How to Increase Your Beauty Client Retention

The beauty industry is client driven, meaning the business thrives when there are more clients seeking the services of qualified and talented stylists. Success does not just mean getting clients; it also means retaining them as repeat customers. Marketing strategies are a big part of building a client base and giving them the incentive to tell their friends about the business so they, too, return over and over again. Learn some tips to get clients coming back for more. Beauty Client Retention is really important as clients are the ones that keep your business going and they make up your business.

Pamper the Customer

Beauty client retention starts with professional, superb customer service. Customers treated like rock stars from the moment they walk in are more likely to return to a business. Not only will they return, but they will also tell their friends and family to come and leave reviews on social media which can help drive business. Some critical elements of customer service that bring them back for more:

• Greet them by name
• Keep notes on customers, including favorite or most used products and services
• Create ambiance in the salon
• Keep it light-hearted and fun
• Work on conflict resolution for customers who have complaints or unmet needs

The more customers are put on a pedestal, the more likely they are to return to the establishment and tell others to do the same.

Focus on Hygiene

A salon that looks immaculate and kept clean will likely retain more customers. This might mean hiring staff to clean, sanitize, and launder materials like towels to keep the business running smoothly. Some top hygiene tips are to keep stations clean after every customer, wipe down chairs and counters and keep a calendar of cleaning protocols handy to ensure everything is kept nice.

Comfort Matters

No customer wants to come into a salon and feel uncomfortable. Raise the bar at your business by having the best foyer around. The moment a customer walks into a business, whether they have been there or not, they will notice small details. Offer a beverage when they come in to start. While they wait, make sure current, relevant magazines are spread on a table to enjoy. Chairs and couches should be comfortable so customers can relax and enjoy the experience. Music is about setting ambiance, and if you set the right tone with the right piece for your space, it can make a massive difference to customers.

Build a Reward System

Clients who feel rewarded are more likely to return. Make customers feel like a VIP with special offers, rewards programs, and more. Access to members-only events to broadcast new products and services can make things fun, along with prize giveaways for certain times of the year. Change it to reflect the season with offerings like pumpkin spice facials or massage lotions in fall and summery, light scents for warmer weather.

Make it fun, and customers are guaranteed to come back repeatedly.

Build a Talent Pool

A great team of people will help bring customers back to a business. Invest in top candidates who understand trends and are hard workers. Customer retention for small businesses is incredibly crucial. Set up excellent training and educational opportunities. Find out what beauty staff know and what they want to learn. Bring trainers on-site to build skills and offer incentives like discounts or scholarships to pay for them to further their training which incentivizes people to work for your business when there is room for growth.

Why Retention Matters

In the beauty industry, several salons and businesses may close together, competing for customers. It is easier to market services to existing customers if that base is built up than starting with new ones. Potential customers are more likely to believe people who visit the salon regularly than turnover is high. Take advantage of this chance to advertise on social media, and get customers to write reviews, and they likely will spread the word for you. Some other ways retention matters:

• Loyal customers bring income to the business more than first-time customers.
• Repeat customers may come back for additional services and packages when they have built trust in the business.
• Customers who trust the service will share with friends and family and even book more significant events like more weddings or graduations, which can bring in additional revenue.

Track Growth

If you want to know where the business is going, keep some metrics handy. Find a system that will track how many customers are in the salon at any given time, the rate of bookings (including walk-ins and pre-bookings), and the number of retail sales, if any. Involve the team in keeping up with retention goals and incentivize workers to focus on this. Motivating the team by showing them how well the business is doing can affirm their hard work is paying off. A nice bonus for retaining clients regularly can also be helpful. 

Beauty client retention is not just about pampering clients, offering incentives, or having the best place on the block. It is about ensuring customers feel like they are number one when they enter the business and leave. When customers feel appreciated (and workers), everyone will likely feel happy and satisfied with the services.

Consider touring the Mason Anthony School of Cosmetology to see if training for a career in beauty is right for you. We have the largest, best-in-class facility in Ohio and a large student body ready to help you hone your skills and practice your craft.

Call us today!