Hello my name is Anne Mignard and I invite you through the ZDNet podcasts to discover the world of digital transformation in small and very small businesses.
Direction Toulouse today, and the By Karen hair salon. As its name suggests, it is run by Karen, a young woman in her thirties. Hairdressing and hair coloring have always been her passion. Suddenly, the year of her 15th birthday, she took her first steps in a living room with in her hands, brushes, comb, but also scissors.
At the time, there was no question of glancing at a screen, customer appointments were made by telephone, payment was made in cash or by check and the accounts were sent by post.
Smoothing on Instagram
A bygone era for this 30-year-old whose profession has completely changed. No more question today of making yourself known only by your doorstep. Even if the salon is located in an upscale district of the pink city, Karen has invested heavily in social networks. In 2010, first of all, she landed on Facebook and started her first shots to attract customers.
Seven years later, she took over Instagram, and there it was no longer just the cuts that were put forward, but the colors executed, the before and after hair care and a whole set of novelties that make that today Today the show attracts customers from all over the department.
What works is straightening, she admits. And besides, it is this technique that she has been promoting on her website, which has been open for five years. She posts the models and references there… and it works!
Phone for appointments
According to her statistics, she receives an average of three calls every day in connection with this service. Calls that give rise to three weekly meetings. Profitable appointments that last several hours.
But be careful, there is no question of letting clients make their appointments online alone: too risky. Imagine that she cancels, or even worse: that they do not come. It is then hours of work that go up in smoke.
No, Karen still prefers the good old telephone, and always manages to answer despite the hair dryer motor. It also allows her to be more flexible on schedules, if necessary and if she can. And then, it’s a first contact that counts with the client, she says.
Video for demos
As for training, both Karen and her employee Orlane are fond of it. But you still need to have the time, the finances and the desire to go to Paris regularly. But this year, the show called for a new range of products.
And, happiness for the hairdressers, every two months a session is organized by videoconference to present the new ranges, show techniques and answer questions.
At first, Karen was a little suspicious, but Orlane convinced her. Normal, the former employee apprentice has followed all his training in hairdressing school via visios and tutorials. It’s the future, it seems. It is still necessary to have an apprenticeship master like Karen, admits the young employee.