Creative HEAD April 2017

#BusinessEdit
The Numbers Game
THE STATS OF SALON LIFE – AND HOW YOU CAN IMPROVE YOUR FIGURES
CLIENT ATTRACTION
AND RETENTION
SOCIAL MEDIA AND word
of mouth are the big drivers of
new clients, with the majority
of the panel viewing newspaper
advertising as “dead”. Anne
Pileggi from Hairworks says: “I’m
not sure who buys papers now
anyway?”. Since opening a more
exclusive, service-driven salon, The
Retreat’s Beverley Bates doesn’t
offer promotions as she feel this
would devalue the brand. “The
single method I use the most is
storytelling and content marketing
on social media – I’ve even found
I’ve no need for a website,” she says.
9.6%
60%
of clients
rebook on
the day of an
appointment
WAS THE AVERAGE
RETAIL IN FEBRUARY
TURNOVER
£43.91
WAS THE AVERAGE CLIENT SPEND (NET)
10.8%
AVERAGE TOTAL CLIENTS
WERE NEW CLIENTS
69%
of salons
off er a
loyalty
scheme
51%
of clients
have been
with a salon
for 5 years
or more
We have an online booking system and we’re
currently building an app linking to it. We’ve seen
a big increase in online bookings – up to five a day,
especially on the men’s side. Social media and word
of mouth work best for us
ISAAK BRADING, MOD SALONS
BUSINESS IN FEBRUARY 2017
COMPARED WITH JANUARY 2017?
declining
19%
steady
12%
growing
69%
What methods do you use
to attract new clients?
Social media
Word of mouth
C lient
evenings
BUSINESS IN FEBRUARY 2017
COMPARED WITH FEBRUARY 2016?
steady
38%
declining
6%
“Attracting and keeping clients is a challenge that requires tools. In the UK, close to 100 per cent of
Merlin clients use the appointment book to manage bookings. Client loyalty is a mission that shouldn’t
be undertaken lightly. The percentage of clients who return after a postal or email campaign can vary
greatly but return rates are generally between 18 and 34 per cent, which represents a huge gain and
demonstrates the importance of streamlined communication! Merlin gives you an excellent overview
of your clients – their average spends, average duration between visits, purchase history, habits and so
on. This lets you target clients precisely for an efficient marketing strategy. Our
clients confirm the best return rate is with postal offers. Our designers publish
and send these campaigns. Good communication centred on client pick-up and
retention needs an IT solution to seamlessly target, distribute and analyse.”
Morgane Brosset is marketing director at software provider Ikosoft. Visit ikosoft.com
growing
56%
Methodology: survey conducted by Independent Survey Solutions in a poll of 50 salons employing four or more staff and spread geographically across the UK
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