How to Improve Client Retention in Your Salon: Lilac Miller of Sleeping Beauty Salons

Keeping clients coming back to your salon can require a lot of work, especially when there is so much competition out there.

This week, we sat down with Lilac Miller of Sleeping Beauty Salons, who told us her top tips to improve client retention. Read on to find out:

Tell us a bit about your salon. 

Sleeping Beauty Salons are based in Scotland, stretching from Edinburgh to Lerwick and currently have 7 locations.  We opened in 1999 and now have a team of 50, offering a wide range of beauty, nail & spa services. 

Why do you think customers come back to your salon?

We focus on the client experience and building relationships with our clients through great customer service and a friendly but professional approach. We are open late nights to offer convenience for our clients to fit their busy schedules.   

How important is it to keep existing customers, as well as attracting new ones?

It is very costly to be marketing to consistently attract a stream of new clients so focusing on client retention is key.  It's also much more enjoyable for the team to have regular clients who they know. For marketing, we like to focus on recommendations from our existing clients with a referral scheme and word of mouth but we also have a strong online presence. 

What steps do you take to maintain a strong brand identity?

Our brand has developed over the years as our salons have expanded, but we do try and have a consistent style across our locations. Lots of our clients have visited multiple locations so we like to make sure the brand is consistent and recognisable.  I feel our strong brand has been one of the key reasons we have been able to expand. 

Do you offer a loyalty programme? How important is this in improving client retention?

Yes we offer two loyalty schemes. We offer a points card that is free for all clients. This allows them to build points to redeem on treatments and a membership card for regular clients to save on their visits.  Both of these are vital for ensuring our top clients are loyal to us and less likely to shop around.  We offer a very diverse treatment menu so we try and focus on clients having multiple services.

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Thank you to Lilac Miller from Sleeping Beauty Salons for taking the time to chat to us this week!

Lilac Miller is the Managing Director of Sleeping Beauty Salon Limited, who also offer coaching & mentoring for salon owners & managers looking to grow their teams.

To get in touch, contact:

Sleeping Beauty Salon Limited on Instagram & Facebook,

visit www.salongrowthcoach.com

or email lilac.miller@sleepingbeautysalon.com

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See you next week!

DDHQ x