At the time of publication, there are roughly 8,677 beauty salons in the UK employing over 250,000 people. Needless to say, that’s a lot of competition for hairdressers, barbers, nail technicians and other beauty businesses so standing out is always going to be a priority.
But how can you stand head and shoulders above the other salons in your area without spending a small fortune? In short, it’s all about focusing on the customer experience and ensuring you’re not only providing a better service than everyone else but that everyone knows about it. So, here are five ways to provide an incomparable customer experience and help your salon stand apart from the rest.
1. Settle on a style
Every establishment needs a distinct “something” to give it distinction and character. A large part of this character can, of course, be down to the owners and the staff but decor and personality play a major part too. Start by looking at the competition and learn from their mistakes. Are their reception rooms crowded and basic? Are there too few of the subtle accoutrements that make a house feel like a home? Make your designs approachable and comfortable but don’t make them boring. And once you’ve settled on a style, never mix and match. Go all in or not at all.
2. Take advantage of technology
The pandemic completely changed the way many of us view technology as we had to start relying on it a little more for our everyday conveniences. With modern digital signage, salons can step right into the 21st century with solutions that can do everything from promoting in-store offers to revealing when certain hairdressers are free and how long they’re expected to be with their current customers. You could even promote the latest cuts, colours and designs, as we all know pictures can sell an idea that words can only suggest.
3. Listen to feedback
Listen to what your customers and your staff have to say (the good and the bad) and don’t be afraid to act on their opinions and advice. This means scouring customer review sites and taking all criticisms on board. It also means not being afraid to ask customers what they feel could be improved. The same is also true of your staff as happy staff are always going to act as natural ambassadors for your salon.
4. Keep customers entertained
The reception room should be a space where your customers feel safe, relaxed and comfortable. Essentially, you want them to feel like they’re sitting in their lounge at home. So invest in a water fountain and coffee/tea machine for customers to use while they wait and set up an entertainment area with a large digital display screen and perhaps a games console with streaming services built-in?
5. Don’t forget to advertise!
Advertising has changed in the social media age. Today, having a firm social media presence is arguably as important as advertising in local papers and handing out flyers in local neighbourhoods. Get on every platform imaginable – from Instagram and YouTube to TikTok – and try to be daring and unique with your content. Also, try to sync your social media profiles with your digital displays in-store so that customers are given a consistent experience across both online and offline channels. Trust us, it makes all the difference.
Image: Didecs / Shutterstock.com
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