James and
Rachel Morrison
James and Rachel Morrison

Owners of Morrison Hair
Laguna Beach, California

WHEN RACHEL AND JAMES MORRISON built their new salon in a classic 1920s-style Spanish bungalow in Laguna Beach, space was at a premium, and Rachel Morrison decided she didn’t want to waste it on a front desk.

Instead, the couple decided to mirror highend retailers, such as Barneys, and adopt the new philosophy of the “frictionless experience.” At Morrison Hair, a concierge can check out a client, ring up their retail purchases and book their next appointment right at the station or in the comfort of the reception area using a handheld device like an iPod Touch or iPad.

Says Rachel Morrison, “We use our software program Salon Transcripts, which enables us to swipe a credit card on a handheld device to ring out a purchase or book a next appointment.”

Morrison says the less formal process also makes the client more comfortable with divulging their contact information. “You can enter it in using the phone and even take a picture of the client to add to her profile,” she says. “You can even let them enter their information themselves.”

The automated system keeps things moving when the salon gets busy. An iPad installed in the backroom alerts staff when their guests have checked in, and stylists who are off that day can easily access their upcoming schedules remotely.

Instead of a large front desk, the concierge works off a cash wrap built in a former closet. “It’s also easier for us, because it’s all electronic,” Morrison concludes. I’m amazed by how clients have grasped technology. I’ve had 75-year-old clients whip out their iPhones and instigate the pre-book process.”

Streamlined Operators: Rachel and James Morrison