Case Study
Beauty Salon
Running a beauty salon involves juggling appointments, client communication, promotions, and last-minute changes — all while trying to maintain a full calendar. Often, marketing takes a back seat, especially during busy periods. Then, in slower months, finding new clients or re-engaging old ones becomes a struggle.
Overview
For the beauty salon, we optimized their email marketing and CRM system to boost efficiency in key areas of the business. New client inquiries from the website and social media are now automatically followed up with personalized emails and internal reminders for the staff. Existing clients receive timely appointment reminders and invitations for follow-up treatments, while targeted campaigns promote special offers during slower months to encourage bookings.
These automations have significantly reduced manual work, improved client retention and appointment bookings, and increased overall revenue—enabling the salon to run more smoothly and grow with less effort.
Client
De Aircomonteur
Branche
Beauty industry
My Role
Process optimization and automation
Software
ClientLab software
My Approach & Contributions
I started by thoroughly analyzing the salon’s business processes, customer journey, and internal workflows. This helped me uncover key inefficiencies and pinpoint opportunities for automation—especially around lead follow-up, client communication, and ongoing appointment reminders. Using these insights, I designed a tailored CRM system that fits the salon’s specific needs.
To ensure a seamless experience, the salon’s appointment booking system was integrated via API with the email marketing platform. This allowed client data and appointment activity to sync automatically, keeping customer profiles up to date in real time. As a result, the salon could send highly targeted, segmented emails based on service history, visit frequency, or client preferences—without any manual effort.
I created and implemented automated email flows for nurturing new leads, sending appointment reminders, and promoting special offers during slower periods. Internally, I set up task automations and reminders within the CRM to ensure timely follow-ups and reduce manual work. My hands-on role—from mapping processes to technical execution—delivered a streamlined, scalable system that saves time and supports consistent growth.
Beyond the technical setup, I collaborated closely with the salon team to craft on-brand, clear, and engaging email content. I also provided training and documentation so the team could confidently manage and adjust the system independently. This approach not only drove immediate improvements but also gave the salon a sustainable solution to boost efficiency and enhance customer satisfaction long-term.
The Solution
Attracting New Clients Through the Website
A clean and effective lead capture form was added to the salon’s website and linked directly to the CRM. New inquiries automatically triggered a personalized welcome email with service highlights, pricing, and a call-to-action to book their first appointment. This immediate follow-up helped build trust and encouraged faster bookings from first-time visitors.
Re-Engaging Existing Clients for Follow-Up Treatments
Using data from past appointments and treatments, we created automated email reminders to prompt clients to book their next visit at the ideal time—whether for a haircut refresh, skincare follow-up, or brow touch-up. These reminders were personalized and perfectly timed, helping increase repeat visits without any manual planning.
Attracting New Clients Through the Website
A clean and effective lead capture form was added to the salon’s website and linked directly to the CRM. New inquiries automatically triggered a personalized welcome email with service highlights, pricing, and a call-to-action to book their first appointment. This immediate follow-up helped build trust and encouraged faster bookings from first-time visitors.
Re-Engaging Existing Clients for Follow-Up Treatments
Using data from past appointments and treatments, we created automated email reminders to prompt clients to book their next visit at the ideal time—whether for a haircut refresh, skincare follow-up, or brow touch-up. These reminders were personalized and perfectly timed, helping increase repeat visits without any manual planning.
“Before working with Client Lab, we were missing out on potential clients and spending way too much time on manual tasks. Arnout really took the time to understand how our salon works and set up a system that just makes sense. The CRM is super easy to use, the emails look beautiful and professional. We’re saving hours every week, and now we can put that time back into what we love most—taking care of our clients. I honestly recommend this to any salon owner who wants to grow without the stress.”
Results
- 45% less time spent on manual follow-ups and appointment scheduling, freeing up staff to focus more on client care.
- Faster response times to new client inquiries, leading to a noticeable increase in first-time bookings.
- Stronger client retention through timely, automated reminders for follow-up treatments and services.
- Growth in recurring revenue thanks to targeted email campaigns promoting loyalty packages and bundled services.
- More balanced appointment flow during slower months, as reminder campaigns and special offers helped fill gaps in the schedule.
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Conclusion
By automating key client communications and connecting the CRM with the salon’s website and booking system, the team was able to save hours of manual work each week. What used to be time-consuming—like follow-ups, appointment reminders, and special offers—now happens effortlessly in the background. This gives the salon team more time and headspace to focus on what they truly love: taking care of clients and growing the business with heart.
Thanks to thoughtful, well-timed reminders and promotions, the salon also saw more steady bookings during quieter months. That extra consistency brought not just more revenue, but also a sense of calm and confidence—knowing the schedule is fuller, even in slower seasons.