If you’re looking to boost client retention (and who isn’t) then put this simple monitoring system in place first. Monitoring and measuring can seem mind-numbing for marketing activities but I promise they work.
If you’d like some ideas on what you should be measuring more generally in your salon marketing then you’ll find this blog post useful.
Measure often if you want to improve client loyalty
Measuring is the bit of salon marketing that often gets overlooked. Let’s face it, dissecting your till print-out isn’t the most scintillating task. However, it is vital if you want to boost client loyalty and grow your salon over the coming 12 months.
Why? Because the very act of measuring customer loyalty focuses your attention on your salon’s weaker areas.
Measurement is the first step to increasing customer loyalty. Collect client retention metrics monthly and you’ll start to see patterns and trends in the data. You’ll see where best to concentrate your marketing efforts.
Measure. Assess. And improve.
Customer loyalty metrics for salons and spas
Try measuring these client loyalty statistics every four weeks – or monthly if you prefer. Your salon till software should run most of these reports at the click of a button.
- Churn rate – how many existing clients the salon loses each month
- Percentage of returning clients
- Number of new client recommendations
- Frequency of appointments
- Average spend per visit (make sure your figures are always net of vat so you compare like for like)
- The number of new clients who return for a second visit
Don’t just look at your salon business as a whole. Dive down into the figures and evaluate individual team members. On the face of it a team member may be doing well but are they picking up all the new clients and walk-ins rather than getting repeat clients? Is someone getting more/less recommendations than others? Ask yourself why.
An hour or so each month is all you need to discover where your client loyalty weaknesses are. You can then plug the gaps.