3 March 2022
2021 was a difficult year for salon owners in the UK. Many small to medium businesses, such as salons, were hit particularly hard with two thirds of SMEs being forced to close their doors for good. However, with the continued success of the vaccine rollout and many restrictions easing around the UK, the start of 2022 has brought with it a renewed sense of hope for many.
If you own a salon and you are searching for the best ways to secure your business, increase your profits, and attract new customers in 2022, this article is for you.
After a challenging few years, we hope this article encourages you that it is possible to achieve business success – even during times of uncertainty. That’s why we will be sharing the ways you can grow your salon business in 2022.
The top priority for almost every business in the UK is to grow their client lists. After all, the more clients you have the more successful your business will be. As the owner of a salon, it goes without saying that having a loyal client base is essential to salon success and is the only way a salon can grow.
Having a strong and reputable online presence is essential for building your client base. After all, if you want to attract new clients they need to know your business exists. This is why it is so important to build a strong website. Not only that, but your website needs to be optimised for mobile so that users can find all the information they need, whether they are browsing from a desktop, tablet, or mobile device. 55% of consumers who search for a business online will commit to making a purchase.
Having a high-quality website goes a long way towards increasing your client list. If you haven’t got a website for your salon, 2022 is the year to invest in one.
With so much in the news about climate change, activism, poverty, and human rights it should come as no surprise that today’s consumers are better informed than ever before. Not only that, but today’s consumers are passionate about inciting positive change in their communities and the world around them. As such, consumers are prioritising ethical brands.
According to Forbes, “96% of people feel their own actions, such as donating, recycling or buying ethically, can make a difference. And over half believe that they personally can make a big difference […] Brands have a key role to play. Because, although people think they can make a difference, they want more help doing it […] If your brand isn’t helping your consumers improve their environmental and social footprint, then you’re in danger of disappointing 88% of them.”
If you want your salon to succeed in 2022, you must ensure ethical business practices. One brand doing just that is Pure Nails. Prioritising ethical business practices, they clearly state on their website that their Halo products are not tested on animals: “this declaration is based on the fact that there is no globally accepted definition for vegan and that Pure Nails define vegan to mean no animal derived ingredients or animal by-products.”
As a business, Pure Nails is one example where offering vegan alternatives will help widen their client base and ensure their products remain in line with customer expectations and ethical sourcing standards.
According to SBDC Net’s 2020 Beauty Salon Industry Overview, products sold in-store account for up to 25% of salon sales. So, if you want to grow your salon business in 2022 a great way to do this is by selling products in-store.
To give your salon the best chance of success, we recommend starting with the best sellers. People want to buy products that are highly sought after. So, if you prioritise selling those products that are best selling, you will see an increase in your sales and a resulting boost in company profits.
To get the word out there and increase your selling potential, you should advertise and sell your products online. By selling online as well as in your physical salon, you will attract a wider audience, cater to convenience, and allow your clients to make a purchase at any time (rather than being restricted by salon opening times).
Ultimately, it’s not always about the products, it’s about offering your clients the highest quality service. The more you can do this, the more clients you will attract through your doors and the more your sales numbers will increase.
So much of a salon’s success comes from the amount of visibility they receive from their marketing efforts. Social media platforms are a great way to increase your brand visibility and grow your salon business in 2022.
Megan Johnson is a professional nail technician and nail artist based in London. Passionate about promoting a more sustainable and eco-friendly business model within the beauty industry, Megan enjoys sharing her experience and advice as she continues to grow her client base and presence in the industry. Follow Megan on Twitter: @MeganJohnsonUK.