Online DeliveryJuly 1, 2005 By: Heather Mikesell American Salon
Recognizing the role the Internet plays in his clients' lives, Daired Ogle, owner of Daired's Salon and Spa Pangéa, in Arlington, TX, introduced e-mail delivery of gift certificates and found that it had the added benefit of creating a new stream of revenue. "Internet shopping with e-mail delivery allows us to be open for gift certificate sales 24 hours a day, 365 days a year," says Ogle. In addition, offering e-mail delivery is also helping him maintain relationships with clients moving to and from the area. "In a metropolitan area like Dallas/Fort Worth, the business serves a large number of people who relocate in and out of our market every year," he says. "As they relocate out of our area, they are leaving family and friends who will still be on their gift-giving lists. And as they move in, friends and family back home will look for local gift-giving options that are conveniently purchased and delivered."
Since the salon began offering the online delivery option a year ago, 77 percent of gift certificates purchased online were delivered via e-mail. Another plus: The average price of gift certificates bought online was $173, compared to $138 for certificates purchased in the salon.