Expert Advice

Cracking the Male Market

Jamie Newman | July 24, 2015 | 12:36 PM

In case you haven’t noticed, the male grooming market is going through somewhat of a boom right now, but getting those commitment-phobic modern-day Tarzans into your salon or barbershop on a regular basis is a whole new ball game.

Guys are notoriously reluctant to pick up the phone to schedule in advance and like to get their hair cut when they want it – last-minute is their favorite timeline. This has been one of the reasons why the traditional walk-in system has been so popular for the men’s market. There’s no commitment, no need to think ahead.

But as modern gents become increasingly time-poor, many are less willing to hang around anywhere to get their hair done. So what does it take to win the hearts, minds, and loyalty of this new breed of image-conscious non-committers? The Shortcuts Software camera crew hit the streets as part of our ongoing video series to find out from the source.

Overwhelmingly, they said they wanted convenience and the ability to book and confirm their appointments on their own terms. Being told on the phone there was a long wait was ‘kind of unfortunate,’ said one guy, and another discussed sending a call to voicemail: ‘Nobody answers the phone anymore.’

The guys that we interviewed expressed their desire to book or check themselves in to a wait-list online. Whether through the salon’s website or through an app, these technologies put them in the driver’s seat and gives them the control and flexibility they value.  

So that’s it – simple. Barbershops and salons that want to get men to crack the male market need to make themselves easy to do business with.  Online booking is no longer a fancy add-on, but a vital part of the modern man’s hairdressing landscape. The technology is here and it’s a game-changer.

Click here to learn more about cracking the male market.


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