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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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