Why Clients Aren't Returning to Your Salon Now that Lockdown Has Eased

Bar facial treatments, the rest of the beauty industry has been operating from the 13th of July. Salons getting used to the new “normal” have noticed that while the first few weeks have been busy, things are getting far quieter now. As clients attend less treatments during the ongoing global pandemic, here’s why and what you can do to bring them back.

1. Clients believe it is unsafe to have treatments.

What’s the issue: Unfortunately the government rhetoric has not been in favour of the sterile beauty industry. By keeping facial treatments closed, it has implied beauty salons are less safe than a no-mask visit to the pub. Many feel it is not safe to visit salons, or are avoiding leaving home altogether.

Next steps: Show your clients how safe and sterile your salon is. Keep taking photos of social distancing, informing your clients of the new measures you’ve taken to make your salon complaint with the new government regulations and show off your PPE equipment, both on social media and as email campaigns. After all, salons have been managing infection control for years.

2. Clients have learnt to live without the luxury of salon treatments

What’s the issue: In the four months that salons were closed, some savvy clients have learnt to live without luxury treatments, or have learnt basic skills themselves with the time off that they had to pamper themselves. Because of this, some may feel it unnecessary to attend beauty treatments if they believe they can do it themselves.

Next steps: Show more elaborate treatments on your social media, that your clients will simply not be able to do themselves - beautiful hair transformations that take hours and can’t come out of box dyes, and nail designs using symbols and patterns that will have them itching to go back to the salon. In time, as clients have less time as they begin to come off furlough and move to their full-time positions, they will not have the time to carry out their own treatments and will be forced to move back in the salon.

3. The Beauty Black Market

What’s the issue: The last few months have seen the rise of a “beauty black market” as some beauty salons and therapists continued to work despite restrictions and risk of facing penalties. Those desperate for a treatment have moved to have their treatment done elsewhere & have not come back once lockdown eased if they’ve been happy with the service.

Next steps: Advertise yourself to new clients on social media. You can do this by offering your clients a referral scheme if you want to gain clients through word of mouth, or on social media. It’s important to remain visible to new clients.

4. Treatments are a luxury clients can’t afford

What’s the issue: Many of your clients may have found themselves furloughed, only earning 80% of their income, while others may even have been made redundant, with unemployment figures reaching the biggest hike since 2009. As clients live off their furlough or less, they may not be able to afford full price treatments.

Next steps: If you can, offer schemes and discounted prices to furloughed customers or those made redundant. Loyalty schemes, bonus surprise discounts, and even a “half-price treatment for every 10th customer” can have a great impact on boosting your sales. Of course, only do this if you can afford to lower your prices.