#Japan #Shinjuku #salon marketing #Cross Prop Works #SNS Usage

Introduction

In recent years, salons have seen a shift in their customer acquisition strategies, particularly with the advent of social media. The report by Cross Prop Works sheds light on how various demographics engage with salons via platforms like Instagram and TikTok, revealing key insights for salon owners looking to enhance their marketing efforts.

Research Overview

Cross Prop Works, a subsidiary of Cross Marketing Group, undertook an extensive marketing research initiative targeting 967 participants aged between 18 and 59 across Japan. The purpose was to delve into the role social media plays in salon selection and the factors that influence customers' decisions to visit these establishments.

Key Findings

Generation-Specific Influences

The study found a notable disparity in how different salon types attract clients via social media. For instance, while 23.6% of respondents indicated that they chose a hair salon based on social media, an impressive 72.3% turned to social media when selecting nail salons. The trend is particularly pronounced among the younger generations (10 to 30 years old), who are more inclined to visit salons after browsing social media.

Information Sources for Salon Discovery

Participants across age groups predominantly reported using “Hot Pepper Beauty” as their primary source for finding salons, but younger consumers are increasingly relying on social media. Platforms like Instagram and TikTok are pivotal for this age group, highlighting a diversification in their information-gathering channels.

Sharing Salon Experiences

Interestingly, though younger consumers tend to share their salon experiences online, only about 10% of respondents have posted about their salon trips. This suggests that while some share their experiences, the practice is still limited to a specific demographic, leaving considerable room for growth.

Implications for Salon Owners

These findings present a treasure trove of data for salon owners aiming to enhance their customer outreach through social media. The significant percentage of young customers who visit salons after discovering them on social media underscores the critical nature of maintaining an active online presence.

In crafting digital marketing strategies, salon proprietors should consider how they can leverage popular platforms to increase engagement and attract more clientele. Especially for services like nail salons, a visually-driven platform such as Instagram could serve as a vital tool for showcasing talent and services.

Conclusion

This research not only identifies the changing landscape of salon marketing but also provides actionable data that salon owners can utilize to revamp their social media strategies. As the digital marketplace continues to evolve, understanding the nuances of consumer behavior across different age groups will be instrumental in shaping future marketing initiatives.

For salon owners and marketing managers eager to embrace these trends, the report by Cross Prop Works provides valuable insights and data that can inform more successful engagement strategies moving forward.

Recommended Audience

• - Salon owners seeking to increase customer acquisition via social media.
• - Marketing managers looking to reassess the effectiveness of their salon's social media and LINE strategies.
• - Consultants and business planners who wish to gain deeper insights into user behavior and trends in the salon industry.