salon software
your revenue
The saying goes ‘it’s a jungle out there’ and withmore andmore clients tightening their purse strings and hunting down the best bargains, it’s a sad fact but unfortunately salons and Spas can no longer rely on traditional customer loyalty alone to bring in the revenue.
But, for those of you who are savvy enough to keep up-to-date with the latest social networking sites and group discount phenomenon, there could be a glimmer of light at the end of the tunnel. From Facebook toTwitter and Groupon to KGB deals, it is now possible to target an even wider audience than ever before - and all at the touch of a button.
contacting themasses
Over the last few years the rise in SMS marketing and websites offering discount deals for salons and Spas has aided clients in their quest to find luxurious pampering packages at rock bottomprices.
Now, while there is certainly a place for thesemarketing techniques to help bring in new customers, they won’t help you to retain themespecially when there’s another great deal just waiting around the corner.
But just imagine what could happen to your bottomline if youmanaged to up-sell your services to each and every one of these customers and turn themintomore long- termprospects - this is where the introduction of a SalonManagement Software systemcan help.
“Salon software works on two levels,” explains Ronan Perceval, CEO of Phorest. “On one hand it helps with the nuts and bolts work - the stuff thatmust be done to keep your salon running, such as maintaining stock levels and taking appointments - and does the work a lot faster than you ever could.
“On the other hand it helps you take what you have andmake it better - by boosting client numbers, client retention and average speed withmarketing functions, loyalty schemes and online booking.”
know your numbers
Before embarking upon web deals, or text promotions, it’s vital you sit down and go through the numbers. “Understand at what point the deal becomes profitable and when it begins to destroy your value.Take into consideration howmany new customers will realistically come back to the salon before deciding on a discount,” explains Ronan.
“You can’t avoid this if you want to survive and prosper with web
deals.There’s no point being initially delighted with the large numbers of vouchers sold but becoming overwhelmed with deal customers and even seeing your salon go under on the back of it,” he adds.
Phorest launched the first ever group deal integration for salons inMarch 2011 with Groupon CityDeal, where instead of everyone ringing the salon once they had purchased the deal, they were emailed a link to book online straight into the salon software instead. Because Phorest’s online booking systemcan cope with 1000s of people booking at the same time, the deal integration systemmeans that salons don’t have to employ extra reception staff to deal with
demand.Also the Groupon voucher is verified at the point of booking taking away the hassle of having tomanage potentially thousands of voucher numbers at the same time.
Despite acknowledging the growth of group discount websites with the development of their deal integration system, Phorest still advise salons and Spas to be cautious before embarking upon suchmarketing techniques.
“If you are an existing salon with a strong customer base - I would advise you against doing these type of deals as you will
by clairematthewman
alienate your existing customers and drive down yourmargins,” adds Ronan. “However some salons feel it’s the only way to get new customers.”
When it comes to other communication methods such as SMS and emailmarketing, this will be aimedmore at your existing client base, who have already given you permission to contact themin this way, you still need to think about ways to selectively target those clients whomay not have visited you for a while.
Used by hundreds of businesses throughout the world, PhorestMessenger® is a comprehensive yet simple-to-use tool for managing the sending and receiving of SMS textmessages.Whether you are a part of a large Spa chain, or a small independent salon Phorestmessenger can be used to manage your internal and external SMS communications.
SalonGenius’ proactive Client Contact Manager enables effective communication between your salon and your customers. The Client ContactManager can automatically schedule and deliver future communications with clients via email or SMS. Set-up yourmarketing criteria once and then SalonGenius will do the rest for you, every time that particular criteria scenario arises SalonGenius automatically generates and sends amessage to those particular clients.
How about sending a thank you to your new clients after their first visit with perhaps a satisfaction survey included, for example, or a ‘you haven’t visited since...’ message to your lapsed regulars? Set the boundaries and criteria for your target audience and SalonGenius can send out thesemessages with out you having to give manualmarketing a second thought.
Shortcuts alsomakes targetedmarketing campaigns very easy and effective.Whether via email, SMS or paper - the Shortcuts systemcan save hours of time and effort in ensuring this vital area of the business is run consistently and is getting the results salons and Spas want.
GUILD NEWS 93
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