Five Ways to Build Customer Trust

One of the greatest challenges in store management is cultural distance. Customers may find staff friendly yet awkward, greet warmly but leave quickly, or post positive reviews without returning. Such gaps often arise unintentionally. Speaking the same language does not ensure emotional connection, so noticing subtle differences is crucial to moving beyond a “close yet distant” relationship. Even slight adjustments in cultural detail can make the same product more persuasive and the same space warmer and more inviting. This article offers practical insights for building that balance. With a shift in perspective and years of experience, store operations can become more flexible and approachable.

1. Language

Speaking Customers’ Language, Even Product Names Start to Build Trust

Even brief exchanges with customers can have a greater impact than anticipated. In the hair and beauty industry, where product names are numerous and often unfamiliar, word choice can significantly influence customer reactions. Using terms and expressions familiar to customers ensures smoother and more natural explanations.

For example, describing specific product features such as “Looking for edge control? We have light shine and strong hold lines”demonstrates expertise and builds customer trust. Sharing practical tips, such as “This glue is sweat-proof for summer, and using the same brand remover works best,” feels more helpful than basic product guidance. These phrases come from gradually learning common industry terms. Though unfamiliar at first, adopting a few key expressions over time noticeably improves customer responses.

©Google Review: “They answered all my questions…” “They kindly helped me pick the exact products needed to achieve my desired hairstyle… I recommend this store 100%.” Customers feel highly satisfied when staff clearly explain products and assist in selecting the right items.

Creating a list of around 30 common product names and feature terms used in-store can be very helpful. Organizing these words based on customer usage also supports staff training and helps new employees practice more effectively.

Hair-related	Edge Control	Gel for pressing baby hairs
	Lace Glue	Adhesive for securing lace wigs
	Crochet Needle	Needle used for connecting crochet braids
Wigs and hairstyles	Glueless Wig	Wig worn without adhesive
	Pre-Plucked	Wig with pre-plucked front hairline
	HD Lace	Thin lace that blends better with the skin
Beauty/Cosmetics-related	Concealer	Cosmetics used to cover blemishes
	Setting Powder	Powder that absorbs oil during makeup finishing
	Strip Lashes	Stick-on false eyelashes
Nails/Others	Press-on Nails	Stick-on artificial nails
	Cuticle Oil	Oil for moisturizing around the cuticles
	Bonnet	Sleep cap worn at night for hair protection

Adding short descriptive tags next to product displays can enhance customer understanding. For example, a phrase like “Low-irritation remover effective for extending lace wig life” helps customers make informed purchase decisions.
Preparing about three scripts for common counter situations, such as product sets, usage explanations, and exchange inquiries, can make real-time customer service easier.

When requesting product usage instructions	Situation	When a beginner customer asks how to use a product
When requesting product usage instructions	Script Example	“This product works best when applied to dry hair. Just take a small amount and apply it, then use an edge brush to shape the line. Be careful not to apply too much, as it may turn white. Start with a little and see how it goes.”
When requesting color selection assistance	Situation	When a customer has difficulty choosing colors for foundation, brow pencil, or lace
When requesting color selection assistance	Script Example	“Given your skin tone, this color should look natural. You can also test it on the back of your hand or your chin. For the most accurate match, check in natural light.”
When requesting wig wearing guide	Situation	When a beginner customer tries a wig for the first time
When requesting wig wearing guide	Script Example	“If it’s your first wig, I’d recommend a glue-less style. It has combs inside for a secure fit, and you can wear it without glue. Wearing a wig cap and adjusting the straps inside will make it even more comfortable.”

2. Reaction

Becoming Like Aunties, Sisters, and Uncles: Friendly Reactions Build Loyal Customers

A unique communication style in Black communities is called “Call and Response.” When someone speaks, the other actively reacts as a form of polite interaction. This response goes beyond simple empathy and often initiates relationship building. For example, if a customer says, “Just looking,” replying with “Let me know if you need anything” is polite but limits conversation. Instead, a light response like “Yes, we just got new edge control products in the back. Do you like a sleek look?” can make customers feel that ‘this store welcomes me.’ A simple, casual phrase can transform the store atmosphere. Engaging with customers who have children by offering small items like clips or snacks often eases tension and builds trust. When helping guardians and kids choose braiding products, a line such as “Are you planning a special style for your princess today?” can turn the visit into a memorable experience.

Han Odong, CEO of Top Beauty in South Carolina and featured in last year’s May BNB Magazine, spent his early years standing outside with an umbrella on rainy days. Knowing many Black customers wore wigs or braids, he personally shielded them from rain as they exited their cars. He continues to greet customers with hugs, maintaining warm and personal connections.

Being aware of local church events or holidays like Martin Luther King Day and Black History Month adds depth to conversations. For example, “It’s church retreat season, right? Many people are changing their summer hairstyles.”
Local news or community updates, such as “I heard XX High School has a party coming up,” can help customers feel that the store is part of the neighborhood.
Paying close attention to customers’ common expressions and reflecting their vocabulary and tone appropriately makes conversations smoother. Using relatable forms of address naturally helps create a pleasant atmosphere.

3. Music

BGM Strategies-Music to Increase Dwell Time Changes the Atmosphere Like Air

Music shapes a store’s atmosphere and influences customer perception. The same products can feel different depending on the music. Serving as both background and message, music guides how customers experience the space. Sometimes the feeling of “This store is cool” reaches customers even before the products do. A store’s day begins quietly, grows busy, then winds down slowly. Aligning music with this flow can boost customer engagement and increase dwell time.

Recommended Music Genres by Time of Day: Examples

Morning (Open to Noon): Start with soft, warm sounds like classic R&B and mellow hip-hop mixes. This helps both staff and customers begin the day comfortably.
Afternoon (Lunch to Late Afternoon): Use trendy genres that suit the local vibe to energize the store. For example, Trap or Southern Hip-Hop works well in the South, while G-Funk or laid-back styles fit the West Coast.

Peak Time (Friday and Saturday Afternoons): High-tempo hip-hop and pop create a lively rhythm that encourages customers to engage more actively with products.

Before Closing: Slow the tempo to create a calm, winding-down atmosphere. Adding occasional closing remarks like “Thank you for visiting today” can also be helpful.

A Harvard Business Review study found that store music influences customer mood and purchasing decisions. However, few stores use music strategically in daily operations. Successful stores build loyalty not just through products but through atmosphere. Music is the simplest way to shape that atmosphere.

Use clean versions of songs with explicit or inappropriate lyrics to avoid discomfort, especially for guests with children.
Adjust volume so conversations between staff and customers at the checkout are clearly heard.
If staff or customers react with “I like this song,” save that track to the playlist.
Customers today respond well to hearing familiar music from short-form platforms like TikTok and Instagram Reels in-store.

4. Scents

Subtle Scents The Secret to Capturing Customers’ Hearts. Finding the Balance Between Familiarity and Aversion

The Black community is highly sensitive to scents. Fragrant products such as perfume, body butter, and hair oil are common tools for self-expression, making them especially responsive to ambient aromas. When a pleasant scent is noticed, they may ask, ‘Where is that coming from?’ In contrast, an unpleasant scent may prompt them to discreetly shorten their steps. There is a distinct tendency in scent preferences.

(○) Preferred Scents

Sweet musk, coconut, vanilla, and powdery floral scents are warm and familiar, generally accepted by most customers. These fragrances especially resemble scents commonly found in body butter and edge control products, providing a psychological comfort of ‘a familiar smell.’

(×) Scents to Avoid

In contrast, fresh clean scents like lemon, eucalyptus, and lavender can remind some customers of hospitals or cleaning products. While this isn’t true for everyone, it’s important to recognize that certain scents may create unwanted distance.

Place subtle diffusers near wig, edge control, and body care sections. Adding scent near related products creates synergy but avoid overpowering intensity.
Choose diffuser scents that resemble those of popular products like body butter, edge control, and oils to evoke familiarity and comfort.
A faint pleasant scent noticeable within three seconds of entry is sufficient. Strong odors may repel customers, so staff should monitor scent levels regularly.

If feedback shows a scent is too strong, adjusting its amount or airflow direction can improve impressions without altering the fragrance itself.

5. Lighting

Lighting That Makes Products and Faces Look Different Should Match Customers’ Skin Tones

Lighting shapes how product colors appear and how customers see themselves, greatly affecting their shopping experience. Black customers have a wide range of skin tones from medium to deep. Depending on the lighting, their complexion may look dull or product colors may appear very different. Even the same lip gloss or foundation can look unflattering under some lighting, yet under different lighting, it can perfectly match and feel like “this is exactly it.”

©YouTube @SamanthaEvira “HOW MAKEUP LOOKS IN DIFFERENT LIGHTING”, The same makeup can look different depending on whether it is seen under indoor lighting or natural light.

Slight adjustments to a store’s lighting color temperature and brightness can significantly enhance its credibility and professionalism. Excessively cool white lighting casts a blue tint that dulls skin tones and distorts lip and highlighter colors. In contrast, warm white lighting between 3000 and 3500 Kelvin renders skin naturally warm, accurately showcasing product colors.

©Page Hardware & Applience Co, Understanding lighting color temperature is simple. Warm white light has a yellowish tone, while cool white light has a bluish tone.

Applying warm-toned lighting only in key areas such as test zones, makeup corners, and selfie mirror spots is a good starting point.
For color-critical areas like nail and makeup zones, use lighting with high color accuracy, such as LEDs with a CRI above 90. This ensures customers can accurately assess how products match their skin.

Using the selfie spot as a lighting reference is effective. Areas where selfies look good indicate proper lighting, helping customers feel more confident about the products.

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