Retaining Customers is Just as Important as Acquiring New Ones

In the current business model of barbershops, the private domain is particularly important. Whether as a platform for promotion or a way to maintain customer loyalty, it is beneficial. However, how to keep the private domain active and encourage repeat consumption from customers is a critical element.

 

First, let’s ask: Why don’t customers return?

Prices have become too high for them; the economic environment has led to general consumption downgrading.

They’re beginning to be dissatisfied with the current level of service.

Outdated sales tactics (e.g., forcing card purchases, requesting reviews).

Better competitors have emerged.

Overly frequent advertising leads to annoyance.

The emergence of these issues is inevitable, but they also present opportunities. By turning crises into business opportunities and improving the service system, we can better stabilize our position in the market.

 

How to Retain Customers

We are more likely to understand why customers leave rather than why they stay. Therefore, we can directly adjust our business practices based on this, improving customer retention. This is a key aspect every beauty industry professional should focus on.

 

Create a Welcoming Environment with a Slight Distance

From the moment a customer walks through the door and reaches the reception area, all the way to sitting in the haircut chair, they should feel served. Studies show that customers are willing to spend 70% more in stores with thoughtful service and a comfortable environment. This also means that customer return rates will increase, and they will be more likely to purchase additional products and services. Therefore, reduce annoying sales tactics during the service process and instead focus on enhancing the quality of service while reminding customers of service upgrades.

 

Provide Detailed Service Consultation

Both the customer and the stylist have certain expectations from each other. It’s important to coordinate both parties' opinions. During the service, clearly communicate small styling issues, pricing, and processes to reach a consensus. This not only improves customer satisfaction but also allows stylists to work in a relatively harmonious environment.

 

Build Customized Customer Profiles

Repeat customers are what we hope to see most. By building customer profiles, you can understand their preferences and acceptable service prices, allowing for targeted recommendations that increase sales success rates. Offering discounts or promotions to returning customers and encouraging referrals can create a positive cycle.

 

Provide Timely Feedback

Throughout the service, whether customers are sitting in the chair for a haircut or lying on the shampoo bed, make sure to check if the water temperature is appropriate, if they are comfortable, and if the service is meeting their needs. Address these details to improve the experience. If, for example, the shampoo bed isn’t comfortable, it might be time to consider purchasing a new one.

 

A Sense of Mission

Consider a higher responsibility to attract and retain customers. For instance, dedicate a portion of your sales to support charitable causes or environmental projects. By appearing as a brand with a positive image, rather than just a business constantly selling advertisements, you create a stronger bond with customers.

 

Social Media Engagement

Many stores have social media accounts on platforms like Instagram, Facebook, Xiaohongshu, or WeChat. Interacting more with customers on local topics or beauty-related hashtags can help increase your store's visibility. Engaging through comments, likes, and follows will leave an impression on customers and help attract potential new clients.