Salon Technology: From Software To Social Networking (Technology Turns Clients On)

Technology sometimes can be ... a pain. Everyone has sat on hold at one time or another waiting for tech support to figure out what exactly has gone awry with their computer, software, timer system, etc. But technology is a necessity, especially in today’s tanning salon—and when it isn’t failing to work, it actually can make your job much easier.

First and foremost, every salon needs to be computerized if for nothing other than your personal sanity regarding keeping track of clients and appointments. As an extension of computerization, salon management software is the key to ensuring smooth operation of the salon. Whether through security, bookkeeping, sales reports, inventory tracking, EFT processing, timer integration or any of the other capabilities software has, the initial investment will pay for itself in the long run.

Each type of salon software has its own personal touches; it’s up to you to research what is available and decide which system best fits your salon. Start by making a list of what features are most important to you; then you can compare and contrast the various products on the market. In addition, if you are looking for advice from other salon owners, check out TanToday.com’s Computer/Software forum.

Beyond the physical technologies in the salon setting, salon technology also refers to the Internet. According to data from the U.S. Census Bureau, 71 percent of the U.S. population interacts with the Internet; so, if you don’t have a quality online presence, you’re missing out big time.

The question is, how do you go about building a quality online presence for your salon? Two ways—through a salon Web site and through social networking sites, such as MySpace and Facebook.

Salon Web Sites

Today’s average consumer expects a lot from business Web sites. First, they want a site that answers all of their questions. For a tanning salon, those questions are going to be fairly basic (think location, hours, pricing, etc.), but that doesn’t mean your answers shouldn’t be comprehensive. Second, Internet users want easy-to-use Web site formats—they don’t want to wait 2 minutes for a page to load—but the site also must be attractive and inviting if you want them to stick around or come back.

Jill Feore, owner of Cary, N.C.-based Jills Beach Luxury Tanning confesses that she used to have a cheap Web site.

“About a year ago, I attended an event for self-employed women,” she says. “One of the things the speaker stressed was the importance of investing in your Web site. I followed that advice, and I think it’s the best thing I’ve done. Think about it like this: If a potential customer visits one salon Web site and can tell that a lot of effort was invested into the site, then visits another salon Web site that doesn’t look like it was invested in at all, where do you think that person will choose to tan?”

Feore’s revamped site, www.jillsbeach.com, reflects her understanding of online consumer behavior. It catches attention with a distinct pink-bubble design—derived from her logo—and features a cartoon “Jill” figure. However, the site doesn’t rely solely on its cute look to bring in customers; it also features a large amount of information about the salon itself, from the salon history to the equipment and packages it offers.

“Most of the people that come into my salon have heard about Jills Beach via the Internet,” she says. “I even direct those who call the salon to visit our Web site, because I know that it can sell the salon all by itself.”

As an added touch, Feore also blogs on her site—she says that it gives clients an idea of the actual Jill behind Jills Beach.“It makes the site more personal, more fun,” she adds.