TOTENExT
In response to complex market needs, over the years TOTENExT has developed a precise set of multiclient analysis methods, techniques and tools for professional hair product manufacturers.
Every day TOTENExT is committed to developing innovative research solutions. The firm’s efforts are aimed at providing clients with highly strategic and continuously updated support tools.
In-depth knowledge of the Italian hairdressing market leads international and national clients to rely on TOTENExT, who has fine-tuned multiple complementary products over the years that offer different perspectives for intercepting changes and evolutions in the sector.
SCISSOR PANEL
Since 2017, TOTENEXT has been working with the BOSS (producer of management software for Go Web Hairdressers) database to create a computerized panel that gives insight into not only products sold by salons but also into client frequency, services provided, prices, and receipt makeup.
In March 2022, the sample of women’s/unisex salons amounted to over 1,300 POS segmented by number of employees and average hair-coloring price.
Each segment of the Scissor sample has been statistically weighted to give a projection of the Italian market.
Scissor permits an extremely thorough analysis of the main market KPIs and guarantees a considerable competitive advantage in taking strategic company decisions.
The periodic Scissor report is organized in modules in order to meet specific client needs:
- Projection of Italian Women’s/Unisex Salons
- Monitoring Receipts
- Monitoring Haircare Retail
- Monitoring Electrical Accessory Retail
- Monitoring Services
- Monitoring Clients
- Ad Hoc in-depth analyses
After the end of the 2020 lockdown, Weekly Trends was developed to meet the new needs that emerged. This version is able to monitor the market (receipts, turnover, no. of products sold, no. of services provided in the salon, etc.) with weekly results.
ITALIAN SALON DISTRIBUTION PROJECT
The Distribution Project, which has reached its fifth edition, is aimed at detecting the composition of the Italian hairdressing market and the characteristics of Italian salons through a longitudinal survey of a sample of 3,000 salons representing the Italian market (CATI methodology).
Market shares. The tool is able to analyze professional brand penetration in Italian salons, for Haircolor Products and Retail Products. In addition, it can estimate volumes for the main brands and variations in penetration and volumes in different geographical areas and different types of salons.
Purchase channels. An important aspect of the research is analyzing purchase channels: the main way haircolor products and retail products are purchases and the analysis of the effect of indirect channels on the distribution of various brands.
Competitors. This tool permits detecting an overlapping of competing brands with a forecast for the next 12 months.
Salon characteristics. The research allows acquiring information about the main salon characteristics: clientele, the use and level of IT, attention to environmental sustainability.
The cluster analysis has enabled identifying five salon typologies in order to explain the evolutions that have characterized the market over the last few years and to adopt adequate company strategies.
3K SALON
3K Salon is a thorough description of the world of Premium salons in Italy.
A business intelligence tool that integrates information from institutional sources with techniques developed by TOTENExT to define and classify Italian hairdressing salons.
The tool consists of an updated, verified and complete database of the top 3,000 Italian hairdressing salons (telephone number, email address, street address, no. of brands used, service prices, no. of employees, website, Facebook page, Instagram, etc.). The salons are classified by level (Gold, Silver, Bronze, Barber Top) and displayed on an interactive map to facilitate commercial strategies.