For ghd’s new CEO, Jeroen Temmerman, building up salon retail is more than a business focus for ghd – it’s an essential step to guarantee the success of the high street salon. Listen up, this man knows his stuff.
Over to you Jeroen…
“While online shopping has become an integral part of clients’ day-to-day lives, many fashion and beauty brands are experiencing enormous success through the experiential. By this I mean taking things offline, and bringing them to the real world in a way that’s inspiring, exciting and – crucially – encouraging clients to spend.”
“Hair is a tactile industry. Clients love being in a salon environment and hairdressing is a business that is built on professional service and personal relationships. With that in mind, it almost feels like a given that it should succeed offline. With the correct consultation and a retail space that feels inspiring and exciting, clients shouldn’t hesitate when it comes to purchasing tools and products in a salon environment.”
Empowering the professionals
“At ghd, we’re focussing on improving the retail experience. Our aim is to empower our salons to feel comfortable recommending products and encouraging sales as an essential part of the salon aftercare service. We know that professional salon endorsement is key for clients, and that they trust and value the opinions of the hairdressers in their lives.”
“To celebrate and strengthen these relationships, we’ll be creating exclusive launches and services. These will help salons to confirm the position of hairdressers as the ultimate experts in hair, and trusted advocates of the brand. Along with our inspiring and aspirational Long Live the Queens campaign, we believe ghd can help our hairdressing salon partners revolutionise their retail.”
Wow, that’s fighting talk. Go forth and sell, sell, sell.
For more good news from ghd, click HERE.
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