Darling Selling Hair Successfully in Africa
Darling Selling Hair Successfully in Africa
Darling Selling Hair Successfully in Kenya, Nigeria and South Africa. They are planning to grow in neighbouring countries soon. Profit from the insight Darling gives about their successful strategy. This strategy gave Darling Hair Sales a stable double-digit growth. Adapt the strategy to your own position and give your hair sales a boost.
Darling shows Selling Hair at Double Digits Growth and you?
Darling Hair is a brand owned by Indian Consumer Product giant Godrej. Thanks to this Darling can show double digits sales growth year on year. This gives you a good benchmark to know if your hair business is healthy. If your sales show a growth of 10 percent or less, you can learn from the strategy Darling Selling Hair.
You should never copy the strategy from another company. But there is nothing wrong to learn from others. Especially when the other is the number One Selling Hair in Africa, Darling!
The Overall Strategy
For the Consumer Products in general the mother company of Darling Hair has defined the following. In bold the strategy formulated and after this a translation to your situation. This gives you great suggestions for your own hair selling business.
- Keep the Core Business Healthy. This means you should always have the right focus on the business people know your business for;
- Create New Growth Boosters. Plan to regularly launch new products or services;
- Ensure Adequate Funding to Support Growth. Keep an eye on your cash flow, once a year scrutinize your expenses. Is the supply chain still optimal or can you make things more efficient;
- Pursue Sensible Acquisitions to Accelerate Growth. Think about a collaboration with a stylist or salon to broaden your market and to grow faster;
- Build a Higher Performing Organisation. Every day see if you can do things more efficient, logistics, purchase, marketing, selling, bookkeeping;
- Do Our Part for an Inclusive and Sustainable World, invest and participate in your community
The strategy above shows you can not write your business plan and sit back and relax. You have to work on the company, the world around you, your clients, the competition and the suppliers, changes all the time and you have to adapt to this. Surprise your clients with new products or services. Look for a collaboration with a stylist or salon and work out together a new hair product or service. Do not do the numbers once a year for tax purposes only. But check on a monthly basis how your profit margins evolve, and your commitments where can you cut expenses. Start the conversation with the hair supplier and see how you can get a shorter time to delivery. Do not forget every morning to think what have I done yesterday and what can I do better or faster. And make sure the local community knows you care.
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How does Darling Increase Selling Hair
Darling hair is increasing the sales of the hair and growing their business because the follow the following guidelines (in bold). See my suggestions for you how to put this in place in your own business:
- Invest heavily in the brand. Select your logo and brand and be active on social media and local events
- Innovate Your Products. Make your products available for everybody. Perhaps you have to organize a special event near a college, or think about other payment methods;
- Be Unique. Think about how your products can be unique in solving the needs of your clients. Remember you are not selling hair; you are selling an experience;
- Disruptive Pricing. Even if you are a small player, if you have a unique service you can be the price leader for that kind of hair solutions;
- World Class Package and Design. Have eye and patient for the details like packaging and design.
No need to allocate all your money to market your brand. You can also use the lost hours in a day to keep the conversation going on Social Media or in real life. Make sure you have an inviting and eye-catching hair style. Go to the mall or places your ideal clients likes to be and get their attention. If people do not buy from you, it is possible they like the hair and they feel they get value for money. But they can not find a parking space or they payment method is not convenient for them. Spend time and energy to look after the slightest detail on packaging and website design. All this will help you to increase the sales of the hair.
Let’s get digital
Darling understands they have to get digital. This is both the marketing and the supply side. They team up with bloggers to be sure they will reach their ideal clients. Clients will find education on the hair and maintenance, but also how to use the tools available. How user friendly is your webstore for somebody who was not involved in the design? Use social listening to catch new trends before there is a standardize solution on the selves.
But also, the shopping experience should be smooth and help your supply chain to be the most efficient possible. Consider a platform like Shopify that provides both Point of Sale solutions for your store and a webstore. But also integrated drop shipping and payment facilities.
Darling Hair Supply Chain
What is driving you to success and allows you to scale your business is a very efficient supply chain. How does the hair get ordered at the wholesale store. Shipped to you or the fulfillment centre and delivered at the doorstep of your client? This process should have your daily attention. Reduce complexity because this will also reduce the number of errors. On your quest for hair suppliers, take into account their order and delivery processes. Are they able to work out a supply process that supports your business?
The future
Darling has selected the countries they see as the upcoming markets for hair extensions. Next to mature hair markets like Kenya, Tanzania, South Africa and Nigeria. They have identified the countries that will be interesting for the near future, because they see the hair market will expand. Think of countries like Mozambique, Namibia, Angola, Ghana and Senegal. They even work on new distribution models; this all could be very interesting for new entrepreneurs too.
Ready to go for double digits growth and sell hair like Darling?
Are you ready to start selling hair or grow your hair business, leave a comment below or contact me on WhatsApp if you need any support!
