Like many U.S. salons, the Paris Parker group of salons and spas in Southeast Louisiana has seen a decrease in service sales, with many customers choosing to wait an extra four to six weeks between haircuts or opting for less expensive haircolor services.
Paris Parker Aveda Salon and Spa at Perkins Rowe, Baton Rouge, LA
"Businesses need to adapt, and they need to do it now," says Sharilyn Abbajay, CEO for Neill Corporation, which owns Paris Parker Salons and Spas. "It's time to listen to our customers and adapt to their needs."
The trend at Paris Parker supports recent consumer research from San Francisco State University and the results of a survey by Condé Nast Portfolio of its readers, both of which found that experiential purchases, such as a meal, theater tickets or a spa treatment, result in greater long-term satisfaction than material purchases, a bright spot for salons during these challenging economic times. "Every one of us, especially during stressful times, will not compromise on finding a gratifying experience that for a moment creates an escape of pure joy," Abbajay says. —L.A.