Marketers worldwide agree that personalized marketing nails it 95% of the time. With that kind of high success rate, more and more businesses should explore resources that help drive personalized marketing.
Salon businesses are no exception. The beauty market is dynamic and calls for more than just great services. With personalized marketing for salons, businesses in the beauty industry can assure clients that something unique, created exclusively for them, awaits at their salon. These personalized experiences keep clients coming back.
But how does a salon business owner or marketer discover the tricks of personalizing experiences?
The answer lies in leveraging data analytics derived from salon scheduling software. In this article, we will learn the benefits of using salon software that compiles customer behavior insights to create salon marketing strategies. We will also look at examples of personalizing salon marketing that will allow salon businesses to explore the realm based on their unique goals.
What is Data Analytics in Salon Scheduling Software?
Customer data has the power to transform the way you deliver customer experience. In a salon world, data like appointments, client service preferences, and purchasing behaviors is collected by the salon software, enabling business owners and marketers to analyze them and uncover trends, patterns, and valuable insights. Armed with this data, salon businesses can make smart marketing choices, and provide personalized customer experience.
Why is Data Analytics Essential in the Salon Business?
Customer data is a goldmine for salon owners. It puts you in the driver’s seat of your salon business, offering the benefit of tailored marketing strategies based on what your clients truly love and want from your salon. Harnessing customer data is the key to happy clients and bigger profits.
Let’s dive into the advantages of using salon scheduling software with data analytics.
- Amplified customer insights – The most obvious advantage of data analytics is the 360-degree view it gives into customer preferences. It breaks down customer segments, revealing which services are hot with different groups of clients. For example, younger clients prefer bold colors and trendy cuts, while older clients choose more anti-aging treatments and gray coverage. Insights on when client bookings peak or how frequently they visit work as practical guidelines in crafting targeted marketing campaigns.
- Tailored marketing campaigns – Knowing clients’ unique preferences allows salon managers to personalize promotions. For instance, you can offer a discount on a favorite service to clients who haven’t visited in a while. Run an email marketing campaign or send the offers via text, depending on how clients prefer to communicate. You can also target specific groups of clients with tailored messages. Take for example, a client who frequently styles their hair might love to hear about new products, trends, or techniques.
- Enhanced client retention – Extract Insights from salon scheduling software to segment clients who visit often or request high-ticket services. Reward these clients with loyalty programs, or encourage them to participate in referral programs to earn more rewards, such as discounted services or early access to new services. The feedback collated on salon management software is another tool that helps with improved client retention as you can instantly access feedback to identify areas of improvement. Address concerns promptly to ensure great client satisfaction, and boost chances of repeat visits.
- Improved resources management – Knowing when the peak hours are or what the appointment trends are like, allows salon managers to optimize their staff schedules and get the best out of their resources. For instance, scheduling appointments to ensure your best hair experts are not over-burdened or your skin specialist is not double-booked can prevent disappointments like a long wait or last-minute reschedules.
Having appointment and client data handy is also a great measure of product usage that helps with maintaining optimal inventory levels, reducing waste, and ensuring popular products are in stock.
Master Personalized Marketing for Your Salon with Scheduling Software
Data analytics is your salon’s lifeline. But to implement it and personalize your salon’s marketing, you need salon scheduling software.
What is a Salon Scheduling Software?
A salon scheduling software is a platform that boosts productivity at salon businesses by managing both online and on-site appointments. It ensures your appointment book has no gaps, optimally assigns salon staff to clients, orders services accurately, and does much more.
One of the most essential tasks a salon software accomplishes is collating client information and analyzing it to provide insights that can help salon managers make smart decisions. From supporting marketing efforts to tracking client feedback, and automating bookings to improving guest loyalty, maximizing sales, and increasing employee retention, salon scheduling software is a beacon to your salon business success story.
How to Leverage Customer Behavior Insights
- Choose the best salon software – Look for striking data analytics features such as an efficient booking system, client data analyses, optimization of service orders, staff and equipment availability management, and so on. Comprehensive reporting and marketing automation are other must-have features in the software. For instance, Zenoti is the industry’s highest-rated salon software by G2 trusted by beauty and hair salons, wellness businesses, and barbershops, and offers a wide range of solutions that elevate the salon experience for clients, while boosting revenues for the businesses themselves.
- Educate your staff – The simplest way to make the best use of robust salon software that provides valuable data insights is to train your team to use it effectively. Educate your staff on how to interpret the data to deploy it on the salon floor or at any given point for the best results.
- Define your goals – What do you want to do with the insights you have? Setting your goal will guide your further actions. If personalized marketing is your goal, segmenting your clients based on demographics, geographic, behavioral, or psychographic data will help you create tailored content and customize promotions to craft more engaging and relevant marketing campaigns.
- Review and reset – The best thing about data analytics on salon software like Zenoti is that it continuously updates data as more and more of it enters the system, allowing salon managers to reevaluate their marketing strategies and make relevant changes. This helps stay responsive to changing client preferences and trends.
Simple Examples of Personalize Marketing for Salon
To make this easier to understand, let’s look at an example of a fictional client named Anna who regularly visits a salon near her office. Based on the data on Anna’s past interactions with the salon, her choice of services, and frequency of visits, pulled from scheduling software, the salon can:
- Send her tailored emails: Anna, a natural blonde, who had her colored chestnut, over two months ago, might need a root touch-up or a deep conditioning treatment. Send her an email reminding her to book an appointment for a touch-up, or offer a 20% discount to style her hair differently for the upcoming holiday season.
- Personalize website experience: When Anna logs into the salon’s website, show her dynamic content, personalized to her. Offer her related services like a haircut or a hair spa, or suggest that she join the salon’s referral program to earn rewards and discounts on services.
- Offer personalized recommendations: Based on Anna’s service history, communicate personalized recommendations. Additionally, you can introduce her to new services or products, if her previous interactions with the salon exhibited her interest in trying new things. If she cancels an appointment, offer her fresh slots to re-book, encouraging her to continue her engagement with the salon.
- Provide after-service personalization: When Anna uses a service at the salon, send her personalized communication on how to care for her new look/style. For instance, product recommendations for her freshly-colored chestnut hair, washing frequency, UV protection, deep conditioning treatments, timelines for color refreshers or root touch-ups, healthy hair practices, etc.
Once you have constructive data in hand, you will find plenty of ways to connect with your client and personalize your salon marketing strategies.
Beyond data analyses and personalized marketing, salon scheduling software is the business energizer that helps grow your salon business, whether you run two locations or 200. It’s a single-click button to automate several actions – online scheduling, streamlined check-in, social media integrations, personalized marketing campaigns, inventory management, intuitive analytics, and much more.
If you would like to experience a free trial for your salon business, book a demo for salon software.
Why is FinancesOnline free?
Leave a comment!