Demographics Report

Location: Reports > Customers > Demographics

A very good report for researching which customers are utilizing which aspects of a salon business. Totals for all customer types are broken down by several metrics, and organized by value.

Use Cases by Role

• Salon Owner: If a salon owner has just taken on a new brand of retail products, this report can show who they are most popular with.
• Salon Manager: Salon managers find value in this report by seeing which retail products are the most successful for each demographic.
• Salon Employee: Salon stylists and other frontline employees can reference this report when they need to know how many children or other group, have come in for visits in a given timeframe.

Data Filters

• Select Stores: Clicking or tapping here will open the interface that allows the user to select the store(s) that will be be used for the report.
• Enter Report Type: This drop down allows the report to be filtered by the following four metrics:
  • Total Net (as in the illustrated example)
  • Service Category
  • Product Category
  • Brands
• Select Date Range: Clicking or tapping here will open the calendar interface to allow users to choose a single day, or a date range for the report data.
• Generate Report: Clicking or tapping on this button will retrieve the report data.

Metrics Tracked

Type

• Adult Male: Customers who are of the male gender, and who are over 18 years of age.
• Adult Female: Clients of the female gender who are over 18 years of age.
• Child: Salon customers who are less than 18 years of age, regardless of gender.
• New: Clients who have visited the location for the first time in the given timeframe.
• Recurring: Salon customers who have visited the location two or more times.
• Requested: Number of clients who have come into the location and have requested a specific stylist.
• Non-Requested: The amount of clients who have come in for the given timeframe, and have not specified which stylist they like to see.
• Quick Sale: Number of clients who have come in during the given timeframe, and have opted not to put their information into the customer database, or otherwise received a Quick Sale.
• Unknown: Mystery clients who do not fall into any of the above categories.

Headers

• Serviced Number: This column shows how many in the given demographic have received a service in the given timeframe.
• Service Net: The total amount of revenue for the given demographic.
• Product Number: The total number of retail products purchased by the given demographic.
• Product Net: The net total of revenue generated from retail sales for this demographic.
• Discount Number: The total number of discounts given to this particular demographic.
• Discounts: The total dollar value of discounts given to this demographic.
• Refunds Number: The total number of tickets that carried the refund designation for this demographic.
• Refunds: The total amount of refunded revenue to the given demographic.
• Total %: The total percent each demographic takes up in their particular row group

Report Calculations

Report Type

• Total Net
  • Total %:
• Service Category
  • Color %:
  • Extra Services %:
  • Haircut %:
  • Wax %:
  • Total %:
• Product Category
  
  • Total %:
• Brands
  • Total %: