How to attract customers? Not only novice entrepreneurs are puzzling over this issue, but business representatives who have already tasted great profits. For example, beauty salons. How many of them are in each provincial city, and what can we say about megacities? How not to get lost in the mass, how to present yourself correctly, how to attract new customers to the beauty salon and keep them, and also how to achieve success in this difficult industry? Let's try to figure it out together.
Location
Before you open a beauty salon, you need to evaluate the pros and cons regarding its future location. First of all, pay attention to the following conditions:
- area;
- transport accessibility;
- well-being;
- lack of competitors nearby.
When it comes to choosing a district, it does not imply its prestige, but primarily the need for the people living in it to open a similar type of institution. There must be real plans for how to attract customers to the beauty salon. For example, a sleeping area of a city may be a better place than an elite suburban village. Why? Very simple. A girl living in a sleeping area will not want to spend half her day off traveling to a beauty salon working in the city center, and she will definitely drop by a nearby one (and if she likes it, she will bring her friends next time). Residents of the elite suburban village, of course, can visit a beauty salon located directly in their territory, but, as practice shows, they do this only in emergency cases (a broken nail), and even then not always. More often they visit the largest and most fashionable salons, and if necessary, they call a specialist at home.
The ability to get to the hairdresser is an important condition. Nearby there must be a parking lot where customers can leave their cars, and those who do not have personal transport will not have to spend a lot of time on the road from the stop. The landscaping of the surrounding area is also important for those who are interested in how to attract customers to the beauty salon, but this probably does not need to be explained. It is much nicer to watch a beautiful view through the window, not a landfill. If suddenly the circumstances for some reason change, for example, the view from the window to the park is replaced by the construction site, you can use such now popular photocurtains.
The last point is understandable, and it relates primarily to beginners. If the beauty salon has regular customers, and you just open another branch in a neighboring area, then it is quite possible that you will not need to think about how to attract customers to the beauty salon, but competitors.
Carrying out advertising campaigns and promotions
No matter how beautiful the institution, it needs advertising. You can order a video on TV or an article in the media, but this is an expensive pleasure that does not guarantee the appearance of a sudden flow of customers. Before you conduct an advertising campaign, you need to really evaluate your own financial capabilities. Costly projects are not always profitable. For example, a promotion can attract dozens of times more customers than advertising on TV. For example, such a variant of the action. "Family weekend." Adult haircut X rubles, children - as a gift. If you promise your mother to take her baby for the time that she will spend on cutting, styling and other procedures (at full cost), then this may be a decisive factor for her when choosing a salon.
Own site
The Internet is the engine of progress. Creating your own website, which will not only constantly update data on the services provided and their cost, but also interesting articles on the topic of beauty, photos of finished works, information on promotions and discounts, will help attract additional customers. It’s not necessary to create your own website, you can open a group in social networks, but if you think about how to attract customers to a beauty salon, you should know that your own website looks much more effective than a page in social networks.
Referral system and cumulative discount system
The best incentive for visitors is to save money without losing the quality of the service itself. Not a single person will refuse a pleasant discount, and if it comes to additional bonuses, then this is several times more pleasant. A proven way to attract new customers is the referral system. The one who brings new customers with him becomes an interested person, since the discount for his referral will depend on how much he ordered the referral service.
Creating a customer database
The visitor database is a powerful tool for retaining them. Taking advantage of the opportunities that modern technology provides, you can regularly remind customers of themselves. The main thing is that it is unobtrusive and competent. Regularly receiving messages of the same type, the client simply unsubscribes. You can influence the client using a message like “Dear (client’s name), we’re in a hurry to please you!” You are on the list of those who, having addressed to our salon this week, will take part in a raffle of five tickets for the premiere of the movie “Martian”, or “Promotion in a beauty salon ...” or “Everyone who visited our salon on the weekend will take part in prize draw from the Oriflame company. And no one can resist it: “On the eve of your birthday, you get a 50% discount on all the services of our beauty salon.”
Gifts to customers
Love your customers and pamper them. “For every fifth client who comes to us in a day, a face mask is absolutely free” - a trifle, but nice. On the day when the salon turns a month, six months, a year, reward your visitors, celebrate with them. And be sure to cover such events in social networks and on your website. This is the best advertisement.
Partnership programs
An excellent and quite effective method is affiliate programs in business aimed at attracting additional customers. It is not necessary that the partners are from the same industry. For example, the action “Make a hairstyle in a salon and get a coupon for a discount of up to 50% in a restaurant”. Great option, isn't it? And most importantly, it is suitable not only for those who are interested in how to attract more customers to the beauty salon, but also for partners in other industries. Mutually beneficial cooperation is the path to success for both parties.
The interior of the beauty salon. How to attract customers
Of great importance in attracting and retaining customers in a beauty salon is interior design. There are general principles, but basically you need to start from the preferences of the target group, which will be oriented salon. If people under the age of 35 will visit it, do not be afraid of experiments. Bright colors, unusual solutions in the layout and popular styles will perfectly complement the minibar with fresh or low-alcohol drinks. It is also possible to create common service areas. Often clients of this age group come in groups, so it will not hurt to provide them with communication during the procedures.
If the beauty salon is designed for an older audience, the style should be chosen more calm and restrained. Vivid photos of models with incredible hairstyles and make-up will be inappropriate here, and the minibar can be replaced with a relaxation corner and serve coffee and cakes. It is also worth considering the theory of how to attract customers to a beauty salon in Feng Shui.
It is interesting
According to this theory, every business has its own color. For example, a design made in shades of red and steel will look very stylish, but this combination is absolutely not suitable for a beauty salon. On a subconscious level, the person who was served at the highest level in such a salon will still not want to come back here. Feng Shui experts recommend that you start planning still at the stage of designing the room and planning the zones, but even if the salon is already decorated and even works for a long time, you can adjust the situation and thereby increase the flow of customers.
For those who believe in magic
There is another option, how to attract customers to the beauty salon. Conspiracies and special ceremonies can help with this. Many hang a bell at the entrance to the room, but they don’t know what a few words a day, and it will turn from an ordinary decoration into a tool to increase the attendance of a beauty salon. To do this, you need to wait for the new moon and, late at night, looking at the moon, rub the bell, saying: "Fly the ring around the planet, both adults and children will come to me." The next day, hang the bell so that it rings at each door opening, but it is always reflected in the mirror. If everything is done correctly, this will double the flow of customers and once and for all will solve the question of how to attract customers to the beauty salon. Magic, of course, will not help solve all problems, but it will provide support in business.
High service
Each of these methods will help attract customers. But they can only be retained by providing quality services and high service. Whatever gifts the girl promises, she won’t even go for free to where her hair was damaged or her skin was damaged during manicure. And most importantly, negative information is distributed among potential customers much faster than positive. Such is the harsh law of business.
The conclusion is this: it will succeed only with those who love their work and clients, strive for development and constantly study, and also do not forget about using marketing tools to attract new visitors and expand their customer base. You need to use all available opportunities, attend seminars, study the experience of successful businessmen (for example, S. Petrova’s book “How to Attract Clients to a Beauty Salon. A Practical Guide”), develop not only in your business, but also in other industries.