Name and city and state of marketer
Global Hair Ltd, DBA Headrush Hair Salon, East Sussex, Britain
Campaign/program name
N/A
Duration
Nine months to present
Objective
To decrease the number of “no-show” clients that miss their scheduled salon appointments.
Target audience
4,700 clients in the East Sussex area
Strategy
To research and select a texting service that was seamless to use and cost effective.
Call to action
Selecting SMS service as a way to communicate with clients and remind them of their upcoming salon appointments.
Tactics
Setting the salon computer to send the messages randomly throughout the day, on the day before each appointment.
Results
Headrush Hair Salon calculates that its number of no-shows has been reduced by approximately 70 percent.
What next
Headrush Hair Salon expects this number to improve further as we obtain more clients’ mobile numbers.
The salon has also begun to use SMS service to send its clients special messages on their birthdays as well as unique salon promotions.
Executive’s name, title and company for response attribution
Phil Saunders and Emma Fulgoney, directors for Headrush Hair Salon, Global Hair Ltd.
What challenge did mobile address?
“[The text message reminder service] has improved our amount of ‘no shows’ clients who may have forgotten the date or time of their appointment, therefore leaving a stylist in the salon with sometimes up to 2.5 hours of spare time, which is clearly bad for business and profits,” Ms. Fulgoney said.
“We can calculate that that our number of ‘no shows’ has been reduced by approximately 70 percent since we have been using [the text message reminder service] and we expect this to improve further as we obtain more clients’ mobile numbers.”
Senior Editor Giselle Tsirulnik covers advertising, video, messaging, search, commerce and video. Reach her at giselle@mobilemarketer.com. The original article can be found here.
