Marketing is everywhere in real life, and especially where you don’t expect to find it. For this article, I’d like to transport my readers in the cosy and design atmosphere of a fashion hairdresser. Have you ever felt more beautiful than in a hair design salon? Everybody takes good care of you, making you feel unique, and look brilliant. Why is that? Here are a few thoughts on marketing at the hairdresser’s and best practices we can keep in mind for websites.

A welcome feeling

First of all, the place is made to make you feel good. People are elegant and fashion, there are big sofas to sit on while you wait and the last Cosmos and Elle to shorten your wait. Then, most of the times, you are welcome by a bright smile. As soon as you say your first name, you are recognized and offered a cup of tea, a glass of water, anything to make you comfortable.

Some of us who go to the hairdresser every week (like my Grandma) feel this even more: no need to say their name, they are welcome like old time friends. No need to repeat what you want: your cup of coffee is right in front of you. And though they know what you want and what fits you, they still have the kindness to make you feel like you’ve chosen.

«I feel good» experience

For the half and hour / hour you sit in front of the mirror, the hairdresser takes care of you as if you were valuable: «is the water hot enough? Not too cold?» You’re being taken care of, big time! Just relax, and chit-chat a little if you’re keen on. Nothing to worry about. A friend used to go to a hairdresser where they offer a shoulders massage before washing your hair. No wonder you feel good!

And at the end of the experience, though you still have to open your wallet, you still feel good. Because the conditioner smells nice, because your hair looks shiny and light, because you feel beautiful, you pay without any regret. You feel so good you even let a tip!

Contextual specials

Last time I went to the hairdresser’s, there was a manicure salon within the place. While my hair was cut, I could read a leaflet promoting a 20% off specials on manicure. I had never tried it, and the moment was well chosen for a start: a good offer, a trial product, and the thought the manicure was a part of the salon. It was so simple I fell for it, and I did like it.

Tips for Web marketing

So, are there some Web best practices we could learn from a hairdresser’s experience? Of course, yes. And here is a short list of them:

• First of all, welcome the user. I mean, just writing a small and invisible «Welcome» after she logs in is definitely not enough. Let’s use cookies to recognize the user (when possible), and cheer her up with a real and personalized welcoming message. After all, we are happy to see her on the website again, aren’t we? Let’s show them.
• Then, the website has to make the user feel valuable. For doing this, why not thank her for her visit or last purchase? As well, ask her opinion on new products or grant her with private sales could be a good idea. Without going that far, making the user feel good starts with helping her in her tasks on the website, and especially within error messages (prefer «We are terribly sorry, but the system could not understand this field value. Maybe you could help us out and try to figure out what’s wrong with it? Thank you.» to «Wrong field value.»)
• Finally, and I think this a key point, marketing should support the user’s needs and wishes (it seems obvious, but often the user is forgotten on the way). Complementary products offer or specials should not be suggested for sales needs, but because it will make the user feel better. Writing this article made me realize usability is often about making things easy for the users, or helping them do tasks, but making them feel good is more than that, and could have an even higher influence on the satisfaction!

In one word, think the website strategy in order to help the user feel good through her experience. Then, she will be back, just like my Grandma who has been going to the same hairdresser’s for 20 years now… (We’re talking about a weekly 50$, so 2 400$ a year.) See, we can learn valuable Web marketing tips from a hairdressing salon!