27th April 2021
two things were inevitable in relation to the newly opened Amazon salon.
No.1: Amazon would step into the professional world in some way. Salon products have been available by Amazon sellers for a long time, now they, the big A, have the ability, and the purchasing power, to make an indent into the salon retail market from their own direct source.
No.2: Hairdressers up and down the land would be either up in arms, or they would accept this move as part of the further progress Amazon makes into all market categories.
If you look closely at Amazon, their marketing strategies are very clever, if they cannot provide you something direct, then a third party seller can. That way they really do have their cake and eat it. Opening a salon gives them a new avenue to market.
The convenience of Amazon is also highly addictive, never more so than throughout the pandemic, when shopping was challenging, this behemoth rose to the occasion and looked after us and our need to spend money.
And yet, as obsessed as I am with Amazon and online retailers, something this time, really has gotten to me.
I suppose it has [gotten] to people in other industries, books, music, clothing, gardening, lighting, etc etc etc when their USP’s have been absorbed lock stock and barrel by the mighty A, but I do believe there is a major difference this time.
Our ‘professional’ industry has always delivered exceptional customer service, from the initial consultation to the rebooking of the next appointment, and part of that process has been recommending products that ‘hairdressers’ know to be the best for their clients hair. Now the clients are going to be able to purchase them, if they are the brands that the Amazon salon stock, from the Amazon website.
This will knock the confidence of many a hairdresser who, over the years has built their knowledge level to en exceptionally high standard, but has always suffered when it came to selling products. Online shopping has already impacted on salons retail potential across the land, and unless they have their own e-commerce platform they get no ‘online’ business. Amazon will, mark my words, make sure that their algorithms hunt down those shoppers who have looked at professional products in the past and they will target them and encourage them to purchase from the comfort of their own homes.
We can’t stop it, nor should we try. What salon should do is accept that there is now an Amazon salon in the capital, it’s for Amazon employees only (at present). They have linked with some exceptional brands, they have worked together, all cloak and dagger whilst lockdown prevented normal businesses happening and now they have launched.
Salons that stock these brands can do one of two things:
1: Change product company, move to brands that offer something different from the masses, something that excites you and your teams. Don’t forget though, most brands are available online somewhere if you dig deep enough.
2: Stick with what you know and accept that Amazon’s power of purchase will mean they have the ability to undercut your retail pricing, which they most certainly will do. If you decide to stick, make sure your sales person passes on your views about the situation tot eerie most senior managers, and if you want to, badger them for more discount. You have nothing to lose, there are lots of other product companies who would jump at the chance of being your supplier.
Whatever happens, you can be sure this is just a first step for Amazon. Oh and if you want to chat about other potential brands that can deliver the quality you are used to, I’m happy to discuss what’s out there with you. Call me on 07885 985843