Awarded best Male Grooming Salon of the Year 2017
Jacks own ‘True Gent’ male grooming range
Customer loyalty scheme
Identifying key journey challenges, perspective, systems in place, parameters for change
Customer perspective, impact on behaviour, opportunities to reach desired emotional outcomes
Identify required change roadmap for service improvement
Ever since we defined the foundations for the flagship barbers, and the new concept was proven, we began plans for the franchise role out. This year, we have produced extensive content both print and digital for Jacks latest additions to the franchise under the tagline ‘Join our Pride.’ We’ve brought the brand ident of the lion to the fore and will see this utilised for future store launches.
Our design team really brought the customer voice into the process, and took design sketches into barbers to get opinions and feelings about what we were putting together. The Jack’s product range has been hugely successful – with one item even up for an award this year.
EMOTIONAL IGNITION HIGHLIGHT
How EI made the difference
Knowing that the barbers was often seen as a place for escapism and relaxation, we created a haven for men to have fun – including a chill zone with a beer fridge, a media zone, a waiting zone etc.
We noticed a specific point in the journey where customers would often be left frustrated – the point of not knowing if they would have to queue. So we introduced an innovative online queue cam – instead, creating feelings of surprise and delight and exceeding expectations.
Spotlights above barber chairs
We identified a point of anxiety and introduced spotlights above barber chairs to create the feeling of a more private zone, separate from other customers, so that men felt confident asking for what they really wanted. Moving the emotive state from insecure, to confident.
Seven successful franchises
across the UK
“In working with Pomegranate over the past 10 years, we have been able to take the business from a single store into a national franchise. The team at Pome have supported us in establishing the complete range of customer touchpoints to create fluid brand experience across the diverse range of touchpoints.
The creative and strategic teams have brought the brand to life across digital and experiential, from store design to full store launches, digital communications to packaging. ”