In today’s competitive market, more and more salons are faced with the daily challenge of positioning themselves within their communities.
Let’s face it, what influences consumers to make purchases has evolved tremendously over the past 10 years.
The question is: how do you survive? With large beauty retailers, online vendors, Amazon, bloggers and Instagram—how can salons compete and stay relevant?
The answer is simple: you need to position your salon effectively within your target market, and deliver a consistent experience!
Consumers today want more for their money. They want something memorable: an experience beyond just a quick purchase. They want something authentic, organic and customized.
Trader Joe’s grocery chain is a perfect example. They built their success on creating a local, small grocery market feel with great service and a hometown atmosphere. They understand that today’s consumers put experience over many other motivators.
Most people don’t know that Trader Joe’s has over 465 storefronts in 41 states and grosses over 13 billion dollars annually! But somehow, it still feels small and personal.
“Personal” means attention to detail, anticipation of customer wants and needs, and doing something extra.
So what does this grocery chain have to do with the salon business?
Think local! You are one of many small businesses that shape your community—use this to your advantage.
Remind your guests that you are one of them and that their satisfaction is really important to you. Small, personal touches go a long way.
Here are some ideas to get you started:
- Put up a sign thanking your clients for supporting a local business
- Leave a printed thank you note in their shopping bag
- Connect with your local chamber of commerce
- Get involved with local charities and events
Your loyal customers are crucial to your business, so make the time to regularly plan effective ways to drive your business locally.