One of the challenges for hair salons, like many other businesses, is retaining customers.
Hair salons are available everywhere - which makes it even tougher to attract customers, let alone retain them.
However, some hair salons do it really well. They have a strong system put in place to attract and retain customers. Some examples are CocoDry and the Number 76 chain in Kuala Lumpur
These hair salons go above and beyond to make their customers feel special. You can also do the same to attract customers to your salon.
Let’s look at some customer retention tips here:
1. Provide excellent customer service
Despite it being a service-based business, there are still many hair salons that neglect customer service. They have untrained staff members who deliver sub-par customer service and leave customers feeling frustrated.
Remember this: Every single action reflects your establishment and what it stands for. Make sure it’s a good one.
Your customer’s journey starts from the very moment that they come to know about your outlet.
This means that it starts right from your website, Facebook page, down to your front-of-house and staff members.
Make sure that your Facebook page is responsive to potential customers who are enquiring about your services. Your website should also have all the details and answers to FAQs.
Both CocoDry and Number 76 allow booking of services through their website. Customers can also easily reschedule or cancel their appointments if needed.
2. Use personalisation whenever possible
Business owners understand the importance of personalisation. They greet customers by their names and remember what their customers like or don’t like.
It doesn’t stop there. You can also make personalised product recommendations for your customers.
For example, in CocoDry, the hairstylist will use a shampoo according to your hair type - at no extra charge. Most other salons will impose additional charges for a better shampoo.
This sets them apart from their competitors. Customers do not have to worry about any additional charges, and yet they get high-quality shampoo.
Personalisation also matters in promotional emails and text messages.
Make sure to also include the customer's first name and provide relevant tips or recommendations through your emails and SMS campaigns.
Personalised, targeted marketing always has a higher chance converting new customers into loyal customers.
80% of consumers are more likely to make a purchase from a brand that provides personalized experiences.
3. Go the extra mile for customers
Going the extra mile for customers never goes wrong. No customer will complain about the fact that you did something nice for them.
Customers today don’t come to you simply because they saw an advertisement. They come because they heard a good story about your hair salon.
In CocoDry, for example, customers are greeted by friendly hair stylists the moment they walk in. The hairstylists will walk you to your seat and hold out the seat for you. After that, you get to select a drink from their menu.
The hairstylist will then walk you through your experience and answer any questions you might have. One of the main reasons people go to CocoDry is that they get to choose their post-wash hairstyle.
While many salons offer “wash & blow”, they offer “wash & style” - again at no extra cost. Customers get to choose from many different hairstyles from their booklet.
The key to customer retention is to secure a place in their hearts. When customers feel an emotional bond with your establishment, they will keep coming back and they will tell all their friends and families to do the same.
80% of emotionally engaged consumers will promote brands they are loyal to among family and friends vs. 50% of those with low emotional engagement
4. Create a customised loyalty program to reward customers
Customers today expect to be rewarded as a loyal customer. They could choose to go anywhere - but they specifically chose your place.
They tell their friends and families about your restaurant. They celebrate their birthdays and anniversaries there. They post about you on Instagram.
In return, they want to be rewarded for their loyalty.
With a customer loyalty program in place, you can send out rewards systematically using data. It’s also the best way to engage with your customers instantly.
Get them to sign up, issue them welcome points - and voila - you have their attention and their contact information.
You can also create a tiered membership to reward customers based on their number of visits or amount they spent.
In addition to rewarding their loyalty, you can also use the loyalty program to send out reminders for customers to come back and dine with you.
You can also update them about changes in your menu, workshops, events, new dinner promotions, reservations, selling gift cards and so on. Automate your birthday rewards and monthly campaigns.
A highly engaged customer is definitely way more profitable to you than those with low engagement.
Over 70% of consumers are more likely to recommend a brand if it has a good loyalty program.
With these tips, you should be able to efficiently engage with your new customers and turn them into repeat customers.