Beautiful Britain Report 2017 Beautiful Britain 2017_Report_WRF2_Spreads - Page 26

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
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Tom Chapman for The Bluebeards Revenge
INVESTING FOR THE FUTURE 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 12 months. 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. 26 New treatments/services - 66% Equipment 45% 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 Equipment 45% BARBERS Our report shows that 2016 was a successful year for the ma &GbF6PFR"&VWGB&&&W&rGW7G'BFB&fW762&VƖWfR#rffW'0VvRFVFWVVBSPWrG&VFVG26W'f6W2CP&WFr#2PWrG&VFVG26W'f6W2CP&VB&R7Ffb#BPtr44FFFFf6fW7FVBFW&P2&VV6vf6B7&V6R'W6W70&fW762WfW&vr66VFf 'W6W72W'6W3BRbR&R&W76pG2vW"FFƲF7W7FW'2vVB6W27V6f6ǒFW6rvW0F7&RFW'2B6&R&W7VG2W fFw26f&FR6FVrV&G`7Fw&v62FRffW&VBFf&f "Rb62BRb&Rv&W'2&&&W'2FRFW"B&R&RƖVǐFBf"f6V&vFW7BfW"bSRFrf"F2Ff&FRf7B&Gb&fW762&RW6p66VFFw&rFV"'W6W72'WBFW&P27F6vf6BV&W"BWfW&vpFW6RFf&2W"fFw26rFB#Pb&Rv&W'2fRWBF6FƗ6RF2fV&RFFBV&W2FVЧF&FRFV"'W6W72FW&7BvFFV"7W7FW'2#p