Home' INSTYLE Magazine : INSTYLE JULAUG 2015 Contents A
s salon owners and managers
you’re always on the lookout
for ways to grow and attract
new clients. But first you need
to see if you’re maximising
the potential of the clients already walking
through your door.
But how do you do that? Whether you
have a love or hate relationship with
numbers, understanding your key client
metrics can be the difference between
success and failure. To move forward and
grow, you’ve got to take a step back and
see how you’ve performed in the past. There
are plenty of metrics worth measuring, but
we’ve put together five key client metrics
that you should look at regularly. We’ve also
included some examples to show you how
you can use these key metrics.
Rebooking your client after their appointment
secures future income that allows you to
make business decisions with confidence.
If your staff earn commission, they are
also securing their future income by
rebooking their clients, so it’s in everyone’s
interest to get that client coming back. In
Kitomba, rebooking is counted as a future
appointment if it’s made within 24 hours of
their previous appointment. According to
Kitomba’s benchmark product the average
rebooking rate is currently sitting at just
below 50 per cent for the Australian hair
industry. So more than half of all clients walk
out without rebooking a future appointment.
Yet there are some savvy salons that
achieve rebooking rates of 95 per cent.
Before spending money on marketing to
attract new clients, try setting a rebooking
target for your staff and focus your team’s
efforts on achieving it. Here’s some tips to
get you started:
w Whether you’re doing a cut, colour or
something else, you’re the expert! So
let your clients know when they need
to see you again to ensure their look is
maintained. Don’t forget to mention your
loyalty program and rewards to keep your
client in the habit of coming in to see you.
w Give your clients dates for their next
appointment, not an option as to whether
or not to rebook. For example ask “Does
Tuesday the 15th or Friday the 11th work
w If your client can’t commit to a date offer
to pencil them in for an appointment.
That way you get your appointment and
they can confirm later.
Revisit period is the average number of times
per year a client returns for an appointment.
If your annual revenue is $400,000 and
your average revisit period is 8 weeks, by
reducing this to 7 weeks and 6 days (that’s
an easy one day improvement), you will
increase your annual revenue by $7,200.
Move it by one week and your annual
revenue will increase by a massive $56,000.
Here are two tips to improve your client
revisit period :
w Automate your follow ups with all your
clients that have not rebooked. If your
average revisit period is 8 weeks and
you’d like to reduce this to 7 weeks, set
up Everyday Marketing in Kitomba and
it will automatically text or email clients
that came in 6 weeks ago and have not
rebooked to remind them they’re due for
w Reduce the revisit period for each client at
the point of rebooking. Kitomba knows the
average revisit period of every single client
and tells you this at the point of rebooking.
If a client usually comes in on average
every 8 weeks and 6 days, reduce this to
8 weeks and 5 days. Or if they prefer a
Thursday appointment, reduce their revisit
period by a week and offer them the
earlier Thursday appointment rather than
the one a week later.
Client retention is all about creating loyal
clients. They’re the ones who are going to
scream and shout about how great their
Five client metrics you should be measuring
and how to improve them, writes Tom Murphy.
experience with your salon was. Here’s
three useful tips to keep clients coming
back for more:
w Enhance the client experience:
Make sure your clients have the best
experience! Create a truly amazing
experience where your clients feel
special and can’t wait to return. The
secret weapon to create a memorable
client experience is to have all your staff
get behind it.
w A loyalty solution: Having a loyalty
program in place gives your clients one
more reason to keep coming back. It’s
important to have one that is easy to use
where clients automatically gain points
on services and products.
w Rewards that work: You need to create
loyalty rewards that are appealing and
encourage your clients to come back so
they can redeem and earn more loyalty
points. There’s lots of ways you can create
a reward system that works.
NEW CLIENT RATE:
New clients are the lifeblood of any
business! Take a look at your key business
statistics and see where your new client rate
is sitting. It should be sitting at 10 percent -
minimum. Why? Because natural attrition
sits at around 10per cent - people moving
away - or dying (a morbid reality). So to
balance this, you need at least 10 per cent
new clients stepping through your door.
CLIENT RETAIL ATTACHMENT:
Increasing the percentage of clients that
purchase retail will really bring up your bottom
line. Helping your client understand how
much to use, and how to apply it goes a long
way to reinforcing the fact that they should
be walking out the door with this product.
Being successful in attaching retail to your
services has to do with overall approach.
Tom Murphy is the founder and Managing
Director of Kitomba Salon & Spa Software.
To learn more about Kitomba, visit
www.kitomba.com or call 1800 161 101.
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