The Salon Express and Barbershop Express business has just unveiled its first unassisted retail machine, a vending machine integrated to a shop front and accessible after hours.
Retail Express Group COO Bianca Panozzo told Franchise Executives it has been an “exciting couple of months”.
“It’s been exciting from a franchising perspective and as a traditional salon and barber shop business to have the concept approved.
“In the hairdressing arena there has been no innovation for a very long time. This is a huge coup. We’ve been asking how do we combat labour shortage? How do we elevate business?
“For us it’s been a journey to elevate the experience for customers in a shopping centre. This gives us the opportunity to connect when the doors are not open.”
The high-tech vending machine launched at the new company-owned salon at Ellenbrook Central in WA.
“The demographics are aspirational, and our brand vision is affordable, accessible and aspirational. Our placement of the machine was quite strategic,” Panozza said.
“It’s interesting to see how many people stop and have a look. We can tell a story through video footage on the machine.”
A long term vision, the vending machine placement follows the trend in Japanese markets, and taps into a more sophisticated vending offer.
Building the machine into the shopfront is a subtle disruption to the traditional environment that brings new marketing and retail opportunities.
It has allowed the business to collaborate with local retailers, such as Muffin Break, to provide value-adds with purchase.
“On Black Friday everyone else was focused online and traditional advertising. We could segment the timing and run an activity live on the vending machine for a period of time.
“We promoted it online, and customers could only receive the offer by purchasing from the machine. It’s a way for us to test engagement,” Panozzo said.
Other promotional ideas include Friday night happy hair hour, offering hair product at a reduced price or a value-add for shoppers stocking up on weekend groceries.
The vending machine can also provide a personalised hair product if a customer uses a QR code to complete a quiz and get a product recommendation.
Panozzo praised Vicinity Centres for its willingness to approve the concept.
“This concept has gone through all levels of the business, it’s been about six months in the making,” she said.
“We think this is the way of the future, an addition to our business that we will include in future sites.
The customised machine, was sourced on the east coast, designed and wrapped, then sent to WA.
“We have a very strong 2025 plan; what we have at Ellenbrook is part of the future. Our brand has been around 30 years and it has evolved so much as a business. Eight years ago we introduced the Barbershop Express concept. We were one of the first to do a dual business one lease and share utilities.
“We’ve always prided ourselves on being a bit different, shaping results of the business to what the community needs.”
The brand has a strong presence in Perth, and is rolling out new salons every quarter next year.
