サロンの購買チャネル：米国市場の分析

サロンは従来、メーカーから直接、あるいは流通業者/卸売業者やその店舗から用品を購入していました。この購買行動が変化し、現在ではサロンが業務用ヘアケア製品を入手する方法は多様化しています。特に、プロ向けのeコマースは近年活況にあります。この調査では、Klineが数百のサロンに直接、彼らの購買行動について尋ねています。

当レポートでは、米国の業務用ヘアケア市場について調査し、サロンの購買パターンの変化や利用しているブランド、提供しているサービスなどの情報を提供しています。

目次

調査手法

定量調査から収集された情報

• サロンのセグメンテーション
  • カラーリングサービスの料金
  • ヘアカットの料金
• 購入チャネル
  • どこから商品を購入するか
  • 総支出における各購入チャネルのシェア
  • 製品を調達するチャネルの数
  • オンラインおよび従来の方法で購入された製品の数量
  • どのブランドがどのチャネルを通じて購入されているか
  • さまざまなチャネルを選択した理由
• 提供するサービス
  • 提供するサービス
  • サービスタイプごとに収益がどのように分割されるか

非構造化業界インタビューから収集された情報

• ヘアサロン数
• 主要マーケターの販売チャネル
• 見通し
• 市場と調査結果を理解するのに役立つ追加の考察
• メーカー、流通業者、協会、メディア、サロンの業界専門家との非構造化インタビュー

製品の販売

• 収益における製品小売のシェア
• 顧客に製品を販売する方法（物理またはオンライン）
• 顧客により多くの製品を販売する動機となるものは何か

顧客に使用または販売する製品とブランド

• 毎月の商品購入に支払う金額
• 使用するブランド
• 使用するブランドを選択する理由

Salons traditionally purchased their supplies directly from manufacturers or from distributors/wholesalers and their stores. This purchase behavior has changed, and salons nowadays have a variety of ways to obtain professional hair care products. In particular e-commerce to professionals has been blooming in recent years. In this study Kline asks directly hundreds of salons about their purchase behaviors.

Scope

This report compiles a quantitative survey among salons and opinions from unstructured interviews with industry experts across United States. Observing changes in salons purchase patterns as well as development of online platforms selling to stylists for professional hair care marketers and distributors it is important to understand where and why salons shop. The report includes information on:

• Number of salons
• Salons segmentation
• Salons purchase behaviors:
  • Where they shop
  • How often they shop
  • Reasons behind choice of purchase channel
• Brands they use
• Services they provide
• Product retailing and spending on salon hair care products

Results from this study should enable companies to better select channels through which they reach different types of salons.

Subscriber Benefits

This program provides subscribers with an understanding of the purchase behaviors of different types of salons in United States. Results from this study will enable companies to better understand reasons behind selection of purchase channels and brands, importance of product retailing as well as services provided by salon tier. This knowledge should help marketers to create effective partnerships and agreements with salons.

Deliverables

• Report combining findings from survey and unstructured interviews
• Survey results tabulations
• The possibility to compare results across different salon segments
• Incorporating expertise from the Kline Salon Hair Care annual study

Table of Contents

Methodology

• Quantitative Study
• Sample size : N=400
• Method: 15-20 minute on
• Fieldwork: October - November 2023
• Respondents: Salon owners/managers/stylists responsible for choosing and buying products

Information Gathered from Quantitative Survey*

• Salon segmentation
  • Pricing of coloring services
  • Pricing of hair cuts
  • (the above will allow ups to split the sample into premium mid-tier and economy salons)

• Purchase channels
  • Where they purchase products from
  • Share of each purchase channel on their total expenditure
  • Number of channels they source products from
  • Quantities of products bought online and traditionally
  • Which brands are purchased through which channel
  • Reasons behind selection of various channels

• Services they provide
  • Services they provide
  • How their revenue is split by type of service

Information Gathered from Unstructured Industry Interviews*

• Number of hair salons
• Sales channels of key marketers
• Outlook
• Additional insights helping understand the market and survey results
• Unstructured interviews with industry experts from manufacturers, distributors, associations, media, or salons

Product sales

• Share of product retail in their revenues
• How do they sell products to clients (physically or online)
• What would encourage them to sell more products to customers

Products and brands they use or sell to customers

• The amount that they pay for product purchase per month
• Brands they use
• Reasons for selecting the brands they Use

* Subject to charter subscriber input.