Whether you have one salon in a small town or a multi-location business in the city, the goal is the same: you want a full book that leads to dependable revenue and growth. The easiest way to accomplish this is to focus on your existing guests. Salon client retention strategies can help. Here’s how.
Why focus on salon client retention?
While it can be tempting to chase new clientele, improving your salon retention rate is the best way to find lasting success. A few statistics from Forbes prove this point:
- On average, repeat clients spend 67% more than first-time clients
- Second-time clients refer an average of three more people to a business
- 80% of your future revenue comes from 20% of your current clients
Looking at these numbers, it’s important to ensure you’re doing everything you can to strengthen your existing client relationships. Investing in the guest experience can help you provide consistency and value that keeps guests coming back! Plus, you have greater potential to recruit new business organically through referrals.
So, where do you begin? Here are seven salon client retention strategies you can put into practice right away.
1. Nail the first impression
First impressions are everything! Guests should immediately receive a warm welcome upon entering the salon. From smiling faces at the front desk to comfy waiting chairs, every detail matters. Consider offering guests a cup of coffee or a magazine. Small efforts can make a big impact as we cover in our earlier post on how to prepare clients for salon services.
Once they’re in the chair, it’s up to your stylists to nail the consultation. Train them to be active listeners with the goal of learning more about every guest’s unique style. You’re bound to have repeat guests if they feel valued in addition to looking fabulous! Nailing the first impression is one of the most important salon client retention strategies to help you earn a repeat guest.
2. Maintain your retail inventory
Retail sales are directly tied to your salon client retention average. It’s important for stylists to educate guests on the products they’re using during each appointment. Plus, they should dive into other suggestions that are highly personalized.
By building trust and becoming the go-to expert on the products they love, your stylists build lasting relationships with guests and an experience that feels more like a partnership than a sales pitch.
As a salon owner, it’s important to constantly maintain a clear view of your retail landscape to make your stylists’ job simpler. With software like SalonBiz, you can quickly add, edit, and delete inventory. The entire process is streamlined with mobile inventory counts, professional product usage tracking, and automatic ordering, which ensures that your stylists always have the products they need on-hand. Inventory reports allow you to quickly see top sellers (and weed out any products collecting dust on the shelf).
3. Prebook right from the chair
Most salons with a high salon retention rate place prebooking as a high priority. Encourage your stylists to schedule another appointment with guests before they walk out the door.
With salon management software like SalonBiz, prebooking is easier than ever. Using our Pocket Salon app, your guests can schedule their next appointment in the chair. Many SalonBiz users cite this capability as one of their top salon client retention strategies.
4. Offer great perks and rewards
Don’t fall into the trap of only extending promotions to new guests. After all, your repeat guests should feel the love and appreciation for being loyal! If you don’t have a rewards program in place, now is the time to start one.
From punch cards to point-based systems, there are several different ways to do this. Find the best option for your salon that incentivizes and rewards your best guests. From value-added services to complimentary products, there are plenty of ways to provide perks.
Ready to make it easier than ever? SalonBiz can help you measure results and retention with a customizable loyalty program and easy discount codes. Learn more about building a beauty salon rewards program here.
5. Communicate, communicate, communicate
With the average salon guest going six to eight weeks between appointments, it’s important to stay in touch! Communicate effectively with marketing emails that keep your guests “in the know” about any new promotions or products. Let this communication spill over into your social media strategy as well, sharing similar messaging on Facebook or Instagram.
When you enlist SalonBiz to help you run your salon, you’ll enjoy immediate access to marketing email templates. Plus, your repeat guests will receive automated appointment reminders, so they never lose track of their next booking.
6. Make it easy
How do modern salons retain clients? They make it easier than ever for guests to access the wonderful services you provide. Throw out the old-fashioned processes that create a bottleneck at the front desk, avoid another phone call or to-do on their list, and make it automatic.
SalonBiz can help you streamline your processes, from start to finish. When you use our salon software, your guests can manage most of their salon services right from their phones. From check-in to card-on-file payments, and even retail orders, they’ll enjoy having convenience in the palm of their hands.
7. Ask for feedback
Never stop growing. Feedback and reviews can fuel your salon to continually improve and make changes for the better.
Use a well-crafted questionnaire so guests have a convenient way to give input. Take time to consider what they share and make changes when necessary. You should also immediately respond to any negative feedback that needs to be addressed. When guests feel heard, they’re more likely to return to your business.
Want to take hospitality a step further? Add a personal touch by sending handwritten “thank you” notes to express that you appreciate their business.
Improve your salon retention rate with SalonBiz
Using the salon client retention strategies here can have a big impact. These small, yet important, practices can drive guest loyalty and help you maximize business growth.
If you’re searching for even more ways to enhance your guest experience, SalonBiz is the answer. With features like integrated payment options, online and mobile booking, and email marketing templates, our software can truly do it all.