A quick ring-round of clients you haven’t seen for a while or advising of what you can do to allay those fears – and posting relevant content on your social media – will undoubtedly help.
3. Convenience
Having a hairdresser or therapist coming to the house is convenient for many people who have got used to having a take-out service now. But for luxury, escapism and facilities, nothing beats a salon or spa. Using our social media to highlight those key elements of a salon visit has never been more important.
Not everyone wants to lie on a couch in their bedroom or lean over their bath. Many people want to feel pampered, not only for the physical benefits but for their mental health and wellbeing. Maybe it’s time to remind them exactly how wonderful and soul-reviving a great trip to an expert really is. Some clients are going local due to price, not service, and it’s these customers who we can win back. Giving an experience, not just a service, is a call to action that wins every time.
4. Working from home
The reality is that many more people are working from home and simply aren’t in the vicinity of their previous go-to salon; a difficult one to address, but maybe an offer to tempt them back when they do have some down-time is the key. Making sure it’s personalised to them (a hand-written invite perhaps?) rather than doing a blanket promo is far more enticing.
People forget how great a professional visit can be so it’s our job to remind them just what benefits seeing an expert gives them and what a boost a salon visit is to their self-esteem. Teaming up with other great service providers to create a mini spa break with some shopping or hospitality involved is a great marketing tool.
Obviously, asking these searching questions must be done sensitively, but it really is the key to keeping our precious clients and encouraging them to visit more often. People shop on experience, so now more than ever we are at the mercy of our teams to deliver a top-notch customer service.
Making sure they help us discover our own in-salon client behaviours is not just great for the team but when they share them with us, the salon owner or manager, it means we can make a difference and tailor marketing and brand tone of voice to show we are really listening to them, and that makes more sense than ever.