Case Study: Increase clientele

Case Studies  –  Wednesday, 12. 17. 2008

OVERVIEW:

New 6 room salon in busy town. Management having difficulty generating new clients.

BRIEF:

To increase clientele and have salon operating at 70% capacity.

ACTION TAKEN:
*Investigated the ’sales process’ and ‘client service journey’, ensuring that every client had the best experience possible.

*Made sure the salon pricing was competitive and the service exceptional.

*Made the most of the website, not just in design terms, but impletmented an effective on-line, low-cost internet marketing campaign, with newsletter sign-up, call to action banners, google pay per click campaign and search engine optimisation.

*Set up a referral system for clients – trained staff to ask for referrals, tracked and systemised the process and have a reward scheme in place for clients recommending salon.

*Enrolled salon manager in local networking group.

OUTCOME:

1. Satisfied clients who are happy to both return to the salon and to recommend therapists

2. Appointment colums filled to 80% on a weekly basis

3. Salon in profit




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