Through my three interviews within my segment, I was able to figure out some valuable information. With the majority of my target segment doing their research through internet sources like Google, Yelp and social media platforms. This brought up a few key components which dictated how they select a product or service. While two out of three interviewees said they rely on reviews from Yelp or other similar sites, my third interviewee said in addition to social media and review sites, she puts a lot of emphasis on reviews from people she knows and trusts, such as friends or family. All of my interviewees said for a service like mine that is more of a luxury, they would definitely put a lot of weight on price, making it a huge proponent or deterrent. They also mentioned that while price is a factor, the quality of the facial would need to be on par in order to justify the price or signify a good deal. The quality of the facial and overall experience/style would need to exceed the cost and make it worth it in the mind of the client.
While my facial bar would require an in person purchase and completion of service, it could also be targeted to my audience's use of technology, facilitating certain things with the use of an app to pay with card, schedule appointments, purchase online products, etc. all of which would contribute to the ease and experience factor of the facial bar.
I think overall experience and worth are the most important post-purchase factors in determining the rightness of spending their money at the facial bar. Should the facial service they receive be deemed a quality service coupled with an experience they enjoyed, that would mean they are more likely to not only be returning customers, but also feel good about what they paid for. To the same extent, a bad facial or experience would equate to feeling like the money paid was not worth it and associate a poor purchase with little to no likelihood of the customer returning again.
When looking back, I think my interviews confirmed my suspicion that while there certainly is interest from my target segment, the service and experience would have to appeal and make a direct impression to thrive on a returning customer basis, all of which is rooted in quality and pricing of my services and products offered at the facial bar.
Hey Rachel,
ReplyDeleteIts interesting on the different places and people that the people you interviewed rely on to get reviews. I do think that the use of technology and being able to pay on an app with a card could be even further pushed to even a membership aspect for you bar. You could have it be a set cost per month for a certain amount of services at the bar and it would be slightly cheaper than buying each service individually, but i don't know, its just a thought.
Hi Rachel! I like that you covered the technology that would be required for your service. You have mentioned how important the person to person service is, but having easy, up-to-date technology is also crucial to your success. Both will add to the service and keep customers coming back. Because your services are only targeting certain types of people, I think you are right in focusing on providing good quality to keep customers coming back.
ReplyDeleteHey Rachel,
ReplyDeleteI had a little trouble truly understanding what your segment was. It was not properly specified. I definitely agree with you in that technology can be a big help with your product despite not being a purchase point. I know on the phone companies can lie about booking times if they are not feeling it or if they are favoring other returning clients. With online booking you can see what slots are available and what are not, which can lower favoritism and also facilitate booking in general for both the client and the company.