Mid-range Beauty Salons: Service Concept and Customer Value Rebecca Horton|SERV 724 | 7 May 2012
e f i w d n a m o m , 7 4 , ia
Jul
Service concept phone-in appointment scheduling
Feel beautiful, inside and out Relax and unwind Appear fresh and up-to-date for social functions Boost confidence
makeup application
massage services
Facilitator
Correspondingly, Julia often develops a strong emotional bond with her trusted service providers-the butcher she’s been frequenting for years and the florist who does all her parties. Because Julia is willing to pay a premium, she expects customization and individualized attention. Thus, when a service provider doesn’t measure up, Julia will not only terminate the relationship but also make sure to warn all her friends.
enhancing services
check-out
Find an appropriate style Select service package Book appointment Visit salon
Julia is at a stage in her life where she is willing to pay a premium for quality service, be it at the salon, the dry cleaner, or the tailor. When she was younger, Julia was incredibly frugal, but with her husband’s executive-level job and her new part-time income Julia now rarely worries about price tags if the product measures up.
waxing
core service
Goal
In terms of what she’s seeking from her stylist, Julia wants a timeless look and an assurance of quality service that’s consistent. After years of regular appointments at the salon, she’s wellacquainted with the various offerings and protocols, although she never seems to tire of the cucumber water offered in the lobby.
treatments hair cuts and styling
Show Off New Look
Julia has a long-standing relationship with her stylist and relies upon her to keep her appearance fresh and youthful. Every six weeks, Julia takes an afternoon off to drive into the city for some shopping and a touch-up at the salon. Sometimes, she’ll even bring a friend along.
check-in
online listing of offerings
Motivator
Julia is a mother of three who has recently found time to head back to work part-time after sending two of her kids off to college. After surving several years of feeling frazzled, Julia now savors slow mornings over a cup of tea and a home gardening magazine. She’s not afraid to treat herself on more than the rare occasion because she feels that she deserves it.
shampooing
parking
Julia’s Journey
facilitating services
Select service package
“I’ve been going to my stylist for years, but now that i’ve got the money i’m starting to wonder if I might like to try something more luxurious.”
Stats: $200k household income, married with 3 kids, lives in suburbs, works part-time
Heavy User Value proposition WHO WHY
that wants to feel stylish and pampered
WHAT
our beauty salon is a hair cut and styling provider
HOW
that delivers a fresh, trendy approach to beautiful hair
Unlike the high end salon, our service delivers affordable, longlasting results in an environment that puts you at ease because we take advantage of economies of scale to bring high-end perks to broader audiences.
perceived
r e h c a e t , 3 2 , a s s i l A
Alissa is a young bride-to-be who has just started her first job. She prides herself on finding the best deals possible wherever she goes, unless (of course!) someone else is paying. In her first job and busy planning a wedding, Alissa doesn’t have much time for luxury or leisure.
Wait for stylist
Offerings
fo r y Fl ex ib ili t
Value Factors
Low
Uninspired
After Journey
Delivery Gap!
Motivator
Goal
Consult with stylist Select service package Try out options Receive appropriate style
Facilitator Find a salon
Set up consult
Drive to salon
Anxious
s
Delighted!
Show off new look
CheckIn
Wait for stylist
Consult with Stylist
Try out Options
Select favorite Option
Leave and return on wedding day
Receive favorite style
Pay for services
Exit salon
Light User
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Mid-range salon (Aveda, Bumble and Bumble) High-End Competitor
During Journey
Exit salon
Look great at wedding
With that said, more often than not Alissa sticks to the basics, shopping for staples at Target on her way home from work and eating out only on the weekends. Saving up for her new home and honeymoon, Alissa wants to find products and services that give her lots of value for her money and aren’t hard to find.
“I really want to look amazing for my wedding. Since mom and dad are paying, I’m hoping that I can find a style that makes me look better than ever before!
Pay for services
Wow fiance Feel refreshed and relaxed Look great in front of friends and family
While Alissa is frugal, she likes nice things more than she’s usually willing to admit, so when Mom treats her to a spa day, or her fiance to a nice meal, she is more than willing to oblige. If Alissa is wowed by the service somewhere fancy, like a great gourmet grocer or fun new home accessory store, she may change her purchasing behavior in favor of the more expensive option. For example, Alissa recently stopped shopping for cosmetics at CVS after her older sister treated her to a Christmas shopping spree at Sephora.
Stats: $40K household income, teacher and bride-to-be (engaged to college sweetheart)
Admire new look
Julia is frustrated by lack of customization at salon
Alissa’s Journey
Although Alissa usually gets her hair cut at Great Clips or the walkin salon at the mall, she’s willing to splurge for special occasionslike her upcoming wedding-with her parents or husband-to-be footing the bill.
high
Watch blowout and styling
Tense
Salon fails to recongnize Julia’s desire to try something new
When it comes to haircare, Alissa’s primary concerns are maintenance time and costs. She’s not as concerned about trendy looks or posh atmospheres as she is in finding a clean, low-budget salon with friendly service that will keep her hair healthy.
Strategy Canvas
Receive treatments
Knowledge Gap!
High
satisfaction
CheckIn
Before Journey
expected
Low
For the trendsetter woman/man
Drive to salon
Curious
Slightly
Dissatisfied!
Schedule appt.
Consult with stylist
Before Journey
expected
satisfaction
High perceived
With a lot of weddings on the docket, this salon specializes in putting brides at ease
At-ease
During Journey
Alissa is thrilled by the quality of her wedding style, which far exceeds expectation
Confident
After Journey
Knowledge Gap!
Look great at wedding