What A Beauty Salon Can Teach (Any) Marketer
February 19, 2010
Regular readers know that I'm not much of a frou-frou femme; however, I do like to look good. And, hair is a big part of looking (and feeling) good for women. In fact - back in my corporate power suit, frou-frou days, I said I could handle anything that went wrong as long as I knew my hair and nails were right.
Feelings. It's ALL about feelings. And, that's where the beauty salon can make or break your day (and teach a marketer.)
I no longer obsess over my nails (they had to be perfect at all times, back in the day) but I do care about "the hair." Most women do; this is why we get that panic-stricken look if our hairdresser tells us he or she is moving to another state. It's also daunting to go to a new salon, no matter how renowned. Particularly since - let's face it - so many of the "high-end" ones act like they're doing you a favor by taking ( a LOT of) your money. I've been to several throughout the years that - while some of them actually did a great job - I didn't go back, due to their 'tude. If I'm spending that kind of money, I shouldn't be made to feel like Eliza Doolittle pre-makeover.
This past week I decided I simply must do something with the hair, so I called Salon Helena, which got top honors in a recent Albuquerque The Magazine "Best of" reader survey. The shop was also in Elle's "top 100 salons" which caused me some trepidation (see above re "high end.") However, I was very pleasantly surprised. Helena comes from a long line of hairstylists and understands the customer salon experience is as much about feeling as looks.
1. I didn't have to wait. I showed up a little early, but they were ready for me. No cooling my heels and reading water-stained magazines as I waited for a Mr. Alberto to finish with a more important client.
2. The salon was cheerfully decorated, in warm colors. It was obvious they put some care and thought into the ambiance. No sharp modernist edges...or junky-looking signs of anorexic models, with heroin addict haircuts. It felt stylish yet comfortable.
3. The salon was CLEAN. How many times have you been to a supposedly top salon where hair floats through the air and piles around the chair?
4. The restrooms were CLEAN and nicely decorated, stocked with clean cloth hand towels. No sinks full of hair coloring bowls or dusty faux flowers. (which I've faced in even the most expensive salons...or maybe they sent me to the "Eliza" section...;-)
5. No hard sale. They've got products available and Helena used a couple, but I didn't feel like I was a loser if I didn't buy them.
They also asked me several times if I wanted something to drink (pay attention to the customer, don't want for them to ask)...and I could (and did) help myself to a fresh-brewed cup of java while I waited for the color to set.
And the cherry on top? It's in my neighborhood - I can even walk there if I choose. And, I will, in about six weeks for a trim....maybe a pedicure...and...(customers will sell themselves if they feel good about the experience. Duh.)
You're right, marketers can learn a lot from Salon Helena -- service and presentation are very important. I like that you emphasized the fact that there was no hard selling -- that's always annoying!
I'm a marketer, and I'm fussy with my hair and nails, and very picky with hair salons. Salon time means pampering and feeling good, and customer service and nice, clean surroundings are very important to me.
In order to be an effective marketer, we need to put ourselves in the shoes of the customer/consumer. Sometimes, we forget that that's US!
Posted by: zee | March 05, 2010 at 06:57 AM
I wish I could find a decent hairdresser. The last time I got my hair cut, it looked like it had been randomly gnawed to shreds by a wild animal... And I am not a hat person. Also, I do a lot of public speaking, so this was a disaster! Fortunately, my hair grows fast, but I am reluctant to get it cut again. I can see me in ten years-time--Rapunzel letting down her long GRAY hair... So I can identify with what you are saying. If your hair is wrong, you don't feel RIGHT! Have a great day, T.K.E.
Posted by: Terri Kirby Erickson | February 26, 2010 at 05:54 PM
This is true. Going to the nail place or the hair salon is all about "feeling" pampered. I love it! I could easily do my nails at home, but it just would not feel as extravagant and self-indulgent.
Posted by: ParisGirl111 | February 24, 2010 at 04:17 PM