2

1.0 Executive Summary pg. 4-5

2.0 Situational Analysis pg. 6

2.1 Company Background pg. 7

2.2 SWOT Analysis pg. 8

2.3 Competitive Analysis of Websites with Likert Scale pg. 9-15

3.0 E-Marketing Strategic Planning pg. 16

3.1 Tier One Strategies pg. 17-18

-Segmentation/ Targeting

-User Profile

3.2 Site Purpose pg. 19

3.3 E-Business Classification pg. 20-21

3.4 Exchange Outcomes pg. 22

3.5 Differentiation- Internet Specific pg. 23

3.6 Site Map pg. 24

3.7 Privacy Policy pg. 25 - 26

4.0 Goals and Strategies pg. 28

4.1 Balanced Scorecard Goals pg. 29-30

4.2 E-Marketing Objective, Strategy Matrix pg. 31

5.0 Implementation Plan pg. 32

5.1 Tier Two Strategies (Marketing Mix) pg. 33-36

-Offer (Product/Service)

-Price/Value

-Distribution/Supply Chain

-Advertising/ Promotions/Personal Selling

5.2 Positioning Map and Strategy pg. 37

5.3 Differentiation Strategy- Business pg. 38 - 39

5.4 Tactics pg. 40

-Customers Relationship Management

-Information Gathering

Table of Contents

3

1.0 Executive Summary

This E-Marketing plan was developed specifically for Purita’s Hair Design, a hair salon

located in Pembroke Pines, owned and operated by Pura and Mariano Abreu. The

salon opened for business in 2003, and has become known as a quality affordable hair

care provider with a full range of services.

Purita’s clients are primarily females between the ages of 30 and 55 that live in Pem-

broke Pines. Most are Hispanic or African American consumers, employed in sales,

management or the healthcare industry. A smaller group of Purita’s clients includes fe-

males between the ages of 18 to 29.

The businesses key strengths included a loyal customer base and competitively priced

services and its weaknesses are a lack of a customer database and a low-tech corpo-

rate culture coupled with a target consumer who is slow to adopt technology. Purita’s

Hair Design must be able to effectively brand their business and differentiate their

service offering to remain competitive in a saturated market and should take advan-

tage of the opportunities created by web marketing to reach a larger portion of their

consumers and extend the customers interactions with the brand beyond the physical

location.

An analysis of two similar competitors revealed that layout, navigation, quality content if

the form of service descriptions, an image based portfolio, and social media links are

considered essential website components by the salon’s target market. The site will de-

velop the salon’s corporate brand, provide easy access to service related information

and function as a platform to publish service testimonials and build a community

among the consumers. User groups consist of professionals with ethnic hair, trend

conscious clients, body care clients, and budget conscious spa clients seeking to learn

about service, connect with similar consumers, and enjoy content created by other

clients.

The salon will differentiate its value offering through exceptional personalized customer

service, an experienced personable trend conscious staff, and a reputation as a quality

brand. Strategies suggested to motivate growth of the business involve building brand,

site, and service awareness; engaging customers online and building customer rela-

tionships and sense of community. The business must also manage content efficiently

to enter into new market segments and increase profit.

4

5

Tactics required to realize these goals include maintaining a superior offer and value

combination and advertising through targeted media. Purita’s Hair Design should also

offer appealing promotions that do not detract from the value of the business and en-

gage in relationship marketing via social media that addresses consumer concerns

and allows the business to adapt to changing preferences. Lastly, the salon should

gather relevant information from clients through a membership program to track pur-

chasing behavior and measure brand perception and the clients’ response to the col-

lective marketing efforts.

2.0 Situational Analysis

6

7

2.1 Purita’s Hair Design Company Background

Purita’s Hair Design opened for business in 2003 in Pembroke Pines, Florida. It is a rel-

atively new business that strives to provide its clients with quality hair styling and

grooming services. Purita’s Hair design is a partnership, owned and operated by Pura

and Mariano Abreu.

Purita Abreu began working as an “at home” stylist after moving to the U.S. fourteen

years ago. As her client base expanded, she realized that she needed an independent

facility to accommodate the growing number of clients and the equipment necessary

to provide the range of services they demanded. The recently renovated facility has a

lobby and lounge area for guests, several styling stations, a nail center, and a separate

area for facials, massages, and pedicures.

The salon currently offers a selection of styling services including shampoo, deep condi-

tioning treatments, cuts, color and correction, highlights, perms, and relaxers. In addi-

tion, it offers a range of skin care treatments and grooming services. Clients are

typically Hispanic or African American females between the ages of 30 and 55. A

much smaller portion of their clientele is made up of Hispanic or African American fe-

males between the ages of 18-29, males, and children.

Although Purita’s Hair Design is a full service salon, it caters specifically to ethic

women with difficult to manage hair. Some of the most popular services are blowouts,

flat ironing, Keratin treatments and conditioning.

Purita’s Hair Design is seeking to create more brand awareness and increase their

presence within the Pembroke Pines business community and online. The business

also wants to place an emphasis on the full range of services available in the salon and

find a strategy that will better target female ages 18-29. Purita’s Hair Design’s goal is

to offer each client an affordable quality styling experience.

Opportunities Threats1. Consumers with ethnic hair have

greater demand in the “Personal Care

Market” due to an increase in population

and purchasing power.

2. Ability to reach a larger portion of tar-

get segment through website and social

media based marketing.

3. Ability to reach a younger target seg-

ment through their preferred medium.

3. Save on printing cost by making infor-

mation electronically available.

4. Utilize e-mail marketing and blog con-

tent to extend consumers interactions

with the brand beyond the brick and mor-

tar location.

1. Internet is saturated by similar service

providers, effective branding and differen-

tiation is critical to success.

Strengths Weaknesses1. Loyal customer base.

2. Competitive price point.

1. Low-tech corporate culture.

2. No existing customer database.

2. The majority of target consumers are

at best moderate internet users. Adop-

tion of website as an informational re-

source will take time.

8

2.2 SWOT Analysis

Suni's Beauty Salon

Description: This website provides Suni’s Beauty Salon clients with information

about the salons services and location and promotes the salon’s offers and

events. Although it provides sufficient information the layout, and image quality

is poor.

9

2.3 Competitive Analysis of Websites with Likert Scale

Strengths WeaknessesHours of operation, phone number, and

new customer promotion is accessible

on the home page.

Complete list of services with base prices

and thorough descriptions on “services”

page.

Very cluttered page header. Poor home

page layout. There is no introduction or

written description of the business.

Low quality unappealing images placed in

the “gallery” page. No slide show for the

section. Images are not scaled uniformly.

Although the contact page has an appro-

priate layout, the only content available is

the address, one phone number and an

image of a map. There is no email or so-

cial networking profile available for elec-

tronic communication.

10

Allure Hair Salon

Description: This website is a platform for Allure Hair Salon’s E-Marketing and

E- commerce activities. The site offers standard layout with horizontal and verti

cal navigation options and a flash banner that highlights their hairstyling serv

ices offerings, products and gift cards. It provides useful content but the layout

can be improved through organization, editing, and more white space. It also

serves as a point of sale for hairstyling products and tools.

11

Strengths WeaknessesAttractive flash banner

Content is divided in sections including

welcome, specials, services, and social

networking promotions but it needs to be

streamlined and organized.

Ability to schedule appointment online is

simple and it effectively moves online traf-

fic in store.

Site also gives clients the opportunity to

purchase hair styling products and tools

so it serves as an E-Commence site as

well.

Mixed classic, contemporary, and mod-

ern design elements compete for atten-

tion on the page.

Audio is unnecessary and annoying.

12

Bellos Cabellos Hair Studio

Description: The website provides users with a written description of the salon’s

history, a services and price list, contact information and details regarding the

salons Keratin and extension services with limited images.

13

Strengths WeaknessesPoor layout and color choices.

Unconventional navigation is cumber-

some and seems to display a coding

error

Absolutely no branding or noteworthy

features

Written content is overwhelming, and it

is repeated on other pages

14

Likert Scale: Purtia’s Hair Design Competition Scale:

Scale: 1 = Poor 2 = Unsatisfactory 3 = Acceptable 4 = Good 5 = Excellent

Suni's

Beauty

Salon

Allure

Hair

Salon

Bellos

Cabellos

Hair Studio

Attractiveness 3 3 1

Usability 3 4 1

Content 2 4 2

Main Navigation 5 5 1

Portfolio Naviga-

tion

2 3 1

Client Services 4 5 3

Social Network-

ing Links

1 3 1

E- Commerce Ca-

pabilities

1 3 1

Total 21/40 30/40 11/40

15

3.0 E-Marketing Strategic Planning

16

Purita’s Hair Design Target Market

Primary Target Segment

Geographics: Purita’s Hair Design’s primary target segment is located in

Pembroke Pines, Florida. Specifically within zip code 33024.

Demographics: The target segment is female, between the ages of 30 to 55.

Most consumers are Hispanic or African American and earn an average yearly

income of $42,000. They are employed in sales, administration, management,

and in the healthcare industry.

Psychographics: Purita’s primary target is concerned with the texture and

health of their hair. They consistently seek styling assistance and conditioning

treatments for their difficult to manage ethnic hair. Emphasis is placed on

smooth, silky, straight, hair and this is a result of each client’s perception of

what is “beautiful,” “natural”, “professional.”

Secondary Target Segment

Demographics: The secondary target segment is younger females, between

the ages of 18 to 29. Most consumers are Hispanic or African American and

earn an average yearly income of $25,000 to $35,000. They either are stu

dents or employed in sales, administration, management, and in the healthcare

industry.

Psychographics: In addition to the concerns of the primary target segment Pu

rita’s secondary target is concerned with the trends established by style influ

encers in the music and film industry. They are apt to experiment, and change

their hair color and style more often. They are also heavy social media users,

and will likely look online to find information about emerging styles and trends

before visiting a salon.

3.1 Tier One Strategies

17

Purita’s Hair Design User Profile

18

User Group Addressed Need Product/

Service Bundle

Web Traffic

Professionals with

Ethnic Hair

Various hair

straightening tech-

niques and treat-

ments.

• Blowouts

• Ironing

• Relaxer Treatments

• Keratin Treatments

• Deep Conditioning

Treatments

50%

Trend Conscious

Client

High end color and

conditioning prod-

ucts, skilled staff

with knowledge of

styling trends.

• Redkin Products

• Nexus Products

• Paul Mitchell Prod-

ucts

• Updated style sample

books

30%

Body Care Client Body grooming

services

Personalized atten-

tion by dedicated,

gentle, privacy con-

scious personnel.

• Manicure

• Pedicure

• Facial waxing services

• Body waxing services

10%

Budget Conscious

Spa Client

Separate spa-like

area for private

service sessions

• Massages

• Exfoliation

• Extractions

• Peels

• Masks

10%

The purpose of Purita’s Hair Design’s website is to develop the salon’s overall image as

a brand, while providing current and prospective clients with information geared to-

wards closing a sale, and reaching two target segments effectively. The website design

and layout will reinforce the salon’s position as a vibrant and friendly quality hair care

provider. It should be contemporary, inviting, and above all easy to navigate.

The primary function of the site is to provide clients with easy access to information.

Website content could include a list of services with base pricing, service descriptions,

stylist profiles, a tips and trends blog, hours of operation and contact information.

Beyond information, the content could serve as testimonial to the quality of the serv-

ices and build brand value. The blog and customer post could foster a sense of commu-

nity between patrons and serve as positive PR. Lastly, the site would serve to link

consumers to larger social communities via Facebook or Twitter.

3.2 Site Purpose

19

3.3 E-Business Model Classification

Activity Level

1. Content Publishing

This strategic model would benefit Purita’s Hair Design because it would give clients

easy access to the businesses different offerings. A service page with corresponding

descriptions and base prices would create awareness and interest in the services.

Other information available online could include, directions, hours of operation, stylist

profiles and a tips and trends blog. Content publishing would also save on printing cost

and reach a greater number of clients. The site could also highlight services through

user-generated content, like before and after pictures and customer comments about

the services and stylists.

2. Email

Sending email communications to stakeholders would be a cost effective targeted way

of maintaining contact with clients outside of the brick and mortar location and it could

help build a lifelong business relationship. Email promotions also have the potential to

prompt repeat business. Clients could provide some basic information in exchange for

promotional offers or discounts and the salon would benefit from a database of con-

sumer profiles they can use to better target services and make other strategic deci-

sions.

3. Online Promotions

Purtita’s Hair Design could create online promotions to advertise selective services like

facials or manicures. This would help create awareness of the variety of services avail-

able, and establish a benefit associated with visiting the website regularly.

20

Business Process Level

1. Community Building

Purita’s Hair Design could take advantage of its position as a vibrant local business to

create an online environment where clients can connect with peers. Creating a com-

munity would add value to the services and foster customer loyalty. Key characteristics

that unify Purita’s client base are that most customers are Hispanic or African Ameri-

can females, between the ages of 30 and 55, who have difficult to manage hair.The

website could utilize user generated content or a stylist blog to provide styling tips and

advice for the clients with those issues.

Enterprise Level

1. Social Media

It is imperative for Purita’s Hair Design’s to have an active presence in at least one so-

cial media site. This will create a sense of community around the brand and reach

clients in their environment. It would be the most efficient way of targeting new seg-

ments, such as female ages 18-29. A Facebook page would become a secondary

source of brand related content that is free, flexible, and encourages user interaction.

Specific emphasis will be placed on valuable content that changes often.

21

3.4 Exchange Outcomes

The design, content, and features of Purita’s Hair Design’s website will facilitate the

following outcomes

Learn: The website will be an information resource to Purita’s clients. It will provide a

service menu with detailed descriptions and a pricelist that is frequently updated. It will

also serve to increase awareness of special promotions, loyalty discounts, and high

products used at the salon. In addition it will provide consumers with location and con-

tact information along with service reviews and comments posted by other users so

new customers can learn about other clients’ experiences.

Connect: The brand will maintain contact with its consumer base through social net-

work links, promotional emails, and a style and trend blog on the website written by the

salon owner.

Enjoy: Users will be able to enjoy user generated content, the website gallery will show-

case before and after photos taken of the clients as well as comments related to their

individual experience should they choose to share them online.

22

Professionals with Ethnic

Hair

Trend Conscious Client

Body Care Client

Budget Conscious Spa

Client

Learn

Connect

Enjoy

table

3.5 Differentiation – Internet Specific

23

Site Atmospherics Trust Efficiency 1. Site features a color

palette that coordinates

with the brands signature

orange.

• D55121 • FB9C6C

• 184D68 • 31809F

• CFE990 • EAFBC5

2.Traditional grid-like layout

makes the site easy to nav-

igate. This is especially im-

portant for those

consumers who are not

heavy internet users.

3. Color coded content

sections and drop down

menus makes information

accessible.

4. Logo is prominently lo-

cated on the page.

1. Link to a privacy policy is

available on every web-

page.

1.The salon’s location,

service offering, and con-

tact information will always

be available online, this in-

crease awareness of the

businesses unique value

proposition.

2. It is an effective way to

drive traffic to the salon.

Pricing CRM UGC1. Base pricing will be avail-

able online on the service

page next to the service

descriptions.

2. Online only promotions

will build value and foster

loyalty among users.

1. Customer tracking.

2. Communication via on-

line platform.

3. Link to social media

pricing.

1. Blog will allow visitor

comments and picture

posts that will serve as

service testimonials.

3.6 Site Map

24

Your privacy is important to us at Purita’s Hair Design. We have therefore

implemented the following policies.

The information we collect

The information we collect when you visit our website depends on what you do when

you visit. If you read or download information, we collect and store only the following:

• Name of domain from which you access the Internet

• Date and time of access to the site

• IP address of website from which you linked to our site (if applicable)

How we use information

We use this information to measure the number of visitors to the different sections of

our site and to help us make our site more useful. We may share such user informa-

tion with partners, advertisers and others but only in aggregate form, not in a manner

that would allow personal identification of a specific user.

If you visit our site and make comments, register to receive materials, or join our fan

page or feeds on social networking sites, the types of personal information collected

are the following:

• Name

• Contact Information

• Any other information you submit

This information will be used to tailor our services and improve your experience at Pu-

rita’s Hair Design. From time to time, we may send offers and/or information from our

salon to email addresses provided.

We only share personally identifiable information provided by you with third parties

outside of Purita’s Hair Design with your permission.

Note: By opting-in to Purita’s Hair Design mailing list, we assume that you have given

permission for Purita’s Hair Design to share this information with third parties.

3.7 Privacy Policy

25

Opting out

We always provide you an opportunity to opt out of our mailing lists, prohibiting any fur-

ther sharing of your information (except when we believe the law requires us to dis-

close it or when the disclosure is necessary to protect the rights or property of

Purita’s Hair Design).

If you choose to opt out of our mailing list, please click on the link below to remove your

name from the list. Enter your email address and click 'remove' and you will be taken off

the mailing list.

Remove Me From Mailing List

Contact us

Should you have other questions or concerns about this privacy policy, please send us

an email at customerservice@puritashair.com

26

27

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4.0 Goals and Strategies

29

4.1 Balanced Scorecard

Goal Measure

1. Build Brand Awareness:

Create a cohesive corporate image for

the businesses that transitions seam-

lessly between the brick and mortar envi-

ronment and online.

Survey target about first point of contact

with brand. “How did you hear about us?”

• Client Referral

• Online Search

• Radio Ad

2. Build Awareness of Site Survey target about site awareness.

Track number of “first time visitors” to

site and “repeat visitors” on a weekly

basis.

3. Engage Customers Online:

Create an online environment where

clients and prospective customers inter-

act with the brand.

Track number of comments posted on

website blog and social media pages.

4. Build Customer Relationships:

Extend interaction and service value be-

yond interpersonal contact. Ex: Use blog

and social media to infuse brand with

value, offer tips and style trend articles

to develop a virtual rapport

• Track number of purchases per cus-

tomer over time using appointment and

billing info.

• Track repeat customer visits

• Track number of comments posted on

website blog and social media page.

5. Increase Awareness of Services:

Use online promotions to feature select

salon services.

Track the number of promotional offers

redeemed in store on a bi-weekly bases

and compare information against the

number of clients that requested that

service during a period of no promotions

6. Build Communities on Site • Track number of comments posted on

website blog and social media page.

• Track friends/followers on social media

platforms.

Customer Perspective

30

Internal Perspective

Learning and Growth Perspective

Financial Perspective Table

Goal Measure1. Superior Content Management • Track number of updates a week.

• Track responses to comments.

Goal Measure

1. Successful Penetration of New Target

Segment: Female ages 18-29 of Hispanic

or African American ethnicity who have dif-

ficult to manage hair.

Track number of clients serviced by the

business in the desired target segment

and compare that information with num-

bers of clients in target segment serviced

1 year after website launch.

Goal Measure1. Lower Customer Acquisition Cost Compare the number of sales generated

from e-marketing efforts to the number of

sales generated by other advertising en-

deavors (radio and outdoor ads) with con-

sideration to the financial investment

required for each effort.

2. Increase Individual Customer Profit Compare the average sales total before

the website launch to the average sales

total one year after site launch.

31

4.2 E-Marketing Objective Strategy Matrix

5.0 Implementation Plan

32

Offer:

Purita’s Hair Design offers consumers moderately priced quality hair styling and

grooming services in a friendly, relaxing, professional environment. The salon offers a

full range of services including hair cuts, color, blowouts, ironing, relaxer treatments,

keratin treatments, and deep conditioning treatments for clients with difficult to man-

age ethnic hair. The salon also employs a nail care professional that provides manicure

and pedicure services and an esthetician who performs exfoliation, extractions, peels,

and masks in addition to waxing.

Although the salon specializes in services designed for clients with ethnic or curly hair,

they have developed the current service menu to capture clients with additional needs.

Beyond straightening, cuts, color, and conditioning, many consumers seek complemen-

tary services, which they can comfortably receive in the same location and often times

simultaneously.

Benefits of the Extended Service Menu

Allows the business to capture revenue from complimentary purchases that

are often impulse buys.

Delivers an all-inclusive experience, which adds value to the service offer and

gives consumers the benefit of convenience.

Price/Value:

The price point for Purita’s Hair Design service offering is low to moderate. Shampoos,

waxing, and one color manicures and pedicures are priced between $5 and $15 dol-

lars. Haircuts and blowouts are priced between $25 and $35 while color and straight-

ening service price range from $45 to $250 dollars depending on individual factors.

Overall, Purita’s Hair Design prices are consistent with similarly positioned competi-

tors.

5.1 Tier Two Strategies

33

The value of the service offering lies in several intangible factors including:

Understanding- Purita’s staff strive to develop a clear understanding of each

clients styling needs and preferences to surpass expectations and deliver cus

tomer delight.

Experience- With over fifteen years of experience in the beauty industry, Purita

has developed the skills and techniques necessary to tackle complex chemical

processes in color and straightening with ease and efficiency, which guarantee

a safe and comfortable styling experience and beautiful results.

Knowledge- The six employees at Purita’s Hair Design bring a unique blend of

style, personality and expertise to the business. Apart from formal training and l

icensing, the stylists are consistently updating their skills in response to hair

care and styling trends to over their clients the most current techniques and

styles.

Customer Care- Above all, the staff is dedicated to providing consumers with

friendly professional service. Capable of communicating with bilingual clients

and maintain a focus on the individuals needs and concerns makes this group

of professionals delivers consistent superior customer service.

To deliver the right combination of price and value Purita’s Hair Design offers select

service packages to cater to clients needs

Pick-Me Up Package:

Facial Waxing (eyebrows and upper lip) with manicure (one color)

*Value $25 / Price $20

Professional and Pretty Package:

Shampoo and blowout with Paul Mitchell Conditioning and Serums

*Value $50 / Price $45

34

Silky Sensation Package:

Shampoo, Select Relaxer Treatments, and Blowout

* Value $250 / Price $175

Trendy Transformation Package:

Shampoo, Cut, and One Process Color

*Value $65/Price $55

Spa Selections Package:

Facial, Massage, Manicure and Pedicure *Free UV Skin Condition Consulta-

tion

*Value $100/ Price $80

Distribution:

Purita’s Hair Design currently provides services at one location in Pembroke Pines

Florida.

Advertising, Promotion Personal Selling:

To advertise Purita’s Hair Design the following strategies are recommended:

1. Develop a cohesive corporate image through branding

- Associate the business with a distinctive logo

- Create a stylized storefront that invites consumers in

- Develop attractive signage to draw traffic from surrounding venues

- Communicate the company’s goals through a compelling business statement

2. Initiate and maintain web presence though social networking sites

-Build awareness of the brand with posts, comments, and pictures that are of

value to the target segment. Deliver content relating to style, trends in beauty

and fashion, and current events and compliment that with calls to action that

specifically mention the brand or the salons services using 80:20 ratio

-Collect contact information (verified emails) of consumers within the target for

future communication regarding promotions or salon events

-Drive traffic to the website

35

3. Initiate promotional email campaign

- Focus on value packages and receiving a complementary product or discount

after purchase of predetermined service.

-Promote salon events like “Mother Daughter Makeovers” or “Deals for Date

Night” through emails

- Contact local radio and ask to be included as a sponsor for their contest or

offer a gift certificate as a listener reward item

- Send out customer appreciation communications for birthdays and major holi-

days to connect with your consumers beyond the point of sale

4. Train associates to engage in personal selling

-Encourage client to try complementary services after a rapport has been es-

tablished though a styling consultation.

- Keep the suggestion to one additional service and explain the benefits simply

professionally but if they decline, ask them to keep it in mind for the future.

36

5.2 Positioning Map and Strategy

37

The positioning map evaluates Purita’s Hair Design and three similar salons using

price and quality of service as criteria. Suni’s Beauty salon offers prices below the in-

dustry average but does so at a cost to the quality of the service provided. Allure Hair

Salon is at the other end of the spectrum, as it provides luxury styling service and at-

tention to its clients at premium prices. Bellos Cabellos Hair Studio is Purita’s Hair De-

sign’s closest competitor. Bellos offers a quality customer service experience at a

competitive price point.

5.3 Differentiation Strategy Business

Service Differentiation: Because Purita’s Hair Design offers services that are similar

to the offerings of most privately owned salons the best way to deliver value is through

service differentiation.

Offer the clients a personalized style consultation before service is rendered.

• What is type of service are you interested in today?

• What are your styling concerns? (Low maintenance, damage, color

correction, updating/restyling etc)

• Offer service suggestion in line with their concerns and make sure the

client knows which stylist will be working with them, and how the appoint

ment will proceed.

Develop a client profile for returning customers.

• Keep note of styling preferences

• Keep note of contact information and the preferred method of commu

nication

• Maintain a rapport that makes the client feel appreciated (birthday

card, complementary appointment reminder)

Offer a calm professional environment.

• Have assigned tasks for each stylist to complete when they are not

with a client to minimize multitasking when client is present (sweeping,

organizing tools and products, answering the phones)

• Implement a feasible cancellation policy

Personnel Differentiation: Purita’s Hair Design can cultivate a friendly, service cen-

tered work culture that motivates stylist to sharpen their skills and keep up with style

trends that appeal to their target consumer.

Encourage staff to build a rapport with clients and engage the person during

the appointment.

• Ask about their day; mention a non-controversial news story etc.

• Keep the client informed about processes during the appointment

(color application will take 20 minutes)

38

Encourage staff to learn about the brands associated with the salon, styling

products and tools so they can make the appropriate selections for each client.

Encourage the staff to stay current with trends and techniques and highlight

each stylist’s strongest area of expertise.

Image Differentiation: Purita’s Hair Design can enhance the customer’s perception of

the salon by creating a clear identity as a business.

Utilize attractive signage and display design to attract walk-ins and stand out

from the crowd.

Create branded membership cards with clients contact information and opt in

to promotional email offers to create a database and develop repeat business

and loyalty.

Maintain a friendly professional environment that appeals to multicultural con

sumers.

• Recognize that multicultural clients may require service and promo

tional materials in more then one language and cater to the niche audi

ence

39

5.4 Tactics

Customer Relationship Marketing

To manage customer relationships Purita’s Hair Design will utilize social media be-

cause it is the most efficient cost effective way of receiving feedback from clients. The

business will be able to monitor comments, picture post, and likes regarding the overall

perception of the brand and specific customer experiences. Consumer generated con-

tent can also serve as service testimonials and a source for service improvements.

Information Gathering Techniques

Purita’s Hair Design can gather information through several sources. Customers who

participate in the salon’s membership program can fill out a membership card detail-

ing some demographic information, sex age range, date of birth, address and some

contact information (phone and email). The information will then be used to create a

customer database.

Information from sales transactions can be used to create customer profiles. This will

enable Purita’s Hair Design to keep track of each clients spending patterns and service

preferences which will help the salon design and target promotions and service offers.

Additionally, a “Tips and Trends” blog written by the salon’s head stylist will also infuse

the brand with value by positioning it as an information source. Clients will be able to

learn about trends and techniques to help manage and style their hair in between

salon visits and serve as informational resource for stylists because comments and

questions can serve as indicators to the target segments style interests, concern,

likes, and dislikes.

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