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What role does ICT play in the business?

No. 31 does not have a Web site. Part of the reason for this is that the customer base is largely local and as such there is little need for a Web site that would reach across the globe! If local people wish to contact No. 31 they can always use the telephone and most are near enough to drop in to make an appointment. Many of No. 31's customers make new appointments when they leave the salon after they have had their hair done and most regular customers will have the telephone number of No. 31 (and the name of their favourite stylist) to be able to make repeat appointments. As mentioned earlier, the most useful form of marketing for the business is word of mouth and as such this does not rely on the use of ICT.

No. 31 do use ICT, however, for their accounting procedures. At home, Jilly and Paul have a computer linked directly to the till at the shop which has accounting software on it. All transactions are automatically logged on the computer as they are made. The emphasis is on the individual stylist using the till correctly. They each have an identification number which they must key in when recording a sale. The software enables Jilly to monitor the daily, weekly and monthly takings and to get a breakdown of which stylist is generating the most revenue for the business.

The data it generates can be revealing. Some stylists deal with a large number of customers but each transaction adds relatively little value. Such transactions may be simple cut and blow dry work. Other stylists get through a smaller number of customers but the work done adds a great deal of value. Such work may include highlights, perms and so on.

The use of the software, therefore, gives Jilly a good indication about the direction of their business and a means of comparing sales data with previous months and years.

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