Long-term loyal clients are the bedrock of your beauty business – but you have to work hard to earn their continued loyalty, says the National Beauty Federation

Client loyalty should be a particular focus during the quieter new year period after the Christmas rush – and you can take steps to ensure your clients return sooner rather than later following the festive season.

Loyalty schemes

“Loyalty schemes are a great way to keep your clients coming back,” says National Beauty Federation chief executive Hilary Hall. “But keep your scheme simple; for example, by awarding a set amount of points per visit. This makes it easier for staff and clients to understand.” Make sure your scheme is well-publicised in the salon and via your social media and website and tailor rewards to suit individual clients. “For example, clients who regularly have more expensive treatments may not value money-off offers but would appreciate an additional service for free,” adds Hall.

New year events

“Invite a select group of your best clients to a special event in the new year,” says Hilary. “You can demonstrate new products and treatments and offer a 10% money-off voucher for appointments booked within two weeks. Your products supplier might be happy to provide some freebies to use as giveaways at the event.” Find out what else you can do to keep your loyal clients at nhf.info/client-loyalty

Discounts and sales?

“A recent survey of our members found that although 52% of respondents agreed that discounts help to fill a new employee’s appointment book, 43% felt that discounting undervalues the industry and 28% said that it eats into long-term profits,” says Hall. “That’s why it’s probably best to avoid offering too many ‘January sale’ appointments.

“However, you could give all your December clients a Christmas card offering free products with full-price appointments during January. This is far less costly for you but will add genuine value for your clients.”

Planning ahead

“Going greener or vegan could help to attract more clients if you’re looking to grow your client list during 2020,” says Hall. The Vegan Society reported that the number of vegans quadrupled between 2014 and 2018 and the most important packaging label for 57% of people is ‘not tested on animals’. “Make sure you publicise what’s happening in your salon via social media and your website to help attract eco-conscious clients,” adds Hall. Find out more about vegan and eco-friendly options for your business at nhf.info/sustainable

The NBF

For less than 75p a day, the National Beauty Federation (NBF) will help you boost your business while keeping you safe, legal and bang up to date with all the latest business laws. You’ll wonder what you did without us. The NBF is the sister trade association of the National Hairdressers Federation (NHF). Find out more at nhf.info/nbf

Join the NBF before the end of December 2019 and quote PBD25 to get £25 off your membership fee.