24 June 2013

Had my hair cut last week. Nothing particularly unusual about that, given that it happens every six weeks or so, but this was the first time at this particular salon and it set me thinking about the lessons we can all learn from other retail sectors.

I was a ‘walk-in’ customer so the first lesson was data capture.

I tried giving them my first name, but was politely asked my surname and then my postcode. Next: my mobile phone number (‘in case we need to text you about future appointments’) and finally my e-mail address (‘so we can send you our seasonal special offers’).

So, before I’d even sat in the chair they had politely but firmly captured all my contact details, apart from date of birth. Next, the offer of a coffee (regular or cappuccino) served on a small tray with a biscuit followed by the haircut itself. As I went to pay I was handed the salon’s welcome pack.

Okay, the presentation was a bit basic but it included a stamped, addressed feedback form; a referral voucher (‘recommend a friend and get 50% off your next visit’); a repeat-visit voucher (‘come back to us and get a goodie bag worth £13 at your next appointment’) and details of their loyalty scheme (‘book your appointments regularly and get 10% off’).

On the way out I stopped to chat to the owner. We discussed how quiet the town centre was and I asked how much his business was relying on regular clients. ‘We’re doing all right,’ he replied. ‘But we never get complacent.’

If you’re ever in Banbury, check out O’Neill’s – and then ask yourself if you’re working that hard to attract and retain new business.

Rupert Saunders

Tags: customer care, Data capture, Retailing