Creating customer loyalty in your salon
Today I wanted to share some thoughts I’ve had on creating customer loyalty.
This is the cornerstone of our industry and is often overlooked. You only get one chance at a first impression as they say, so make it count!
Now customer loyalty, is something we all wish to achieve. We pour our heart and souls into our clients hair and all we ask for in return is their devotion, but what if a good hair do just doesn’t cut it? How do you set yourself apart from the rest?
Firstly there are a few fundamentals to implement, to achieve that desirable higher retention rate.
Why should customers care about your salon?
You need to dig deep and question WHY customers should care about your salon? You know why you care, after all you created it.
Offer a unique experience
They say it is the little things that count, so on that note, have a think about the areas which can be tweaked to make the customer experience one they won’t forget and will want to revisit. Of course, the main reason for their visit is the treatment, but if you are able to excel in all areas, why wouldn’t they want to come back and recommend you to others too!
The beauty industry is so competitive nowadays, so going the extra mile could be the difference between your client coming back to you or trying out one of the many other salons in the area.
You should already be offering services over and above what people expect but how can you market your salon business to stand out from the crowd?
- Is it your location?
- Ample parking?
- Do you do competition work?
- Specialist treatments such as extensions?
- Do you use organic brands/products
- Does your pricing structure differ from the average salon?
- Offering a wide range of drinks including Prosecco for special occasions?
- Your opening hours?
- Waiting area?
- Background music?
- Marketing efforts?
Listen to your customers, sometimes they may make comments, good and bad. Listen to these comments and if you can, address them. Do you have people asking for a drink that you don’t currently offer, is your waiting area comfortable and inviting? Is your receptionist friendly and helpful?
Any one of these could be the missing link to turn that solitary visit into repeat business, and can be your unique selling point.
Expectations are higher now, more than ever and the bar is pushed that little bit higher. ‘The sky’s the limit’ as they say, so get creative and give your customers the unprecedented experience they have been missing so far.
What is your salon mission statement?
A mission statement is important for your salon because it underlines your purpose. Identifying the scope of your operations, what kind of product or service you provide, and your primary customers or market can give you something to refer back to.
Make sure first and foremost that your team are on board with your vision for a start off.
You can’t expect clients to buy into your idea if your team are not representing it correctly. They must believe in your brand as much as you do, or else the cracks will start to appear and your customers will see right through it.
- What do you want your customers to feel upon entering your salon?
- How do you want their journey to look – from start to finish?
- How can you gain trust in your salon brand?
Deliver your message with reverence and your team and customers alike will buy into it and remain loyal.
How do you achieve this?
Now you have established your WHY, you need to understand your HOW. How you are going to attain this brand recognition and consistency you strive for?
Asking yourself these questions can help you gain an understanding of what you need to do to achieve it.
- What systems do you have in place to ensure every experience is as good as the last?
- How do you ensure that every team member delivers the same level of service to uphold your brand.
There needs to be accountability for all staff. When you work as part of a team this is a prerequisite and goes without saying.
You are the ring leader and need to lead by example. How can you expect others to follow if you are not a good advocate for your brand?
Salon Saviour tip
Why not hold some team building events that you and your staff can attend? This doesn't have to be anything fancy, even a drink after work to chat through some ideas or concerns for example. Ensure everyone feels valued and don’t forget those two little words that can underpin an esteemed relationship. Never underestimate a ‘thank you’ to your colleagues, a little appreciation can go a long way and can be the difference between a good salon and a great one!
If you have a good relationship with your staff, this will emanate through to your clients, where the trust is formed. This is the secret to success. Once the bond between client and hairdresser has been established, it is a force to be reckoned with!!
How can you measure your salon success?
Well, the proof is in the pudding as they say. You should have a higher client retention rate than ever before and your takings should have skyrocketed.
In closing, clients have the choice to go wherever they please, there are no contracts or legally binding paperwork that they have to fill out. If they feel cherished they reward us with their loyalty where the cost to us as hairdressers is PRICELESS.