Susan Routledge on customer loyalty in your salon or spa
Having clients that come in for one service is a risky business because they may be going somewhere else for different things – so you’re not drilling down to exactly what that client needs.
They can come in for years for that one service, but it only takes someone to buy them a gift voucher for somewhere else, or for someone to open up around the corner with a fantastic offer, and they will go elsewhere. Then they’ve got the embarrassment of coming back.
However, if you have a client who comes in for two services, there’s a 75% chance that you’re going to keep them loyal. For three services, it’s 85%, and four services it’s 95%. So, look at what you can introduce clients to, rather than discounting.
For example, if someone comes in for their nails regularly, then find something you can offer them as a treat, which is either going to be of higher value to them or take them to another part of the salon. Because if you’ve got someone just sitting at a nail desk every time, they’re not seeing anything else of your great business.
For example, adding an eyebrow wax, which costs practically zero and takes a small amount of time, is worth £10 or £15 to that client. It’s also getting them to a different part of the salon and introducing them to a new service that they’re likely to carry on having.
