Beauty is deeply ingrained in society, which is why it’s safe to say that salons and spa will remain an important part of the economy. Given such a competitive marketplace, however, business owners fight to attract and maintain high client retention rates. While the idea of acquiring new customers helps keep your business thriving, nothing ensures success more than your repeat clients.

Loyal customers become the backbone of your business, especially since they hold the power to spread the word about your beauty services. They’re also more likely to spend more on your offers, especially since the connection will have already been established.

The value of repeat clients for your salon is undeniable, making it important to focus on. Making such efforts can be easier said than done, however, but a good guide is all you’ll ever need. To help you come up with a client retention strategy, here are some factors you need to consider, focus on, and polish:

Factor #1: The overall client journey

A non-negotiable factor of client retention? Their experience. You need to invest in everything that could make them feel special and welcome, which begins by ensuring their physical environments are warm and inviting. Your communication strategies should come next, which begins through the booking process. Anything less can make them reach out to your competitors but done right, you’ll find them endlessly booking for appointments.

While most of these will rely on your salon’s presentation and digital identity, never underestimate the power of conversations. You’ll want to make an effort to get to know them, as nothing more can make them feel cared for than by discovering their interests and preferences, helping you build a rapport that will last.

Note: Keep in mind that not all of your clients will be chatty! Make sure to read the room before engaging in a conversation.

Factor #2: Your chosen marketing campaigns

You may already have clients willing to come back on their own, but most consumers need a little nudging for repeat transactions. This is where your marketing efforts will come in, which can happen through your social media posts. Make sure to come up with visuals that can recapture their interest, along with compelling content that will urge them to come back for more.

Investing in a rewards program can also help you gain more attention, which can come in the form of discounts. Provide loyal customers with loyalty programs they can use, and a certain number of uses can either help them gain points or perhaps a free makeover. Whatever your solutions may be, the goal is to make them feel as valued as possible.

Factor #3: Your people

The client experience and marketing campaigns are paramount to your success, but your overall operations will be handled by your employees. Salons and spas are service-based, meaning that your services can only be as good as your team.

Excellent solutions can only be achieved through a well-trained team, so it’s important to invest in their growth, development, and overall well-being. You want them to remain motivated and happy, as this will eventually show how they deal with your customers. And with your customers experiencing unparalleled services, you can guarantee they’ll come back week after week, month after month.

The Bottom Line

Earning a steady stream of customers doesn’t happen overnight. You’ll need to commit yourself to the prospect, as proactiveness will be the key to your success. It’s also a combination of various strategies, all of which you need to consciously learn and assess for the best possible outcome. What may work for others may not necessarily produce results for you—so find what works best for your business. You’ll have clients walking you through doors endlessly in no time.

For a full-blown client retention strategy, invest in the best and advanced aesthetics of Northern Colorado. We offer you the chance to train with the finest in the industry, ensuring that your business is equipped with the latest trends. Sign up for classes today!