Customer loyalty could be your salon’s secret weapon
4 mins
The hair and beauty industry is fast-paced and highly competitive. As consumers return to using hairdressing and beauty services after the pandemic, it’s important for your business to attract new customers, but also look after your existing customer base. Customer loyalty could be the number one secret weapon that helps your business stand out from the crowd.
Loyal clients:
- Spend more over time and generate more revenue for your business
- Love hearing from you and are more likely to respond to offers
- Are more likely to share your business with others
What’s more, research shows* the probability of selling to an existing client is 60-70% compared with the probability of selling a product to a new customer which is a low 5-20%.
With the cost of acquiring new clients higher than the cost of keeping an existing client, putting time and effort into showing your regular clients just how much you appreciate them is a great investment.
Discount wisely
Real household discretionary income is set to drop by 4.0% in 2022-23**. The best way to keep your regular customers coming back, even during tough times, is to show them you understand their needs and provide them with exceptional customer experiences each and every time they visit.
Offering discounts with significantly lower pricing is a tempting customer-attraction strategy, however it’s not sustainable in the long term and can ultimately depreciate the value of the services you provide. A better way to stay competitive is by offering loyalty discounts, vouchers, special offers etc. to help your regular clients manage the costs and keep coming back for more.
You could use online services like Groupon to maximise your visibility in a saturated market and also promote higher margin services and products at low peak times to offset lower prices.
Reward referrals
Regardless of how you advertise your hair and beauty business, word-of-mouth recommendations are still the most impactful. Actively seek referrals and reward your clients for promoting your business.
Make loyalty rewards appealing and encourage clients to come back so they can redeem and earn more loyalty points. For example, offering a new service or treatment on top of their regular service will not only expose the client to a new experience, it will also give them even more to talk about to family and friends.
Reward repeat business
Encourage clients to come back and earn more points. For example, give bonus points when people rebook their next treatment in advance. After earning a certain number of points, give clients a free treatment, a voucher to redeem on anything they want, or a free product upgrade when they purchase a specific product. Whenever you give your clients that little bit extra, remember to let them know.
Make the rewards worthwhile
Over 70% of consumers are more likely to recommend a brand if it has a good loyalty program.* This means making sure your rewards are valued by the client, not just a token or low value samples they could receive anywhere. Make sure you’re clear about the rules and treat everyone fairly. Consider rewarding those loyal clients who save up their loyalty points with something really special such as quarterly VIP nights to showcase the latest products or services. These more ‘valuable’ rewards will show just how much you love your loyal clients and develop that relationship further.
Your loyal clients play a huge part in the success of your salon, spa or clinic. Make them feel special and build those positive relationships to secure future revenue and create advocates who will sell your business better than any marketing campaign.
How Ezidebit can help
Ezidiebit can make sure your payment systems and processes run smoothly, leaving you free to focus on looking after your clients. Plus, our payment solutions are designed to grow as your business grows. With over 20 years in the payments industry, Ezidebit has built a reputation that hair and beauty businesses trust. To find out more about how we can help you grow your hairdressing or beauty services business, get in touch today.
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