The NUMBERS GAME

Data is transforming the way salons and spas operate. Ellen Cummings explores how you can use client analytics to boost revenue

The secret to sustainable business growth isn’t always found in the next viral trend or treatment launch; it’s often hiding in plain sight, within your client data. From booking patterns and rebooking rates to product preferences and purchasing behaviours, your POS or booking system holds a goldmine of insights that can drive revenue, strengthen loyalty and streamline operations – if you know how to use it.

According to Hollie Power, beauty business mentor and co-founder of Salonology, “What gets measured, gets managed.” She explains: “By understanding our numbers, our data and the reports around our business, we can not only understand how our businesses have performed but also see how they might perform in the future, whilst making changes to improve.”

With the right approach, data can help salon owners fine-tune everything from service menus and staff scheduling to stock levels and marketing.

Know your VIPs

Not all clients are created equal, and identifying your most valuable ones can help you deliver a better experience and boost retention.

“Identifying your top 20% of clients is key,” says Power. “This pool of clients will likely make up 80% of your revenue and identifying them allows you to create a more curated and luxury experience for them, creating the VIP service your highest payers should be getting.”

This might mean offering early access to new services, personalised gift bags or first dibs on appointments during busy seasons. It’s a small investment in your most loyal customers that pays dividends over time.

Analyse booking behaviour

Understanding how and when clients book can inform everything from promotions to staffing. “We want to know booking behaviour so we can see what days fill quickly and which are quieter, time slots that go fast, and how people choose to book,” explains Power. “This provides an insight into low-traffic spots that can be promoted through new experiences and packages.”

Armed with this data, salon owners can run intelligent campaigns that fill quieter periods or introduce express services during peak times to maximise revenue per hour.

At The Lash Surgery in Tooting, London, founder Lauren Hosannah uses analytics features to refine her appointment strategy. “We analyse seasonal patterns to identify which clients are regulars – typically booking infills every two-to-three weeks – and which are occasional visitors,” she says. “This segmentation allows us to tailor our communication, offers and staffing based on demand trends throughout the year.”

Make rebooking a no-brainer

Rebooking is one of the easiest ways to secure steady income, but many salons don’t have the systems in place to encourage it.

“Rebooking rates only reflect one piece of the puzzle,” says Power. “We need to be looking at how long clients wait between visits – and has that changed? Has their choice of services reduced? And, importantly, the ‘no rebooking’ rate.”

By tracking these trends, salons can uncover the reasons clients don’t rebook and build systems that gently guide them back.

Power recommends:

• Automated “You didn’t rebook” emails sent 24 hours post-visit, complete with suggested times and a booking link.

• Rebooking incentives, like discounts or free upgrades for clients who book on the day.

• Scripts for front-of-house teams to prompt rebookings naturally during checkout.

Hosannah also sees the power of smart follow-ups. “A few days after their appointment, clients receive a gentle reminder to book their infills,” she says. “It’s timed for when they’re still enjoying the results and thinking about maintenance. This small touchpoint helps reinforce habits and keeps clients coming back regularly without us having to chase bookings manually.”

Leverage purchase history to personalise retail

Retail often gets sidelined in favour of services, but personalisation based on treatment history can transform sales without it feeling too pushy.

Power advises looking at your top-selling SKUs and client preferences before restocking. “The last thing we want is retail sat unsold on shelves losing us money,” she says. “I’d suggest keeping a higher stock of the most well-known, effective and impactful products that work on the largest range of clients and keep pushing the team to sell these main core products consistently.”

Meanwhile, The Lash Surgery uses data to match clients with retail that reflects their favourite lash styles. “Our strip lash line, The Lash Prescription, mirrors the most popular lash extension styles we offer, like anime, fox eye and wet look,” says Hosannah.

“Using Vagaro, we can track which clients have previously booked specific styles and recommend retail products that reflect those preferences.”

Gentle nudges, not pushy promos

Personalised marketing doesn’t have to feel invasive. In fact, when done right, it strengthens trust.

“I think the intimate and personal connection built between a salon team and their guests means that, as an industry, we can become closer to our clients without feeling intrusive,” says Power.

“Recommendations for top ups of historical purchases, celebrating milestones, and making appropriate suggestions that nudge the client based on their buying behaviours is appreciated by most clients.”

At The Lash Surgery, clients receive birthday emails with special offers – simple gestures that help drive both goodwill and bookings. “It not only makes clients feel valued but also encourages repeat visits during celebratory moments when they want to feel their best,” says Hosannah.

Don’t get overwhelmed

For many business owners, the word “analytics” can spark anxiety. But you don’t have to become a data scientist to benefit from your booking system insights.

“Analytics give you power,” says Power, “but you don’t need to understand every report or metric. The information stored in POS systems can help you make informed decisions and make more money.”

Her advice for overwhelmed owners is to focus on one metric: visit frequency. “It’s far harder to gain a new client than bring an existing one back, so focus on your existing clients and their regularity. Frequency of visits will be your core metric here. If you can give them a reason to come in twice as often, you double your income.”

The bottom line

Your client data tells a story, and it’s one worth listening to. Whether you’re a solo lash artist or a busy day spa, the ability to track behaviours, spot patterns and act accordingly is what separates businesses that survive from those that thrive.

So, the next time you log into your booking system, take a moment to look back before looking ahead – your future growth may already be written in the numbers.