Elena Hachaturianc on how Groupon helped grow her business

Beauty & Melody is a salon group offering hair, beauty, and aesthetic treatments across London. Playing host to L’Oréal and Aveda hairstyling services plus treatments from the likes of Caci and Environ, the salons are a go-to haven for many celebrities.

Following the opening of its first salon, Beauty & Melody Hair and Spa needed to make its name known. Elena Hachaturianc, owner of Beauty & Melody tells Spa Business how using Groupon has helped her expand the company.

What encouraged you to work with Groupon?
Before working with Groupon, I had tried many different marketing strategies. The location of the salon is very central, and we have lots of hotels around us. I had meetings with hotel managers and concierges and we worked with local businesses to offer corporate discounts, however, we never achieved the results we really wanted. I’d heard about Groupon before I opened my first salon, and I really liked the idea that with Groupon you only have to pay when you have a customer. There are usually never any guarantees with a marketing strategy; you can spend thousands and might not even have one customer, so this strategy really appealed to me.

How did you use Groupon?
Through Groupon we sold laser hair removal and spa deals. To give you an example of its success, we sold more than 3,500 vouchers during the first eight months of trading in just one of our salons.

How has Groupon helped your business?
As a result of working with Groupon, after a year and a half in business, I’ve managed to open six more branches – we have seven branches now. It’s also helped to employ more staff; we’ve gone from five to more than 70 people.

Would you recommend Groupon?
I would recommend Groupon for other businesses who are looking for huge online exposure, increased website traffic, and if it’s the right deal – a lot of new customers!

KEYWORD: Groupon