18th April 2025
I have recently been judging the British Hairdressing Business Awards, an honour and a challenge that I have taken very seriously. To read first hand what salons up and down the country are doing to keep their businesses relevant and up to date has been truly inspiring. From training and education, to client satisfaction, how social media continues to be a major focus, and the need to embrace diversity and inclusivity, I have been impressed with the focus salon owners have on creating the perfect environment for their teams and clients.
One thing that featured heavily with the nominees was the genuine aim to create more client loyalty. In an age where there is a multitude of brands for consumers (clients) to choose from – from a wide range of sources; supermarkets, chemists, online and in salon; and an ever changing hairdressing landscape with businesses coming and going frequently, salons clients are spoilt for choice with what they buy and where they choose to go for the hair appointments.
I have read a lot about generating loyalty in the nominees evidence, and there were some very interesting ideas – ideas that got me thinking. Loyalty cards have long been a concept salons have embraced, but with the average client carrying up to 16 [loyalty] cards from various shops and stores, especially coffee shops; and with data suggesting that only 8 of those 16 are ever used, perhaps it’s time to do something different.
And that’s where the idea of membership comes into play. I see forward thinking salons setting up specific deals that clients can buy into, for example, blow-dry clubs giving special offers for a monthly flat fee, which is a great step forward. But what if the membership gave extraordinary benefits that clients really bought into?
Lots of shops and online stores do this! As a member of the ASOS Premier programme I am guaranteed next day delivery and free returns, plus exclusive early access to sales, all for an annual fee of £9.95, a bargain! Likewise being a member of Amazon Prime gives me access to early offers, free next day delivery, and I can share benefits with family and friends. H&M membership gives special offers that members are notified about as well as occasional ‘store exclusive’ offers that happen every now and again.
If loyalty is one off the key factors for businesses to succeed, it seems to be only natural to look at creating a membership club. It’s time for salons to embrace the concept of ‘membership has benefits’ and look at setting up a yearly plan that client’s can buy into to give them access to special, exclusive promotions that entice them into the salon more frequently. The benefits can be relatively inexpensive from a cost perspective, but priceless from a client point of view.
Generating incremental revenue has to be a plus factor, and if (as an example) it costs the price of an in-salon treatment as a free service once in a while to members, it has got to be worth looking at.
Likewise, from your product suppliers point of view, it’s worthwhile sitting down with them and discussing how they can help you make your membership plan appealing from a retail and in-salon service point of view. I guarantee that forward thinking companies will want to be part of your ‘club’ in any way that they can be.
No doubt there are salons out there that have already started this, and if you are one of them I applaud you! If you haven’t thought about it, I hope this blog gives you some food for thought.
#MembershipHasBenefits #SalonProfessional #SecureYourFuture
