Salon Smart LIVE 2021: Your Digital Futures
Why are some hairdressers so scared to relinquish their pen and paper diaries? We dove deeper to investigate the opportunities available for those embracing digital innovations, change and fresh ideas
IT’S GOOD TO TECH
Dorothy Constantino from Treatwell made a welcome return to the Salon Smart LIVE 2021 stage to interview Andrew Barton, creative and communications director at Headmasters. Talk soon turned to the critique that turning to the (digital) dark side would lead to a more impersonal service, but Andrew was quick to debunk that theory. “We have goals for every single aspect of the business. We might have 55 salons, but we have all the same problems of a small salon.” He pointed to the fact that clients are now less inclined to immediately book in at the end of their service, but how utilising salon software means you never miss them when they do want to (“If they can’t book in with you at 11pm, they will just try elsewhere” and recounted the nightmare of losing an appointment book in a salon fire years previously.
At Headmasters they endeavour to follow up every online booking with a personal phone call, both to add that personal touch, but also to ensure the client have booked the right service, or even upsell. “It’s about utilising these apps correctly… turning a first-time client into a lifetime client. Keep up with the times by staying constantly connected; but that doesn’t mean always being at the end of the phone,” he added.
OUR DIGITAL STORIES
A trio of terrific females kept the digital discussion going, with three different focuses on how they utilise software, apps and the online journey.
Traci Witherington, owner of The Glamour Garage salons in Surrey, has increased her client list by a whopping 800 per cent, and seen massive increases in revenue, all thanks to re-evaluating her digital presence. Her winning formula was all about marrying your reach with the speed and ease of booking across the brand’s website, social media and – most importantly – salon software. “It’s the change that makes the biggest difference, while being the least time consuming,” she urges. “We don’t sell by item or service name, but instead we sell a look as a complete package.”
CLHair is the digital persona of Claire Martin of Gro London, who recognised a need to separate her work and private life. By directing her focus into a clearly marked, professional Instagram page, Claire has seen a huge difference. “It’s about having conversations, building a community – not a following – and bringing in new clients,” she explained of her page use. “We can plant seeds of new ideas to existing clients, while also attracting new ones.” Her language is catered to clients, and everything is focused on driving people to click through to her website and, ultimately, book in with her, won over.
Gatsby and Miller was crowned Best Salon Experience winner at the Most Wanted Awards 2020, and the use of targeted tech is a huge factor of said experience, explained salon manager Dawn Montgomery. Gatsby and Miller has its own salon app (created by SalonIQ don’tcha know) which puts all of the power right in the client’s hand. GPS triggers a push notification on how to sign themselves in, and alerts their stylist of their arrival so they are ready and waiting. A drink order to their station is the touch of a button. They don’t even need to leave the chair to pay. “It’s definitely a journey, not a destination; we’ll continue to evolve,” Dawn concluded.
THE BIG DIGITAL DEBATE
Our switched-on panellists were ready to plug in and discuss some of the key aspects of the industry, and how best to adapt and integrate with these new systems. Joining Creative HEAD publisher Catherine Handcock were Ali Abdullah, product manager at Treatwell; Leah Hayden Cassidy, men’s hair stylist, global educator and owner of Unit8 by Hayden; Lacey Hunter-Felton, co-founder of Hunter Collective; Katie Braden, director and founder of Katie Braden PR Ltd; and Jason Crozier, owner of CrozNest.
One recent hot topic in the industry has been the launch of the Amazon Salon in London. “Innovation breeds competition, so it’s interesting to see what Amazon will do in this arena,” commented Jason. “One bricks and mortar shop won’t change what happens to the individual in the salon. I don’t think there’s tech that can give that same emotional experience a hairdresser delivers to the client,” he added.
When there is so much noise and so much content being shared on social media, how can you be seen without compromising on your brand ethos? As an expert on PR, Katie Braden is used to helping brands build a following through a dynamic approach to digital. “Effective PR isn’t egotistical. It’s a three-way street of what you want to put out, what clients want to receive, and what is going on culturally. It’s about making sure you are always having a conversation and having a business that’s open to all those different avenues. “
As somebody with such a large following on Instagram, Leah is used to balancing commercial content with her editorial snapshots. “Anything that is monetised, it needs to be authentic and show your passion,” she explains. “People will believe in what you’re saying if you believe in yourself. If you’re bringing in brands or sponsorships, they need to be a reflection of you. You have to be transparent in these things.”
With history in the fashion industry, Ali recognised that not all beauty professionals are tech-averse, but that it’s an avenue that should be ignored at its own peril. “To avoid the downturn of other industries you need to embrace digital, to offer aspects that interest and delight clients,” he urges.
Hunter Collective wouldn’t be able to exist without the incorporation of technology, insists Lacey. The important thing is how you view it: “Unpacking which aspects of technology that you’re trying to benefit from.” For Hunter Collective it’s the need for seamless, individual bookings, transactions and more. “All so that HC members can be completely present when clients are in the chair.”