In the long run, there’s little doubt that the better-managed, large, private and corporate chains and booth-rental salons combined will satisfy nearly 75% of all U.S. salon-consumer market needs, says Cyrus Bulsara, president of the strategic-consulting company and a U.S. salon industry-data source.
Consumers have little to no understanding of the inner workings and management of various types of salons—and they perceive little difference and/or value between the various salon types. They “get” the consistency of the stylist, the ambience and the service at booth rentals.
Booth rentals continue to grow strongly in certain regions. Clients want personalized, private services, and are moving away from the big, older, chain salons. Mid-tier chains are also under pressure.
Last year, booth rentals and high-end, independent salons emerged with bold, new cut ’n color, bob, pixie and mop-top looks. Artistic and adventurous booth renters advanced these hairstyle trends with their clients.
Booth-rental stylists are computer savvy with Web 2.0 and social media. Technological tools, such as My Chair App, Salon Booker, Square, Schedulicity, Style Seat and Vagaro, are heavily utilized—and can be co-opted.
Booth-rental salons play a huge role in driving sales to beauty stores, including Sally Beauty Supply, CosmoProf (Beauty Systems Group), SalonCentric and all other so-called professional-only stores. Their purchasing habits and inventory needs are distinctly different from those of independent salons.
Manufacturers and distributors need a sales/marketing strategy for each group of rental salons/stylists that they target. Strategies and tactics for rethinking packaging, promotional and pricing strategies are suggested in the study. Web 2.0 educational needs are addressed as well.
Bulsara, cbulsara@augustmail.com, or visit the Professional Consultants & Resources website.