Beauty Salon “Regulars”. Why are They the Bread and Butter of Salon and Spa Business?
Did you know that it costs five times as much to attract new clients to a business, than it costs to re-engage with your existing, but lapsed customers? Think about it — how much do you spend each year on your Customer Acquisition Costs (CAC) — the money that you spend on marketing, leaflet drops, advertising, PR and events, versus the cost of using your salon management software to pull lapsed clients back through your front door?
Think about those regulars you have, who, come rain or shine, always make their appointment every set number of weeks and rebook at the time of their appointment. Now, imagine what it could do for your business if you could have five or ten times more of those regulars, rather than a majority of one-off, sporadic or special occasion-only visitors.
It would transform it, right?
💡 So, what do we need to do to get them coming back?
It’s all down to building loyalty. Believe me, retention really matters in any business. Returning, regular clients are the profitable unicorns of all service-led businesses. It makes sense to focus as much, if not more of your attention on making sure that each new client that walks through your door is given experience and subsequent offers to help start them on a journey with you, to transform them into more of those regular, repeat customers who are loyal to you, your team and your salon.
