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The forgotten gems in your database

Posted on 2nd July 2014 by Fleur Murphy

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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 clients' names and spelling them correctly in your database is critical. It not only allows you to greet them by name when they arrive, but it also ensures you can create personalized 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 can make you look unprofessional.

Contact details

If you aren't collecting cell phone numbers and email addresses as a standard, you could be limiting your opportunities to connect with your clients. The research shows text messages are one of the most effective way to reach people - whether you are looking to confirm appointments or promote a special offer. Email marketing is also critically important - however your campaigns can only be as successful as the quality and size of your email database. 

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 may have a higher disposable income to splurge on products or an indulgent service.

Knowing someone’s age also helps you choose the most effective marketing strategy. 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.


If you are new to 'target marketing', creating campaigns based on the gender of your clients is a great place to start. All you have to do is think about what will appeal most to your male vs female clients and tailor your offers accordingly – for example, you could offer an ‘indulgent pampering day’ for women, and a ‘male grooming package’ for the men.

What are your top tips for collecting quality client data?

Fleur Murphy

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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