Dry
Your Home away from Home: Redefining the Experience of your Neighborhood Boutique Hair and Nail Salon
Challenge
Dry is a boutique hair and nail salon in Riyadh for women looking for convenience and beauty maintenance in their local neighborhood, taking the hassle out of visiting the salon.
When Dry was in the midst of plans to open new branches, they asked us to help develop a consistent brand identity that would reflect the “at home” feel of the salon in every location. The client needed our support to decide which elements of the salon should be kept in every branch, and which should be branch-specific.
They also asked us to assist with staff and client communication guidelines to enhance the internal culture, and build loyalty through an intimate customer journey.
Intervention
Through in-depth workshops with the salon owner, we established that Dry’s brand, wherever the location, should portray it as an affordable, convenient neighborhood salon, in which all customers would feel relaxed, welcomed and cherished.
In order to refine the customer journey, we sent two mystery shoppers to experience Dry’s services and conducted a series of social listening on social media to understand what visitors and potential customers felt about the brand.
We drew up a staff manifesto that encouraged team members to be hospitable, empathetic, transparent, knowledgeable, delightful and pay attention to detail. In addition, the staff process was designed to ensure all team members followed the same sequence of actions and protocol when tending to customers.
In the physical space of Dry’s salon, we recommended a selection of enticing, mood-boosting scents, relaxing music playlists and a menu of paid and complimentary food and drink to create a heightened experience that connected to customers on an emotional level and made the salon feel like home.
We also advised on the interior design layout of the salon to be open-plan and functional, featuring welcoming earth tones and luscious greenery. We also identified Dry’s layout and zoning guidelines and recommended a consistent style sheet to help guide Interior Design studios when building future branches. We also provided a careful eye for detail and essential elements such as: Abaya cabinet, prayer area and magazine stand. We suggested new offerings for Dry’s retail corner, focussing on local collaborations and unique products.
Results
By delivering a comprehensive branding strategy and interior guidelines along with designing proper brand touchpoints such as: menus, signages, business cards and coupon design, we successfully positioned Dry as a “home away from home” salon, where customers would be able to access their basic grooming and styling needs in a welcoming and cozy environment.
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