Case Study: Alan Lawrence Hairdressers

Alan Lawrence Hairdressers is a busy hair salon based in Hadley Wood, Barnet. Established in 1976 and growing ever since; Alan and his team have built a strong client base of customers. He explains why adding SMS to his communications has led to an increase of customers returning.

The Objective

  • To increase regular contact with customers
  • To bring back lapsed customers
  • To communicate special offers

The Plan

Alan was sending out regular email newsletters to customers and collecting email addresses when they visit to build his database, he was looking for a way to expand his reach and increase regular contact with customers and realised that his mobile database was growing (as everyone gives a number on booking!).

Alan explains “My database of mobile numbers was growing daily, yet I wasn’t using it for marketing. I wanted to find something that would compliment the email newsletters and thought SMS would be a great addition as the majority of our customers use their mobile when they book with us.”

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He decided to give SMS marketing a whirl and send a promotional offer to his entire database. Alan worked on a message which included an exclusive offer, call to action, link to his website and an opt-out too – all in under 160 characters.

The Message

EXCLUSIVE SMS OFFER at Alan Lawrence: £59 for full head of highlights, cut & blow dry! Call 02084491161 & quote SMS http://fts.ms/TgTWjd Optout: ALSTOP to 82228

The Results

Alan has been sending out special offers to their client base regularly for two years and has seen a huge increase in customers returning to the salon. An average of 20% of customers quote the ‘SMS’ code when booking each week.

Alan tells us “SMS really works, the regular campaigns have increased my daily bookings and we have customers returning again and again.”

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