special advertising section sponsored by P&G Professional. Window is a fabulous article about designing retail environments to influence buying behavior. Both articles have nuggets of information for salon owners to carefully consider. Both also missed the mark.
As the nation’s biggest retailers get into the beauty game, you need to step up your own by learning how your clients shop. Some of the industry’s top experts in consumer behavior teach you how to design retail environments that encourage the purchase.
Design surrounds you, it influences your thoughts, and subsequently your behavior. Understanding that relationship between the environment and your mind is important. Your brain is not only hard-wired to interpret certain spatial characteristics in certain ways, but your mind also plays a role in how you make decisions based on those interpretations. All in all, design is a type of "food for thought" where your surroundings impact not only how you perceive that world, but also how you interact within it.
My phone has been ringing off the hook this week with salon owners looking for the SALONS OF THE YEAR application. Entries aren't due until February 1, but more than one owner expressed a desire to get their salon build-outs completed and photographed on time.
Photos of the decor inside Akada Hair Salon in Columbus, Ohio.
As an architect and interior designer I am constantly aware of my surroundings, so it wasn’t surprising after my first hair cut back in 2002 at Zona Salon in Norwell, Massachusetts, that I would give a candid reply about design on their questionnaire. I simply stated, “Your salon interior does not reflect the quality of your haircut.”
Design experts from some of the industry’s top furniture and equipment companies take on SALON TODAY readers’ most pressing questions.
Consultation with Todd Shea, marketing director for Aware Personalized Branding
When it comes to influencing your salon’s sales, your environment plays second fiddle only to your service providers’ retail skills. Eurisko’s Leon Alexander, Belvedere’s Leslie McGwire and Takara Belmont’s Jason DeSantis give us their perspectives on how good design influence consumer psychology and impact retail and service sales.
Five salon and spa owners share the ups and downs of their recent build-outs.
