Australian Franchise News – 24-11-10
November 27 marks the third year anniversary of Brisbane-residing Barry and Carol Jarred to the Price Attack brand.
Barry and Carol bought the hair care and beauty franchise from drugs distributor and health and beauty products retailer Australian Pharmaceutical Industries Ltd in 2007.
Since their inception, the brand has undergone a number of strategic changes which has positioned the franchise as the authority in hair. These include:
Re-branding – modernising the Price Attack brand to fit with the transcending shopping scene;
Salon development – signing Matrix, the leading professional hair care and hair colour company in the United States, as the new salon basin partner;
Private label growth– extending in-house product range; and
Technology overhaul – introducing Point Of Sale (POS) and SMS marketing.
Mr Barry Jarred, Managing Director of Price Attack, said: “Leading the way in the marketplace is important for Price Attack and the success comes with modernising the brand to keep up with the changing appeal of the consumer. The store upgrade aims to provide Price Attack’s customer with a more shopping-friendly experience including wider aisle space, increased labeling and signage, plus a professional revitalised and full-service Matrix salon,” he said.
The Price Attack franchise recently announced a monetary re-fit incentive to get all stores up to speed on signage brand consistency and to endorse the strong future vision of the hair care brand.
Since the new ownership things have not been quiet at the head office. The central hub relocated from St Kilda in Melbourne to Bowen Hills in Brisbane, many services were brought internal to cut back on external consulting fees and the brand has gained significantly more control over different shopping clusters by appointing state representatives to spend more time in the field.
In 2010 the brand took its national franchise conference to Fiji – the first time the annual event had been held off Australian shores. Support office staff, franchisees, suppliers and a plethora of value-adding guests immersed in a week of educational and rewarding workshops and activities.
Among the conference attendees was former PM John Howard who, in writing, also praised the vision and optimism of Price Attack: ‘It brought together numerous men and women who are competitive small business operators. If the spirit I encountered at the conference is reflected throughout the franchise it should be very successful.’
With additional focus placed on customer service and education, Price Attack is making its mark on providing the best hair advice and providing the largest range of professional hair care and beauty needs.
Salon Confidential is the latest product range to hit the franchise’s shelves.
“Exclusive products are particularly effective in today’s economy and retail sphere as we are constantly competing with other fierce competitor prices to get the traffic into our stores and not theirs,” Mr Jarred said.
“Promoting products that consumers can’t get elsewhere is the winning strategy in my mind and as a franchise owner I am investing more of a focus on this than I have in the past so that Price Attack franchisees have unique hair and beauty offerings.”
Price Attack now has the elkie creative styler hot styling tool, Rokk96 nail polish, PROfusion hair brushes, SPS home hairdressing and now the salon formulated hair care range- Salon Confidential.
Mr Jarred continued in saying that “Rebranding and rethinking the marketing approach has been hard work and is by no means over however it has really placed Price Attack at the forefront of the professional hair care and beauty retail industry.”
Price Attack has led the way since it started the hair retail franchise industry in Australia back in 1986 and according to the Jarred family they will continue to focus on new ways to reaffirm this position.
“Carol and I are thrilled to be celebrating our 40th anniversary of marriage, our 3rd anniversary as Price Attack franchisors, and here we are about to embark on Price Attack’s 25th Brand Anniversary in 2011. Things are definitely moving forward – and Carol and I like to think we are maturing gracefully with it!” he concluded.
Photo caption: Price Attack franchise owners Barry and Carol Jarred.
Request information on franchise ownership of Price Attack franchise