Noona Beauty Salon
Nudging customers to book services and attend their appointments
The goal of the project was to encourage customers to make bookings after calling & improve attendances of all bookings made.
Customers are calling in but do not make a booking.
Customers who have booked do not attend their appointment.
We looked at the friction points that customers encountered that prevented them from taking the desired action.
Customers who called in but never made an appointment experience choice overload.
Customers who do not attend their appointments are unaware that there are consequences to their actions for others.
To alleviate the choice overload we sent customers a timely message with offers that would incentivise the customer to take action.
We adapted previous reminder messaging that made the consequences of cancelling salient and prompted an action from the customer.
Over a month we sent the offer message and got a 17% response rate and an 18% sale rate. We will continue to optimize the offers and improve initial results.
Over a month we decreased cancellations and no-shows by 13% and as we implement the next phase we can decrease the number of cancellations further.
Context, Approach & Methodology
Noona Beauty Salon is one of the many beauty outlets available for customers in JVC.
Noona Beauty had a problem that was two fold, the first problem was that potential customers were calling the salon but not making an appointment. The second part of the problem was that new and returning customers were not showing up for their appointments.
We looked at all 7 steps of the journey and identified the friction points that existed during the selection phase and the purchase phase were the biggest barriers to the desired behavior.
In the selection phase, customers were overwhelmed by the number of choices they had to make and during the purchase phase, customers were not committed to attending their appointments and were unaware of the consequences.
We considered a variety of touch points but ultimately decided that our intervention would be best received via WhatsApp as it is cost effective and easy to implement. We optimised existing WhatsApp messages and created new messages using behavioural economic principles.
For the offer message we reduced choice overload by using the decoy effect which reduced the number of choices. For the message post booking, we sent well timed reminders that used commitment devices.
After a month of testing messages with customers we found that the offer messages had a 17% response rate and an 18% sale conversion on the responses. Going forward we will be optimising the offers and iterating. We found that the commitment device significantly decreased the cancellation rate by 13%.
What did we achieve?
During the month of testing sales on average increased by 49%.
Decreased cancellation rate
During the month of testing cancellation rate decreased by 13%.
Data to inform iteration
Based off the data we have collected we can iterate our messaging to further improve results.