When it comes to purchasing products, the world has changed, and customers have become very savvy to online shopping.
Customers frequently seek product advice from their hairdressers but purchase online. Do you believe that the days of customers buying all of their hair and beauty products from salons or spas are over?
As a result, some hair salons are having difficulty selling retail products. Not all, but significantly more than in the past.
Many factors contribute to hair salons’ inability to sell retail products.
Here are some:
1: Hair customers have become very savvy to online shopping.
They are aware that they can obtain the same exact professional products at significantly lower prices from a variety of e-commerce sites. They can even get free shipping, which eliminates the need for them to visit the salon unless they need services.
2: Customers want a wide range of product options. Salons typically have a limited product selection.
Salons typically limit the number of professional products they sell due to brand loyalty or other factors (cost of purchasing products with no guarantee of sales, inventory management, customer care and/or return issues).
3: Customers have also become knowledgeable about products.
They prefer to mix and match manufacturers, which may be more difficult to do when purchasing from a local salon.
4: Major online retailers carry a wide variety of hair care brands at very competitive prices.
Customers will frequently seek product advice from their hairdressers, but will purchase from a large chain such as Amazon, Look Fantastic, or a similar site that carries professional quality brands.
5: High street store brands have improved their product development efforts and are now offering significantly better options that are aimed at professional brand offerings.
I won’t name names, but some hair care experts are aware of high street store brands that have nearly identical formulas to well-known major brands. The high street store brands are significantly less expensive than the professional lines, but they produce impressive results.
6: In general, hair professionals are often hesitant to recommend salon or professional brands to their clients.
They are concerned about offending their clients or losing them due to intense sales pressure. Especially since they may not use those brands or realise they are available for much less money in e-stores.
7: Some clients dislike being pressured to buy products from their stylists or at spas or retreats where they are attempting to relax and avoid worldly pressures.
Personally, I stopped going to a well-known spa for pedicures because I was subjected to relentless sales pressure from the moment I walked through the door until I left. The front desk, my nail technician, and management all put pressure on me. It was so upsetting and annoying that I stopped going to that location.
While some customers continue to support their favourite stylists by purchasing their products from them, the most savvy haircare clients buy online or at outlets such as Amazon or Look Fantastic.
So, in summary….the world has evolved. The days of consumers purchasing all of their hair and beauty products from their salon or spa are long gone. As a result, some hair salons are having difficulty selling retail products. Not all, but significantly more than in the past.
It’s actually better for the consumer to buy products from salons because they are guaranteed. When you buy a professional product from elsewhere, can you be certain it is actually the right product for you? This is the reason for the creation of the ‘Your Look Club’ a subscription that is a win-win situation for everyone that loves beauty. Salon owners and professionals can recommend and sell a wider range of products without buying them upfront, giving them an extra stream of revenue, customers receive a discount on all products and retailers retain control over the sale of their products.
If you work or run a business within the hair, beauty or wellness industry and would like to know more about how you can earn an extra stream of revenue from the ‘Your Look Club’ register your interest and we will be in touch.
Kerrie Humphrys PTLLS – Founder of Locate Your Look
