Loyalty programs were created when the business owners realized that returning clients were the bread and butter for their business. Customer loyalty programs ensured sustainable growth for business owners, and salon business was of no exclusion.
You can often hear salon owners say that their clients return because of the excellent service and professionalism. But what if the competitor salon provides exclusive customer service, has more quality products and hired more professional stylists?
Even when salon customers are happy with the provided services, they can be easily tempted to try new services, new products, new salons where the same high-quality service is provided at a discount.
The research conducted by Frederick Reichheld of Bain & Company proves that a 5% increase in customer retention rate can increase profit by 25–95%.
Well, how to have those valuable loyal clients? How to keep them booking again and again at your salon, how to make them lifetime customers?
Actually, the answer is very simple: you should know how to make them happy. Sounds strange? Let’s dig deeper together.
1. Know who your customers are
Having a solid customer base is essential for any salon and spa business. Nowadays more and more salons use CRMs for better understanding their clients’ needs and tailor their services according to the data derived from the CRM.
The data can help you understand the frequency of the visits, the client preferences, which will help to win back the lapsed clients and increase client retention. Any decent salon management software will provide you with CRM.
2. Reward Your Loyal Clients
One thing is clear. Loyalty should be first earned, then rewarded. Your salon “regulars” want to be rewarded for sticking with your business and don’t think they should, because you are awesome.
Provide them discounts for holidays, for birthdays and for staying with your business let’s say for a year. If you have a salon management tool, automate the process of sending discounts to loyal clients.
3. Level up the Game with Tiered Loyalty System
Implement tiered loyalty programs into your salon’s software. Tiers ensure long-term engagement and have a positive impact on client loyalty.
Give incentives to people who spend more, visit more frequently and at the same time encourage your clients to navigate through the tiers to more beneficial positions.
4. Congratulate Clients’ Birthdays
Personalization is the key to a successful relationship with customers. When we spoke about personalization at the beginning of the digital era, we generally meant remembering the client’s name.
In the modern world, personalization means remembering birthdays, special events and preferences.
A good client loyalty software has an automation feature for birthdays and special dates congratulation, which makes it easier for salon owners and managers to build relationships.
5. Encourage Salon Customer referrals
You want more loyal clients like the ones you already have, right? Client referrals a powerful tool to use for salon and spa business. It is more likely, that clients who have visited your salon through a referral will stay with you, as they trust the person who referred.
Ask your clients for referrals when they are satisfied with your services. You can do it manually (a bit difficult) or automatically if you have a loyalty software with a salon referral boost feature.
6. Boost Positive Reviews
If you need to choose a salon, clinic, educational center or simply a product, what do you do first?
Right: You read online reviews and ask your friends for extra information. Positive reviews are essential for salon and spa businesses, as they are in charge of new clients’ acquisition.
Salon Loyalty Softwares like RetentionForce have options for asking clients for reviews, without spamming and making them uncomfortable.
As it is a conversational marketing tool, the client gets a message to review the business with a link directing to Yelp, Facebook Page, Tripadvisor or wherever the salon needs to be presented in a positive light
7. Internal Feedback
Psychological studies prove that even asking for feedback makes a positive impact on the clients and makes them feel more valued and important.
All-in-all software will give salon owners an opportunity to manage staff more effectively based on unbiased client feedback.
Using the client feedback salon owners can reward find out who their best performing staff members are and reward them. At the same time, they can understand who needs training and assistance.
Asking salon client feedback in messenger apps, like Facebook Messenger or Whatsapp is the most effective method of all, as it’s engaging and familiar and they already have billions of users worldwide.
So, what’s the takeaway here? Client loyalty is essential for any business, especially for salon and spa business. Clients need constant attention and a personalized attitude.
You can do that manually and can even succeed, but in the modern era of technologies and digital solutions choosing a salon automation software is the best idea.