by Brooke Sherrill
Mar 27, 2017
It’s no secret that the salon industry is competitive. Nickolas Sinacori, owner of six Cost Cutters salons in Connecticut, knows this all too well. According to Sinacori, competition is the single most difficult challenge for salon franchise owners today, and it is the reason he chose Mobivity’s Recurrency Pro Package for his business.
Nick assumed his first Cost Cutters location 12 years ago where his daughter, Nicole, was working as General Manager. According to Sinacori, “The salon was doing well and it was a great time to get in.” Together with Nicole as Co-Owner and General Manager, and his wife Joanne handling the books and billing for the 6 locations, the Sinacoris want to do everything they can to ensure their salons succeed. “It was very different 12 years ago,” recalled Sinacori. “Today it’s much more difficult and expensive to grow.”
“The reason I chose Mobivity was because of competition and how it can help. It gives us the ability to communicate directly with our customers from anywhere. It’s fast and easy, and a less expensive way to reach people quickly. It’s a must-have ability for any small business.”
Mobivity’s Recurrency Pro Package is ideal for business owners who want an easy-to-use and convenient marketing solution. “The reason I chose Mobivity was because of competition and how it can help. It gives us the ability to communicate directly with our customers from anywhere. It’s fast and easy, and a less expensive way to reach people quickly. It’s a must-have ability for any small business.”
Nick’s Cost Cutters salons grew their in-location text clubs quickly, reaching more than 1,000 subscribers in just over two months. This quick growth has allowed him to see real benefits. Not only do his locations have high redemptions of the opt-in offer of “$3 Off a Full Price Purchase” at 78%, but they also see a very positive response to Reach digital coupons. Sinacori sent a recent Reach offer of “$2 Off a Regular Price Haircut” that saw a nearly 5% redemption rate.
“Our business is very reactionary and with this ability to get customers in, it’s easy to send out coupons. Things are dynamic, they change daily. If you don’t have a vehicle for that, you’re stuck.” said Sinacori. “Our operations team looked at email but the Pro Package was more integrated with the POS, a better value, and less expensive. We felt texting was the way to go.”
Sinacori credits what he calls “The 50 Best Stylists in Connecticut” with the key to the salons’ success. He is proud of his team of Nicole and stylists and recognizes how lucky the business is to have a staff that communicates with their customers. Said Sinacori, “we’ve been able to sustain because of our people. Our average tenure is over 10 years. They’re hard-working and they like what they do. That’s our biggest asset. It’s their business and they want it to do well.”
Mobivity adds a new engagement channel for the stylists to communicate with their customers that they wouldn’t otherwise have access to. “They want this type of advertising, they want people coming into their chair. It’s great for multiple locations and direct contact with customers on a regular basis. This is a tool within your bag to help run your business effectively.”
Learn more about how thousands of restaurants around the country are connecting with their customers amidst the COVID-19 pandemic with intelligent and personalized marketing today.