In the hair and beauty industry, much is made about re-bookings. After all, returning customers are the lifeblood of any high street salon, helping the business thrive and extending the value of your initial marketing spend. So, it stands to reason that you measure how effective you and your team are at rebooking clients.
But, I think there’s confusion as to what constitutes a salon re-booking which could, in turn, create undue pressure on yourself (as a salon owner) and the therapists who work for you. I’ve certainly noticed it in my own business. Ie.
- Is a re-booking only measured if the person re-books on the spot?
- Is it measured if they come back to the same person, or anyone?
- What is the feasibility of a re-booking? Really?
Rebooking on Checkout
Our salons have an App that connects to our POS system – Phorest – making it easier for clients to book their own appointments as and when they want. So, it stands to reason that rather than try and book-in the next appointment there and then, the client may well want to do it when they have less pressure and can book on their terms at home or work with their calendar in front of them.
From a staff perspective, why not create opportunities to allow people to re-book later easily? A business card with the web address on, or how to download your app if you have one. It can have space where a therapist can put their name down so the client doesn’t forget. This takes the pressure off them feeling they need to make the re-sale there and then.
Not all bookings will rebook
In the past, I’ve always thought our own rebooking ratios were quite high and was disappointed to discover them being as low as they were. It made me interrogate the data and chat with my highest performing therapists to get some unbiased feedback.
As a high-street salon, we do have regular customers, but many times bookings are made for a treat, an event, or from a gift voucher, so are much more unlikely to come back.
A therapist should always ask the questions to determine why a client is in the salon and to ascertain from what they say (and the way they say it) whether they could come back. It’s not worth being pushy either way but by focusing on making sure the treatment meets the client’s expectations (or lack of expectation if new to the environment), therapists should be able to learn where to put their energies in terms of trying to re-booking and when to let go.
I’m not an expert on salon computer systems but ours (Phorest) has a great report about rebookings. It shows by salon, and by therapist, what client return rates are. This can also be split down into existing and new clients.
The key is to run the report over a longer period of time, not over weeks. This example shows clients that came in a six month period and whether they’ve returned over the next two months (three might even be better). It not only identifies salon trends but also individual performance, which can be used for additional training and/or performance reviews.
Other Tips for Client Rebookings in the Salon
Three years ago I wrote a free downloadable salon rebooking leaflet. Feel free to download and spread within your teams tpo help rebookings. Some staff will want to improve, and some won’t, but the more tools you give them and the easier you make it, the more your salon sales will improve.