MOVING
FORWARD
Working in a continuously evolving
industry means that taking initiative and
showing entrepreneurial spirit is often
needed to stand out from the crowd.
When it comes to planning how you are
going to sustain and build your business
for the year ahead, our Beautiful Britain
report has uncovered two core areas to
keep in mind moving forward.
FOCUS ON THE FULL CUSTOMER
EXPERIENCE
It will come as no surprise that creating
personable, long lasting relationships with
your customers plays an essential part in
achieving success. Our report finds that
having a good relationship with a hair and
beauty professional is the number one
loyalty driver amongst women, ranked
higher than price. Even though men have
a shorter history of regular salon visits,
they still consider a good relationship with
professionals a high priority, coming in at
a close second behind the importance of
price point.
To develop a loyal client base, it’s worth
remembering that good relationships
are built both in and outwith a barber,
salon or even mobile environment.
Alongside the consultations and
treatments themselves, it’s also important
to give attention to the post-treatment
experience. Follow up feedback calls and
showcasing your business through social
media are all part of building ongoing
value for your customer and encouraging
a long term relationship.
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Particularly when it comes to social
media, there is a very clear opportunity
to develop stronger relationships with
your customers post-treatment. In 2016,
82% of adults in the UK used the internet
every day or almost every day, making it
a vital channel for communicating with
both existing and potential customers.
Whether it’s by sharing pictures of
finished looks or posting your latest
deals and service offers, social media can
let your customers develop a personal
affinity towards your business.
PUT YOUR PRODUCTS IN
THEIR HANDS
Customers crave the final results of a
treatment, but they also care about
maintaining those results at home to
achieve long term value. Whilst the
upsurge in online hair and beauty
resources has given customers the
opportunity to enhance their knowledge,
it can also create confusion. Having an
expert offering the right products after a
treatment can eliminate that uncertainty
for customers, and demonstrate that you
care about their long term satisfaction.
It also offers hair and beauty professionals
huge scope to up-sell and cross-sell,
particularly when women are spending
more on products after a treatment.
On average, women now spend £10.90
after a treatment – an increase of £1.40
(up 13%) on 2016. Treatment spend for
men has also gone up. On average, they
will now invest £7.30 on post-treatment
product, versus £6.00 last year (up 18%).
“The relationships I have with
my customers are one of the
most rewarding parts of my
business, and I love taking
care of them and seeing them
regularly. I also know that by
building good relationships,
I make my customers more
inclined to keep coming back
and recommend me to friends
and family.”
LISA SAGE
STYLE HAIRDRESSING
BOUTIQUE BY LISA,
MALMESBURY,
WILTSHIRE
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