salon business technology
technology talks
The ever-changing world of technology can be a daunting subject for even the savviest of users – just when you think you are up-to-date with the latest trends, something new is launched that is also pipped to ‘take over the world of technology.’
With this in mind, it’s no wonder that so many businesses feel like they are being left behind in the technology stakes, but for those salons and Spas who are willing to embrace the latest technology – the rewards are endless.
One of the biggest questions that salon and Spa owners seem to have is: ‘Where do I start?’ From the creation of mobile friendly websites, online booking facilities and SocialMedia integration platforms, there’s a plethora of services and tools you can use to help keep your business one step ahead of the competition.
what to look for
Keeping abreast of the latest trends is the key to success when it comes to technology. Just as it’s important to keep your skills as a beauty therapist or nail technician up-to- date, it’s absolutely vital to stay on top of the latest developments in the world of technology to ensure your business is working to its full potential. So what are the key things to look out for in 2014?
“Embracing mobile will be crucial for any business in 2014. Thriving numbers are using their mobile devices to shop online, interact with others on SocialMedia and receive calls, texts and emails,” explains Sendmode who believes small businesses can respond to this trend by following a few simple tips.
“First they need to engage with their consumers using bulk text to enhance customer relationships; this can be done by sending personalised texts in the form of appointment reminders or promotions. Next they must ensure they have an online presence which is mobile friendly; ensuring a website is easily read from a mobile device will reduce annoyance and ultimately increase engagement and
revenue.And if they don’t have a website, a mobile website is the cheaper alternative. Finally, using SocialMedia to connect with customers in real time will also contribute towards their mobile strategy.”
going social
The integration of SocialMedia platforms is also a key trend for 2014, as James Dempster,Managing Director at full service marketing and PR agency Cobb Healthcare, explains: “SocialMedia encourages people who don’t like ‘face to face’ to give instant feedback, but you can’t afford to switch off from it. Businesses must dedicate a resource to it, otherwise there is no point.”
But logging onto SocialMedia platforms such as Facebook and Twitter offers salons and Spas so much more than just a sounding ground for customer feedback, as Lorraine Cave,Managing Director of Salon Tracker explains: “When you create and implement a successful [SocialMedia] marketing plan, you encourage repeat visits from existing clients, generate new clients, and boost your salon product and service sales.”
No matter what type of SocialMedia platform you use, whether it be Facebook, Twitter, Instagram, Pinterest or Blogging, it’s vital to remember content is king.
“Make your page interesting with top tips, videos and photographs,” advises Lorraine. “Communication is key and the more visual a post is – the better and more effective it will be. This is an ideal way to let your customers know what you’re up to by adding value to your
services.And remember, you need to look professional at all times so sloppy spelling and grammar should not be tolerated.”
In their latest ebook on Retention Marketing, Phorest suggests using Twitter and Facebook to hold online beauty clinics. Simply ask one of your therapists to post up a date and time for when people can log on and ask questions about their beauty issues – not only does this help to build the reputation of your salon and therapists as experts but it also gives new and existing clients the opportunity to interact with you prior to booking in for a treatment.
digging for data
“[Whilst,] mobile technology will continue to sweep away traditional methods of reaching clients and managing a business, predicting what clients will buy and comparing data across the industry before you plan your communications will also have a profound effect on the way smart hair and beauty salons and Spas make decisions,” adds Tom.
In fact, the wide-spread introduction of salon management software systems with data reporting facilities means that salons and Spas now have instant access to a variety of client insights, from the way they purchase retail items through to the number of times they request add-on services.
“Being able to monitor and evaluate staff and salon performance and keep in regular contact with clients is an essential part of the Spa / client relationship,” says Premier Software.
“Something as simple as being seen to remember a client’s drink or favourite magazine can make the world of difference to how important and welcome a client feels. [Also,] sending a new client a welcome email with details of your location, parking and additional information helps to alleviate some of the nerves that a new client often feels about visiting a new Spa,” Premier Software adds.
It is, however, important to bear in mind that the quality of data you have is only as good as the information you are willing to collect: “Get as much information as possible from your client. Don’t stop once you get the contact details.You are selling more than a service, you are building a relationship. The more info you have, the more personable you can be and the more ways you have to target your clients,” says Phorest.
For example, try to collect an email address and / or mobile number for every client who enters the salon, find out their date of birth and how they heard about your salon – was it a referral from an existing client or did they find your SocialMedia page or website?
Once the treatment has finished ensure all the information collected is inputted into your salon management system for future use – most importantly, don’t forget to ask your clients if they are happy to have data collected about them and if they are willing to receive further contact from your business – this could even be included on the initial client consultation form so have the agreement in writing.
Turn the page to see some of the latest salon business technology designed to make your life easier…
148 GUILD NEWS
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