the kind of experience you want your client to enjoy and ensure your service is second-to-none,” advises Kate Wrighton, territory sales manager for Takara Belmont. “Space planning is vital to a first-class client experience, but it also enables you to plan your service menu for new revenue streams.” “You need to really invest in your chairs, choosing a brand that is well known for its quality,” Terry Bunn, Maletti’s salon designer, suggests. “When it comes to stations you need to ensure you are working with materials that are resistant to water damage. If possible, choose materials that age well with time: solid wood doors, granite tops and ceramic sinks.” Trend-chasing can compromise both quality and experience; the details matter. “Barber shops mean more than just haircuts. You need to combine both trend and expertise, design and functionality, style and professionalism,” explains Sarah Dade, UK manager for Salon Ambience. Finally, it’s important not to neglect the first impression of your shop from an outsider’s perspective – sometimes literally. “The shop window is important and has to be integrated into the design, as it’s one of your best forms of advertising,” Terry adds. knowledge, so that they know each one inside-out. Confident stylists will see the sales follow naturally. “Let’s say you went to the doctor and had a check-up, you’d expect that the doctor would give you the right prescription,” Adee reasons. “Barbers and hairdressers should be doing the same thing.” According to Sue Whitehead, managing director of Jacks of London, it’s worth salon owners and managers relinquishing some control so that barbers feel empowered to take on responsibility for success. Her suggestion? Using business software to show proof of how changes to how they work can have an impact on the bottom line. “A reluctance to promote add-on services might seem like obstinacy to you, but it may just be a fundamental lack of understanding from them,” she explains. “They simply ‘might not know what they don’t know’, and merely telling them is not enough. If you can show them what you mean, and your data allows you to do that, then you can break through and set them on the path to lasting success.” ENSURE YOUR SHOP LOOKS THE PART… AND DELIVERS ON SERVICE Placing the customer experience at the centre of what you do means you need to consider how your shop looks and the physical flow of your client’s journey through the space, alongside what’s on your service menu. “Build your equipment around SKN<strong>HEAD</strong> ENGAGE WITH YOUR AUDIENCE… AND WATCH THE FOOTFALL RISE At Jacks of London, the team works hard on creating a ‘frictionless experience’. “We’ve embraced technology, meeting our target audience not just via our channels but also on other platforms they love, such as our recent collaborations with The Idle Man and other influencers. We are constantly developing fresh marketing campaigns,” Sue explains. At Barber + Blow the brand has a very clean, clear approach and customer appeal, which translates into its curated feed on social media. Barber and owner Benjamin May explains: “We don’t over-post and don’t flood our followers with similar images in a repeated sequence. It’s always fun to create great imagery.” Riding the tide of trends isn’t enough to guarantee success, but taking these steps to future-proof your business from whatever challenges are heading your way will see customers coming through your doors long after the beard buzz dies down. Benjamin May, Barber + Blow 10 Mister Quarterly
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