How to Ensure Your New Clients Keep Returning
In the salon industry, it’s crucial to convert new clients into regular visitors to sustain growth and achieve long-term success. With the advanced Guest Journey tools available through SalonIQ, you can effectively manage and cultivate strong client relationships, ensuring they continually return. Let’s explore how you can utilise this technology to transform your new clients into loyal clients for your salon.
Understanding Client Retention Challenges
To sustain business growth you need to be aiming for 15% new clients each month.
Client Acquisition costs
(How much does it cost you to get a new client into your hair or beauty salon?)
Client acquisition costs can vary significantly based on several factors, including your salon’s location, marketing strategies, and target audience.
Typically, salons may spend anywhere from £40 to £150 or more to attract a new client. This estimate includes costs associated with marketing and advertising efforts like social media campaigns, promotional events, and digital marketing initiatives. However, it’s important to note that these costs can differ greatly based on how comprehensive and targeted the marketing efforts are.
Do you know the approximate cost of acquisition for a new client to your salon?
If you would like to discover how SalonIQ can help drive new clients and retain them Connect with us
Did you know that a significant number of salon clients don’t return after their first visit? In fact, research suggests that nearly 20-30% of new clients don’t book a subsequent appointment. Even more surprising is the statistic that about 60-70% might not return after their fourth or fifth appointment without the right nurturing.
Here are some creative strategies that a salon can implement to ensure new clients return, without resorting to discounting:
- Personalised Welcome Kits: Offer a complimentary welcome pack to new clients during their first visit. This could include travel-sized products tailored to their hair type or skin needs, along with a brochure on your services. This adds a touch of personalisation and makes clients feel valued.
- Complimentary Add-On Services: During their first visit, provide a complimentary mini add-on service, such as a scalp massage or deep conditioning treatment. This introduces clients to more of what your salon offers and enhances their overall experience.
- Appointment Experience Enhancement: Create a memorable experience with refreshments, unique music playlists, or personalised service based on client preferences noted during their booking. Small details like offering a preferred beverage or wide magazine selection can craft an inviting atmosphere.
- Exclusive Access to Events: Invite new clients to exclusive salon events or hair or skin workshops. This builds community in your hair or beauty salon and provides clients with value beyond regular appointments.
- Follow-Up Call or Card: Send a personalised thank-you card or make a follow-up phone call after the client’s first appointment to express gratitude and gather feedback. This gesture shows that you care about their experience and are committed to quality service.
- Loyalty Points System: Implement a points system where clients earn points on every visit which can be redeemed for select services or products. This encourages repeat business without reducing prices.
- Referral Programme: Encourage new clients to bring a friend by offering them both a small gift or complimentary service. This not only helps with client retention but also expands your customer base.
- Tailored Recommendations: Provide a personalised home-care plan based on their initial appointment. Offer professional advice and recommend products or follow-up services they might benefit from, positioning your salon as a trusted source of expert advice.
Interested to discover how SalonIQ can help you enhance your salon? Connect with us
Utilising SalonIQ’s Guest Journey Tools
SalonIQ provides a suite of powerful tools designed to track and enhance the salon client journey. By leveraging these features, salon managers can personalise communication, monitor preferences, and anticipate each client’s needs. Here’s how:
- Automated Follow-Ups and Reminders: Ensure that clients receive personalised follow-ups and appointment reminders tailored to their preferences and history.
- Loyalty Programmes: Implement loyalty programmes that reward clients for repeat visits and referrals, fostering a sense of appreciation and community.
- Share what you offer and what makes your salon different: When you send appointment follow up messages, don’t forget – a new client has only experienced 1 or 2 treatments so far and we are all creatures of habit (well I am) share what else you have to offer, introduce a complimentary service to try next time with the benefits and earn your new clients buy in.
- Feedback Systems: Utilise surveys and feedback tools to gain insights into your clients’ experiences and expectations, helping tailor your services to their needs. With SalonIQ – you can even auto send a thank you voucher following a clients completed feedback survey to further entice them to rebook.
The Role of Marketing and Technology
Building strong relationships with your clients also involves effective marketing strategies. Technology can assist you by:
- Email Campaigns: Use SalonIQ to set up automated email campaigns that communicate special offers, newsletters, and personalised messages.
- Social Media Engagement: Interact with your clients on social media platforms to keep them informed and involved with your salon’s community.
- Market Research: Don’t be afraid to ask new or existing clients what they would like to see from you or hear about on their journey with your salon – the more on topic your content is – the more your clients will interact.
Thinking Outside the Box
- Host Exclusive Events: Consider organising exclusive salon events for your clients. This not only builds community but also provides an opportunity for clients to learn more about new products and services.
- Personalised Retail Offers: Use data from SalonIQ to tailor retail offers based on client purchase history, providing incentives for additional visits.
By understanding and anticipating your clients’ needs, utilising advanced tools, and employing creative strategies, you can significantly impact client retention. The goal is to create an experience so delightful that clients can’t wait to return – and tell others about it!
Interested to discover why 2,500+ salons trust SalonIQ? Connect with us
Look out for our next blog which will focus on how to also retain and make the most from relationships with your existing clients.
