WINNING MEN ’ S LOYALTY
WINNING MEN ’ S LOYALTY
In a highly competitive industry , encouraging customers to return time and time again can often prove challenging . When it comes to building loyalty with male clients , our findings show that the key factors to remember are creating value for money and forging strong relationships .
Unlike their female counterparts , men say that value for money is the best way to facilitate their long term loyalty . So , whether it ’ s by promoting more maleorientated deals through social media or revamping your rewards card , ensuring that you tailor your offers to male clientele could result in some strong wins for your business .
Whilst value for money is important , having a good relationship with their hair or beauty professional comes in at a very close second for men , followed by being happy with the results . It ’ s also worth remembering that a chatty approach doesn ’ t work for everyone , with one in five men preferring not to talk to their hair or beauty professional while in the chair .
Whilst we witnessed the upsurge in the hipster beard trend last year , it looks as if there are new trends preparing to take over in 2017 .
THE YEAR FOR THE STUBBLE
While beards look set to remain popular , the UK ’ s professionals say these have been pipped to the top spot of most popular style by stubble . In fact , across the UK stubble is set to be the style of choice for every region apart from the South East , where tight beards will reign supreme .
KEEPING IT TIGHT
This year we are seeing an increase in men opting for more compact styles . When it comes to a neater fit , the tight beard is proving to be the go to trend , particularly for those looking to achieve a clean , well-groomed look .
THE SHORTER BEARD
The trends of 2017 may point towards a closer shave , but the shorter beard has risen to become a firm favourite . A more uniform take on the full beard with some extra maintenance required from those who try it , this facial hair style looks set to grow on the high-street this year .
Jiginesh Madhaji @ wahlprouk
Simon Kibbler @ wahlprouk
“ Gone are the days when it was rare to see a man in a salon . Today , men are embracing the power of hair and beauty to shape their identity and make them feel their most confident selves . They want cuts that are sharp and technically advanced and aren ’ t afraid to experiment .”
PHILIP POLITI EDINBURGH
Tom Chapman for The Bluebeards Revenge
FOCUSES FOR INVESTMENT
Our results find that, overall, the priority
for salons is to expand the range of
treatments they offer, with two thirds
(66%) investing in this area.
New treatments and services often
require new tools and fresh skills, so it’s
no surprise that 45% are also investing
in new equipment, while over a third
are putting money behind further staff
training. Around 30% of salons also say
they have hired more staff over the past
For mobile professionals and barbers,
equipment has been the priority.
More than half of these groups are
investing in equipment, followed by
adding new treatments. Barbers are
currently undertaking significantly
less staff training than other parts of
the industry, suggesting there is an
untapped opportunity to use employee
development to grow business.
In a continuously evolving industry, the
ability to adapt service offerings using
creativity and innovation is fundamental
to success. Our findings prove the
incredible commitment of hair, beauty
and barber professionals, who are
continuously pushing their businesses to
reach new heights.
New treatments/services - 66%
Staff Training 37%
Our findings indicate that many industry
professionals are now investing in key
elements of their business to capitalise on
these future opportunities.
TOP INVESTMENT PRIORITIES FOR BUSINESSES
Our report shows that 2016 was a
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