24-hour beauty salons on the rise thanks to online booking software

“24-hour beauty salons” are on the rise as more and more salons use online booking to fill their appointment slots, according to new research* by Professional Beauty.

52% of beauty salons and 46% of spas now offer online booking to clients, making it easier for them to book appointments as and when it suits them.

With clients able to book restaurants, holidays, theatre and more online, it’s no surprise that migration towards web bookings has gathered pace in the salon and spa industry.

Many believe this is the future of providing a smoother service. “By having online booking, clients now have the chance to book appointments whenever the impulse hits them and it is at this moment that they are most likely to react,” said Chris Brennan, content manager at Phorest Software.

Madeleine Raynel, client services director at Treatwell, agreed: “60% of our online bookings come outside of traditional opening hours now. Consumer behaviours have changed so much, it’s all about convenience. Clients could be at home at 11pm and think ‘ooh, I need a nail appointment’. Booking online is so much easy than leaving a voicemail.”

Repeat custom is also important for businesses, with 40% of nail salons using their software system to set up a loyalty scheme for clients who come and see them on a regular basis.

“Loyalty schemes are fantastic in terms of gaining client longevity,” said Nicola Soanes, marketing and sales manager for Salon Tracker. “It entices clients to return because it enhances the value to them – they are made to feel like a VIP.”

“Schemes such as doing a special offer every other month just for loyalty customers or a discount on a specific retail product that ties in with a treatment you’re promoting tend to work best”, advises Mark Rowley, strategic alliance and partnership manager at Shortcuts software.

Do you offer your clients online booking? Leave a comment below.

*PB stats were compiled from a monthly telephone survey of spas and beauty salons which was published on our Insider pages in the June issue of the magazine. The people who participated represent a cross-section of the industry from high-end spas to high-street salons. Nail business was calculated from data provided by spas and salons that offer nail services among other treatments.They were polled from May 6–10, 2016.