Keep Profitable Clients coming back for more!
Many salon managers and owners don’t know who their most profitable clients are, let alone how to keep them coming back regularly. Knowing who your most profitable customers are is important to increase repeat customers in your salon and to increase sales in beauty retail.
Maintaining and developing client loyalty can become one of your greatest business weapons. When looking into how to make money in beauty business, profitability isn’t simply about measuring their level of spend within the business, it is also about assessing the client’s level of expectation and ensuring you can deliver on this.
It is crucial to profile your clients and understand which ones are profitable and if any are actually costing you money.
Consider your client’s price sensitivity. Clients are sensitive to price when making buying decisions. They need to consider whether they can really justify their spend. Salons need to ensure they are delivering good value and excellent customer service. This needs to be taken into account when you are developing your own salon pricing strategy.
Excellent levels of customer service can make a huge difference to clients, with them potentially paying a slightly higher price just to have the confidence that they will be looked after much better by you. A higher quality of service, may be considered the salon’s competitive advantage. Switching salons to save a small amount of money may be considered too much bother.
Make your clients your sales team!
Word of mouth recommendations continue to be the best form of advertising available. Making them feel special is by far the best way to help them become even more loyal – the service you provide is the foundation to this.
Many salon owners appreciate the importance of attracting new clients. But, many under estimate the advantages of increasing client loyalty: research indicates that a 5% improvement in client retention could add between 25% and 125% to the bottom line.
Should I Introduce a Loyalty Card Scheme to my Salon?
Client Loyalty Card Schemes are an effective way to improve your client retention levels. The high cost of bringing in new business compared to retaining existing clients is undisputed, so increasing your client retention can significantly boost bottom line profits. And yet, many salons are missing this obvious trick when it comes to building client loyalty.
In a very competitive market place, where clients find it very easy to switch salons, loyalty schemes are an effective way to increase client retention and improve your profitability. If you want to build a loyal clientele, keeping the client satisfied isn’t always enough. This can be a huge competitive advantage of a salon. Remember, the fact that your clients are satisfied doesn’t stop them from taking their business to a competitor who offers them something extra.
To increase loyalty, start to recognise and reward your best clients. A loyalty card scheme can be used to incentivise and delight your most valued clients. This can also do wonders for your profitability!
Loyalty initiatives allow you to focus on your best clients and improve client satisfaction levels. Loyal clients buy more and are often willing to spend more, boosting your cash flow. By increasing loyalty, you can extend the time they do business with you, again increasing profitability. Loyal clients are also your best sales people because they recommend you to others, thereby enabling you to reduce your marketing costs.
Clients like loyalty schemes because they feel they are getting rewarded for giving you their business. So, your loyalty card scheme needs to offer clients something they will appreciate. But, remember to devise it with profit in mind.
Focus on specific goals – you are aiming to reward clients for behaving in the way that you want. For example, are you looking for repeat business or do you want your clients to spend more?
Above all, your loyalty card scheme must be simple to use and the rewards should be attractive and attainable.
Ways to reward loyal clients:
• Offer cumulative discounts on selected lines. For example 10% off their next purchase if they spend £100. Limited time offers can encourage prompt purchases.
• Give away free items with multiple purchases. Buy one, get one free is a tried and tested method of encouraging short-term repeat sales.
• Invite clients to trial products and services for free. Asking trusted clients to give you feedback before you launch a new product or service will give them a sense of ownership over the product which is likely to increase sales in beauty retail later on and good word-of-mouth recommendation.
• Hold a preview event. If you are launching a new service or product line, invite your best clients to a preview event where they can buy first. Make sure the event has an exclusive feel and that clients have lots of networking time.
• Reward introductions and referrals. Give clients a reason to recommend you to friends by offering them a gift in return for every new client they introduce to your business.
Always keep an eye on your client retention statistics, as it is vital for your business success.
Liz McKeon is a successful author, key-note speaker, business coach and trainer, specialising in the Hair, Beauty and Spa Industry. For further information, check out www.lizmckeon.com or call 00353 1 892 8007
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