ManageMySpa is a cloud software for spas and salons that includes appointment booking, online booking, a POS, employee management, loyalty programs, inventory management, and a mobile solution along with analytics. The analytics are a critical part of our solution and runs through the cloud BI solution provided by BIME Analytics.
We've found that BIME is a powerful and intuitive analytics solution, and complements our own product. With BIME, our clients have the capability to see up to the minute data and able to make informed business decisions quickly. With BIME, we’re able to offer our clients real time dashboards, daily reports and weekly reports.
In 2012, a salon chain with 50 location that span 5 cities began using ManageMySpa. Previously, they were struggling to get to the data they needed - it used to require manual aggregation of data that required hours of effort. They would get reports, but weeks delayed.
It had become apparent that they needed real-time data that was accessible to their senior managers regardless of where they were as well as for our regional managers.
As they grew along with an expanding customer base, it was critical for them to monitor the entire organization’s performance as well as be able to drill down into individual locations. And, just as importantly, to compare performance between centers.
The real power of BIME is that it’s real-time, which means the management team is always connected to all the salon locations, even though the salons are spread across 3 states.
They can look at data and metrics ranging from sales patterns, traffic from each gender, traffic from new guests vs returning guests, how marketing promotions are working at each center, and the overall sales mix of service categories, product categories and more. They’re able to successfully identify revenue opportunities and track down any unexpected behaviors.
Now, it’s easy to see what categories of services perform better in terms of revenue growth or appointment counts, and to compare service sales over time periods. They can outline differences between members and non-members, evaluate the revenue generated by male and female clients, and see the most effective marketing programs.
Most importantly, by drilling through the charts and using filters, they can find root causes for behavior and replicate positive behaviors and marketing campaigns. More than that, they can run what-if queries on the data in order to understand how changes in business strategies on various sub-categories of services could impact performance overall.
They are now able to successfully take action to stop revenue leakages, to better retain customers, improve incentive schemes for employees and provide more timely staffing and training programs for centers that see sudden growths in the demand for certain types of services.
They used findings from analytics to design a marketing campaign with two goals – reducing the amount of discount typically give in our promotions, and to send customers home with a home care retail product related to the service they received.
Once the marketing campaign was launched, they relied on their analytics to monitor performance and make adjustments as and when needed.
Their marketing campaign generated more than $100,000 in additional revenue. It was the BIME enhanced analytics planning and monitoring combined with ManageMySpa’s targeted marketing tools that helped us exceed our original expectations.
The campaign ran for 2 months and averaged at a 22% discount - this was 8% lower than old campaigns where they were giving away 30%. Combined with a higher average ticket size, they made over 100k in additional revenue.
Throughout this campaign and also on a daily basis, the sales and marketing analytics dashboards allows them to keep track of the macro discounting figure from all campaigns to be in range while also tracking the effectiveness of separate campaigns. They can tweak campaigns as they go along because they now understand in real-time what types of customers they attract - whether new or returning ones, what gender, which offers were giving away too much in discounts, and analyze various services and product mixes that brought in the most revenue.