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The aim of the customer journey and the customer experience is to give your hair salon a new dynamic by making it more attractive. This principle means that a need is created during the customer journey, a need that did not exist when the customer first came to your salon. In the buying process, the customer needs to be supported, the customer journey can be broken down into three stages. Kevin, manager of The Hairdresser salons, shows you the 3 key stages in a video, to be discovered on the website Wavy Content!
When the client comes to your salon for an appointment, he usually comes only for his service. Your goal during the awareness stage is to make him realize that he needs and wants more than just the service.
As soon as the diagnosis is made, you can start talking to them about the products they might like, depending on their colouring or the condition of their hair. It is by discussing your analysis that you will create the desire to buy!
At this stage of the customer journey, the customer becomes a potential buyer. He will therefore seek to find out more about what you are offering him. During this phase, the best way to interest the buyer is to master your subject. No matter what product you offer, you need to be perfectly familiar with its different characteristics and composition and be able to convince the customer that it meets his needs.
This is the key moment of the sale. If the customer is won over by what you say, then you will make a sale! However, during this last phase you have to be on the lookout... A customer who buys one product can buy a second one!
In 2015, L'Oréal Professionals' Emotions Shows will have based their entire organisation around the customer journey. The aim was to further develop the customer experience by encouraging exchanges with customers.
The client's visit was divided into 5 phases:
1 - Facade and showcase
The front of your store is the first contact with your customers. It is the one that will "hook" the customer, seduce them and encourage them to enter your store. In the window, highlight your products, communicate about your promotions, etc...
2 - Personalized welcome
When the customer sets foot in your hairdressing salon, you must greet him with a smile, offer him something to drink? Put your customers in the best possible condition.
3 - Diagnosis
Diagnosis is the first time you will be face to face with your client. You will be able to analyze his needs and start talking to him about products that might be suitable for him.
4 - Delivery
The service is the ultimate moment to sell a product, you will have to create the desire to buy by making your customer understand how much he needs your products.
5 - Shopping area
In your living room, the resale space must be strategically placed, close to the cash register for example. The aim is for the customer to be forced to walk past and stop there. If your advice is relevant and he sees an interest in it, your customer will probably buy the product you have offered him.
In some Emotions Salons, sales increased by 30%, proof that the customer journey in your salon is important. So think about it!
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