By requesting a demo, you agree to receive communication from us. We’ll handle your info according to our Privacy Statement. By entering a phone number, you consent to receive phone calls and SMS from us.
Clients are the lifeblood of any successful salon business. While attracting new clients is essential for growth, retaining existing ones ensures a salon can stay profitable. In a sector as competitive as beauty and wellness, client loyalty can mean the difference between a thriving salon and one that struggles to stay afloat.
This blog post delves into why client retention matters in the beauty industry and what counts as a good retention rate. It also offers eight strategies to maintain and improve client retention.
Retaining clients is more cost-effective than acquiring new ones. Studies show it costs five times more to attract a new customer than to keep an existing one. Additionally, loyal clients are more likely to spend more per visit, refer friends and family, and provide feedback that can help improve your services.
Client retention also fosters a sense of community and trust, which are vital for any salon looking to build a strong reputation. Loyal clients often become brand ambassadors, helping attract new customers organically through word of mouth.
So, what exactly is a good retention rate for a salon? While rates can vary depending on the type of services offered and the location of your business, a salon client retention average of 60–70% is generally considered good. As an example, if you see 100 clients each month, 60 to 70 of them should return for another service within a year.
To gauge salon performance, your client retention rate is just as important as other metrics like service collections and product sales. If your retention rate could use a boost, read on for helpful ideas and tips.
Here are eight salon client retention strategies to boost guest loyalty and keep customers coming back:
Today’s customers expect a lot more from businesses than they did in years past. Seventy-one percent of consumers expect personalized interactions, and 67% get frustrated when businesses fall short in this department, notes a McKinsey report. No surprise, considering personalization helps clients feel valued while giving them exactly what they want.
But how to personalize salon services beyond training your staff to greet clients by name and remember their favorite beverage? With client management software, the platform does the work of tracking individual preferences, past purchases (both services and retail), and special requests. Such information positions your salon to offer tailored recommendations based on guests’ previous visits.
Personal touches like digital birthday cards and exclusive offers for loyal clients can also stand out in a sea of generic marketing messages.
Did you know eight out of 10 American consumers participate in at least one loyalty program? The Forbes article further notes that successful loyalty programs offer exclusive benefits, personalize the experience, and make it easy for customers to participate.
With a well-designed loyalty program, you can incentivize repeat visits to your salon. Here’s how:
“With Zenoti, we can see who's been to a particular store in a particular timeframe and send them messages that are key to them – whether that's about a client's specific loyalty points or about their upcoming booking. That has been really helpful in terms of managing our time because it's just sent automatically.”
– Kirsten White, Founder, London Grace nail bar
Online reviews are a powerful tool for salon client retention because they impact your salon’s ability to attract new business.
Just how much does a salon’s online reputation matter? Roughly nine in 10 salon and spa customers look for an average rating of at least four out of five stars before they’ll consider a salon, according to a Zenoti 2023 consumer survey.
So it’s in your best interest to encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, or your salon’s social media pages.
Similarly, a referral program that rewards clients for bringing in new customers can help expand your client base and boost your salon client retention rate. An easy way to do this: Configure your referral program to reward the referrer and the referred guest with matching discounts.
Train your staff to identify opportunities for upselling and cross-selling. For instance, if a client comes in for a haircut, recommend an add-on treatment like a deep conditioning service or a color touch-up. Cross-selling complementary products, such as shampoos or styling tools, can also enhance the client experience and increase revenue.
But how do upselling and cross-selling boost salon client retention? Both are ways to increase the range of products and services for customers to try, improving the chance that they’ll book repeat visits for services they like and stock up on their favorite products while at your salon. Once they discover the ease of having their beauty needs met all in one go, they’re more likely to keep coming back.
Regularly solicit feedback from your clients to understand their needs and expectations better. Use this information to improve your services, your salon’s ambience, and even your pricing structure. Showing clients you value their opinions and are willing to make changes based on their feedback can help boost loyalty.
As an example, if clients often mention parking being tight around your salon, consider offering a valet service so they can skip the stress and hassle of finding a spot before their appointment. Constructive feedback of this nature helps you improve the customer experience for all guests, so it pays to welcome such input and act on it.
"With Zenoti technology, we can elevate the client’s experience even further, from our salons to every touchpoint digitally, making it effortless and convenient plus highly personalized to every client."
– Sacha Mascolo-Tarbuck, Global Creative Director/Owner, TONI&GUY
Effective communication is key to client retention. Use multiple channels, such as email newsletters, SMS updates, and social media, to keep clients informed about new services, special offers, and events.
Take it up a notch with personalized communication, like appointment reminders and follow-up messages. If a client hasn’t visited in months, a friendly email or text encouraging them to come back and try your new services is all it takes, sometimes. At other times, such as when bookings are slow, sweeten the communication for “lost” guests with a time-bound discount.
Salon owners know the importance of keeping customers engaged between visits, but there’s so little time to stay on top of it all. This is where software platforms like Zenoti can help. They take the busy work out of guest communications, with automation and timed campaigns triggered by parameters that salon owners can set.
“When we were looking for a way to encourage our customers to return, Zenoti provided the perfect solution. With minimal input on our end, we automatically sent out thousands of targeted text messages that resulted in dozens of guests returning within 14 days. I am so happy with the results!”
– Ken Main, Commercial Director, Ellen Conlin Hair and Beauty
Treat your loyal clients like VIPs to show you value them. Arrange an exclusive party, give them early access to new products and services, or hold educational workshops featuring new trends and techniques. These events not only show your appreciation but also provide opportunities for clients to engage with your brand on a deeper level.
Related: Blog | Beauty salon open-house ideas to grow your client base
An open house gives potential and existing clients a chance to experience your salon, the services, and staff differently than scheduled appointments of an in-and-out nature. Make your open houses memorable with live demos and giveaways to turn new guests into salon customers. Read the full post for more ideas.
Finally, don’t underestimate the power of customer experience basics that call for nothing more than good taste and common sense. Make your salon a place guests love coming to not just for the excellent service, but for other touches that all contribute to an unforgettable experience.
Start with the ambience – soft, warm lighting can make your space feel instantly welcoming and comfortable. Incorporate stylish yet functional decor that suits your brand, whether it's modern minimalism or bohemian chic. Add plush seating and strategically placed mirrors to enhance the aesthetic and help clients feel at ease the moment they walk in.
Music helps set the tone, so opt for a playlist that fits the vibe you want to create, like soothing instrumental music for a relaxing atmosphere or upbeat tunes for a lively feel. Offer a refreshing beverage and tasty snack to give every guest a bliss break, a true getaway from their day-to-day.
These thoughtful touches make your clients feel pampered, turning a routine salon visit into a luxurious retreat they’ll want to return to time and again.
Keeping clients coming back is just part of the picture; client retention involves building a loyal community that supports and grows your business. By implementing the salon client retention strategies detailed above, you can create an environment where clients feel valued and appreciated, helping ensure long-term success for your salon.
Remember, client retention is ongoing, requiring consistent effort and attention. However, the rewards are well worth it. A loyal client base can support revenue growth, a better reputation for your brand, and a more fulfilling work environment for you and your staff.
To further enhance client retention at your salon, consider incorporating advanced salon management software like Zenoti. The platform’s comprehensive suite of tools can help you manage appointments, track client preferences, and implement loyalty programs with ease.
Zenoti also helps you offer the digital conveniences today’s customers expect. Through a branded mobile app for your salon, customers can book appointments and shop for beauty products, leave reviews for your salon, refer friends and family, buy gift cards, and more.
Explore how Zenoti helps salons deliver an exceptional guest experience.
Beauty and wellness businesses love Zenoti. 1,000+ reviews and counting.
