Posted by Jenny
In the ever-evolving salon industry, where competition is fierce and client expectations are continually on the rise, understanding the distinction between simply having customers and creating a community is more crucial than ever. While maintaining loyal customers is vital, transforming these customers into a thriving community can deliver even more substantial rewards for your hair and beauty salon and brand. Let’s explore the differences and benefits that each brings.
The success of a salon isn’t solely measured by the number of customers it serves. Instead, it’s increasingly about how well it engages and nurtures those customers into a community. This not only enhances client loyalty but also propels business growth. By grasping the difference, salon owners can strategically enhance their approach to client relationships.
Let’s go back to basics – Clients are individuals who engage with your salon for a paid service. Their interactions are primarily driven by convenience, price, and the services or products offered. While having a steady stream of customers is essential, relying solely on transactional relationships can limit growth opportunities.
While having a steady stream of customers is essential, relying solely on transactional relationships can limit growth opportunities.
According to a study by Bain & Company, businesses can boost profits by 25% to 95% by increasing customer retention by merely 5%. This highlights the importance of cultivating loyal customers.
A loyal customer base provides a strong foundation for business growth, enabling salon owners to focus on delivering exceptional service rather than continually pursuing new customers.
In contrast to customers, a community consists of individuals who not only frequent your salon but also feel a deeper connection and sense of belonging. People in a community interact and engage with your brand beyond single transactions, creating a supportive network of brand advocates.
Members of a community are more likely to actively participate in salon events, offer constructive feedback, and become enthusiastic advocates for your salon. They contribute to a robust culture that goes beyond individual interactions.
Customers who belong to a community are 19% more likely to remain loyal over time.
To build a community, salon owners can utilise social media to create exclusive groups and forums, host events that encourage interaction, and offer workshops that connect people beyond the salon environment.
One of the most profound differences is the emotional connection communities foster. Unlike the often impersonal nature of transactional customer relationships, a community encourages emotional ties, leading to long-lasting loyalty and genuine brand advocacy.
As stylists and therapists we more often than not know more about what is going on in our clients lives than their nearest & dearest. From holiday and social plans through to affairs of the heart, dilemma’s and trauma. We are more than just a service provider… we are friends, advisors and councillors.
Communities facilitate real-time feedback, providing salon owners with invaluable insights for service improvements. Creating a supportive environment not only enhances customer satisfaction but also fosters trust.
80% of consumers are more likely to recommend a brand to friends and family if they are part of a community.
Provide educational resources and exclusive experiences that resonate with your community members. Encourage interaction by sharing expert aftercare or retail recommendation tips and organising exclusive events.
Foster a culture of personalised communication and recognition. Initiatives like member-only benefits or loyalty programmes can enhance the sense of belonging, encouraging customers to become active community members.
The journey from having customers to building a community is transformative. By prioritising engagement, education, and emotional connection, salon owners can cultivate a rich, thriving community that not only supports business growth but also enhances the overall client experience. Start small – perhaps with a community event or an online group – and watch your salon flourish.
Look out for our next blog on how to utilise technology to help you build your community.
Call a member of our team today on 01892 280 123
