No matter how organized we may be, sometimes things fall through the cracks. You’re in bed, ready to finally rest after a potentially-hectic day when you remember the numerous upcoming appointments you have, the deadlines that are closing in on you and the plans you’ve made but forgot to add to your calendar. It happens to us all.
“Forming an intention is easy; following through is hard,” says behavioral scientist Todd Rogers, the co-founder of Analyst Institute and Director of the Behavioral Insights Group at Harvard University. “Many of our most important problems can be attributed, at least in part, to failures to enact our intentions. For instance, despite our good intentions, we often eat poorly; fail to exercise or vote in elections; and neglect to complete and return tax forms, savings forms, and homework assignments. Unanticipated obstacles sometimes contribute to follow-through failures, and self-control failures can also prevent success.”
This holds true in all regards—and for you in the hair salon as well.
Life is busy for you as a stylist, but your clients are facing new daily challenges as well. We always notice how badly grown-out our roots are the day before a big event, right?
Led by a team of salon owners, Aura designed a feature to ease the stress of remembering when your clients should come in. Frequency reminders also take the pressure off your clients from having to remember it themselves.
Aura’s software does this through what we call “Prescribed Visits.”
How Does Automated Frequency Work?
Like many of Aura’s automated, business-building features, Prescribed Visits take the work out of your hands by sending text notifications to clients that have not booked their “prescribed” service one week prior to their provider-recommended frequency.
On average, you might expect to see one particular client six times within a year. When you do see them, discuss how many weeks they should wait before booking their next cut or color appointment based on what you know their needs to be. This is common conversation in the chair.
The guest can then pop into their mobile app, similar to accessing their Salon Wallet, and set that frequency timer themselves. (You can even adjust it on your own, too, as one of our favorite salon owners does!)
Aura then takes control. If the system notices that a client doesn’t have an appointment booked on your calendar as their prescribed visit approaches, it sends them an SMS reminder text that it’s about time for their next appointment with a link to book directly. Simple, effective and entirely hands-off.
So with the average of six visits in a year on your mind, let’s take a look at the math.
If you recommend 8 total visits in a year to a client base of 1,500 and only 20% of your guests react to their frequency reminders, you’re looking at getting these guests in at least one extra time per year for an additional average of $300 spent per client.
That’s $90,000 in revenue with a fraction of your clientele taking advantage of the automated reminders.
|Average Annual Visits Per Client
|Salon Recommended Visits
|Salon Client Base
|Increased Revenue per Client
|Annual Revenue Increase
I honestly thought that setting up the Frequency of visits for our guests was the biggest selling feature of Aura. We use frequency a little bit differently. Like if someone tells me they’re a 16 weeker, I put in 12. I want that Pavlovian text message to signal them to look at their roots and schedule that appointment earlier. If we can get 1 more appointment out of every client in a year—that’s 6-figures worth of income for us. And it’s automated, I don’t have to do anything. That feature is an amazing feature and I’ve seen it in action and it works. It’s great.” – Aaron Beaucher, La Belle Vie Salon
It all boils down to understanding your clients on a psychological level. The more you are able to stay in front of them, to show that you are eager to see them again, the more likely they are to set their appointments in stone. As Dr. Rogers noted in his study, setting up reminders can increase the likelihood of a successful event by at least 74% and can reduce stress for both the client and provider when it comes to consistently having return-clients and making sure your clients always look fabulous.
After all, that’s half the battle right there! Go ring that bell, set up the frequency and get your clients in the door more often and when they need it!