Surfing Salon Software

by Jenifer Hunt

Salon operators know there is more to the process of getting customers tanned than meets the eye. At its best, booking appointments, assigning equipment, making financial transactions, cleaning and maintaining equipment, etc., is handled smoothly and professionally, even during times of frenetic activity.

Increasingly, salon owners credit their grace under pressure and efficient administration to software that has simplified many of the necessary, yet complicated or time-consuming processes involved in salon management. This permits employees to focus more time and energy on customer care.

Additionally, many salons are using software to gather information to explore new sales opportunities, improve staff accountability, and reveal which promotional campaigns have been successful based on equipment usage, products sold, redeemed coupons, etc. However, due to the often unfamiliar nature of technology and its often foreign technical terms, contemplating the pros and cons of various software systems can be daunting. Learning what software functions and features have worked successfully for other salon owners can aid salon owners during the software purchasing process.

Salon software packages differ greatly in scope because there is not a one-size-fits-all solution for every salons’ needs. Therefore, it’s wise for owners to carefully prioritize software requirements before purchasing. Determine if having user-friendly features are a priority, if the software is needed to generate customer e-mail lists for marketing campaigns, if it must track customer appointments and purchases, if it’s required to automate EFTs (electronic funds transfers) and more.

Take stock of current software needs and select a program with the flexibility to adapt to future growth. Owners that do this can use software solutions to take their salons to the next level of success.

For many salons, software primarily is used to track and organize data and to automate routine tasks. This is also certainly the case for Rocco Viele, owner of Rochester, N.Y.-based Golden Tans.

“In the past we used relatively difficult appointment books to keep tract of our customer records,” Viele says. “Once we began using Helios software our ability to track customer information greatly increased, making it possible for us to send special offers and promotions, recognize and reward loyal customers, acknowledge birthdays, and track employees’ work times and sales performances.”

Darcy Richard, owner of North Windham, Conn.-based Sun On 6 Tanning Salon agrees that tracking customers’ purchase histories, equipment and lamp usage, inventory, returns, etc., can help a salon better understand consumer buying patterns.

“For me, the most important function of software is to track sales and customers,” Richard says. “Customers like to be remembered, and Nichesoft’s TanTrack® software allows my staff to see the dates of customers’ previous visits and their purchase histories. We then make recommendations accordingly, which helps us increase sales and create closer customer relationships.”

Manageable, user-friendly programs that automatically manage EFTs are a salon priority for Janice Spears, owner of Upland, Calif.-based Sol Tan.

“I believe the most computer-illiterate person can navigate F.S.T.’s SunEase software,” Spears says. “The value of having a simple program in an industry with high employee turnover is huge.”

Tricia Arendosh, general manager of Pittsburgh, Penn.-based TanSeekers, agrees that user-friendly features are important. “SalonTouch is easy for our staff to use,” Arendosh says. “It makes managing customers, products, services and transactions simple. In turn, we are able to improve our customer relationships.”

In addition to security and protection, software can link multiple computers or terminals through the Internet, whether within a single salon or a network of salon locations. This connectivity can be used to significantly increase customer membership options as well as improve off-site management capabilities. Salon owners can have the flexibility to conduct business operations remotely— whether from down the street or across the country.

Single location salons can connect multiple computers through a central database with a local-area network (LAN). A LAN is appropriate for salons that want to only connect on-site computers.

For businesses comprised of multiple salons, a wide-area network (WAN) is a good fit because it facilitates connections to multiple salon locations whether they are local, across the state, country or the world.

“Beyond the basics, the most important software feature is a WAN that also performs EFT processing,” Lengel says. “Our five salons cover an entire county, and these software functions allow us to give customers access to every location.”

Because a WAN can connect multiple locations, it plays a role in enabling salons to give customers access to multiple locations. This convenience for customers can be an added incentive to stay enrolled in membership programs that are a recognized important revenue generator.

“At Sunsational Tanning, Inc., it’s important to have a network connecting our salons and remote access to stay in touch wherever we are,” says Mark and Lori Pfeiffer, owners of the Elkton, Md.- based salon and users of SunLync software, a division of JK Products and Services.

Jessica Hilliker, operations manager at Sunsational Tanning, Inc. further adds, “SunLync software has made it possible for our customers to use their memberships at any of our salon locations, which has proven to be an important asset improving our ability to compete effectively in this industry.”

A WAN can allow owners to conduct business as if they were on-site. They can order inventory, manage equipment maintenance, communicate with employees, view sales figures, appointment schedules, etc.

The ability to link multiple computer systems and terminals, have remote access as well as merge data, is vital to salons that consolidate. In these instances, owners often choose to link the communications infrastructure of multiple locations, some of which may have previously run on diverse software programs.

In such cases, it is necessary to convert or merge data from multiple systems into a single system. This process often requires expert help to ensure that data is properly transferred, and is not always without its headaches. However, once consolidated, information can be entered from and shared by any networked location. Another advantage of linking consolidated salons is to be able to back up data at a single secure location.

Mobile Marketing

Mobile technology has taken software functions such as e-mail marketing, text messaging and online account management to a new level.

Salons can target tanners with certain buying patterns with marketing messages to trigger their particular buying habits. This can be accomplished through e-mail as well as the latest trend in cellular technology—text messaging.

“Texting”, as text messaging is sometimes called, is an immediate way to communicate via mobile phones and similar devices and can enable salon owners to keep customers up to date with announcements and special offers.

Salon management software also can give customers the option to book appointments online and check the status of their accounts. This added convenience allows customers to make booking salon services a simple part of their routines. And the more customers can do for themselves, the more time salon employees have for other tasks.

The benefits of this new technology are vast and implementation can be simple using software specifically designed for salons.

Given the large amount of information contained in a salon database, it’s essential to keep it protected. One option is to manually back up files on hardware cassettes or compact disks. This process requires diligent and often daily adherence to a back-up routine. If the backups are kept in the salon, they can be compromised within the facility, rendering them useless. Therefore, many salons choose to store data at a separate physical location or on the Internet in the event of a localized disaster.

It’s a sad fact, but it’s not enough just to protect against losses from system crashes and other disasters. Employee theft is a common concern for salon owners, and protection against loss of product and revenues from tanning sessions is important for any salon business.

Unfortunately, it’s possible for dishonest employees to steal minutes from tanning packages with a few simple keystrokes. For example, an employee could take money from one customer, call up another customer’s unlimited package and promptly pocket the money with no one becoming the wiser.

High-tech management software with a biometric fingerprint reader can verify the identity of the customer and employee making the transaction. Such features also can be used in combination with passwords and sign-in clocks to keep employees honest about their whereabouts.

Salon owners should discuss their security concerns with software vendors to determine what safeguards they offer to limit employees’ access to certain specified functions, reducing theft and tracking employee sales, computer usage and improving overall staff accountability.

Additionally, good management software can eliminate or reduce the frequency of honest human errors and can make it a simple matter to make corrections when mistakes occur.

When the complexity of software technology becomes taken for granted, it likely means the program is running smoothly. However, when its processes are disrupted by anything from a brief glitch to a full meltdown, it’s important for salons to be in business with a vendor that offers first-rate technical support services.

The value of access to technical support when needed cannot be overstated. Software vendors are entrusted with keeping safe and intact arguably a salon’s greatest asset—its information. Countless hours and energy are spent building a customer database, and if compromised the salon almost surely will lose business and revenue. A good software company will work closely with salons to ensure that if trouble arises, system downtime will be minimized.

Start by requesting vendor recommendations from other salon owners. Also, whenever possible, watch software demonstrations at vendor trade-show booths or during sales presentations. If a demonstration or presentation is not possible, request a demonstration disk that shows the features of the program.

Salon operations depend upon software working correctly, therefore, insist that potential vendors offer software troubleshooting should the need arise. To choose a company with excellent post-sale service and support, ask candidates questions to learn what they offer and to uncover potential hidden costs:

1. Are there limitations on how often users can ask for help without paying additional fees? (Some companies offer free support for a period of time after the sale and thereafter charge for this service.) 

2. What are the vendor’s hours of operation? Are they available during salon business hours? Can they be reached via a toll-free phone number and e-mail?

3. Does the company offer free software updates as they become available?

4. What is the vendor’s reputation within industry? Does the company have experience working in the indoor tanning industry and understand the needs of salon owners?

5. What is the company’s plan for staying on the cutting-edge of industry technology?

6. What are the indications that the company will be around for many years to come? Compare software vendors’ reputations and check out references.

Electronic Funds Transfers—better known as EFTs—have been used in tanning salons for years to process membership fees. Funds are debited from a tanner’s account monthly. Not all software programs are designed to automate these transactions, requiring salons to manually process them. EFTs must be handled routinely, timely and accurately. To facilitate the process, software vendors are making it easier for salons to export data to third parties for processing, or have EFT processing built right into their own programs.

“My salon business relies heavily on membership accounts,” Lengel says. “Accuracy and simplicity in processing EFTs is very important to the success of our company that is why we chose Helios.”

There is room for improvement in even the most well-designed program. In the increasingly competitive salon industry, businesses need the best help possible to do their best to be successful.

Software companies should be informed of any weaknesses in their programs. Recent suggestions for improvements by salons that participated in this article include: improved customer search options, including first name lookup, improved capability to create and manage EFT membership options, improved online customer payment and purchasing options for memberships and packages, ability to track facility-related business transactions including maintenance work, ability to interface with accounting software, such as QuickBooks®, and improved software training features.

The fact is, some tasks are simply better suited to machines than they are to humans. After all, what would be the wage requirements of an employee that could improve sales by organizing customer data, generate mailing lists, instantly calculate sales figures, produce tax reports, create payroll records, track inventory, deter theft, organize appointment scheduling, track bed and lamp usage, etc.?

Take advantage of the latest advanced in technology by making a list of functions software should manage, with an eye on future growth. A small, single location business may not be best-suited to a comprehensive software program with WAN capabilities. Likewise, larger salons may be missing out on revenue if they don’t have an automated worker who doesn’t mind pulling a 24/7 schedule and can process EFTs while making a cost-benefit analysis of purchasing new equipment.

By allowing computer software to handle certain tasks, salon operators can focus on dealing with responsibilities that require the human touch.

Even to the comfortable computer user, some technical terms can be quite confusing. Here is a brush-up on some popular words and phrases a salon owner is likely to hear.

Biometry: This is a fancy term for analyzing living organisms. Salon owners can use biometric technology to read fingerprints for identification and increased security.

Connectivity: This is the ability of a person using one computer to stay connected to other computers on a network.

Firewall: This is a virtual divider that protects certain information from entering the office computer, and for other information from being sent to the World Wide Web. Criteria can be set by the salon owner.

LAN: Short for local-area network, this is a system of connecting computers in close proximity for file sharing and Internet access.

Network: Cables that connect computers together so people can share files or communicate with each other.

Real time: Records are updated instantaneously so someone checking from another location can see them as they happen, instead of being delayed.

Server: Allows users to log into a network and for the system to authorize which areas of a program different users can access.

Trojan: Software often disguised as free downloads that, once put on a computer, leaks sensitive information from a hard drive to the Internet without the computer owner knowing it.

WAN: Short for wide-area network, this is a system of connecting computers across a large geographical area for file sharing and Internet access.

Wi-Fi: Short for wireless fidelity, this is new technology that allows computers to connect to each other via a wide-area network (see WAN) without a phone line or other cables.