Why retaining salon clients is (so) good for business
I’ve just read an inspiring newspaper story about one salon’s dedicated client.
“Hair she goes again! Loyal customer travels 400 miles six times a year for a trim after favourite stylist moved to new salon” is a feature story in this week’s Daily Mail. It tells the heart-warming story of Susan Parker-Jones from Shrewsbury, who has just clocked up a phenomenal 24,000 miles visiting her hairdresser.
Susan embarks upon a four hour 400 mile round trip at least six times a year to visit her stylist Jo Sparks in Kettering. Jo, who has cut her hair since 1975, moved from Shrewsbury to a hair salon in Northamptonshire 20 years ago and Susan followed her.
Marketing is key to retaining your clients
Retaining clients is pivotal to a profitable, growing salon business. We can all be so pre-occupied with chasing new clients with marketing activity that we often overlook the ones who loyally keep visiting us. Yet retaining existing clients deserves to be at the top of your salon marketing goals.
To calculate how much your salon or spa will lose if these clients decide to walk out of the door have a look at our simple to use calculator.
Retain salon clients by marketing to them
Long-standing clients like Susan deserve to be cherished and recognised. Paul Mitchell International Platform Artist Pep Pasqualino, owner of hair salon Image International, recently celebrated 35 years in business. He invited two hairdressing clients who had been visiting the salon since he opened to their 1980s retro birthday party. He and his team gave them a fabulous day with a complimentary pampering service, flowers and fizz. What a lovely way to say thank you for such loyalty! The party and the two clients were featured on the salon website, on Facebook, in email marketing and created a great salon marketing story for the local media.
Salon loyalty and retention programmes
It is vital to foster long term relationships with clients to keep them returning to your business. If you’d like some help and ideas on implementing a loyalty programme then do give us a call on 01386 751469 or email us.
Although the points based systems on salon and spa software systems are easy to use they do have their draw-backs – not least that you are usually giving away profit in the form of discounts!
So please do get in touch if you’d like some ideas on a programme especially for your salon business or other salon marketing ideas on keeping your clients returning again and again.
For more ideas on how to market a hair or beauty salon visit our Free Tools section.