4 Client Retention Strategies For Barbers
Barbers need to measure client retention. Client retention refers to the rate at which a client stays with a barber. Are your clients coming back? Are you turning that one time client into a loyal client? Many barbers focus on getting new clients but tend to neglect client retention. Both are important, but in this blog we will explore 4 strategies to increase your client retention rate.
Offering a quality experience, good conversation and a quality haircut are obvious foundations to client retention, but we won’t focus on those topics. Instead we will focus on certain business strategies that complement.
First, let’s define the details of client retention as a rate or percentage. Out of 10 clients, how many return for a second appointment? Or a third appointment? Oftentimes, a client is considered a ‘loyal client’ vs a ‘new client’ once they hit the 3rd appointment. So, out of 10 clients, how many become a loyal client aka they see you 3 times? 3/10 = 30%. 6/10=60% 9/10=90%, you get the picture.
What is your current client retention rate? What would you like it to be? Most booking platforms have reports that can help you figure this out. If you don’t have a booking platform, I would highly consider finding one for this very reason.
Strategy 1 - Offer a Loyalty Rewards Program
“Loyalty Rewards programs offer rewards, discounts, and other special incentives as a way to attract and retain customers. They are designed to encourage repeat business, offering people a reward for shop loyalty” (Investopedia). A ‘stamp card’ is a common example. Your 10th haircut is free. Your 5th haircut you get a free pomade. If you spend $250 in services and products, you get a $30 gift card.
Loyalty Rewards Programs can be very simple but can get complicated. I recommend starting simple with a services stamp card. The client receives a stamp through services: haircut, beard trim, shave etc. Each service is a stamp. This encourages a client to get multiple services which increases your average revenue per client while getting them closer to the reward.
Strategy 2 - Use Email Marketing
Out of the various marketing methods, statistics reveal the effectiveness of email marketing. “Email marketing is a form of marketing that can make the customers aware of new products, discounts, and other services. It can also be a softer sell to educate your audience on the value of your brand or keep them engaged between services” (Mailchimp).
Segmentation is typically the most effective email marketing strategy. This targets a specific demographic (or segment): brand new clients, clients who haven’t booked in 3 months and loyal clients. Segmentation allows you to tailor marketing emails for that segment. For new clients, you’ll want to send them your booking link so they can rebook. For clients who haven’t booked in 3 months, you might consider offering a discount: 10% off next service, free beard trim, 10% off product etc. For loyal clients, you might ask them to fill out a Google Review or invite them to a referral program.
Success of these campaigns can be measured by open rate, click rate and conversion rate. How many opened? How many clicked on your booking link? How many used your discount code to book again? As you run campaigns, you can measure the most successful ones and then keep running them again.
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Strategy 3 - Coupons, Discounts and Promo Codes
Everyone loves a deal. Coupons typically are valid for one time use and are in print format like business cards, newspaper coupons or coupon booklets. These are great to attract new customers but also can incentivize a client to return for a second or third visit.
We are most familiar with discounts and promo codes when we check out online. Black Friday or Cyber Monday deals are typically applied through codes like: ‘CYBER’ or ‘BLACKFRIDAY’. You type them in and then the discount is applied at checkout.
Oftentimes discounts and promo codes are delivered in emails or texts or social media posts. If you are wanting to promote a more expensive service, you can attach discounts and promo codes to those services. This is a great way to introduce your clients to a new service at a discounted rate. If they like the service, then they can book it next time at the regular price.
Strategy 4 - Offer Recurring Appointments
With the ease of online booking, this can be a very easy way to turn a one time client into a loyal client. At checkout, simply tell your client that you offer recurring appointments as a way to ensure your next spot. You do not have to force this, but you want your clients to know this is an option for them. For example, Tuesday at 11am every 3 weeks. Barbers with many recurring appointments are quicker to achieve a fully booked out schedule.
A secondary option is to be like the dentist. Before they leave, offer to book their next appointment on the spot. You can create urgency by telling them your schedule tends to book out. You might even offer a 10% discount if they decide to book their next appointment before leaving the shop.
This blog barely scratches the surface on the topic of client retention. There is little risk in trying to implement any of these strategies. I recommend trying one out for 1 month and then evaluating its success. Trial and error is the name of the game. “There is no such thing as failure. Either you win or you learn.”
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Written by Matthew Mendoza
Matthew Mendoza is a licensed barber, educator and consultant. He hosts the podcast Beyond Barber School which provides emerging barbers with the critical guidance needed to start their business. In addition, he writes a newsletter called theGuideline about the latest trends in the barber industry.
