Marketing · Beauty and personal care · Alabama
An online booking channel built from zero.
In brief
Lash & Brow Spa ran seven locations across Alabama with no website worth the name and no way for a customer to book an appointment outside business hours. We ran their marketing end to end from April 2017 — website build and ongoing management, local search, paid campaigns, print and in-store collateral, and the booking platform itself.
The part of that work with a clean audit trail is the online booking channel, which opened in October 2017. It is the only part reported here.
The channel took its first appointments that month and reached $4,387 in its second. Over the nineteen months to May 2019 it processed 1,501 completed appointments worth $83,926 from 1,282 customers, roughly a third of whom booked more than once.
The revenue was concentrated where we expected it to be. Microblading, at a $176 average ticket, produced a quarter of the channel’s revenue from under eight per cent of its bookings — so that is where the paid spend went.
Where these figures come from. The client’s own booking system export covering October 2017 to May 2019, with internal and test bookings excluded. Revenue is the value of appointments completed through the online channel only.
What they leave out. The engagement covered far more than online booking — paid campaigns, print, in-store collateral and website management all drove walk-in and phone business across seven locations, and none of it was tracked. We are not going to estimate it, and we would not use the booking channel figure as a measure of the whole programme. The engagement concluded in 2019.
Multi-location business, no online booking?
The build is the easy part. What decides whether the channel earns anything is which services you put in front of local search, and whether the highest-ticket ones are the ones people can find and book in two taps.
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Every figure sourced from the client’s own systems, with the basis stated and the exclusions named.Bawarchi Atlanta
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Measurement note. Booking figures are taken from the client’s own booking system export for October 2017 to May 2019, with internal and test bookings excluded.
