Phân tích Marketing Dịch vụ của chuỗi salon 30Shine
INTRODUCTION
Mission
30Shine is dedicated to bridging the gap between skilled Vietnamese craftsmen and advanced technology, delivering stylish hairstyles to men worldwide in just 30 minutes Additionally, 30Shine promotes healthy skin for men, enhancing their appeal to women, while also providing a relaxing experience that empowers them to excel in their professional lives.
Vision
In 2020, reaching the scale of 300 salons in Vietnam and reaching out globally Participating in a number of other service industries that use many skillful Vietnamese workers.
Core Value
30Shine’s employees own 3 core values:
Honesty at 30Shine is defined as aligning thoughts, words, and actions, contrasting sharply with dishonesty The company strictly prohibits lying about financial matters, time, or information To uphold this standard, 30Shine commits to utilizing all available resources to detect and address any forms of deception, including involving authorities when necessary.
The desire to learn drives us to use our time and effort to explore unresolved questions and expand our knowledge This inquisitiveness ensures that we keep pace with the ongoing development of society.
- Service is Happiness that is always in a ready position, happy emotional state, excited with the best spirit and attitude when serving each customer
MARKET & COMPETITORS ANALYSIS
Macro Environment
According to Coresight Research, the Asia Pacific market is one of the regions where men groom and use cosmetic products the most
About 32,850,534 men out of the total population of about 98.187,140 people in Vietnam in 2021 The male population 15-65 years old accounts for about 33.45% of the total population
Huge market potential, large customers
Men worldwide are increasingly embracing beauty and grooming, with the men's personal care industry projected to reach $166 billion by 2022, as reported by Allied Market Research In the past year, sales of men's skincare products surged by over 7%, contributing to a market portfolio valued at $122 million, according to the NPD Group.
The Vietnam Business Council for Sustainable Development (VBCSD) reports a GDP growth rate of 6-8% per year and a 14.2% annual increase in per capita income, highlighting a growing trend in personal care and beauty This rising focus on enhancing appearances drives a consistently high demand for beauty care services among both men and women.
Vietnam's GDP in 2020 will increase by 2.91%, although this is the lowest growth rate of the years in the period 2011-2020, but in the context of complicated developments of the Covid-
In 2020, despite the challenges posed by the pandemic, Vietnam achieved remarkable economic success, boasting one of the highest growth rates globally The overall economy experienced a growth rate of 2.34%, with the service sector contributing significantly to this resilience.
The prolonged global Covid-19 pandemic will be the greatest risk; global trade tensions, leading to increased trade protectionism and financial risks that could be exacerbated by a
4 prolonged pandemic Domestic consumption will continue to be low as household and business incomes decline, unemployment rises and more businesses close
The target market for body care and beauty services shows significant potential, with consumers eager to invest in their personal care However, the ongoing effects of the COVID-19 pandemic present substantial challenges that must be addressed.
The research and development of technology for enterprises in the 4.0 industrial era is being promoted rapidly
The hair industry has evolved significantly over the past 5-10 years, transforming from a simple setup with barbers operating on sidewalks and tree stumps to a sophisticated chain of clean and aesthetically pleasing hair salons Today, services are delivered according to high standards, enhanced by cutting-edge 4.0 technologies that improve efficiency and management Additionally, the integration of Augmented Reality (AR) technology allows customers to visualize and select their ideal hairstyle before getting a haircut.
Create unlimited innovation opportunities for the service industry in general and men's haircuts in particular
- Vietnam currently has a stable political background
- The government has well-implemented security - investment - economic policies
The country is stable, the internal peace of Vietnam creates an opportunity for businesses
Vietnamese people are increasingly improving and developing towards modernization, acquiring education, learning new cultures, and trending
In particular, men aged 15-65 are very concerned about their own appearance, especially hair because it grows very quickly, so the demand for convenient - fast - quality haircuts is very high
Strong development potential of the hair cutting service industry in Vietnam Therefore, the 30Shine men's haircut chain will very well meet the tastes of today's consumers
Micro Enviroment
- Men's beauty trends are increasing
- In 2018, 30Shine served more than 2 million visitors In the first half of 2019, this number stood at 1.5 million
- Within 6 months since the plan to roll out the membership card, 30Shine had about 370,000 members
- Notably, the average rate of customers returning to the salon is nearly 80% Even at some branches of 30Shine, the rate of returning customers is up to 90%
- Some brands provide products for 30Shine to ensure quality, genuine products:
Our extensive range features over 200 consumer goods and 100 specialized products, including hair care, skin care, underwear, and men's socks All items are offered under trusted brands that are widely loved, ensuring compatibility with the Vietnamese population while being safe for long-term use without any adverse health effects.
- On the men's haircut market in Vietnam today, 30shine is an extremely famous and familiar name
- By applying technology to its management process, 30Shine appears in the minds of customers as a large and extremely professional brand
- With any new activity, 30shine is quickly updated, promoted, and communicated to customers by newspapers and websites
- 30Shine also appears in some of the videos of YouTube channels that are extremely interested by men
- 30Shine achieved huge brand awareness in the community.
Competitions
- Nowadays, the hair industry is very developed, so there are more and more hair salons Competitive pressure in the male hair industry market is relatively high
30Shine is a prominent male salon chain operating across the country, offering a variety of grooming services Its main competitors are other nationwide male salon brands that provide similar services, positioning them as significant rivals in the industry.
Liem Barber Shop, established in May 2015 as Vietnam's first barber brand, began its journey with a single store at 79 Nguyen Son Ha, District 3, Ho Chi Minh City Over the past five years, it has expanded to 26 branches nationwide, including a notable location in Singapore, making it a popular destination for men seeking to refine their style Basic hair cutting services are affordably priced between 80,000 and 120,000 VND.
Tien Dat Hair Salon is renowned as one of Vietnam's premier destinations for men's haircuts, boasting years of expertise in the industry Established with its first location in the city, it has grown to become a leader in providing exceptional grooming services for men.
Tien Dat Hair Salon, a prominent player in the male beauty market in Ho Chi Minh City, has successfully operated for over 20 years and now boasts six locations across both the North and South With a commitment to excellence, the salon emphasizes its dedication to delivering outstanding results for its clients.
"Men's hair class” has partly expressed the affirmation of the brand and quality The price for basic hair cutting service ranges from 50-70k
4RAU Barber Shop is a well-known hair salon in Ho Chi Minh City, celebrated for its excellent service and affordable prices ranging from 50,000 to 70,000 VND With multiple branches across the city, 4RAU is dedicated to providing convenience for its customers, although it currently does not operate outside of Ho Chi Minh City The salon's slogan, “LIFE IS NOT PERFECT BUT YOUR HAIR CAN BE,” reflects its commitment to ensuring that every client leaves with a hairstyle that meets their expectations.
30Shine faces indirect competition from traditional sidewalk haircut services, which often offer significantly lower prices compared to professional hair salons.
SWOT
- Currently, 30Shine is the largest male hair salon chain in Vietnam, with more than 50 branches across the country, serving more than 250,000 customers nationwide every day
- Applying mobile application and website to improve service quality and reduce customer waiting time is a prerequisite
- Having branches in foreign markets such as
- Developing too fast causes shortcomings in employee training, employees' attitude to customers, causing dissatisfaction in customers
- Difficult to synchronize service quality in each store due to the large number of stores
- Men are increasingly interested in looks, especially hairstyles
- Southeast Asian market has great potential for development In Southeast Asia, there is no large- scale men's haircut chain that can compete with
- The Covid epidemic opens up opportunities to sell online products such as hair care products, hair styling, …
- Covid epidemic makes it difficult to do direct business Social distancing forced some stores to close or reduce the majority of customers
- Discount booking apps like Jamja, iSalon, etc compete directly with 30Shine thanks to a variety of options and promotions
TARGET CUSTOMERS ANALYSIS & POSITIONING STRATEGY
Segmentation
Income Low Low - Middle Middle - High
Get a haircut because their hair is long; like short, simple hairstyles
Enjoy experimenting with many hairstyles and hair colors; more interested in facial care; influenced by KOLs and celebrities
Prefer to choose their favorite hairstyles; loyal to familiar salons
Neat and simple hairstyle; quick and simple cutting process
Find a stylish and suitable hairstyle for themselves; quick and simple cutting process; a service inlcude hairdressing, skincare and relaxation
Having their hair cut in their favorite hairstyles; quick and simple cutting process
Customer loyalty Low High High
Price sensitive High High Low
Target consumers
In the past, men prioritized their appearance less, viewing haircuts merely as a necessity when their hair grew too long However, with the rise of spacious and well-equipped barbershops, men's grooming has evolved, yet many still seek only a neat, good-looking haircut rather than a sophisticated style Despite these advancements, the experience can often be frustrating; crowded shops and long wait times without appointments leave many feeling unsatisfied and exhausted.
The Vietnamese hair industry, particularly the men's hair market, remains relatively simple and lacks competition despite its long-standing importance Recognizing this gap, 30Shine has pioneered a chain of men's hair salons that revolutionize grooming habits, addressing not just the need for haircuts but also enhancing overall appearance through stylish cuts and facial and scalp care This innovative approach eliminates long wait times, providing efficient and tidy services While 30Shine welcomes customers of all ages, its primary focus is on the second segment of the male demographic, catering to their specific beauty needs.
+ Men like trendy and stylish hairstyles but still ensure neatness
+ Men like to try new services
+ Men like to try on a variety of hairstyles as well as hair colors
+Men looking for a place to get a haircut, get skincare, and relax
+ Men are highly demanding in beauty and service experience
+ Men support brands that can convey Vietnamese values and culture
Concentrated marketing, focusing on men who interested in taking care of appearance but still ensure neatness and quickness.
Positioning
30Shine position the brand with a good price but guarantee the best service
Figure 3.1 Brand positioning map based on price and service
MARKETING MIX
Product
30Shine focuses on diversifying its core offerings by providing a wide range of hair care services, including cutting, styling, perming, and dyeing, along with beauty treatments like facials, bleaching, and acne peels In addition to these services, they also sell various hair products, such as conditioners and hair wax, to enhance their customers' hair care experience.
+ Shine combo 7: combo includes 7 steps including hair care and styling at the request of adult customers
+ Kid combo: a combo of cutting and hair care for customers who are children
Discover our premium curling services, which include high-class curling, standard curling, deep curling, and Premlock options Enhance your look with our diverse hair dyeing services, featuring black with silver coating, high-class brown dyeing, fashion dyeing without bleaching, and fashion dyeing that requires bleaching Experience top-quality hair treatments tailored to your style needs.
30Shine offers comprehensive information across various platforms, including its official website at 30Shine.com, the Facebook fan page, and the 30Shine application Users can easily access details about the brand's introduction, vision, core values, services, store locations, operating hours, pricing, and ongoing promotions.
- Up to 2020, the 30Shine men's hair salon chain has 79 salons in the most prime locations in Hanoi and Ho Chi Minh City and neighboring provinces
- Service hours: Monday to Sunday 8:30am - 8:30pm (including public holidays)
Figure 4.1 Price services list of 30Shine
30Shine stands out as a pioneering hairdressing brand by introducing an innovative order-taking feature that allows customers to schedule their barber appointments online through its website, fanpage, and mobile app This unique service empowers customers to manage their time effectively, ensuring they arrive just in time for their haircut without the long wait typically associated with traditional barbershops.
- Instructions for booking an appointment on the 30Shine app:
+ Step 1: Download 30Shine application on Google Play or Appstore
+ Step 2: Enter your phone number
+ Step 3: Choose the store closest to you
+ Step 4: Choose stylist and cutting time frame
Upon completing your booking, you will receive a confirmation message from the system It is essential to arrive on time or 5-10 minutes early; if you are more than 15 minutes late, your booking will be automatically canceled.
30Shine offers a wide range of hairdressing services that are often bundled into combos, making it challenging for customers to recall their specific choices To enhance convenience, 30Shine provides an invoice before the hair service begins, allowing customers to simply present it to the barber This approach ensures that the barber has all the necessary information about the ordered combo, eliminating the need for additional questions and streamlining the service experience.
If after doing the hair, the customer wants the warranty, they need to present the bill to 30Shine
- 30Shine uses 2 payment methods: direct payment and prepaid deduction
+ Credit/debit card handling (Accept all banks)
+ E-wallets: Momo, VNpay, Grab Moca
+ Automatic deduction from financial deposits
TOPUP 600 8 times use Shine combo for free
TOPUP 1000 13 times use Shine combo for free
TOPUP 1000 immediately have 1200k in the account
TOPUP 2000 immediately have 2250k in the account
30Shine allows customers to choose whether they want to be consulted in the salon or not, helping customers avoid being disturbed
Support and advise customers enthusiastically about new services at 30Shine while waiting
After receiving hair styling services like cutting, curling, dyeing, or bleaching, clients will receive guidance on essential post-treatment care, including how long to wait before washing their hair, the best shampoo to use, effective drying techniques, suitable hair conditioners, and the expected duration before color fades.
Upon arrival, a staff member will warmly greet the customer, asking, "Hello sir, may I ask if you have an appointment yet?" If the customer has a reservation, they will be directed to the information counter For those without an appointment, the staff will assist them in obtaining a waiting ticket.
The waiting area features a European-style design, complete with comfortable padded chairs and tables It enhances the customer experience by offering a newly licensed playlist, with music carefully curated to align with the duration of each visit.
- Food and beverages: Staff serve passion fruit juice/ soft drinks/ water for customers to sit and wait
- Toilets and washrooms: Decorated in a luxurious European style, always kept clean during service Also use scented candles to reduce unpleasant odors
- Transport: 30Shine also upgraded the interface and experience on the application, making it easy to find places, park cars
Figure 4.2: Waiting room in 30Shine
The motorbike parking area is conveniently located at the curb in front of the store, while car parking is guided by security personnel to ensure guests find the nearest available spots Security guards are present in the parking area to oversee the vehicles, assist with rearranging cars, and manage parking ticket records Additionally, customers at 30Shine enjoy the benefit of free parking.
30Shine designs safe deposit boxes with locks for customers to keep their bags in the safest way
- Handling special communications: You can contact the hotline or the store's address to complain, praise or suggest
+ Address: 82 Tran Dai Nghia, Dong Tam Ward, Hai Ba Trung District, Hanoi
- Problem solving: 30Shine has a warranty policy for customers as follows
+ Free hair correction in 7 days since using the service
+ Color warranty for 15 days from the date of service
+ Bending warranty within 15 days from service use
1 Customers search for information of 30Shine through search engines and social networks
2 Book an appointment via the 30Shine app
3 Security guards assist customers with parking and taking parking vouchers
- Open the door for customers and greet them: "Hello sir, may I ask if you have an appointment or not?"
+ If the customer has a reservation, guide the customer to the information counter
+ If the customer has not made a reservation, support the customer to pick up the waiting ticket and lead the customer to the waiting area, serving drinks to the customer
5 Support customers to use safe deposit boxes to keep their belongings
"Have you chosen a hairstyle yet? If you haven't consulted the right hairstyle for the customer."
7 Give the customer the invoice in advance
8 Take photos when completed and ask for customer feedback on satisfaction
9 Guide customers to pay and issue invoices
10 Customers will be given an assessment of their service quality through a scoring system
11 Greet customers and thank them for using the service
12 Guards assist in collecting parking vouchers and leading cars for guests.
Price
30Shine offers mid-range pricing for its services, positioned between budget barber shops, which typically charge 30,000 to 50,000 VND, and higher-end salons Despite not being the cheapest option, 30Shine provides superior service quality compared to other establishments, making it a worthwhile investment for customers seeking a better grooming experience.
- Price list of 30Shine services:
Figure 4.3: Price list of services of 30shine
Pricing based on competition, comparing with competitors
+ Haircut service (both shampooing and styling) and facial care for only 100k, a member of 30Shine is only 80k
+ Diverse hair services such as dyeing, perm, scalp detox and hair restoration
+ Besides taking care of hair and ears, also take care of facial skin such as exfoliating, taking nose acne
+ Diversifying prices in the promotion to help many groups of customers access the service from students to adults
When comparing barbershops, reputable establishments like 30Shine often offer more competitive pricing than others, such as Liem Barber Shop, which tends to have higher service rates and fewer customer incentives.
- Morphological benefits: the tools (haircutters, shavers, dyes, etc.) used in 30Shine are all standard, good and guaranteed tools for the customer's hair
At 30Shine, customers enjoy minimal wait times and efficient service, as our skilled barbers prioritize quick haircuts without compromising quality This commitment to speed ensures that clients can save valuable time during their visits.
- Time benefits: 30Shine is open throughout including holidays, open from 8.30 am to 8.30 pm => easy for customers to arrange time
- Location benefits: 30Shine currently has about 5-10 branches in each district, no matter where the customer is, there is a branch close to the customer
30Shine offers convenient ownership benefits through its online app and website, allowing customers to place advance orders for hair care products Additionally, customers can purchase products directly from the store, with delivery options available to their doorstep.
30Shine enhances customer satisfaction by offering high-quality services that exceed expectations, leading to a strong perceived value The company's pricing strategy reflects this commitment, ensuring that customers feel they receive more value than the cost of the service.
With high-priced services such as curling and dyeing, 30shine has applied a psychological pricing policy, instead of 1 high-end perm costing 350,000 VND, 30shine will cost 349,000 VND
Customers will feel the price " better”
30shine has maintained a consistent pricing policy since its inception, designed to accommodate customers who often seek additional services like shampooing and earwax removal upon entering the salon By implementing a package pricing strategy, 30shine effectively enhances customer satisfaction and encourages service uptake.
+ In the combo of 30shine, hair cutting service (both hair washing and styling service) and facial care for only 100,000 VND
+ If you do retail services without using combos, it will be much more expensive because a hair cut costs 70,000 VND, the attached services cost 30,000-40,000 / 1 time
This policy has helped 30shine increase revenue as well as increase customer loyalty and drive customer demand
Benefits General customer Black 69.000đ/year Silver 99.000đ/year
-15% SHINE COMBO, save up to 180k for a haircut in a year
-10% for curl/dyed, save from 20k to 100k for each time customers curl/dyed
PROMOTION for high- end men's beauty salon at 30Shinestore
5% off for skincare product line 10% off for hair styling product line
BOOKING TIME 1 day in advance prioritize 3 days in advance prioritize 3 days in advance
Price policy for Shine Member
30Shine offers a membership discount policy to encourage customers to sign up for membership cards, which helps the company gather valuable customer data By joining 30Shine's membership program, customers gain access to enhanced services and better pricing compared to non-members, ultimately driving greater demand for their offerings.
Place
In the context of services, 30Shine focuses on delivering experiences, performances, and solutions rather than physical products Their operations rely on electronic channels for information transactions, eliminating the need for physical shipping and storage The distribution process encompasses three interrelated elements that enhance their service delivery.
Distribution of information and promotional materials related to the provision of services
The goal is to make customers interested in buying hair care services at 30Shine
In the negotiation process, it is essential to reach a consensus on the specific features and configurations of services offered, including hair care options like cutting, styling, perming, and dyeing, as well as beauty and facial care treatments such as exfoliation and acne removal Establishing clear terms of the offer is crucial for successfully closing the sale.
The goal is to sell the right to use hair care services at 30Shine
30Shine offers a range of hair products, including conditioners and washes, alongside comprehensive hair care services Customers can conveniently make payments via Internet Banking To enhance the customer experience, the distribution strategy focuses on creating an accessible network of user-friendly websites.
From 2020, limit access to the system-wide Stylist portfolio of general customers
Can choose a stylist, get to see stylist information
Can choose a stylist, get to see stylist information
The distribution channel in 30Shine's service is a direct-distribution channel at the enterprise The customer goes to 30Shine's service organization
Figure 4.4: 30Shine's service distribution channel structure
The 30Shine men's hair salon chain has 79 salons in the most prime locations in Hanoi and
Ho Chi Minh City Ho Chi Minh and neighboring provinces On the scale of 30Shine stores up to
30 people, each salon has a minimum serving area of 200m2 Operated by more than 3,000 employees, including 1,500 professional hair designers
Information, consultation, ordering, invoicing and payment (e.g., via credit card) can be transmitted using the digital language of the computer
Distributing information, consulting and receiving cutting appointments, cutting times and locations for customers on the company's website, fan page, and mobile app
To enhance customer relationship management at 30Shine men's hair salon chain, each client will have a personalized account, allowing for seamless visits without the need to update their information, thus saving time.
Customers just need to call a switchboard number of 30Shine to book any Starwood hotel
In addition, you can schedule a haircut through electronic channels, including https://30shine.com, or 30Shine's apps installed on your phone, or 30Shine's fan page
Place Decisions of Service Delivery
30Shine's spacious stores create a sense of security and confidence for customers, while also attracting barbers who prefer to work in clean, large environments.
On average, 30shine has 2 new establishments per month In particular, unlike other familiar men's barbershops that only need a small space with a barber and a hairdresser, each
The 22 branches of 30shine boast spacious locations and a well-staffed team, including managers, agents, receptionists, barbers, and shampooers This extensive staffing is what sets 30shine apart from its competitors in the market today.
At traditional hair salons, long wait times for haircuts can be frustrating and time-consuming However, 30Shine offers exclusive hair cutting scheduling technology that allows customers to be served promptly While waiting just a few minutes, clients can enjoy a refreshing passion fruit cocktail, making the experience enjoyable and efficient.
The time frame for haircuts at 30Shine:
Whether it's a weekday or a holiday, 30Shine is available from 8:30 a.m to 8:30 p.m daily, you can easily choose a convenient time frame that best suits your schedule
After completing your online booking with 30Shine, it's essential to arrive on time or 5-10 minutes early Failing to do so may result in the cancellation of your appointment to accommodate other clients To ensure you don't miss out on the exceptional service, be prepared to reschedule if necessary.
As the Lunar New Year approaches, the demand for haircuts surges, and 30Shine will be open until the 29th to meet men's grooming needs It's advisable to schedule your haircut early, rather than waiting until the last minute, to ensure you secure an appointment and look your best for the celebrations.
During Tet, 30Shine salons will extend their operating hours, serving customers until 11:00 PM instead of the usual 8:30 PM This allows customers the convenience of getting a stylish haircut after work without the stress of time constraints.
Figure 4.5: Time frame for haircuts at 30Shine
30shine is a pioneering men's haircare brand that integrates technology into its management process, featuring its own website and dedicated application to enhance customer experience and streamline services.
The CH Play and Apps Store offers a convenient solution for customers to locate the nearest branches and check their current occupancy With the ability to book appointments through the app or website, users can bypass lengthy wait times, enhancing their experience compared to traditional barbershops.
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30Shine leverages technology to enhance its management process, particularly by optimizing appointment scheduling Many customers prefer to get haircuts on weekends or after work hours, leading to underutilization of salon capacity during off-peak times By using the application, 30Shine can allocate customers to specific time slots, allowing barbers to manage their workload more efficiently and ultimately increase revenue.
Every evening and weekend, 30shine experiences high customer traffic, and the application enables the brand to identify which branches are busy and which are underutilized This insight allows for the efficient transfer of employees, optimizing human resource management By leveraging technology in its operations, 30shine positions itself as a large and highly professional brand in the minds of customers.
Promotion
30Shine offers an extensive selection of men's self-care products, including hair styling essentials like wax, gel, pomade, and puff, as well as underwear and socks Their range also features hair care items such as shampoo, conditioner, and essential oils, along with facial care products like cleansers and toners, body care, and beard care solutions Essentially, 30Shine is your one-stop shop for all men's grooming needs.
During the service experience at 30Shine, staff provide expert advice on products tailored to individual hair quality and customer needs The brand has made a significant investment in establishing 30Shine Stores, which specialize in men's care products Currently, there are nearly 40 branches strategically located in Hanoi, ensuring comprehensive market coverage.
At 30Shine, our dedicated team of expert stylists provides personalized consultations to help customers choose the perfect hairstyle that complements their facial features We encourage open communication, allowing clients to express their desires for hair changes, ensuring that our stylists can craft a look that truly reflects each individual's style.
After completing the haircut, the stylist provides a mirror for the customer to evaluate the nape of the neck, ensuring satisfaction with the style Customers are encouraged to share their thoughts, allowing the barber to make any desired adjustments Additionally, the stylist offers professional suggestions to enhance customer satisfaction Finally, clients can express their overall satisfaction by rating their experience on an electronic board at the front desk.
30Shine's warranty policy reflects a strong commitment to customer satisfaction, offering free hair corrections within 7 days, a hair color warranty for 15 days, and a perm hair warranty also valid for 15 days.
The staff at 30Shine are carefully selected and trained in the culture of service, from manners to common social understanding, ensuring communication and customer satisfaction
30Shine enhances the customer experience by providing detailed guidance on how to effectively utilize salon services By familiarizing clients with service processes before their visit, 30Shine ensures that customers are actively engaged in the service production, allowing them to maximize the benefits of their experience.
30Shine has launched captivating promotions that generate buzz around its exceptional services For just 100,000 VND, customers can indulge in the Shine Combo, a comprehensive 7-step grooming experience This unique offering has sparked curiosity and encouraged customers to share their experiences, further enhancing the popularity of 30Shine's services.
+ In addition, the skinners at 30Shine are all pretty girls Men are very excited and they enjoy spreading the word about this "paradise" service
- Presenting and publicizing testimonials that simulate WOM
+ Advertising and brochures sometimes feature comments from satisfied customers
+ 30Shine is a place where connoisseurs of hair have been talking for a long time because it is not difficult to see stars and celebrities cutting their hair here
- Youtube: 30Shine owns YouTube channel 30Shine TV Trendy (1.34 million subscribers) which is a library of the hottest hairstyles of singers, actors, celebrities of Vietnam, Korea or the world
Figure 4.11: youtube channel of 30Shine
30Shine TV is the premier YouTube channel in Vietnam dedicated to men's style and beauty, offering the latest trends in fashionable hairstyles, hair care tips, and beauty secrets The channel empowers Vietnamese men to confidently express themselves and enhance their appearance, helping them to stand out and shine.
In addition to its primary YouTube channel, 30Shine features a supplementary channel called "Handsome Recipes," dedicated to sharing exclusive beauty and grooming tips for men The team at 30Shine is committed to providing comprehensive advice to help customers enhance their self-care routines and cultivate a confident, masculine presence.
Figure 4.12: Handsome Recipes Channel on Youtube 30Shine regularly upload videos, images of beauty, skin care, new hair style for men on its YouTube channel
Figure 4.13: Video of 30Shine on Youtube
- Facebook: Like YouTube, 30Shine also regularly posts articles on Facebook fanpage
More than 100N followers of 30Shine's Facebook Fanpage Fanpage received a lot of interaction and love in the community
30Shine constantly updates new information related to the salon, catching up with emerging trends in the community to run Facebook advertising campaigns quickly and effectively
- Instagram: In addition to YouTube, Facebook, 30Shine also be present on the platform Instagram
30Shine still regularly uploads images, videos, and information to customers about 30Shine's services
Figure 4.16: Images on instagram of 30Shine
TikTok has rapidly gained immense popularity, and 30Shine has effectively capitalized on this trend by launching an official account on the platform to engage with its audience.
30Shine constantly catches the trends of young people, creating a lot of videos with attractive and interesting content to attract customers of all ages
Grasping the hobbies of men such as cars, games, sports, music, etc., 30Shine has selected famous faces in those fields to promote its brand
Notable celebrities selected for the "golden send-off" by 30Shine include Hung Lam from the Xehay YouTube channel, Vietnamese prodigy Sparrow from AOE, rapper Bray, and singer Ung Hoang Phuc.
30Shine is a brand that swiftly adapts to emerging trends, actively collaborating with popular faces that gain media attention.
+ When U23 Vietnam was storming social networking sites with illustrious victories, 30Shine immediately invited players like Van Thanh, Hong Duy, and Van Duc to come and experience the service
+ Million-view youtubers like 1977 Vlogs, Hung vlogs or actor Quang Anh of the movie "Go home" also become customers of this biggest male hair salon brand in Vietnam
The fact that celebrities use it and then rate the quality will increase trust among online users and drive higher consumer demand
- Every branch of 30Shine hangs banners
- Decals are arranged in the waiting area, hair cutting area, shampoo area
- Standees are also arranged at the checkout counter, waiting area,
Figure 4.21: Standee inside store 30Shine
30Shine has introduced an enticing TOPUP prepaid package, allowing customers to prepay funds and receive substantial incentives credited to their accounts This package can be used for various services at 30Shine, including haircuts, styling, and dyeing, as well as for purchasing products Additionally, it offers special unlimited usage time, enhancing the overall customer experience.
Sign-up rebates: Shine Member
- Shine Member is an electronic membership card of 30Shine
- Customers who register for Shine Member will receive a lot of privileges that only 30Shine members can get like:
+ Up to 30% off for all services from cosmetics, dyeing services and shine combo
+ Priority is given to scheduling haircuts on demand regardless of date and time
+ Prioritize to schedule a haircut by the system's Top skilled stylist
+ It is completely possible to view the history of old hairstyles without limits
- Every time a new branch is opened, 30Shine always has a gift program for new customers and attracts more people
To celebrate the launch of 30Shine 323 Xo Viet Nghe Tinh as part of the "New Salon Concept" lineup, customers visiting 30Shine on the opening day will have the chance to win exciting gifts.
Figure 4.24: poster about gift of 30Shine
Prize promotions 30Shine constantly offers promotions to attract customers
- In August, 30Shine launched a series of super promotions Back to school program is held with thousands of products for boys at super special prices from 30Shine Store
Figure 4.23: Poster promotion of 30Shine
- Welcoming April, 30Shine Store offers "excellent" Combos at super bargain prices for customers
With any of its new activities, 30Shine is quickly updated, advertised, and communicated to customers by the press and online newspapers
30Shine effectively addresses market needs through subtle yet impactful PR articles on prominent news sites, demonstrating their ability to solve customer problems without resorting to flashy advertising.
Some newspaper sites that 30Sine combines such as zing.vn, vnexpress.net, cafebiz.vn, baodautu.vn, theleader.vn, myxteam.com,
- The Condor Heroes Gaming event receives HOT deals from 30Shine
Figure 4.27: Poster game sponsored by 30shine
+ The event of 30Shine shaking hands with NPH Gamota created a fever in the gaming community
+ Hundreds of thousands of Condor Heroes gamers have become the first lucky ones with unprecedented attractive offers
+ Specifically: The first 100 gamers to 30Shine to cut their hair handsomely with Shine 7- step haircut combo for only 80k (original price 100k) and receive a Giftcode worth 1 million VND
Figure 4.28: Poster game sponsored by 30shine
- 30Shine also regularly cooperates with million-view Youtube channels to promote its brand
+ 30Shine sponsors those YouTube channels so that they create short films and comedies with the aim of subtly promoting 30Shine's image.
+ Some YouTube channels that 30Shine has sponsored for advertising such as Ghien Mi Go, FAP TV, Kem Xoi TV,…
Figure 4.29: Youtube clip sponsored by 30Shine
- Community "I love 30Shine" – A solid bridge connecting with customers
+ With the spirit of always listening, understanding and meeting the increasing needs of customers, 30Shine officially launched the community "I love 30Shine" on October 30, 2020
+ “I love 30Shine” also promises to create a vibrant playground – where exclusive activities, contests, promotions are held exclusively for customers and colleagues who have been and will be with 30Shine
- 30Shine held a contest "30Shine Listen" with 100 attractive gifts worth up to 54 million for participating guys from October 30 th 2020 to November 14 th 2020
+ Contest rules are to participate in sharing thoughts about 30Shine's services on the group “I Love 30Shine”
+ Many reviews about 30Shine's service, service attitude, facilities, etc… have been responded by customers
- 30Shine also has its own website: https://30shine.com/
- Customers can find out all about 30Shine's beauty salons, articles, photos, videos, etc…in an official way
- Website is the official communication channel with customers, 30Shine easily updates information quickly, saving a lot of costs compared to other traditional channels
Figure 4.31: Poster on website of 30Shine Video audiocassettes
- 30Shine creates many videos with content teaching customers to take care of their hair effectively
- In addition to hair care instructions, 30Shine also has a video to guide customers on how to book a hair appointment at the salon
Figure 4.32: video audiocassettes of 30Shine
- 30Shine logo with geometric lines arranged scientifically, always shining regardless of space and time because it is fitted with LED lights installed throughout the logo
- The 30Shine salon system is located on prime major streets in districts and big cities The standard area of a 30Shine salon is 250-300m 2 , 7 times larger than a normal hair salon
- 30Shine is famous for its slogan: "30 minutes to shine"
Figure 4.33: 30Shine’s logo shines as its slogan
- The design areas in the store ensure outstanding aesthetics and convenience
- The areas for cutting - washing are arranged separately: the cutting chair and the washing bed are placed next to each other
- Each service area is separated by a drop-string curtain
Figure 4.34: Interior decor of 30Shine
- Can't find a special shampoo bed like at 30Shine because it is integrated inside a high-class massage machine with specially installed massage exercises for the back
- All equipment in the process of face washing and massage are used in professional SPA, from acne suction machine, nebulizer machine, exfoliator
- All have tablet screens on the mirror cut
People
Customers of all ages are welcome at 30Shine, but the company's target customers are Gen
Z customers It is this generation that has created a trend to change men's beauty habits Vietnam
Customers play a crucial role in promoting a business's brand Ensuring customer satisfaction is essential for effective marketing; when customers appreciate the services and operational style of 30Shine, they are more likely to return and recommend it to others.
Figure 4.37: Feedback from customers on 30Shine’s Facebook
The human factor is crucial to a business's strategy, as employees represent the brand's face Customers first interact with frontline staff, such as guards, receptionists, and other employees, rather than the executive team, highlighting the importance of these roles in shaping customer perceptions.
- Customer’s perspective: encounter with service staff is the most important aspect of a service
- Firm’s perspective: frontline is an important source of differentiation and competitive advantage
- Frontline is an important driver of customer loyalty
Retail king Zig Ziglar has this quote: “You don't build a business You build people, then people build the business”
In 2019, 30Shine employed 1,700 staff members and welcomed 1.5 million visitors in the first half of the year, achieving an impressive customer return rate of nearly 80%, with some locations reaching up to 90% This high level of customer loyalty can be attributed to the exceptional quality of employee training at 30Shine.
30Shine adheres to the Cycle of Success by prioritizing internal customer satisfaction through various initiatives The company emphasizes hiring employees who are committed to "serving customers with all their heart" to ensure customer satisfaction Additionally, 30Shine offers competitive salaries and attractive remuneration packages for all positions, and stands out as one of the few organizations that provide insurance for its employees.
- Income: Unlimited, based on the business results of Salon
- 30 shine welcome all of you with management experience, hard-working and active in work
- Have experience in doing hair (cutting, curling, dyeing) If you do not have experience, let
- Females with experience in hairdressing and facial massage, good-looking appearance
- Special 30 Shine will train for you if you are not confident in your skills
RECEPTIONIST CHECK IN/CHECK OUT
- All genders, good-looking, and have basic computer skills
- Check-in: welcome, serve water, arrange schedules for guests to use the service
- Check out: Cashiers, recommending hair and facial care products to customers
- Priority: Men are active, healthy, and honest
30Shine's stylists are trained at Stylist4Men Academy - 30Shine's backyard
Stylist4Men Academy serves as the foundational training hub for exceptional stylists at 30Shine, focusing on a cohesive teaching approach that integrates professional skills This academy fosters an environment where employees can share their expertise, ethics, and lifestyles, contributing to a positive workplace that attracts top talent.
The evaluation software used after each haircut captures customer reviews, both positive and negative, allowing for regular collection of feedback This feedback is utilized to identify areas for employee improvement, and employees are encouraged to document their own suggestions for enhancement.
- Flexible working time: 8.5 hours/day, ensuring income for workers and balancing work and family life
- Guarantion: Social and medical insurance, maternity leave (still receiving salary), welfare on occasions
- Attractive opportunities for advancement: All positions at 30Shine have a roadmap for promotion (to Manager), level up (salary increase)
In the beauty and wellness industry, salaries vary significantly across different positions Stylists can earn between 9 million and 15 million, while hairdressers, also known as skinners, have salaries ranging from 8 million to 12 million Receptionists in this sector typically earn between 7 million and 10 million, and security guards receive salaries from 5 million to 8.5 million.
30Shine always tries to create the best conditions for employees to work, employees can choose convenient working buildings
Barbers and hairdressers utilize information management software on their phones, enabling employees to actively track their daily and weekly performance while planning for skill enhancement.
At the end of each week, the 30shine management team conducts a review to summarize activities, identify solutions for revenue enhancement, and improve efficiency for the upcoming week This meeting serves as a valuable opportunity for team members to share insights and support one another in their work.
The team diligently investigates market trends to ensure that customers receive exceptional and personalized service, fostering a collaborative environment to achieve shared business objectives.
Job satisfaction is crucial for employee performance, as highlighted by the Cycle of Success When employees feel valued and supported by their organization, they are more likely to reciprocate that care Competitive salaries and comprehensive benefits foster loyalty among staff, while employees also play a vital role in customer retention through the development of personalized relationships.
Process
1 Receive customer appointment information via website/app or phone number
- Receive customer appointment information via website/app or phone number
The system efficiently manages customer appointment schedules around the clock, significantly reducing the time required for online consultations and tele-sales By preventing overload during peak hours, it ensures that staff can access comprehensive information about each customer's appointment order, thereby minimizing the risk of lost orders and duplicating appointments This approach guarantees clear synchronization of information from various sources.
What this customer wants and what another customer wants, is welcome to them "Hello, may I ask if you have an appointment in advance?
- If the customer has a reservation, guide the customer to the information counter
- If the customer has not scheduled an appointment to support the customer to pick up the waiting ticket
3 Identify the guest who booked the appointment (by reading the phone number and name) In case not booked: Support customers to complete the service registration procedure
4 Deploy staff to support customers
“Have you chosen a hairstyle yet? If you haven't consulted the right hairstyle for the customer."
6 Take pictures when finished and ask for the customer's opinion
8 At the end of the process, customers will be given an assessment of the quality of their service through a scoring system
9 Greet customers and thank them for using the service
Above all, 30 Shine also saves customer information so that when customers have a need to cut the old-style or have problems arise after customers use the service at 30 Shine
The service delivery process is crucial for maintaining consistent service standards and providing authentic customer experiences Companies that excel in this area minimize errors and enhance coordination, leading to positive customer responses For instance, 30 Shine effectively implements this service process to ensure high-quality outcomes.
To ensure a seamless customer experience, the service area must include designated parking for guests, a comfortable waiting area, and an efficient check-in zone Additionally, a dedicated service department should offer a variety of treatments such as washing, massage, masking, cutting, curling, and stretching, tailored to customer preferences The facility should be equipped to accommodate a demand of 15 to 30 guests per hour, along with a streamlined payment department for convenience.
To optimize the customer experience, the model includes the establishment of a dedicated parking department, a check-in counter, and a comfortable waiting area Additionally, it features specialized departments for washing, massage, masking, cutting, bending, and stretching services tailored to customer needs, along with a payment counter This comprehensive setup allows for accurate cost estimation, design time assessment, and implementation scheduling.
50 productivity in 1 hour for service counters, respectively With this model, the maximum capacity of the system will be about 30 people/hour
Figure 4.40: Blueprinting A 30Shine Men’s Hair Salon Service Experience
Physical Evidence
- Lighting and color schemes: The predominant tones are black and white in a white tube lighting system
- Temperature: having cool and airy air conditioning
- Noise: 30Shine is not noisy inside and provides a relaxing atmosphere thanks to the spacious room
The store exudes a welcoming atmosphere, where staff members greet customers with warm smiles and engage them in friendly conversations, fostering a sense of comfort and connection throughout their visit.
- Scent: At 30Shine's stores, there is a gentle fragrance to help customers come to the experience to feel relaxed
- Music: The genre of music is popular music such as Son Tung, Ang Hoang Phuc, Lou Hoang,
At 30Shine, the music volume is set at a comfortable level, creating a relaxing atmosphere for customers The newly curated playlist features fully licensed tracks, thoughtfully organized to enhance the overall experience during their visit.
30Shine stands out as a unique hair salon chain committed to enhancing customer experience by investing in copyright music They ensure that all songs played throughout their salons are licensed and paid for, offering a curated playlist that is updated weekly This dedication allows 30Shine to provide customers with the latest and most popular tracks from the digital music market, ensuring a fresh and enjoyable atmosphere during their visits.
Figure 4.41: Popular singers at 30Shine
- Equipment: fully equipped with tools such as mirrors, dryers, shampoo tubs, chairs, waiting chairs for customers (chairs can recline to rest, computers to play music when needed)
The check-in desk is equipped with advanced technical machinery, including a server that efficiently processes customer information and prints invoices Customers simply present their invoices to the staff, who can immediately understand and fulfill their requests without needing to ask for further details After utilizing the service, customers are invited to provide feedback through evaluation tabs located at the check-in counter, ensuring continuous improvement in service quality.
30Shine, Vietnam's premier hair salon chain, boasts nearly 100 locations across 20 major cities and provinces, with recent expansion into the Thai market Each salon features tablets in the cutting area, allowing customers to enjoy entertainment, such as sports videos, during their visit These amenities create an experience reminiscent of high-class flight services, enhancing customer satisfaction and comfort.
The salon spans a minimum area of 250m2, providing a spacious and airy environment that ensures a safe distance during epidemic seasons Additionally, many salons feature modern elevators, enhancing convenience similar to that of commercial centers.
Figure 4.42: Space layout of 30Shine The lockers help customers can store their belongings and feel secure to do their hair
30Shine has developed a dedicated website, Facebook page, and mobile app to meet client information needs, providing comprehensive details about the brand Customers can easily access information about the availability and locations of 30Shine branches, helping them find the nearest location and other useful resources.
The app features a revamped user interface that enhances usability, allowing users to easily locate nearby addresses, deals, and parking options With an expanded range of online services, customers can now access various offerings without depending solely on staff assistance Additionally, users can take advantage of complimentary services available on the app, including nail filing and eyebrow shaving.
Figure 4.43: app booking of 30Shine
There are stalls of cosmetics and waxes here that are all high-class, genuine imported products so that customers can choose to take care of their hair
Figure 4.44: product area at 30Shine
Providing high-speed WIFI, free drinking water, snacks while customers are waiting
Figure 4.45: waiting area at 30Shine
- Parking lot: Customers can park their cars at each store parking lot Customers will feel safe visiting 30Shine because they will be served by professional security guards
Figure 4.46: Parking lot at 30Shine
The design of high ceilings, open space, no partitions create an open and airy space that help customers not be annoyed by the smell of dyes, straighteners, etc
+ The lighting system is designed with a reasonable layout that ensures enough light for the working process
30Shine has strategically arranged its workspace to create a logical and convenient flow for customers, allowing for seamless transitions from hair washing to cutting This layout enhances comfort and optimizes the overall service experience Additionally, the furniture is organized in accordance with the 7-step service process that 30Shine offers, ensuring efficiency and satisfaction for every client.
The barbershop features a clean and beautifully designed interior, creating a modern space that enhances relaxation and enjoyment for customers Whether receiving services or waiting for their turn, patrons can unwind in comfort Additionally, 30Shine offers complimentary soft drinks, with staff personally serving them to enhance the overall experience.
The strategic layout and organization of equipment in 30Shine salons enhance operational efficiency and create a professional atmosphere, ensuring a seamless experience for customers during their visits.
Figure 4.48: The design of the barbershop space and the waiting space
- Signage: The major color tones are white and black, and the design is elegant
- Signboard: has an elegant and simple design includes the brand name, slogan and branch address
When it is dark, the signboard are equipped eye-catching LED lights
30Shine makes an impression on customers by using basic black and white symbols, styles, and colors that appeal to its target customers which those are males
30Shine's staff uniform features a simple and polite design, consisting of a white shirt paired with trousers for men and a white shirt with a black skirt for women This attire aligns with the brand's color scheme of black and white, reflecting a cohesive and professional appearance.
Figure 4.51: staff uniform of 30Shine
30Shine's design featuring a generous faỗade has strong embodiment of masculine essence for men The geometric lines are arranged scientifically
The waiting area here is designed in a European style that makes many people think of the famous Starbucks coffee shop chain
Figure 4.52: Style of decor of 30Shine
30Shine excels in its design, ensuring customers experience both comfort and a strong alignment with the brand's professional hairstyling identity This design effectively balances a basic yet luxurious aesthetic tailored for men's style.
EVALUATION & RECOMMENDATION
Evaluation
30Shine puts a great effort to diversify its core products and upplementary services as much as possible, they not only provide hair care services
30Shine's current pricing strategies are effective, but to ensure future growth, they need to align their pricing with the quality of their services Some customers believe that the prices of 30Shine's hair care products are higher than their perceived value, indicating a need for a review and potential adjustment of their pricing policies.
- Short, direct distribution channels The form of customers to the point of service
30Shine boasts an extensive network of hair salons strategically located in major cities nationwide Each salon features a prominent facade and is situated in prime areas, making it easy for customers to select the perfect location for their hair care needs.
- 30Shine's distribution channel has no intermediaries
- Selling: Selling hair care products right at the salon is no longer a new tactic in the market today
Many men's hair salons not only offer services like cutting and washing but also sell products such as hair dyes and waxes to enhance their brand and attract new customers However, executing this strategy professionally, as seen with 30Shine, is not achievable for every company.
30Shine's personal selling strategy not only enhances brand promotion but also drives sales growth By demonstrating genuine care for customers, the brand fosters satisfaction with its services, encouraging customers to spend more.
30Shine is committed to delivering exceptional customer service by confidently offering warranties, regardless of profit or loss This assurance stems from their belief in the expertise of their highly trained stylists, who consistently aim to meet and exceed customer satisfaction Ultimately, 30Shine focuses on providing the finest grooming services tailored specifically for men.
At 30Shine, our stylists consistently deliver a warm, polite, and professional service, paying attention to every detail This commitment to exceptional customer care has earned us the trust and loyalty of an ever-growing number of clients.
30Shine effectively leverages word-of-mouth marketing (WOM) by showcasing testimonials from satisfied customers who have experienced their salon services This strategy has not only attracted new clients but also helped establish a strong and successful brand image rooted in customer satisfaction.
- Print: 30Shine always knows how to take advantage of the space of the salon so that customers always see images of 30Shine
30Shine's advertising strategy is highly effective, achieving extensive coverage across all major online platforms The brand consistently updates information, images, and videos, making it easy for potential customers to encounter 30Shine anytime and anywhere on the Internet This widespread visibility has led to significant brand awareness, with even women recognizing this renowned men's haircut chain.
Leveraging Key Opinion Leaders (KOLs) is a standout marketing strategy for 30Shine, capitalizing on the booming trend of influencer advertising in Vietnam This approach seamlessly blends online marketing with authentic celebrity experiences, enhancing brand visibility KOLs significantly boost communication effectiveness, allowing 30Shine's services to resonate more deeply with customers and expand their reach.
- Coupon: 30Shine makes customers feel that they are benefiting more than they have spent, so they promote the service in the next payment with TopUp card
- Gifts: Giving useful gifts to men is also a way to encourage them to use the service, and at the same time, promote the products at 30Shine Store
- Prize promotion: 30Shine captures times of the year such as holidays and trends to offer promotions Thanks to that, 30Shine always attracts many men
- Press releases: Newspaper articles have stated the advantages of 30Shine intelligently and subtly
30Shine consistently garners natural media coverage, enhancing its credibility without overwhelming readers This regular attention from both the press and the public fosters a sense of trust among customers, reinforcing the brand's reputation.
The sponsorship has significantly boosted brand awareness for 30Shine among both current and prospective customers, while also facilitating valuable collaboration with another business in the industry to create mutual benefits.
30Shine effectively captures the attention of netizens through engaging short clips that showcase its services without being overwhelming or uncomfortable for viewers This straightforward approach highlights the brand's offerings while maintaining a suitable presence in the content.
30Shine prioritizes customer care in all its activities, believing that attentive listening to customer feedback is essential for meeting the growing demands of male clients By fostering open communication, 30Shine aims to gain valuable insights that will enable the continuous enhancement of its service quality, ensuring an exceptional experience for every customer.
30Shine has developed a professional website that transparently showcases all its services and products The site features vivid visuals and clear information, effectively convincing customers It enables customers to book services anytime and anywhere without requiring human intervention Additionally, the memorable web address https://30shine.com/ plays a crucial role in attracting visitors to the site.
Video audiocassettes offer targeted and comprehensive tutorials designed to help men understand concepts more easily Utilizing these instructional materials can significantly decrease the frequency of direct explanations needed.
63 orally, which can be reviewed many times Thereby creating convenience for customers and efficient customer service process of 30Shine
Recommendation
To enhance its growth strategy, 30Shine should focus on diversifying its products and services while continuously developing and improving them This approach will not only strengthen its market position but also meet the evolving needs of its customers.
Improve the features of existing products and services For example: Adding service to raise hair tone, straighten hair,
Increase customer satisfaction when experiencing the service Example: Resolve customer inquiries and complaints clearly and quickly, synchronize service quality and staff training in all branches
Improve tangible factors such as quality of facilities Example: Arrange a phone charger available for customers to use
30Shine should have more suitable pricing policies with better service quality, in addition, there should be more good price combos for students so that they can experience 30Shine's services
=> elp 30Shine increase the number of customers
System of many establishments: Hanoi, Ho Chi Minh City; Ho Chi Minh and many other provinces
In Ho Chi Minh City, the Salon system is not evenly distributed, some districts have 1,2 Salon, some districts have 4.5 Salon, some districts do not have any Salon (District 8, District 3)
Having its own website allows 30Shine to leverage various traffic sources, particularly through natural search engine optimization (SEO) By securing top rankings in search results, 30Shine can effectively drive more visitors to its site This strategic combination of traffic sources and a well-optimized website helps the business attract a larger customer base and enhance its sales activities.
30Shine has established itself as a trusted and reputable brand through its impressive website, which showcases its commitment to professionalism and value.
The process is synchronous and quite accurate, creating satisfaction with customers from the moment they step into the Salon Limit the wait to use the service of customers
30Shine does not have an appointment reminder step for customers to let customers remember the scheduled appointment
To enhance customer convenience during peak hours, 30Shine should consider expanding its parking lot to accommodate more vehicles, particularly for those arriving by car Partnering with nearby parking facilities could further improve the overall experience for consumers visiting their stores.
30Shine faces significant challenges with its unstable data storage system, leading to infrastructure issues and high repair and warranty costs The absence of a data backup and restore mechanism, coupled with a lack of security measures, puts the company's critical data at risk If employee performance data is compromised, it will hinder the accurate assessment of human resources and salary allocation.
30Shine seeks a robust system that strengthens security rights, decentralizes employee privileges, and incorporates advanced management and security features By leveraging cloud computing technology for data management, including customer and employee information, the system can ensure high stability and automatically scale during peak hours, effectively accommodating the increased customer volume from its expanding network of stores.
The system is secure, and the data is properly backed up The system is guaranteed that is always ready to use and can be restored in an unexpected event
30Shine is expanding its network of branches across the country, which may result in inconsistent service quality among different locations To address this issue, it is essential for 30Shine to equip all outlets with uniform tools and equipment Additionally, having a dedicated team that can quickly identify and resolve equipment issues is crucial for maintaining high service standards nationwide.
- Check the store regularly to evaluate the working and service attitude of the staff
- Building a multi-dimensional communication channel between businesses, employees and customers
- Organize skill tests as well as industry knowledge
- Organize training sessions to send an employee with excellent achievements abroad for training and then re-train the others
30Shine is Vietnam's largest male hair salon chain, boasting over 50 branches and serving more than 250,000 customers daily Established in May 2015, 30Shine offers a modern haircut experience that goes beyond simple trims, providing comprehensive services for a polished look and refreshed spirit Their professional hair and facial care services are delivered in a scientifically designed 30-minute process at highly competitive prices.
30Shine used concentrated marketing, focus on target group with these characteristics
+ Likes new experiences, requires attentive service
30Shine chooses to position the brand with a stable price but ensure the best service
The report analyzes 30Shine's service marketing strategies through 7Ps include: Product, Place, Price, Price, Promotion, Processes, Physical evidence, People
- Product: 30Shine tries to diversify its core products and supplementary services as much as possible, they not only provide hair care services
- Place: The distribution channel in 30Shine's service is a direct-distribution channel at the enterprise The customer goes to 30Shine's service organization
- Price: 30Shine has a mid-range price and use two pricing strategies are Psychology Pricing and Bundle Pricing
- Promotion: 30Shine promote promotion by various channels: Personal Communications, Advertising, Sales Promotion, Publicity & Public Relations, …
- Processes: 30Shine invests in customer process and employees process, thereby developing Blueprint in the best way
- Physical evidence: 30Shine is designed in European style with spacious space, creating a quiet and cozy feeling
- People: 30Shine focuses on training employees according to a practical roadmap, recruitment standards, and salary policies, thereby creating a platform to serve customers better
Based on the analysis, the team provided tailored recommendations for 30Shine to enhance service quality and implement strategies that will elevate the men's haircut brand's popularity both nationally and internationally.
Christopher Lovelock & Jochen Wirtz – Services Marketing (People, Technology, Strategy) Seventh Edition.