Resuscitating the Barbershop Business Report

Abstract

The COVID-19 pandemic has substantially undermined the sustainability of numerous businesses nationwide. Barbershops were among the hard-hit companies due to a number of factors that underpin the core of the services they provide. This report analysis multiple issues that have had a negative influence on barbershops’ performance and popularity. It provides an efficient framework that can be successfully applied under various circumstances in order to resuscitate any firm working in the sphere.

List of Illustrations

• Figure 1. COVID-19 notice sign – attention barbershop customers practice social distancing | peel and stick wall graphic | protect your business, classroom, office & interior surroundings (SignMission, n.d.)
• Figure 2. Absence of apparent transmission of SARS-CoV-2 from two stylists after exposure at a hair salon with a universal face-covering policy (Hendrix et al., 2020)

Introduction

There are numerous issues that have undermined the performance of businesses working in completely different spheres during the COVID-19 pandemic. The severe consequences of the rapid spread of the disease led to multiple measures being implemented that sought to minimize social contact. Given the vivid lack of information on the characteristics of the new virus, most of the techniques were centered around stay-at-home orders and the closure of various facilities and public places. The authorities did not have the necessary data that could help better realize the transmission patterns. Therefore, the government chose to implement one of the most challenging strategies possible, which, multiplied by the customers’ growing fears, led to an abrupt decline in revenues.

Companies vary significantly in terms of industry, size, ownership type, and ways of cooperation with clients. Therefore, certain kinds of businesses suffered more severe losses than others. Barbershops, salons, gyms, and numerous other firms that tend to be privately-owned small businesses were among the most seriously harmed companies. Hill et al. (2021) state that the pandemic exacerbated the systematic biases which threaten barbershops and public health. Moreover, all the above-mentioned firms rely on the large number of locals that visit them frequently. Thus, in terms of several weeks, these businesses found themselves with an unprecedently low number of customers.

There is a plethora of factors that underpin the dramatically decreased scale of operation in the sphere. The panic and the lack of knowledge concerning the protection measures should be considered the most significant factors, alongside the closure of numerous businesses. Not only clients but business owners often were not ready to risk their lives and the lives of family members in order to use the new opportunities. Hemel and Rodriguez (2020) claim that barbershop customers who rarely visit the shop might not realize that it may be the site of their exposure. Moreover, various types of stimuli introduced by the government ensured that millions of people felt secure enough financially to follow the stay-at-home order.

Problem Definition

During the pandemic, the main problem that barbershops faced was the decreased revenue and influx of clients. On 2^nd April 2020, there was a statewide mandatory closure of salons and barbershop businesses in Florida. Some companies paid rent even with the compulsory closure, which was a stretch in their pockets as most companies did not generate any revenue. Barbershop business owners and managers note that they had to dip into savings to retain rental spaces, hoping things would go back to normal. Logically, the one who rents the spaces depends on the rent received from the businesses; thus, there was no wrong in paying rent even when there was a mandatory closure of companies.

Numerous medium-sized and large companies entered the pandemic and the lockdowns with substantial finances and used that time to renovate their businesses. Nevertheless, most barbershops did not have the opportunity to suspend their operations due to the small relative size of their firms. Despite the growing trend for the establishment of nationwide networks that provide certain services, barbershops and beauty salons have significantly different types of interaction with customers. These firms offer much more than just health and beauty services and have even become the favorite pastime for many people who are concerned about their appearance. Given that women are more frequent spa-goers, many barbershops have, in many cities, become a highly masculine niche.

Barbershops in many parts of the world have long been considered an essential part of public life for many men. Given that men have historically had few places where they could feel free from the numerous job-related obligations and social responsibilities, barbershops have quickly capitalized on the opportunity to provide such a retreat. Moreover, it is not solely the relaxed atmosphere that has been considered the key to barbershops’ success. The ability to interact with a wide range of people and get involved in public discourse has made many visits entertaining. In some cases, barbershops can even resemble a social clubs and substitute pubs and bars.

Methodology

For this proposal, I conducted a client questionnaire on how they felt about going to the barbershops during the pandemic. These questions were meant to understand the client’s needs so that the business may tend to improve customer satisfaction and increase revenue. The questionnaire is illustrated below:

On a scale of 1-5, rate the following, with “5” being excellent and “1” being poor;

1. What is the ease of booking appointments?
2. How is the sanitization of the barbershop?
3. What is the staff members’ awareness of the protocols for regulating the spread of coronavirus?
4. What are the safety precautions for ensuring a safe environment in the barbershop?
5. How are services provided in the barbershop and modified to align with the COVID-19 protocols?
6. What is the effect of the mask mandate on the quality of services being provided?
7. Are the new costs of services in line with the new expenses in the barbershops, such as sanitization products and limited customers?
8. What is the overall experience in the barbershop during the pandemic?

Solution

From the questionnaire, most clients had skeptics about their experience in the barbershops, and due to the need to be groomed, they had to go to the barbershops. Most of them expressed difficulty booking an appointment and the high costs of services. Most clients were impressed by the barbers’ precautions and how the environment was safe. The barbershops were well-sanitized, with observance of the COVID-19 rules being a mandate. Most services offered followed the safety protocols, such as wearing masks, which the clients prefer having while being served. The results are averaged and portrayed as shown below. From the questionnaire results, the clients went to the barbershop because of the “need” to be groomed and not because they “wanted” to go there. Therefore, incentives are needed to make the clients “want” to go to the barbershop.

As a result of the COVID-19 pandemic, a new crucial trend has emerged that should not be left unnoticed by barbershop owners. Millions of Americans who used to belong to a highly regulated corporate culture have suddenly found themselves free to choose clothes style and hairstyle. More importantly, many American men have opened the possibility of nit shaving for weeks. Moreover, millions have even made a decision to keep the beard after the pandemic.

Therefore, the number of people who systematically need barbers’ services has increased dramatically recently. A truly strategically-thinking owner of a barbershop should develop a sophisticated framework that seeks to introduce these new customers to the entire world centered around barbers’ art. The strategy aimed at that group of potential clients should feature mild convincing methods and significant discounts. Although finding a new customer is generally considered a complex undertaking, for barbershops, all the efforts are justified due to the traditionally high customer loyalty in the sphere.

Barbershop services do not represent a standardized product due to the creative nature of the work and the varying expertise of the barbers. Moreover, even some cultural traditions may define the style that a barber specializes in, as numerous barbers from the Middle East maintain knowledge concerning certain types of beard/mustache styles popular in the region. Therefore, it is almost impossible to rapidly expand the brand and create a network of barbershops that guarantees similar styles and quality of services. The owners of the barbershop should be ready to emphasize the individuality of the professionals and encourage their efforts to promote their services individually.

Given the multiple above-mentioned phenomena that underpin the traditional business models, barbershops continue to be represented by small firms with a unique history and strong local appeal. At the same time, the benefits of potential cooperation with other brands should not be neglected. Certain brands that specialize in equipment, creams, and other products essential for barbers may show interest in various types of partnerships with a local barbershop. Free samples and other traditional forms should be utilized alongside new, more sophisticated types of cooperation, including media presence and other technology-oriented methods.

Given the remarkable role of safety measures during the pandemic, it is essential to emphasize all the efforts made to guarantee the minimization of risks to all potential customers. Therefore, social distancing should be maintained under any circumstances, even if the working area is little. Understanding and respecting the numerous customers’ health concerns is instrumental for building trust and enhancing the brand image (Bakhati & Agrawal, 2022). Therefore, a substantial distance is to be maintained between the chairs. Moreover, it is essential to warn all the customers concerning this regulation beforehand. Thus, signs, like the one depicted in Figure 2, should be purchased in advance and placed on the front door. This relatively simple measure can substantially decrease the chances of a possible negative customer experience.

Masks continue to play a pivotal role in fighting the spread of the notorious virus. Therefore, barbers are expected to wear them when performing a service constantly. Given the frequent use of the masks, it is beneficial to integrate the masks into the dress code and align it with the prevailing style of a barbershop. Therefore, it is crucial to design branded masks to be worn by all employees.

Conclusion

COVID-19 came as a surprise in late 2019, and it negatively impacted businesses in early 2020. Many barbershops collapsed, and those that made it through to date have struggled to generate revenue and influx of regular clients. Most clients are disappointed by the increase in costs that cater to sanitization costs. To keep the clients safe and still generate sales, there is a need for low-budget strategies that barbershops can use to lure repeat clients—for instance, partnering with brands to create a win-win situation for the brand and the barbershops. Additionally, having low-cost loyalty programs that would have repeat clients bring in new members. These measures ensure client satisfaction, which is a crucial issue that needs to be addressed for these businesses to prosper.

References

Bakhati, D., & Agrawal, S. (2022). COVID‐19 pandemic lockdown – Is it affecting our skin hygiene and cosmetic practice? Journal of Cosmetic Dermatology. Web.

Hemel, D., & Rodriguez, D. B. (2020). A public health framework for COVID-19 business liability. Journal of Law and the Biosciences, 7(1). Web.

Hendrix, M. J., Walde, C., Findley, K., & Trotman, R. (2020). Absence of apparent transmission of SARS-CoV-2 from two stylists after exposure at a hair salon with a universal face-covering policy [Image]. Morbidity and Mortality Weekly Report, 69(28), 930–932. Web.

Hill, K., Haynes, N., & Momplaisir, F. (2021). Partnering with barbershops and salons to engage vulnerable communities during the COVID-19 pandemic. Open Forum Infectious Diseases, 8(7). Web.

SignMission. (n.d.). COVID-19 notice sign – attention barbershop customers practice social distancing | peel and stick wall graphic | protect your business, classroom, office & interior surroundings [Image]. Amazon. Web.