In the context of the increasingly competitive nail industry in Europe, “retaining old customers – nurturing new customers” has become the key to sustainable growth. Not only stopping at attracting customers, Vietnamese nail salons need a smart management tool to classify customers and implement personalized care. RFM and Cohort analysis are two core methods that the SPS/S-POS system can automate, helping salon owners save time and increase revenue efficiency.
- RFM segmentation for the nail industry
- RFM stands for three important criteria:
- Recency (Last return date): customers have just come to the salon or have been absent for a long time?
- Frequency (Frequency): How many times a year do customers get their nails done?
- Monetary (Spending value): What is the total or average monthly spending of customers?
- For example, customer A comes back every 2 weeks, spends an average of €80/month → VIP group. Meanwhile, customer B used to come but has been absent for 60 days → group at risk of leaving. RFM tagging helps the salon owner not to guess, but to have data to take appropriate actions.
- Care scenarios based on RFM
- From RFM data, the salon owner can build automatic scenarios right on S-POS CRM:
- Win-back 45 days: when the customer is absent for more than 45 days, the system automatically sends SMS/email with the offer “come back for 20% off” or a free care voucher.
- VIP care: customers who spend >€100/month receive a personalized thank you, with benefits such as priority in choosing a technician, color warranty package or birthday gift voucher.
- Regular customer group: suggest upgrading membership (Silver → Gold) to increase long-term value.
- Thanks to automation, these scenarios are run smoothly without the salon owner having to remember each customer.
- Cohort analysis – look at the customer lifecycle
- In addition to RFM, Cohort analysis (by customer groups that start services in the same period of time) shows: how long customers stay, which groups leave quickly, and the impact of promotions. For example: the January cohort has 60% of customers returning within 2 months, while the March cohort only retains 35% → showing that the January campaign is more effective.
- From there, the salon owner can adjust marketing, care policies or worker training to increase retention rates.
- Benefits of applying RFM & Cohort
- Increase revenue: focus resources on high-profit customer groups.
- Reduce waste: do not send mass promotions, avoid unnecessary costs.
- Enhance experience: customers feel the right care at the right time, according to their needs.
- CTA – Ready-to-use tool from SPS
- To support salon owners to deploy quickly, SPS provides:
- RFM segmentation template applicable immediately to nail salons.
- CRM automation suite with win-back scenario, VIP care, upsell membership.
- Dashboard Cohort is intuitive, easy to read and easy to act.
💡 Action message: With data from S-POS, you not only know who your customers are, but also know when to act to optimize revenue and sustainable growth.
