Business
This one is for salon owners and professionals. With e-commerce well and truly leading the charge globally in the hair & beauty industry, does this mean traditional brick & mortar retail as we know it is dead?In this episode, we chat with ELEVEN Australia North American Distributor Manager Jeff Peterson who like us, definitely disagrees. In fact now more than ever as hairstylists and their clients come back to their salons, the retail game needs to be treated as Jeff describes “a business within a business”. It’s no secret that some of the biggest global fashion and lifestyle brands do merchandising really well, and Jeffs 360 degree approach not only mimics these brands, but insists that in order for a salon’s retail game to be strong, they need to create a space that their clients feel is an experience. A place to have face to face education on the benefits of their hair care and ultimately a place where they want to buy.