Beauty - SalonBusiness Technology . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Technology TALKS


“Embracingmobile will be crucial for any business in 2014. Thriving numbers are using theirmobile 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 theymust ensure they have an online presence which ismobile friendly; ensuring a website is easily read fromamobile device will reduce annoyance and ultimately increase engagement and revenue. And if they don’t have a website, amobile website is the cheaper alternative. Finally, using SocialMedia to connect with customers in real time will also contribute towards theirmobile 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 fromit. Businessesmust dedicate a resource to it, otherwise there is no point.”


But logging onto SocialMedia platforms such as Facebook and Twitter offers salons and Spas somuchmore 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 fromexisting clients, generate new clients, and boost your salon product and service sales.”


Furthermore, statistics revealed by Phorest at the end of last year showed that Facebook was twice as effective at getting a salon found compared to a website, with 92,000 clients stating they heard about their salon through Facebook as opposed


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to the 40,000 clients who found their salon solely through the business’ website. Of course, this is by nomeans an excuse to stop updating your current website as combining the twomediums carries far more effectiveness than either of the technologies standing alone.


Nomatter what type of SocialMedia platformyou use, whether it be Facebok, 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 andmore 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 your prior to booking in for a treatment.


Digging for data


“[Whilst,]mobile technology will continue to sweep away traditionalmethods of reaching clients andmanaging 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 Spasmake decisions,” adds Tom.


In fact, the wide-spread introduction of salonmanagement software systems with data reporting facilitiesmeans that salons and Spas now have instant access to a variety of client insights, fromthe way they purchase retail items through to the number of times they request add-on services.


“Being able tomonitor and evaluate staff and salon performance and keep in regular contactwith 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 canmake theworld of difference to howimportant andwelcome a client feels. [Also,] sending a newclient a welcome emailwith details of your location, parking and additional information helps to alleviate some of the nerves that a new client often feels about visiting a newSpa,” Premier Software adds.


It is, however, important to bear inmind that the quality of data you have is only as good as the information you arewilling to collect: “Get asmuch information as possible from your client. Don’t stop once you get the contact details. You are sellingmore than a service, you are building a relationship. The more info you have, themore personable you can be and themoreways you have to target your clients,” says Phorest.


For example, try to collect an email address and / ormobile number for every clientwho enters the salon, find out their date of birth and howthey heard about your salon –was it a referral froman existing client or did they find your SocialMedia page orwebsite?


Ensure your therapists and technicians are also fully clued up on the type of information you are looking to collect as itmay be something they are able to inadvertently discuss during a treatment, i.ewhether the client has children, any special occasions or holidays coming up etc.


Once the treatment has finished ensure all the information collected is inputted into your salonmanagement systemfor future use –most importantly, don’t forget to ask your clients if they are happy to have data collected about themand if they arewilling to receive further contact fromyour business – this could even be included on the initial client consultation formso have the agreement inwriting.


Turn the page to see some of the latest salon business technology designed to make your life easier…


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