In the last decade or so, the beauty and wellness industry has witnessed a transformational growth. A joint study conducted by industry body, Federation of Indian Chambers of Commerce and Industry (FICCI) and global consulting firm Pricewaterhouse Coopers (PwC) states that India’s wellness industry is poised to touch Rs 1,00,000 crore by 2015, with a compounded annual growth rate of 15-17 per cent, from about Rs 70,000 crore in 2012.
Of late, businesses in all spheres have adopted online route to push their trade, the same is expected from health and beauty sector. Being the services category, though there is less scope for the franchisors in e-commerce market but they have started to take several measures to make it convenient to customers and push sales through the electronic medium.
Online-offline in sync pan-India
Experts in the trade favour launch of customer friendly apps by beauty franchisors, where a salon brand will have customer’s history. A loyal customer can download that app and can be reminded by the salon regarding his due visit to the salon and if traveling, the customer can avail the same at their franchise centre pan-India.
“This is a very good idea and I think salon brands should work on it. This is the way franchising can enable technology to get the best out of it. This will help brands retain their customers and will also be beneficial for the latter as they will get timely services conveniently. Such brands should have pan-India presence,” opines Kumar Vishwas, a young poet and politician, who recently attended a Franchise India annual business show.
Presence on social media & hi-tech website:
It is very important for every brand to have a presence on social media and to have a very good website which appeals and woos clients to go for your brand. Even in services sector, one must have things on website like enough number of offers, service details, time slot booking option and payment mode space. “Technology is a part of our business DNA,” quips Sameer Kaul, COO, Metropolis Healthcare Ltd.
“In today’s time, it is must for brand to be present on social media like Facebook, Instagram or Twitter. It is the time of selfies and we must connect to our target audience through the online medium,” adds young entrepreneur Arpit Sharma, Chief Executive and Co-Founder, Sevenseas Spa.
Appointment on website
More and more salon and fitness franchisors are giving appointments to customers on their websites so that the latter can get hassle free services without wasting time. The brands have different slots on the websites where people can book one as per availability, schedule and nearby franchise centre of their choice. “We should use e-commerce space more and more. We can give appointment on our website itself,” suggests Satya Sinha, Founder and Director, Chisel Fitness LLP.
Online discounts coupon
Brands are also offering online discount coupons to push sales and attract customers like never before. “One can buy discount coupons online, book appointment, get better deal and go to salon. With this, the clients and the salon already know what service they have opted for and under what category. This will result in peaceful service and also save time,” shares Naunihal Singh, Chief Executive Officer, Strands Salons Pvt Ltd.
Well, if a beauty and salon brand wants to stay in the business for a long run, it will have to accept the changing business scenario. Franchisors must have their brand’s presence on social media and website. They should also adopt these novel ideas to push sales.
