When Shan Casey moved to Boston from St. Louis, Missouri, he was starting over. “Having that entrepreneurial spirit meant that nothing brought me down—I just looked at things differently,” Casey says. After working at hair salons in Boston, he opened Shan Hair in the South End, and when he outgrew the space, moved to Brookline.
“I've been doing this for 25 years,” Casey says, “and I've learned from my own research and from talking with other hair stylists that one of the most valuable forms of advertising is word of mouth. I use Nift because it has the feel of neighborhood, word of mouth discovery.”
“I enjoy working for myself, and I enjoy the hurdles that come with owning a small business,” Casey says, but it means he's always busy and always learning. That's why Nift works for Shan Hair: it works in the background without Casey's constant maintenance. “Everything with Nift has been totally seamless. I've been with Nift since the beginning, and it's always been super simple and easy to use. There are a lot of metrics on the site, and the dashboard is really clear.” For small businesses like Shan Hair, Nift is the perfect way to market without losing time.
“I learned a long time ago that your brand is valuable, and I believe it's not something to discount,” Casey says. “When I get solicitations or other companies call me, it's always about offering a discount, and I don't want to do that.” With Nift, it's different. Nift customers aren't deal-seekers, they're people who appreciate local businesses, “and they're people who have patronized small businesses before,” Casey adds. They're more likely to return, and they're not on the hunt for a discount.
“This was a very nice salon and I am happy with my cut and color. I will definitely go back!”
- Allison C.
Casey realizes that Nift is more than just getting new customers through the door--it's a chance to make sure his employees' reputation grows alongside the reputation of Shan Hair. “I'm usually totally booked myself,” Shan says, “but Nift is great for my stylists who are still building their clientele.” Giving both customer and stylist a chance to get something great out of Nift works well for Casey. Leveraging the power of great new customers lets him make sure everyone working at Shan Hair can thrive.
Everyone who visited Shan Hair with a Nift had never been in before. Even though Casey has been in business for several years, there are still tons of people out there who don't know about his hair salon. Nift finds those people, and brings them through the door.
“Everyone who comes in with a Nift lives or works close by,” Casey says. “And that's for good reason: Nift brings in customers who live or work in the area because they're the people who are more likely to come back.”
Customers who visit Shan Hair with a Nift are more likely than the average customer to return. Casey notes that, “all our Nift customers have been really great,” and every time they come back, he's getting a great return on his investment.
When a Nift customer visits a Nift business, they'll tell their friends about their experience. One new customer creates a web of new connections for Shan Hair, and increases awareness about the salon.
After being in the business for so long, Casey doesn't like the idea of advertising that feels too corporate, or out of touch. He likes Nift because it reminds him of the work he does in the community, and feels like an extension of word-of-mouth discovery. “It's a great way to share local customers,” he says.
169 Amory St, Brookline, MA 02446