August 2013
Jean Louis David, the famous French chain of hair salons, has a historical and deep-rooted presence in Italy. Among the constellation of franchisees of the brand there is an interesting group from Bergamo that manages several salons, to the point of having developed its own managerial style and its own expertise in in-store marketing decisions.
satisfaction as a starting point for the value generated
Within the marketing processes, the management asked us to implement an extensive research to verify customer satisfaction through the evaluation of each salon's service, style, welcome and environment.
We have therefore activated our research team (Hangler Marketing Advisor is also a market research institute) and set up the optimal path for the detection of the shopping experience in the salon, thanks to a paper questionnaire printed in fashion magazine format.
results
The research project collected more than 800 questionnaires that allowed the group to identify the strategic marketing priorities on which to invest to foster customer loyalty and further increase satisfaction.
The screening part of the questionnaire, thanks to the amount of data collected, also provided interesting information on the socio-demographic composition of the active clientele. This also allowed us to identify less covered customer segments and to design products and services aimed at them.
subsequent projects
The work carried out has also given rise to other market research projects aimed at studying sector trends, with in-depth interviews with Italian and foreign opinion leaders in the market, and then to delve into the market's pricing policies and possible strategic evolutions.
Other projects
Customer Study: Online Survey for Kern School
SEO for e-commerce: the case of the Milesi Sisters
