Why salon customers are not as loyal as they once were.

In recent years, it has become increasingly clear that customers are not as loyal to salons as they once were. In today’s fast-paced, on-demand economy, customers have a wide range of options available to them when it comes to finding hair and beauty services. This, coupled with changing consumer behaviours and a shift in societal values, have contributed to the decline in customer loyalty in the salon industry. Let’s take a closer look at some of the reasons behind this shift.

Increased competition

One major reason why customers are not as loyal to salons as they once were is due to the increased competition in the industry. With the rise of social media and online booking services, more and more beauty professionals are able to promote themselves and their services to a wider audience. This has led to an influx of new salons and independent professionals offering various types of beauty treatments and services. With so many available options, customers are no longer limited to one salon or service provider, making it easier for them to switch between salons and try out new treatments.

Changing consumer behaviour

Another factor causing a shift in customer loyalty is changing consumer behaviour. Today’s customers are more informed and educated about the products and services they are paying for, thanks to the availability of information online. With technological advancements such as YouTube tutorials and review sites like Google and Locate Your Look, customers are able to research and compare various salons and services easily. They know what they’re looking for, and if they don’t find it at one salon, they’re more likely to switch to another salon that meets their needs. They may be looking for a more personalised service or a stylist who understands their specific hair needs.

If a salon is not providing consistently high-quality service, customers may start to look elsewhere. They want to feel confident that they are getting the best service for their money.

Convenience

Customers are increasingly looking for convenience when it comes to scheduling appointments and accessing services. Salons that offer online booking and flexibility in scheduling may be more appealing to customers.

Societal values

Finally, changing societal values play a role in this shift in customer loyalty. More and more consumers are seeking sustainable and socially conscious options when selecting products or services. This includes forgoing plastic packaging, using environmentally friendly products, and supporting businesses that align with their values. Salons that actively contribute to house and community causes, are anti-racist, anti-sexism, and anti-discrimination are also more likely to gain customer loyalty.

In conclusion, customers are not as loyal to salons as they once were due to a variety of factors, including increased competition, changing consumer behaviour, and shifting societal values. Salons must strive to keep up with these changes and work to create a culture of loyalty with their clients. This includes offering high-quality services, providing excellent customer service, and creating a welcoming and inclusive atmosphere that leaves a lasting impression on clients.  The key is to keep building relationships and engaging with customers online and offline by offering personalised experiences.