Date: 2021-01-03
By: Deepti Mohanty

2020 went wrong but Vaasara did a lot of things right!

We saw a +1000% Yearly growth in appointments and a 700% increase in the number of customers. Vaasara recorded a remarkable 10,000 appointments through the app in 2020. The online payment increased to 96 % from 78 % post COVID. We encouraged customers to ‘book an appointment rather than walking in. Our efficient online payment mechanism ensured customers pay through the app rather than the physical handling of cash and cards. While the world was affected by the COVID wave, we did our best to support our B2B partners to sail through by launching ‘MySalonIsSafe’ campaign. This initiative showcased the safety measures taken by the salons to protect their customers and staff. This campaign gained an immense response from salons and customers. The program started with 30 salons & spas and grew to 200 salons marked “safe” on the Vaasara mobile app. This became the most sought-after experience as 95 % of the appointments post lockdown was booked at the salons marked safe by the app.

Vaasara extended a hand to help its merchants by initiating a shared promotion program. Discount given to the customers is jointly shared with the salons when customer books services through the app. The program was successful in increasing bookings from repeat customers. 60 % of bookings came from repeat customers in comparison to 32 % of bookings in 2019. Customers paid more attention to getting maximum value on the services booked, leading to an increase in appointments booked at providers with a better discount. The combo offers also spiked in quarters two and three especially within the women segment by 600%. Patrons of the Vaasara app found an opportunity to save by leveraging the offers and discounts on the App. The highest savings by a customer who booked through the app was a whopping AED 9000.

The quarter three of 2020 recorded the highest number of service bookings. The increasing booking volume also led to the 4000% growth in GMV as compared to the last year. We also saw an increase in the average value order by 280 %. The pandemic caused the salons and spas to be shut for over a month, this led to a buildup in demand for haircuts and nail care. While nail care and hair removal services were the first priority post lockdown for women, men were more eager to shed their ‘lockdown’ locks followed by beard trimming and grooming. The pandemic changed the way we dress due to the use of masks to cover the face. Owing to this, eyelash extensions and micro-blading (semi-permanent eyebrow tattoo) services saw a sudden spike by 2000%. Hair treatments such as Keratin and Botox saw a spike post COVID by 400 %. The high impact lasting form of semi-permanent treatment and makeup gained momentum in July and August 2020. Our patrons indulged in self-pampering massage sessions which saw an increase of 180% in massages as people stepped out after months of being home. The need to relax after rising stress and anxiety, work from home, and lack of activity saw an increase in massage and spa treatments. 60- & 90-minute body massages were the most popular followed by back, neck, and shoulder. Thai massages were the ‘most picked’ body massage in both women and men. 2 out of every 5 males booked a massage through the Vaasara app. Facial grooming also took center stage, the second-highest service booked post-COVID-19.

We thank all our patrons for believing us and look forward to a more amazing 2021!

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