Knowing how to measure growth through reporting is a crucial step in growing your business. Otherwise, how do you know if you’ve succeeded? Kamrin Hira of Kitomba Salon & Spa Software reveals three metrics for your salon.
New client rebooking rate
If you’re aiming to grow your business, it’s important to expand your client base. The new client rebooking rate is the percentage of new clients that rebook within 24 hours of their visit. Tracking your new client rebooking rate is important as it easily shows the conversion of new clients becoming regulars, which is your ultimate goal.
If you want to increase this metric, make sure your staff know when it’s a client’s first visit to your salon, so they can focus on making the visit unforgettable. At the end of the visit, they should always discuss with the new client how they enjoyed their service, and if they would like to rebook.
Most importantly, don’t forget about the clients you didn’t rebook! Feedback is so important as it lets you see your business from another perspective and helps you identify areas of improvement. Your salon software should allow you to automate a message to send to new clients after their first visit to ask them for feedback.
Remember: A non-rebooked client is a chance to learn and grow your business, so try to see it as a positive, rather than a negative.
Number of clients vs. number of services
Quite an interesting metric that is often overlooked is how many services a client has when they visit a salon. Raising the number of services per visit can greatly increase your client’s average spend, and
it can also benefit the customer, as some services can improve the end result of their current treatment. For example, a skin peel add-on to a facial.
Creating add-on services or bundling services that complement each other is a great way to raise the number of services per visit. You’ll want to sit down with your team and look at the services you offer. Come up with a list of complementary services for your most popular services, and think about how you can talk about them to your clients.
Once you’ve done the admin work, it’s time to put it into practice! Your salon software should let you generate a list of people who get a particular service, and send them a marketing message where you can describe the benefits of this complementary service and why they should add it to their next visit.
Retail sales from appointments
Retail sales are so important for a business in the beauty industry. It helps your clients undertake proper aftercare as they have the correct products, and it allows you to build another revenue stream for your salon. This is also revenue that can be easily turned into a product delivery service if there are any lockdown situations.
Tracking retail sales is good, but ultimately what’s more important is your retail sales from clients who visit for an appointment. Walk-in retail is uncontrollable and can vary from month to month, so focus your effort on increasing your retail sales from clients that come in for appointments.
Educating your staff on the retail products you stock helps them upsell these products to their clients. Creating goals for your staff and incentivising them to reach sales targets is a great way to raise this metric. Your salon software should be able to track this metric for your staff, so your staff can visually see their progress towards their goal on their choice of device.
By tracking these three metrics closely and taking action to improve them, you can be assured that as you look to the future of your spa or clinic, it will grow and prosper into your dream business.
This article originally appeared in the September-October 2022 print issue of Professional Beauty.
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