Growing a loyal customer base is one of the key factors of running a successful and profitable salon. Industry-tailored marketing techniques can help you use satisfied customers to recruit future clients, move high-end non-service merchandise like shampoos and conditioners, and allow you to personally connect with your customers to maximize profits and stifle your competition.
Manipulate your non-service merchandise prices and offer discounts with services such as haircuts, shampoos and coloring treatments. Offering customers 10 or 25 percent off the purchase of a particular shampoo and conditioner with the purchase of a haircut and shampoo combination can help move merchandise and increase your service sales. Customers can be tempted by the desire to take the salon experience home with them and, with discounted prices on premier product, can be persuaded they’re getting a bargain.
Adding complimentary services on to fee-based services makes customers believe they’re getting more bang for their buck. In a “deluxe” or “specialty” package, add cheaper-to-offer services such as a massage or foot exfoliation as a bonus to more-profitable salon treatments such as hair coloring, haircuts and facials. Offering complimentary services to packages can compel customer traffic toward purchasing higher-end treatments that are more profitable for your business.
Referral and Loyalty Programs
Referral and loyalty programs can initiate satisfied customers to spread the word of the quality of services and act as brand ambassadors for your salon. Reward customer loyalty a free haircut after the purchase of five haircuts. Customer referrals can include such programs as offering a free facial every time a customer recommends a treatment to a friend. This strategy gives customers incentive to promote your business to like-minded clientele, potentially fostering long customer allegiance and growing your client base.
Calendar-Based Price Promotions
Offer Friday specials such as 10 percent off treatments and merchandise to woo customers in to your establishment. Holiday, birthday and seasonal specials can give your salon the opportunity to remain relevant in the minds of potential customers while increasing sales. Offer discounts seasonally, such as percentage deductions on skin and hair conditioning treatments in winter, pedicures in summer and rejuvenation services such as facials or massages in the spring.