Power Book 2018

( TECHNOLOGY )
IF IT’S GOOD ENOUGH
FOR UBER…
Ever wished you could charge
more for appointments at key
times when everyone is looking
to get their highlights done?
Well, make like Uber with its
surge pricing and consider the
power of ‘dynamic pricing’ –
that’s a pricing strategy that
changes based on current
demand, and was recently
introduced by MindBody.
“It uses the same algorithms
that airlines or concert promoters
use, which adjusts each service’s
price based on a multitude
of different factors, such as
popularity, time before the
service, high-and-low thresholds
set by the business, and even a
few variables such as weather
conditions,” says MindBody’s
Charlotte Newton.
BRUSH UP YOUR HISTORY
Client history is a key customer
retention tool, but with GDPR
introduced this May, you need
to ensure you have it all properly.
“Client history is an important
feature in our software,” says
Treatwell’s Ophelia. “Safely
storing all of your client’s details
and history means not only can
you send them a note on their
birthday, but you also know
exactly what colour they like
to use on their hair. We will
soon be launching look books
on Treatwell, so our customers
can get to know salon stylists
even better, too! And with
GDPR coming into force, we’re
introducing more reminders and
prompts in Treatwell Connect to
ensure all our partner salons have
got the consent they need from
their customers.”
DON’T LEAVE
THEM HANGING
Dull or annoying ring tones?
Constantly engaged? Lousy
answer phone messages? All
client turn-offs. According to
Mutu, more than 20 per cent
of calls don’t get through. It’s
time to rethink reception. Mutu
offers Salon Call Manager,
where consumers are met with a
professional branded welcome,
whether you’re open, closed or
busy. If they don’t get through,
an automatic SMS can be sent to
their mobile to assure them the
salon will call them back. And a
live call data web view gives you
a single point of control, helping
reception to identify and return
missed calls, rescuing potential
lost revenue. It’s all about the
power of customer retention, says
Nick Pratt, director at Mutu.
GIVE NO-SHOWS
THE HEAVE-HO
The dreaded no-shows will
always be a salon irritation.
However, using a software system
does offer you some control,
giving you the chance to minimise
them. “Salon iQ has built in
an automated SMS and email
reminder that salon owners can
activate,” explains Salon iQ’s
Sam Kendall. “This means that
booked in clients will get an SMS
or email to confirm they can
attend.” As well as the automatic
triggers, Treatwell Connect has
a tool that has proved effective
in filling last-minute spaces.
“It allows you to discount
appointments if they’re about to
go unfilled,” explains Treatwell’s
Ophelia. “It matches the demand
we see from customers searching
on our site for last-minute offers.”
“More than 90 per cent of your clients
will leave a mobile number when
they book, giving you a great way
to promote what’s going on in the
salon. Not only can you remind them
of their appointment, but you can
also share offers, incentives and any
stand-by appointments. We’ve invested
in software that stores client data,
allowing us to offer bespoke packages
and identify a client’s preferred
products. It also allows us to send
personalised SMS. But remember,
with GDPR you must have your
client’s express permission to contact
them in this way, and always give your
customers a clear and transparent
‘opt-out’ option.”
JOANNA MACDONALD AND
JENNIFER LINTON,
LINTON & MAC, ABERDEEN
Joanna Macdonald (left) and Jennifer Linton
creativeheadmag.com POWER BOOK
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