Every salon owner wants happy, loyal clients who rebook their services and help increase sales. Understanding what makes a customer return to your business and improving client retention means exploring your “stickiness” factor. But first, what is customer stickiness, and how is it different from customer retention?
Customer stickiness is a marketing term that describes the tendency to gain repeat business. It determines the likelihood of a client “sticking” to your brand — in this case, your salon — by booking services and/or buying products from you regularly. Measuring customer stickiness focuses on understanding why people choose your business and determining the best way to ensure they continue to do so.
Meanwhile, customer retention measures the percentage of your clients who continue to use your services and buy products over an extended period.
Client stickiness is vital to your business because it contributes to your salon’s customer retention rate. As client retention increases, so does your profitability. Many studies have shown that it’s less expensive for a company to retain an existing customer than to attract new ones. Therefore, increasing client stickiness is essential to encouraging customer retention and repeat business.
Benefits of Customer Stickiness for Your Salon:
✓ Increased Lifetime Value: Clients who are more likely to return and try different services contribute to a higher lifetime value for your salon.
✓ Improved Loyalty: Customer stickiness fosters loyalty. Loyal clients visit more frequently and become brand advocates, referring friends and family to your salon.
✓ Enhanced Clientele Relationships: Building stickiness with your clients creates stronger, more meaningful relationships, fostering trust and loyalty.
✓ Business Growth: With a steady flow of returning clients, your salon can achieve constant growth and stability in a competitive market.
What Makes Clients Sticky?
Many factors can contribute to your salon’s stickiness, including convenience, reputation, service and product quality, pricing, personalization, the overall customer experience, and even sustainability or other environmental or social factors – whatever is important to your clientele.
Here are some of the top factors that contribute to sticky clients and what to do to ensure they stay loyal:
1. Convenience
43%
of all consumers would pay more for greater convenience
42%
would pay more for a friendly, welcoming experience
What it means to salons: Many people juggle careers, school, family, community, and more. That’s why people value businesses that make their self-care experience as convenient as possible. By focusing on convenience, salons can enhance customer stickiness and improve client retention with future appointments.
Solution: Offer Convenience. Streamline your salon’s booking and checkout processes, offer flexible appointment scheduling, and ensure a seamless and hassle-free experience for your clients from start to finish.
Result: Happy clients
2. Reputation
30%
of the online reviews account for the overall quality of customer satisfaction
92%
of customers trust online reviews
What it means to salons: Positive word-of-mouth referrals and online reviews also contribute to customer stickiness when they reflect the salon’s commitment to service quality. Therefore, maintaining a high standard of service quality is essential for enhancing customer stickiness and fostering client retention.
Solution: Strive for Greatness. Always provide a welcoming atmosphere in your salon and throughout the client’s entire service. Plus, strive for high-end results with every service and always stand behind your team’s work.
Result: A better salon reputation, enhanced customer stickiness, and improved client loyalty and retention
3. Service & Product Quality
89%
of consumers believe that companies are responsible for providing high-quality products and services
74%
consumers say product quality inspires their loyalty to the brand
What it means to salons: As a salon consistently delivers high-quality services, clients are more likely to have a positive experience and return for future appointments. Clients are also more inclined to remain loyal to a salon that consistently meets or exceeds their expectations.
Shoppers also seek products tailored to their skin and hair types, addressing concerns such as dryness, oiliness, sensitivity, or specific skin or hair conditions. Innovative technology, such as advanced formulas and application methods, can appeal to shoppers seeking the latest hair and skin care trends.
Solution: Provide innovative services and products. Hire skilled stylists and provide continuing education to keep them current with new trends and techniques. For products, research ingredients and brands that offer the best options for your clients. Use only reputable, high-quality professional products in your salon and for retail. Offering innovative and effective products that resonate with your ingredient-savvy clients can set your salon apart and keep clients returning for more.
Result: Increased trust and customer loyalty and more retail sales
4. Price
+140%
customer spend after a positive experience vs. customer spend after reporting negative interactions.
61%
of customers would pay at least 5% more if they knew they would receive an outstanding customer experience
What it means to salons: Competitive pricing that offers good value for the services provided can attract and retain clients. Clients are often willing to pay more for exceptional service but seek affordability and transparency. If the pricing is perceived as fair and reasonable, it can enhance the client’s loyalty. However, if the pricing is inconsistent, unclear, or perceived as unjustified, it may lead to a loss of trust and loyalty.
Solution: Find the right balance between pricing and value. You want your clients to feel they are getting their money’s worth while indulging in your salon’s services. Set fair and transparent pricing that reflects the quality of your salon’s service.
Result: Demonstrates value to the client and strengthens loyalty
5. Personalization
+50%
customers say they will likely become repeat buyers after a personalized shopping experience
59%
of customers believe personalization based on previous interactions is critical to retaining their business
What it means to salons: Salons can significantly enhance customer stickiness by making clients feel special and understood. When clients feel that their individual needs and preferences are being catered to, they are more likely to return to the salon for future services. Personalization can foster a sense of loyalty and strengthen the relationship between the client and the salon. It creates a memorable and unique experience for the client, setting the salon apart from others and increasing the likelihood of repeat business.
Solution: (1) Engage and personalize communication. Regularly engage with your clients through personalized messages, promotional offers, and updates on new services. Building a strong communication channel can help keep your salon top-of-mind for your clients. (2) Offer personalized services and salon experiences. When salons personalize their services and experiences for each client, they create a strong bond and connection with the customer. Personalization can include remembering a client’s preferences, offering tailored recommendations for services and products, and addressing the client by name.
Pro Tip: Many Aura features help with personalization, including Client Notes. Some salons use this tool to add color formulations, client preferences, ingredients the client may be allergic to, etc. The salon can also see a history of the client’s previous appointments and purchases.
Result: A strong bond and connection with the customer
6. Overall Customer Experience
73%
of customers consider customer experience an essential factor in their purchasing decisions
86%
of buyers are willing to pay more for a great customer experience
What it means to salons: The salon experience can significantly impact a client’s loyalty. A positive experience can make the client feel valued and appreciated, increasing trust and loyalty. On the other hand, a negative experience can erode trust and push the client to seek services elsewhere. Therefore, providing a consistently excellent salon experience is crucial for building and maintaining client loyalty.
Solution: (1) Know Your Clients & Their Needs: Understanding what is important to them and providing the right products and services can set your salon apart and create a unique value proposition for your customers. Consider conducting an in-depth survey to see where your business stands and where your clients want to see improvements. (2) Provide exceptional service: Provide a memorable and personalized experience for every client. Pay attention to their preferences, offer tailored recommendations, and make them feel valued during their visit.
Result: A strong bond between the client and the salon, the client feels valued and appreciated, and increases trust and loyalty
7. Sustainability
78%
of customers think sustainability is important
55%
of consumers are willing to pay more for eco-friendly brands
What it means to salons: Consumers often look for salons that prioritize sustainability and offer clean beauty options with cruelty-free and vegan products. They prioritize products formulated with natural ingredients that are free from harmful chemicals. Creating a sustainable and environmentally conscious salon environment can appeal to younger clients. They are interested in environmental issues and may prefer salons that recycle beauty waste, conserve water and energy, and use refill programs for beauty products.
Solution: (1) Offer Clean Beauty Options. Provide cruelty-free, environmentally friendly, and sustainably produced products that reflect your clients’ values and lifestyle choices. (2) Be Eco-Consious: Sustainability drives customer loyalty by aligning with consumers’ values and demonstrating a genuine commitment to eco-friendly practices. Embracing sustainability in your salon can build trust, credibility, and emotional connections with customers, leading to increased retention and advocacy.
Look into water-saving shampoo heads, energy-efficient appliances (washer, dryer, dishwasher, refrigerator, etc.), water heaters, and switch to more efficient lighting fixtures and bulbs. Use a color management system such as Vish to help save money and eliminate chemical waste. Also, consider waste recovery efforts through Green Circle Salons.
Result: Builds trust and credibility, adds an emotional connection with customers, and increases retention and advocacy.
Making your services and products “sticky” can improve customer relationships with your salon. Here is a summary of ideas for adding “stickiness” to your salon:
✓ Enhance the customer experience
✓ Provide value for the price
✓ Offer convenience
✓ Deliver consistent quality
✓ Prioritize continuing education for your team
✓ Stay on top of trends
✓ Offer products you believe in and stand behind
✓ Ask for referrals
✓ Implement a loyalty program to reward referrals and repeat business
✓ Ask for and monitor your client reviews
✓ Stay in communication with your clients with personalized marketing
✓ Utilize client feedback for continuous improvement
Understanding the factors that drive customer stickiness and leveraging them to your advantage can pave the way for sustained success and growth. By prioritizing customer stickiness and consistently improving the client experience, you improve your chances to increase client retention and overall sales.
Sources: eduMe 3PillarsGlobal Service Alliance Group The Roundup.org
