To easily log products on the sales ticket, stylists can each carry a PDA (personal data assistant) that talks to the software system. Salons also can install one or more workstations for technicians to use.
All of the recommended products become part of the client’s history. Those that the client does not choose to purchase go into a type of “rejected products” category that may be useful to the stylist in future visits. For example, Renaud explains, “The technician can review the client’s purchase history and say, ‘I see that your color faded a little. Remember I recommended these products? You might want to think about it.’”
Outside Marketing and Promotion
Between appointments, your marketing machine can continue to run at high speed. Any software program worth its salt can pair your selected set of demographics with a targeted product history and send, for example, a Mother’s Day color shampoo and conditioner promotion to every client in your database who is a mom, has had a hair color service within the past six months and has never bought a color-safe shampoo at the salon.
“You should be able to customize an e-mail and table promotion that identifies all clients who’ve purchased your leading line in the past three months,” Pagliaro notes. “What if you bring in a new line of color shampoo? Identify all clients who’ve had a color service within the past year and market first to them. How about a new high-end line? Go into your e-mail and promote only to clients who spend over a certain dollar amount.”
To that end, Shortcuts offers a “Set and Forget” feature. “We sit down with salon owners and go over all of their promotions,” says Reavis. “We set it up so they can do e-mail, text messages, post cards—whatever they decide. Then when Valentine’s Day rolls around they don’t have to do anything; the postcard template, e-mail or text message they’ve chosen goes out to all the women 35-50 within this zip code who have had skin care services.”
All of this is opt-in marketing; the client must agree to be contacted. “Shortcuts has options that say, ‘Do not e-mail’ and ‘Do not text message,’” Reavis says, adding that salons should be specific when they ask clients how they want to be contacted about promotions.
If you confirm an appointment by e-mail, SalonBiz can make that double as a little marketing piece. “You can mention any event or special,” says Hall. “It’s HTML-compatible so it can look cool with photos, images and different fonts.” Hall adds that her company’s WebBiz feature provides both online booking and e-commerce, enabling the salon to promote retail products to someone making an appointment or purchasing a gift certificate.