Life is all about having an experience – from bungy jumping in New Zealand to trying out the latest bar in New York. In fact, there are companies that make a living out of offering experiences that exhilarate and excite. So when it comes to the high street, why should it be any different? Whether we’re buying a pair of shoes or getting a haircut, we still want to feel that buzz of handing over our money and having a story to tell when we get home.
We’ve all got that adrenaline rush when we’ve left a shop with the perfect pair of jeans; or we’ve found that lipstick in the perfect shade. And many of us have left the salon, swishing our hair as we walk down the high street, delighted with out new hair cut or colour.
And while many of us visit the salon because we like the hairdresser, the actual cut is often the last thing that is the deceasing factor of whether we returnt. The head massage at the backwash, the music playing in the background, the refreshments on offer or the conversation with the team; all these little things add up to make our visit an experience.
And with today’s clientele prepared to pay for that experience, you could be missing out on the next generation of clients coming into your salon if you’re not making your salon desirable.
My 18-year old son recently wanted to treat himself to a pair of Gucci trainers and while searching for them online, he decided to visit the store to try them on and buy them.
So it was, last weekend, that we entered the Gucci store at Westfield. Twenty minutes later and £450 lighter, he came out vowing to always be a Gucci customer. Why? Of course his sparkling white sneakers had a lot to do with it, but it was the experience and the way he was treated that really cemented his loyalty.
The attention to detail, the calm but luxurious ambience, the wrapping of his trainers in a satin pouch, paper AND a box, the smartly dressed assistant and the respect he showed him were just some of the things he talked about when we got home. In fact, he’s already planning a return visit when he receives his next pay packet!
So what can salons learn from this:
1 Whether it’s £450 or £44.50 the client is spending, make them feel like they are worth a million dollars..
2 A little respect can go a long way – a friendly smile, a soothing voice, attentive team members.
3 Ensure your clients buy their retail from you and not the internet – wrap it in tissue paper and place it in a salon-branded bag. Make the purchase feel luxurious, not just a necessity.
4 Offer aftercare and homecare advice - how to use the product, how to style the hair, how to hold the brush. A little expert advice goes a long way - and it’s the one thing they can’t get from online stores!