MINDBODY Customer Story

Ouidad Salon Ft. Lauderdale

Chadwick and Igor receiving their BOLD Award

Naturally curly hair can be hard to manage and care for—so much so, that Chadwick Pendley and Igor Araujo have dedicated their salon, Ouidad Salon Ft. Lauderdale by Chadwick and Igor, to those with curly locks.

Why curly hair?

Chadwick and Igor chose to focus on curly hair because they saw a massive opportunity in creating a salon that was not only knowledgeable in how to treat waves, kinks, and coils, but also shared that knowledge with their customers. “We wanted to create a safe haven, a place for people with naturally curly hair to come and no longer experience the anxiety, the distrust, or those feelings that come along with having naturally curly hair,” Chadwick explained.

Curly hair also needs specific products and treatments to stay healthy, so Chadwick and Igor created a membership program for their clients to use, encouraging to buy the products they recommend. “The more loyal you are to us, the more discounts you’ll receive. We’re going towards getting our clients back in more often, as opposed to seeing them every ten weeks. We want to see them every other week, so they’re getting deep treatments—we sell subscriptions to that as well.”

Curls, Classes, and Car Washes

Chadwick and Igor aren’t just successful because of the way they treat their customers’ hair: they also offer classes in their Learning Lounge. “In the lounge, we have a projector, and it’s constantly playing do-it-yourself videos. So while you’re waiting for your appointment or while you’re processing your hair color, you’re being engaged with continued education.” 

In addition to their continuous education, the pair also offers a monthly free class to educate customers on issues and challenges surrounding curly hair. “At the end of class, we have a do-it-yourself session where the guests bring their blow dryer and their diffuser, and we take them step-by-step on how to style their naturally curly hair.”

Another outreach program that the salon offers is allowing clients not only to book their haircuts and treatments but also car detailing services at the same time. Now, their customers can have their vehicles and curls cared for at the same time—which has been huge for the salon.

Managing it all with MINDBODY

From car washes to classes and memberships to appointments, Chadwick and Igor can manage everything with the help of MINDBODY salon software. “We need people to register because the classes sell out so fast, and MINDBODY has been very successful with allowing us to attract new business, to be able to make appointments and schedule classes.”

The result of all of their efforts? An engaged, educated customer base and continuously growing retail sales. “Our retail sales have gone through the roof.”

Read more about how Chadwick and Igor use MINDBODY.

View the case study

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