When Frank Santo shopped for salon software for his Santo Salon and Spa (santosalon.com) in Beachwood, Ohio, one of his key objectives was identifying a product that helped him with the marketing end of his business. He settled on Korvue Software, (korvue.com) in part because of its add-on eBlast module.
“We can query our database and select clients by category—by age, by gender, by type of visit and e-mail a promotion directly to that population,” says Santo. “The software has automatic alerts that caution me when a client hasn’t visited the salon in a certain period of time.” Every 12 weeks Santo will send an offer, such as a discount on product or a complimentary manicure with service, to get those clients back in the salon.
“The real difference for Frank has been the level of automation that is designed into the software,” says Lance Beaton, national account executive for Verasoft. “He can tell Korvue how to implement his marketing strategy, and the software manages it automatically through its event management system. For example, instead of Frank having to run a specific promotion like a birthday, customer referral or loyalty point achievement, he sleeps well knowing the software will distribute these via e-mail, text message, printed letter, and/or fax, literally every night on its own. When a client receives the promotion, Korvue recognizes the event at checkout and the proper discount is applied—clients don’t even need to print out the coupon.”
In the typically slower months of January and February, Santo sends an eBlast to his entire population offering them a fourth free product when they purchase three. As a result, this year’s product sales for the same time period were up 20 percent. Santo also has purchased and downloaded targeted lists of potential clients within a certain distance of his salon, and used the eBlast to send introductory offers.
When a new client comes in, the software automatically prints out a customized letter to go in the welcome bag of goodies presented at checkout. If she was referred by a current client, that client’s name gets tagged in the database so she receives 20-percent off her next service in thanks.
“Our studies have shown that smaller and consistent promotional efforts have a far greater positive impact on revenue of a salon or spa, when compared to larger less frequent promotions,” says Beaton.