My focus today was how do we get and keep our customers. I interviewed 4 random girls and had one sit down interview.
First I sat down with Courtney, a management officer. She is 28 years old and makes approximately 65k to 70k a year. Currently, she lives in Tysons Corner. Her typical beauty routine includes getting her hair cut every 12 weeks and a manicure & pedicure every 2 months. She spends $40 on her hair and $40 on her mani/pedi combo. She has never been to a blowout bar or drybar. She says drybar is not worth it because of her workout routine. Her hair will not last as long if she works out. Being fit is more important to her. Although she is considering trying it because she has a $10 coupon to use. Courtney has never had her makeup done professionally and she believes it to be too expensive. She once paid $45-50 to have her makeup done for a wedding once.
Once explaining the Beauty Bar concept to Courtney, she said that it is something she would go to on occasion. Maybe she would go for birthdays or dinner parties with girlfriends. She confirmed that she would not pay $40 to have her hair blown out and no more than $65 for two services (hair & nails). When I pitched the $33/33/33 concept to her, she said she wouldnt pay $99 for all three services but if there was a pick-two option, she would definitely choose the nails/hair and would pay $66 for it (considering it is under the $80 she is paying for separate located services.
I asked her how often she would frequent the store; she said she would have to try it once and then decide. First experience at beauty Bar 33 is important.
With regard to location, her first thought was Georgetown (remember that she lives in Tysons). She further explained that she would want the location near a place that she could go out afterwards. Whether going out includes night clubs/bars or simply shopping and/or dinner. She also said a shopping mall may be ideal. I asked her about business centers (office buildings clustered together) and she said she would definitely go and get her hair/nails done at work if she could have it done in less than one hour.
Lastly, we discussed additional services and she confirmed she would not pay extra for a scalp massage; however she would pay extra for an oil treatment considering she has very curly hair.
The other 4 girls, ages 24, 26, 26, and 27, I interviewed were at the Nationals Game tonight. I interviewed two while in line for the bathroom and I was sitting next to the other two. I asked them each about the ideal location for Bar 33. I received another vote for Georgetown, a DuPont Circle, and and 2 Arlington votes. One of the girls furthered about the location in Arlington, and mentioned Clarendon where the Apple store is location. All 4 girls loves the $33/33/33 concept; however 3 of the 4 girls stated they would only purchase a "pick two" package and the odd one out states she would purchase only one of the services at a time.
I decided to ask the girls what type of things would keep them coming back for business. And here are the multitude of responses I received...
- Efficiency
- Quality
- Customer service
- Coupons and subscriptions
From the interviews I think I have come up with some customer personas:
Busy Queen Bee
- Business/career driven woman, 25 y/o - 40 y/o, who works 40+ hours a week but always squeezes time in for her beauty routines. Perhaps in the morning before work, during her lunch break, or after her daily workout.
The Diva
- Socialite mid-20 to mid-30 y/o woman that is too busy in her social life, that her salon time because "her" time and Bar 33's timing is perfect for her busy schedule. She typically schedules after work, and on weekend afternoons because she is a late owl (not a morning person).
Occasional Sussie
- Loves Bar 33 but doesn't care to spend the exposable income on a routine. However, this customer will use Bar 33 for special occasions and for an occasional quick pamper session.
JR Jane
- High school early college with parental exposable income who values beauty and the concepts behind the current trends.
The Par-tay
Bachelorette parties, birthday parties, wedding parties, mother & daughter duos.
First I sat down with Courtney, a management officer. She is 28 years old and makes approximately 65k to 70k a year. Currently, she lives in Tysons Corner. Her typical beauty routine includes getting her hair cut every 12 weeks and a manicure & pedicure every 2 months. She spends $40 on her hair and $40 on her mani/pedi combo. She has never been to a blowout bar or drybar. She says drybar is not worth it because of her workout routine. Her hair will not last as long if she works out. Being fit is more important to her. Although she is considering trying it because she has a $10 coupon to use. Courtney has never had her makeup done professionally and she believes it to be too expensive. She once paid $45-50 to have her makeup done for a wedding once.
Once explaining the Beauty Bar concept to Courtney, she said that it is something she would go to on occasion. Maybe she would go for birthdays or dinner parties with girlfriends. She confirmed that she would not pay $40 to have her hair blown out and no more than $65 for two services (hair & nails). When I pitched the $33/33/33 concept to her, she said she wouldnt pay $99 for all three services but if there was a pick-two option, she would definitely choose the nails/hair and would pay $66 for it (considering it is under the $80 she is paying for separate located services.
I asked her how often she would frequent the store; she said she would have to try it once and then decide. First experience at beauty Bar 33 is important.
With regard to location, her first thought was Georgetown (remember that she lives in Tysons). She further explained that she would want the location near a place that she could go out afterwards. Whether going out includes night clubs/bars or simply shopping and/or dinner. She also said a shopping mall may be ideal. I asked her about business centers (office buildings clustered together) and she said she would definitely go and get her hair/nails done at work if she could have it done in less than one hour.
Lastly, we discussed additional services and she confirmed she would not pay extra for a scalp massage; however she would pay extra for an oil treatment considering she has very curly hair.
The other 4 girls, ages 24, 26, 26, and 27, I interviewed were at the Nationals Game tonight. I interviewed two while in line for the bathroom and I was sitting next to the other two. I asked them each about the ideal location for Bar 33. I received another vote for Georgetown, a DuPont Circle, and and 2 Arlington votes. One of the girls furthered about the location in Arlington, and mentioned Clarendon where the Apple store is location. All 4 girls loves the $33/33/33 concept; however 3 of the 4 girls stated they would only purchase a "pick two" package and the odd one out states she would purchase only one of the services at a time.
I decided to ask the girls what type of things would keep them coming back for business. And here are the multitude of responses I received...
- Efficiency
- Quality
- Customer service
- Coupons and subscriptions
From the interviews I think I have come up with some customer personas:
Busy Queen Bee
- Business/career driven woman, 25 y/o - 40 y/o, who works 40+ hours a week but always squeezes time in for her beauty routines. Perhaps in the morning before work, during her lunch break, or after her daily workout.
The Diva
- Socialite mid-20 to mid-30 y/o woman that is too busy in her social life, that her salon time because "her" time and Bar 33's timing is perfect for her busy schedule. She typically schedules after work, and on weekend afternoons because she is a late owl (not a morning person).
Occasional Sussie
- Loves Bar 33 but doesn't care to spend the exposable income on a routine. However, this customer will use Bar 33 for special occasions and for an occasional quick pamper session.
JR Jane
- High school early college with parental exposable income who values beauty and the concepts behind the current trends.
The Par-tay
Bachelorette parties, birthday parties, wedding parties, mother & daughter duos.
No comments:
Post a Comment