5 Ways To Increase Client Retention In Your Salon
Published date 20 January 2025
Want to increase your client retention?
Within the competitive world of professional hair & beauty, client retention is key to long-term salon success. While attracting new clients is obviously essential, building a loyal customer base with strong and trusting relationships is where the true growth happens. Your loyal clients not only become regular returners but also hold the power to recommend your salon to others through word of mouth, which can actually be the most valuable promotional tool. We’ve dived into five strategies to help salon owners and hairdressers increase their client retention, to overall boost their bottom line. Let’s make 2025 the year of salon success!
1. It’s all about delivering a personalised experience
37% of customers admit they won't spend money on a business that doesn't provide a personalised experience. (Redpoint, 2024).
Within the competitive market, the key to standing out is by offering clients a bespoke, personalised experience. Clients value a salon that understands their unique needs and preferences, whether that be throughout the consultation process, to your client making their appointment payment. Make personalisation a core part of your client's experience by:
- Utilising the consultation process to thoroughly gain an understanding of your client's wants and needs. Communication is key when addressing certain requirements to your client to ensure they achieve their desired look.
- Keeping detailed client records, which can include preferred services, hair types, past treatments, and sensitivities to certain products.
- Send your clients personalised appointment reminders and follow-up messages with their timings and services.
- Offer tailored product recommendations based on their specific hair goals and concerns.
It doesn’t have to stop at hair! Simple touches such as remembering your client's coffee order can go a long way in building a solid relationship.
Want to improve your consultation process? Click here to learn how to master your client's consultation process in these short, simple steps.
2. Create a loyalty programme
If you’re not doing this already, then it’s time you did! Loyalty programmes are a tried-and-tested way to encourage repeat visitors as it ensures your clients are rewarded in some way. Reward your clients for their dedication with incentives such as:
- Discounts on services after a set number of continuous visits.
- Points for a certain amount of £ spent, to be redeemable for services or products.
If you’re looking to add a loyalty programme to your salon strategy, make sure it is simple for your clients to understand as well as easy for them to track.
3. Educate your clients
If you’re informing your clients on trending looks or top haircare, they’re more likely to trust your expertise and return for further services. You can use appointments as an opportunity to:
- Educate your clients about the benefits of regular maintenance and specific treatments for hair health.
- Recommend add-ons, such as deep conditioning treatments after lightening.
- Suggest some take-home products to help your clients maintain their look between appointments.
When done genuinely these suggestions can enhance your client's experience while showcasing your pro knowledge!
4. Stay engaged between appointments
Keep your clients in the loop between visits to help grow loyalty. Through digital platforms, you can stay connected by:
- Sending regular newsletters through email, with hair tips, promotions, and salon updates. This can be a weekly or monthly way of keeping your clients up-to-date with your salon.
- There is no surprise that posting content on Instagram or TikTok can enhance client loyalty. This can include client transformations, tutorials, and behind-the-scenes glimpses of salon life and work with your team!
- Get your clients to pre-book by offering exclusive online booking perks.
Keeping consistent with communication ensures your clients are thinking of your salon whether they’re sitting in the styling chair or not.
5. Top-tier customer service
Client retention starts and ends with how your clients feel when they visit your salon. Ensure you welcome your clients by:
- Creating a warm, welcoming salon environment, with a relaxing waiting area, drinks menu, and accommodating service.
- Training your staff to provide a professional yet friendly service.
- Addressing complaints promptly but with care!
- Ensuring every client feels valued, whether it’s their first visit or fiftieth!
Why Client Retention Matters In 2025
Did you know that only a 5% increase in customer retention can increase your company’s revenue by 25-95%? (Hubspot, 2024).
By focusing on retention, you’re not just filling your appointment book, you’re building a foundation for long-term success. Loyal clients are more likely to try new services, purchase retail products, and refer their friends and family, so protect them at all costs! Take your salon business to the next level by implementing these strategies today, and watch your client relationships thrive.
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