When we met Melissa and Annette, we were blown away by the power of their visual stories on the Nappstar Salon Instagram account. They had 50K followers in October 2019 when we started this journey. Today, Nappstar’s current Instagram follower count is up at 123K.
This customer story is for businesses and brands in the spa and salon category or any business owner who wants to learn about connected customer experiences.
Nappstar Salon’s incredible customer story is a testament to the power of visual brand storytelling and connected customer experiences. The result: 300% conversion rate in the first month after launching Nappstar.com.
With GoGoGuest we launched a website that is customer focused with one system to schedule and manage all appointments in salon and online. We saw a 300% increase in appointments scheduled online. – Melissa Roche, CEO
How Nappstar Salon’s Connected Customer Experience Is Converting Likes To Appointments
Successful hair salon and spa entrepreneurs are visual storytellers. Show and tell using Instagram, You Tube, TikTok and Snapchat have catapulted hair stylists, colorists and beauty experts into popular online influencers.
Translating that awareness into revenue for your business remains to be a gap that most businesses and brands miss. Storytelling does not end at “Likes.”
Converting “LIKES” to a hair salon or spa appointment is the true test of your storytelling success. A business or brand that lacks a seamless way for a customer to transition from a visual story to an action that brings them a step closer to confirming that appointment is losing opportunities and business.
The challenge. Melissa and Annette, the sisters who founded Fashion Dreads and Nappstar Salon in New York City knew they were at the cusp of something unique and different for the loc hair community. From their growing loc hair salon dominance on Instagram, the Melissa and Annette saw a wave of opportunity rising. Both wanted to have the right processes and systems in place to prepare for growth and expansion. They did not know where to start then they found GoGoGuest.
The solution. GoGoGuest, a customer data and marketing platform for hospitality, retailers and business services designed a seamless customer experience that gives a Nappstar Salon prospect or current customer to bounce from the brand’s digital experience to the physical salon without friction. Beyond a beautiful and scalable website, we achieved a number of amazing things to help translate Nappstar Salon’s online popularity to revenue.
This is how GoGoGuest helped.
Brand story. Nappstar Salon’s origin brand story is rooted in Melissa and Annette’s personal experience. Influenced by their mom’s fortitude as the main bread winner for their family they set out to build a dream founded on Melissa’s talent with numbers and Annette’s creative flair. Two sisters joined forces to create and build Nappstar Salon into a trailblazing brand for the loc loving community. GoGoGuest leveraged the information and data from Nappstar’s brand story and digital channels to design and build a customer focused business website.
A great business website. Designing and building a great business website for your business or brand is about knowing your audience and understanding their desire when they stop by for a visit. This meant, designing an experience that addressed the immediate need of Nappstar’s user personas which is to learn more about the salon’s services, book an appointment or get inspired by their creativity. We worked closely with Annette to fully showcase their brand’s story and powerful visual storytelling. The result is a beautiful and highly functional business website.
Centralized appointment scheduling and management system. Melissa’s biggest ire was managing multiple appointment scheduling systems. Prior to launching the new Nappstar Salon business website, the sisters were taking and managing appointments using three different systems: online through Square’s online product listing page, a call center and Meevo in the salon. Using multiple systems, presented a big challenge for Melissa. None of the systems were updating each other in real-time, which meant appointments were at times not visible to a stylist, which led to double-bookings and appointments were not assigned. It took at least 3-6 hours of Melissa’s time to manage this one part of their business everyday.
This changed with their new business website.
Online bookings, salon walk-ins and the call center are all using one appointment scheduling system. Nappstar Salon saw a 300% increase in online appointments booked from the website, 30 days after launching. With the new business website and system, every detail of the appointment is transparent to Nappstar management, the stylists and customers.
One payment system. Creating a seamless experience for your business and your customers is key and essential to converting those likes from Instagram and search engines to a scheduled appointment.
Besides streamlining the appointment scheduling and management system, we made sure that all payments online and in-salon were processed through one system. This feature gave Nappstar the option to collect full or partial payments in advance.
Guest WiFi experience in-salon. A fully connected customer experience meant that there were opportunities for Nappstar to engage each customer when they step into the salon. GoGoGuest implemented business WiFi service with a built-in marketing platform to gain real-world insights when a customer is in the salon.
Customer data, marketing and insights in one place. With all of Nappstar Salon’s customer data in one place, it meant that Melissa is able to run highly targeted email content campaigns through automations without lifting a finger. Here are a few basic examples of campaigns: appointment reminders, a guest survey post visit and a reminder to book their next appointment, win back campaigns and specific messages for people to learn about Nappstar through the website and salon guests.
With Guest Intelligence, There is no limit in the number of campaigns, automations and customer segmentation that the Nappstar team can use to learn more about their customers. Nappstar can choose to test every insight and turn them into opportunities to restore, flourish and grow.
GoGoGuest is a customer marketing and data software subscription solution that helps every business and iconic brand better understand their customers. We are trusted by over 200 businesses and power more than a million customer engagements every month. Our story.