Booksy
Gathering insights to kickstart expansion plans
Category Insights - Competitive Analysis - In-Depth Interviews
Challenge
As a global SaaS start-up, Booksy had made great strides expanding into the U.S., with customers turning to the platform to research beauty and wellness professionals for their next hair, nail, or massage appointment. However, Booksy needed help getting customers to book their appointments online after doing their research. The Chief Marketing Officer (CMO) at Booksy contacted us to help them understand why this was happening so they could develop a solid growth plan.
Approach
We first conducted an in-depth analysis of Orlando, FL, one of several key U.S. markets for Booksy to capture. We looked specifically at market demographics, customer behavior related to beauty and wellness, and any overarching pain points they might have.
We also looked at key competitors to review their product offerings and compared that to what Booksy provided customers.
From this analysis, we arrived at a few hypotheses for the low appointment scheduling and validated these through a series of in-depth interviews.
Result
The insights gleaned from customer research were instrumental in identifying the key factors influencing customers' decisions when booking beauty services. Armed with this valuable information, the team was well-equipped to solidify and finalize future growth strategies.
