Have you ever heard about QB (Quick Beauty) House? Starting as a small company with 1 shop located in Tokyo in 1996, it developed into 200 shops in 2003. The number of customers increased from 56.000 in 1996 to 3,5 millions a year in 2002. This company started expanding to Singapore and Malaysia then targeting to open 1000 shops all over Asia.
Why they could do that?
The important point what QB House did is switching emotional approach, that used to offer by most company in barbershop industry, into rational approach. In Japan, it takes time more than 1 hour to cut a man’s hair, since there are step by step rituals that needed to create great customer experience and touch customer emotional side.
Most of barbershops offer a complete package. It can be a warm towel, shoulder rub and massage, they also provide a cup of tea or coffee, skin care, beard shaving, until rinse and dry your hair. As a result, it takes a long time to do those ritual even if what you actually need is making your hair cut. In addition, it makes a long queue for other potential customers.
QB House did the opposite.
They found that many productive people won’t spend 1 hour for only make hair cut. So, QB House eliminated those emotional elements such as warm towel, skin care, drinks, massage, etc and make the process simpler. They didn’t rinse and dry the hair, in return, they applied ‘air wash system’ to suck up every trimmed hair. It worked better and faster without make the hair wet.
The process that required about 1 hour at first, now can be done in 10 minutes. Therefore, they can sell their service in lower price than offered by industry (it’s about one third of industry average price), while they increase their barber’s income per hour until 50 percent. They also make their business more efficient. They build a smaller space and higher sanitation level in every shop.
So, are you now competing in rational or emotional industry? If you’re in emotional industry, what unnecessary factors that can be eliminated? In other hand, if you’re competing in rational industry, what factors can be added to make it more emotional? Whatever they think, think the opposite!