Spa+Clinic Team We are living in the digital age so it is, perhaps, unsurprising that many traditionally offline processes have shifted to the digital space. Many of us go online to shop, to chat, to learn, and to make appointments, and it’s certainly no different in the beauty industry. Today, many salon owners are working to digitise their booking systems and provide opportunities for clients to schedule online.
There are two primary ways that salon owners are achieving this. This first is through the creation of their own brand website, where clients can book services with the salon directly. However, while this does help to strengthen a salon’s online presence, the process can prove to be costly and time-consuming, particularly for small salons or new businesses who lack the budget of their bigger counterparts. Therefore, there is a growing trend for salons to turn to online booking channels.
What is an Online Booking Channel?
An online booking channel is a ready-made, well-established platform that enables independent businesses to list their services. The platform handles all aspects of the booking process, allowing salons to benefit from a simple, straightforward scheduling system without the need for their own software.
However, it is important to remember that there are many online booking channels out there, and they were not all created equal. Some platforms are more basic, while others offer a more comprehensive service, assisting with an extensive range of operations including marketing and finances. When using a full service platform, such as Bookwell for example, salon owners can expect to enjoy these 5 benefits:
- Meet Client Expectations
Consumer behaviours are evolving, and there is an ever-growing preference for digital solutions to what were once non-digital activities. In fact, it’s not just a preference… it’s fast becoming an expectation. This is especially true in Australia, where internet usage is growing at an almost unprecedented rate. Quite simply, the majority of salon customers want to book online, so utilising these digital services can help to boost relationships, improve loyalty, and facilitate high levels of satisfaction by meeting client needs.
- Expand Reach
The Australian beauty industry is becoming increasingly competitive, with more than 35,000 beauty therapists reported to employed across the country in 2017. For salons to succeed in this environment, there is an urgent need to expand reach and get more clients through the door… and online booking channels can help. Booking platforms can be seen as a sort of ‘influencer marketing’; they offer access to a ready-made pool of relevant audiences, making it easier to locate and target high-value demographics.
- Instil Trust
Despite best efforts, trust is still an issue in the beauty sector. A Mintel report shows that while 53% of consumers trust food & drink brands, only 39% trust beauty brands. This highlights the differences between trust in physical products and trust in creative services. Therefore, many salons rely heavily upon reviews, especially at a time when 84% of people claim to trust reviews just as much as personal recommendations. Good booking systems offer review functionality for word-of-mouth marketing.
- Boost Process Efficiency
A comprehensive booking channel will offer its users more than just access to a booking system. Some may offer payment processing for example, which negates the need for costly in-house systems. Delegation of processes to a booking channel can help to reduce workload and administrative duties, freeing up more time for profitable client-facing work, and the ability to integrate aspects such as payments with appointment scheduling ensures good consistency to minimise the risk of errors.
- Minimise No Shows
The average salon has 5 ‘no shows’ per week, but booking channels can help to reduce this by addressing one of the biggest factors standing in the way of appointment cancellations: communication. Or rather, a fear of it. Clients have become so accustomed to communicating digitally that picking up the phone has become the unknown, and 81% of people now have to build up the courage to make a phone call. Booking channels enable clients to cancel digitally using the service, with no questions asked.
How to Choose a Booking Channel
There are lots of different online booking platforms out there, so how can salon owners ensure they are selecting the right one for them? To derive the most value from an online booking site, salon owners should be looking for one that includes dedicated features and services that enable salons to fully experience the 5 benefits listed above, and which provides the support needed to grow the business.
Bookwell.com.au is Australia’s largest directory for booking health, beauty and wellness appointments online. Find a service, read reviews, check availability and book online all in one place.