Data isn’t just for the big players. From solo freelancers to salons with 40+ chairs, smart hair professionals are using client analytics to fill columns, boost retail and keep loyal clients coming back. Here’s how to make your software work harder for your business

From rent increases to retail challenges, growing a profitable salon or freelance business in 2025 isn’t easy. But one tool that’s often overlooked is the data sitting quietly in your booking system. Whether you’re forging your own path as a freelancer or managing a 40-strong team and hundreds of clients, tapping into your data can help you work smarter, not harder.

By tracking everything from rebooking patterns to retail purchases, you can fill gaps in your calendar, personalise your client experience and build loyalty in a way that feels natural, not pushy.

Work Smarter, Not Harder

Want to grow without burning out? Your client data can help you do just that. From colour history and booking patterns to product purchases, your software holds insights that can keep your columns busy and your clients happy.

“Rebooking patterns, colour history and retail purchases all help us tailor the client journey,” says Samantha Cusick, founder of Stā Studios and Samantha Cusick London. “If we know a client always books in for a gloss six weeks after a balayage, we can pre-emptively suggest it. It’s about anticipating needs before the client even has to ask.”

Samantha adds that reviewing reports weekly, not just monthly, keeps her team nimble and confident in planning. “Our reporting tools give us a strong grip on predicted cash flow and pipeline, which helps us plan with confidence.”

“Salon software like Vagaro has been a big help for KUB Salon,” adds Andria Asare, founder of Kanni’s Undiscovered Beauty. “It’s given us clear visibility into our appointment system, our most profitable services, and our monthly trends.

“With this data, we’re able to plan more strategically, whether that’s preparing for peak seasons or managing staff schedules more effectively. It’s helped us shift from reactive decisions to proactive planning, which has been essential for growth.”

But where do you start if you feel intimidated by numbers? Begin with your most obvious data: your booking calendar. Look for patterns in when clients book, which services are most popular, and which days consistently have gaps. Over time, this helps you spot seasonal slowdowns before they happen and plan marketing around them, rather than scrambling when you notice a dip in income.

Supporting Small Businesses

You don’t need 40 chairs to make software work for you. For freelancers like Darcey Clarke, a self-employed stylist from The Stables Hair & Makeup Studio, software is essential for keeping business structured and profitable.

“I use Booksy for all my booking and day-to-day management,” she says. “It gives clever insights like how much revenue each client brings in and how often they visit, and sends smart notifications if someone hasn’t been in for a while so I can reach out.”

Darcey explains that as a solo stylist, it’s easy to feel like you know your clients well enough to track things mentally, but using software prevents missed opportunities. “Some of my colour clients only come in twice a year for low-maintenance balayage, so the system helps me prompt them for a toner or trim in between visits to keep them engaged.”

This allows Darcey to segment clients, whether they’re regulars in her chair or on the low maintenance end of the spectrum, and decide whether to send a friendly reminder, a rebooking nudge or a tailored promotion to keep them engaged.

Andria also uses data to identify and nurture top-tier clients. “We regularly review client booking frequency, average spend, and feedback. This helps us not only identify our top clients but also personalise experiences. By encouraging rebookings, we’ve seen improved retention and stronger relationships.”

Make Rebooking Seamless

Rebooking is one of the easiest ways to build steady income, but it needs to feel natural, not forced. Taking a personal approach before bombarding clients with emails and texts can make all the difference when it comes to growing rebook rates.

“At Stā, it starts in the chair,” says Samantha. “Our stylists explain when clients will need to return to maintain their colour, then Front of House follows up to secure the booking.” A thank-you email with a rebooking link makes the process seamless for clients who prefer to book online.

Darcey also uses automated reminders to let clients know about last-minute availability, helping to fill quiet spots. “Some clients assume I’m always fully booked, so they don’t ask,” she says. “Sending a quick message when a slot opens up helps keep my columns full.” Don’t overlook the power of priority rebooking incentives either. At Stā Studios, clients who rebook before leaving get first dibs on evening and weekend appointments, making it an easy decision for those with busy schedules.

Reduce No-shows and Protect Income

Salon software isn’t just about creating a seamless booking system, it acts as an enforcer for income protection. Darcey has set up her system to take deposits and enforce no-show policies automatically, helping to avoid awkward conversations while safeguarding revenue.

“When clients book, they pay a deposit that locks in their slot. If they don’t show, the system charges the no-show fee automatically,” she explains. “It’s a safety barrier that protects your income and avoids those uncomfortable chats chasing payment.”

“We use automated appointment reminders, which have significantly reduced no-shows,” Andria adds. “These automations not only save us time but also support client retention and encourage clients to be on time or communicate early if they can’t make an appointment.”

Samantha adds that tracking no-show rates over time can also highlight if there’s an underlying problem, such as unclear booking confirmations or timing issues, which can then be addressed.

Retail: Personal, Not Pushy

Your software can help you personalise retail recommendations without being salesy. “Tracking purchase history has helped us create more effective, personalised retail recommendations,” says Samantha. “When clients feel seen, not sold to, they’re more likely to buy again.”

For solo stylists, it’s about using your knowledge in conjunction with your system, recommending products that align with a client’s recent colour or cut to enhance their results and maintain their hair between appointments.

Remember, retail doesn’t have to feel hard sell. Use your booking system to track which products clients have purchased and when, so you can follow up with a check-in on how it’s working for them, or recommend a complementary product when they’re due for a refill.

Don’t Get Overwhelmed

For those starting out with data, Samantha suggests picking one key metric: rebooking rate. “It tells you so much about loyalty and client satisfaction. If that number is low, it’s a sign something needs attention.”

Her advice? “Start small and stay curious. Pick one metric, understand what it’s telling you, and go from there. Sometimes the data says something you don’t want to hear, but numbers don’t lie. If something’s not working, tweak it and try again.”

Andria also emphasises the importance of having reliable systems in place, especially as a growing salon. “In an industry where customer care and timing are everything, having a reliable system has been key to our success and scalability,” she says. “It allows us to focus on the client experience while knowing the data is there to guide our decisions.”

You don’t have to be a data scientist to benefit from your booking system insights. Even checking your weekly report for gaps in your calendar, identifying top spenders, or seeing which services are declining can guide smarter business decisions.

The Bottom Line

Your client data tells a story worth listening to, whether you’re a solo colourist or managing a busy salon floor. The ability to track behaviours, spot patterns and act on them is what separates the businesses that survive from those that thrive.

Next time you log into your booking system, take a moment to look back before looking ahead. The key to future growth could already be hiding in your numbers.