Amazon is moving into the world of hairdressing with the opening of its own salon in London that will trial the latest technology developments for the sector, including augmented reality hair consultations.
The Amazon Salon in Spitalfields, east London, will offer traditional services and basic cuts for adults and children provided by Neville Hair & Beauty, an established independent salon based in the capital.
However, Amazon said the aim of the project was to support the professional beauty industry to develop innovations that offer a new kind of customer experience. This includes special mirrors that can show customers how they would look with a different hair colour.
The 1,500 sq. ft. salon will also feature new point-and-learn technology where customers can point at a hair product they are interested in on a display shelf, with relevant information and brand videos then appearing on a display screen. Customers will be able to buy shampoos and styling products for home delivery by scanning a barcode with their phone.
John Boumphrey, Amazon’s UK Manager, said: “We have designed this salon for customers to come and experience some of the best technology, hair care products and stylists in the industry.
“We want this unique venue to bring us one step closer to customers, and it will be a place where we can collaborate with the industry and test new technologies.”
The salon will initially be available to Amazon staff but will open to the public in the coming weeks.
Amazon said it has no plans to expand the operation, stressing it is an “experiential venue”.
The e-commerce giant recently launched a professional beauty section on its website, selling thousands of products ranging from clippers to curlers and hair dryers, aimed at small businesses.
Commenting on the move, Chris Elliott, Head of Market Insights at Edge by Ascential said: “Amazon’s new salon in London is the latest example of its ambition to expand into other retail categories and channels. Whilst it has established itself as a leading online marketplace, the retail heavyweight is now testing the waters for a more holistic offer, demonstrated also by its foray into physical grocery via its new UK Amazon Fresh stores.
“Amazon’s legacy of offering streamlined experiences through sophisticated technology and customer-focused insights could see it become a major challenger in the beauty sector and really goes to show how every sector is on the table for disruption. What’s particularly interesting here is the strong moves Amazon is making into services industries, like in the US where Amazon is training drivers to install appliances. If they succeed, this could have a significant impact on many established players.”
NAM Implications:
- No surprises hopefully?
- i.e. ‘anything, anywhere that can be legally sold to consumers, in whatever way they choose to buy…’!
- (eventually 1-Clip cuts?)
- Seriously, best anticipate rapid roll-out and disruption…
- …to an increasingly appreciative audience.
- Time to secure and maintain your fair share of the action.
