How to tap into omnichannel booking and selling
Today five-star customer service doesn’t start and end when the appointment does.
It starts with how clients find your business, whether it’s through word-of-mouth or online. It culminates at the in-person appointment, winds down at checkout, and starts right back up with the rebooking of that next appointment and aftercare. For these reasons, having an omnichannel selling experience that transcends both online and in-person shopping is how modern beauty businesses are winning over their competitors in the space.
Beauty businesses can tap into these new revenue streams by incorporating online selling through their branded websites. With Square Appointments, salons and spas can create their own online booking websites, powered by Square Online. The online booking website can serve as your own personal website, featuring your services, staff, and products for sale.
To get started, first set up your online booking website. From your Square Appointments dashboard, you’ll want to head to Online Booking and then Channels. Select Preview under the Square Online option and create your website from there.
Once the website has been generated, you’ll be able to edit your site from within the Square Online site editor. Make any necessary changes and click Publish to make your changes live. With an online booking website, your clients can see your business hours, book appointments, and purchase items directly from your retail inventory.
Then, add items to your site.
Next, focus on discovery and client acquisition. Salons and spas can increase discoverability with built-in search engine optimization (SEO) on their booking website, so new and returning clients can find businesses easily when searching for service offerings. Once clients have found your business, stand out from the crowd by prioritizing convenience for your customers. In just one flow with your online booking website, clients can:
Book your staff and services anytime through the online booking website
Book through social channels such as Instagram, Facebook, or Google
Purchase items online and have them shipped straight to their door
Purchase items online and pick them up in-store at the appointment
Lastly, start selling and booking. Square gives you the tools to let clients make an item purchase at the same time they make an online booking. Where possible, businesses are encouraged to integrate with their social media channels and provide a Book Now button on Instagram, Facebook, or Google profiles so that clients can book instantly without ever leaving your profile. Beauty businesses that book through social media channels with Square Appointments see that, on average, 21% of beauty clients book an appointment through Instagram and 4% book through Reserve with Google.
Providing top-of-the-line service and support throughout a client’s journey with you is a surefire way to stand out among your competitors. That support, from beauty businesses in particular, often comes in the form of at-home treatment and care in between the client’s regularly scheduled appointments. Integrating those solutions into a retail experience can be a smooth and easy process with Square Appointments and Square Online.
