Creative HEAD July/August 2019
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#BusinessEdit<br />
MISSION CONTROL<br />
PUTTING YOU IN THE DRIVING SEAT OF YOUR SALON<br />
in association with Phorest and the <strong>Creative</strong> <strong>HEAD</strong> Reader Panel<br />
Reader Panel methodology: survey conducted in a poll of 50 salons employing four or more staff and spread geographically across the UK<br />
AFTER EVERY ISSUE of <strong>Creative</strong><br />
<strong>HEAD</strong> we speak to our Reader<br />
Panel to ask what business is like<br />
for them right now. In the first<br />
of a new series, in partnership<br />
with Phorest Salon Software,<br />
we combine the results from<br />
our Reader Panel with research<br />
compiled by Phorest using its<br />
client base of salons from across<br />
the UK, to gauge the landscape<br />
and discuss best practice when<br />
it comes to everyday issues and<br />
headaches. Let’s start with the<br />
bane of many a salon owner –<br />
clients who don’t show up.<br />
PERCENTAGE OF TURNOVER ATTRIBUTED<br />
TO RETAIL SALES<br />
10.3%<br />
AVERAGE CLIENT SPEND<br />
IN MAY (EXC. VAT)<br />
£58.60<br />
HOW DO YOU<br />
COMPARE?<br />
How was business in May<br />
compared with April?<br />
WORSE<br />
15%<br />
THE SAME<br />
31%<br />
How was business in May<br />
compared with May last year<br />
THE SAME<br />
7%<br />
WORSE<br />
23%<br />
BETTER<br />
54%<br />
BETTER<br />
70%<br />
THE MISSION: BEATING NO SHOWS<br />
46%<br />
of salons charge<br />
for no-shows<br />
Salons experience<br />
an average of<br />
2.3<br />
no-shows a week<br />
“We don’t charge for the fi rst no-show because we<br />
understand life can get in the way, but if it happens a second<br />
time then there is a deposit to pay before they can get another<br />
appointment, which will be lost if they fail to show again”<br />
EMMA SIMMONS AT SALON 54<br />
62%<br />
of salons offer a<br />
loyalty scheme<br />
DID YOU KNOW…<br />
YOUR CLIENTS ARE MORE LIKELY TO REBOOK<br />
WITH YOU IF YOU CHARGE FOR A NO-SHOW?<br />
50% OF CLIENTS CHARGED<br />
FOR A NO-SHOW COME BACK TO<br />
THE SALON, WHILE ONLY 37%<br />
OF NOT CHARGED CLIENTS DO<br />
WE’VE ALL BEEN there: a mis-managed<br />
week, a slip of the mind, perhaps even<br />
a family emergency. No-shows are an<br />
unfortunate but real part of life for your clients,<br />
and as a salon owner, knowing how to deal<br />
with an unexpected gap in your calendar –<br />
and day’s takings – can be a conundrum.<br />
For many, charging the client for a no-show<br />
can pose two problems: could it damage the<br />
relationship and impact their decisions in the<br />
future? And how will you get them to pay,<br />
even if you want them to?<br />
Here’s where you might be surprised: our<br />
most recent research showed that clients who<br />
were charged by their salon for a no-show<br />
were 13 per cent more likely to rebook in<br />
the future. Why? Because by charging for a<br />
service, salons show they know their value,<br />
that they’re worth turning up for. It also clears<br />
the customer’s conscience – no need to<br />
slink away to a competitor for fear of being<br />
reprimanded next time!<br />
As for problem number two… when you<br />
adopt an online booking system with Phorest<br />
Salon Software customers give their card<br />
details on booking, which are then held until<br />
the time of the appointment, and it also lets<br />
them know that there is a no-show charge<br />
policy in place. So you can automatically take<br />
anything from 0 per cent to 100 per cent of<br />
the cost at your own discretion. Take control<br />
of your no-shows and make them work for<br />
your business, rather than against it.<br />
Shauna O’Halloran is content &<br />
marketing manager at Phorest<br />
Salon Software. Find out more<br />
at phorest.com and<br />
@phorestsalonsoftware<br />
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