Every chair is a customer conversation.
Customers already trusted the barbers with their hair. I helped the shop make product advice part of the service and improve the economics of its own retail line.
- Business
- Barbershop / grooming
- Engagement
- Workshop and implementation over one quarter
Retail sales rose to around €5,050 a month, with total monthly revenue reaching roughly €33,100. Retail gross profit increased from around €470 to €3,030, and approximately 18% of visits included a retail purchase. Those changes came from the four existing chairs and the way the team served the people already visiting.
What the business needed.
This busy four-chair barbershop generated around €27,800 a month, but its retail products played a small part in the business. Monthly retail sales were approximately €1,600, and only around 6% of visits included a product purchase. The opportunity was to make better use of the customer relationships already happening in the chairs.
Where progress was getting stuck.
Customers experienced the haircut while the products stayed on the shelf. Product recommendations varied considerably between barbers, and the margin on resold products was thin. Improving both the introduction to the product and its economics could make retail a more useful part of the service.
How I helped.
- I designed a service sequence that let customers experience grooming products during the visit and understand how to use them at home.
- I developed the commercial concept for an own-brand line with better unit economics, with production and packaging handled by specialists.
- I led workshops and coached the team on delivering the service consistently, so a customer’s experience depended less on which barber they saw.
What changed for the business.
Retail sales rose to around €5,050 a month, with total monthly revenue reaching roughly €33,100. Retail gross profit increased from around €470 to €3,030, and approximately 18% of visits included a retail purchase. Those changes came from the four existing chairs and the way the team served the people already visiting.
The source’s approximately €64K annual uplift is an annualization of the monthly change. The figures above describe the recorded monthly position.
Where I took responsibility.
I led the strategy and workshops, designed the service and retail approach and set the positioning for the own-brand concept. A product supplier and packaging designer produced the line to that direction. I also designed a social plan for someone else to run.
Could this help your business?
If you have regular customers and products that could genuinely help them, look at how the two meet during the service. I can help you design the offer and introduction, then give your team a consistent way to explain it without making the visit feel like a sales pitch.
An anonymized engagement. Figures are rounded from client reporting and engagement records.
