One of the ways in which salon businesses can maximise their growth opportunities and turn a good season into a potentially record-breaking one is to ensure that they are using their software effectively. But how? Here, Geraldine Fusciardi, Zenoti Senior VP Europe explores the small adjustments that can make big differences to your bottom line at this important time of year.
- Gift cards for growth
Geraldine Fusciardi, Zenoti Senior VP Europe, explained: “The ultimate luxurious gifting treat, gift cards are powerful drivers of both short-term revenue and long-term loyalty, with the benefits going way beyond the sale. Zenoti’s 2025 Beauty and Wellness Benchmark Report has revealed that almost a quarter (24%) of gift-card redemptions come from first-time visitors, making each redemption a genuine opportunity to build new and long-lasting client relationships. Additionally, the report reveals that digital payment and gift card usage is on the rise, with gift card sales increasing by 20% across the industry in 2024 alone, with businesses that operate an efficient gift card programme potentially earning up to an additional £4,701 per month. Making gift cards a growth and acquisition tool you cannot afford to ignore.
Think of gift cards as referrals that will almost always convert into a customer visit and make it super easy for customers to buy and redeem from you. Ensuring your gift card programme is easy for staff to manage and effortless for guests to use will give you the very best growth opportunity.
Start by offering gift cards across as many sales channels as possible. This includes in-person, online, and through your mobile app. Make sure customers have the flexibility to personalise their gift cards by choosing specific services or bundles, adding a tip, and tailoring the gift to their preferences. With Zenoti gift cards, customers can purchase 24 hours per day from anywhere in the world. Not only is this super easy for the customer, but it’s also simple for staff to manage. It also gives the added advantage of reducing the number of physical cards needed (some businesses reporting a reduction of around 75%).”
Geraldine continued: “Allow customers to specify a delivery date and time so the gift arrives at just the right moment. Gift card recipients should be able to redeem their cards at any location without creating extra work for your staff. Additionally, enabling recipients to check balances and expiration dates online or via an app can save your team time and streamline the process.
Zenoti allows you to set up a gift card programme quickly with ready-made design templates for a variety of gifting occasions or your own branded graphics. Back-end adjustments are simple, allowing you to customise the programme to your business and provide guests with the flexible options they expect. With automated reminders prompting guests to redeem unused gift card balances, you’ll drive additional visits and more revenue for your business. Your customers will love your brand for helping them remember the ‘free’ money they haven’t yet spent.”
- Upscale your upsell opportunities
Geraldine commented: “If you want to increase revenue, without adding chairs, treatment rooms or staff, having a robust upselling strategy and process offering add-on services and retail products is essential. You’ll boost your bottom line, help your staff earn higher commissions, and satisfy your clients with services and products that will build brand loyalty. Zenoti data shows that 79% of customers will buy a product that a provider recommends at least sometimes. 34% will buy a recommended product usually or always.
But every great revenue growth opportunity requires great strategies and execution. With some training and preparation, upselling can significantly boost revenue without taking up much time or resources from your team, and give your golden quarter profits, a welcome boost. Focus on three key touch-points that can make or break your sales numbers: online (your website, online store, and social media pages), your chair/treatment room, and checkout (your front desk and retail area). Highlight product and treatment upsell suggestions as part of your online booking process. If this isn’t available in your current software setup, consider a system that supports automated upsell recommendations during online booking. Adding a product or treatment while booking online should be as easy for customers as booking any service. Also consider a system that offers robust reporting analytics. An essential growth tool, by deploying advanced data analytics, businesses can focus on every detail of their operations: guest preferences, inventory movement, daily revenue, staff performance, and more.”
Geraldine continued: “One of the best ways to maximise your upsell opportunities is when your customer is in the chair/treatment room. Encourage staff to check your software for each client’s profile before each appointment and tailor suggestions based on past preferences. If the client loved a particular product last time, introduce them to a complementary product this time. Ideally, your staff should be able to access this client information easily via mobile device or tablet within your software management system.”
Geraldine concluded: “Your front desk provides the final upselling opportunity within your salon or spa until the customer returns. Although your front desk staff may not necessarily have the same level of expertise as your practitioners, stylists or therapists, they should be skilled at providing great service and a lasting impression. Ensure your point-of-sale promotions are strong and display potential impulse buys strategically at your checkout area. Think about mini products, accessories, gift cards – whatever may catch a customer’s eye as they’re about to pay. Offer a rebooking incentive such as a small discount or complimentary add-on for clients who book their next appointment right away. This supports both retention and upsell revenue. Create an attractive retail area that invites waiting clients to browse. Encourage your front desk to be on hand to answer any product questions. Zenoti software for salons and spas is designed to increase your business revenue with minimal effort. It includes eCommerce via Shopify, which can integrate with your website and inventory, automated product and add-on recommendations during online booking, real-time upsell recommendations displayed to staff during appointments, easy, flexible package management, and seamless bookings online and via social media pages.”
- Amazing memberships
Geraldine Fusciardi, Senior VP for Zenoti Europe commented: “Memberships provide a valuable tool to boost guest retention and spending with Zenoti data showing that businesses achieve 22% higher revenue using memberships. With a membership programme, you can reward guests for higher spends or more frequent visits and encourage them to try new products and services. Ideal for giving your Q4 sales a welcome boost. Zenoti software is built for flexibility, allowing businesses of all sizes the freedom to tailor membership programmes to their individual needs and guest preferences. Businesses can create their perfect mix of service and product benefits and turn them into flat or tiered membership programmes (e.g. bronze, silver, gold). Guests can pay for their membership via an upfront or monthly recurring fee. The software enables businesses to manage memberships centrally or per location, allows membership benefits to be automatically applied to invoices, enables guests to utilise their memberships across any location, and to share their membership benefits with friends and family. In addition, service history, balances, and redemptions are easily visible to members via your webstore or mobile app.”
- Perfect packages
Geraldine Fusciardi, Senior VP for Zenoti Europe explained: “While memberships are gaining in popularity across the globe, high-performing businesses also rely on a tried-and-true strategy: packages. Our data shows that packages drive 4 times the revenue memberships do. Offering flexible, tailored packages is an excellent strategy to improve guest satisfaction and your bottom line. If you’re already picturing a range of bundles that would be a hit with your customers, remember that to ensure packages are seamless and successful, it’s essential to have the right technology in place. Implement software that makes building packages easy, lets you promote and sell them both online and in-store, and keeps track of redemptions efficiently.”
Zenoti is giving businesses an additional opportunity to boost their growth this golden quarter with some unbeatable savings in time for Black Friday, plus incredible add-ons designed to supercharge businesses in 2026. With every Zenoti core package purchased, businesses can also benefit from:
- Buy Now, Pay Later – Sign and pay just 1 month’s subscription + one-time setup fees in November, then pay nothing until March 2026
- 50% Off Setup Fees – Get started for half the cost
- Free Fully Branded Customer Mobile App – Keep your brand at your guests’ fingertips
- 1,500 Free SMS Credits – Jump-start guest engagement
In addition, businesses can enhance their Guest Experience with HyperConnect. Powered by AI, and designed for loyalty, HyperConnect is a sophisticated new AI-powered customer engagement function designed to transform the way that beauty businesses interact with their clients, allowing them to capture lost revenue and drive customer loyalty. Businesses signing up to HyperConnect will receive a free AI Booster with any HyperConnect purchase, as well as the first 100 minutes of AI Receptionist free. *Terms and conditions apply.
For further information about how to maximise revenue and business growth, business owners should visit www.zenoti.com.