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The forgotten gems in your database

Posted on 2nd July 2014 by Fleur Murphy

The forgotten gems in your database

Does it feel like filling out your client cards is a waste of time and energy? Think again!

Your database is a digital treasure trove of information about your clients – even the most basic personal details can reveal valuable insights about what makes them tick, and what could encourage them to spend more.

Read on to discover the top four essential details you should collect, so that you can use your data to grow your business.



While this might sound like an obvious one, knowing your client’s name and spelling it correctly is critical. It not only allows you to greet them by name when they arrive, it also ensures you can create personalised marketing just for them. Studies have shown that clients are much more likely to open an email if they see their name in the subject line – but you have to get it right. Nothing will repel a client faster than calling them ‘Alice’ instead of ‘Alison’, and unsightly typos will make you look unprofessional.


Contact details

It goes without saying that you need to stay in touch with your clients, but despite this fact, collecting a mobile phone number and email address is often overlooked. Having your clients’ phone number enables you to confirm whether they will definitely be coming in for their appointment, and also opens up a new way to market to them. Armed with their email address and mobile number, you can send them details of promotions and special offers, which is essential for growing your business.


Date of birth

A client’s age can have a huge impact on their spending habits. Your clients in the 18-25 age group are likely to be studying or just starting out in their career, with limited funds to spare on an expensive cut or treatment. By contrast, people in the 50-65 age group are generally more cashed-up, which means they will be more likely to splurge on products or an indulgent service.

Knowing someone’s age also helps you choose the best style to use when marketing to them. For example, you’ll have to work hard to build the trust of the ultra-savvy Gen Y. For Gen X, convenience is key, as they are generally time poor and need a solution, fast. Baby boomers, on the other hand, are impressed by great features and benefits that they simply can’t live without.



Sending a bloke special discounts if they visit for a full head of foils is a waste of your time, and theirs. Targeting your marketing according to someone’s gender is the first, most important way to divide up your database. Think about what will appeal most to your audience and tailor your special offers accordingly – for example, you could offer a ‘pampering day for the girls’ for women, and a ‘male grooming package’ for the men.

about the author

about the author

Fleur Murphy is a strategic thinker and marketing expert with a passion for the hair and beauty industry. With her drive to build strong brands, Fleur has helped businesses across Australia achieve tangible results from their marketing activities. At Shortcuts, Fleur focuses on strategies to help salons, spas and clinics get the most out of their business technology.

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