Keep them loyal

We all know that customer loyalty is hard won, but there are some tricks to keeping them coming back for more. L'Oréal Professionnel has the answers.

Robert Soutar is national account controller
for L’Oréal Professional Products Division

Genuine loyalty is a tricky thing to get right. When clients were asked, as part of a L’Oréal Professionnel survey, why they switched from their regular salon, a number of reasons were given. Three common responses included moving house, following a stylist to a new salon and dissatisfaction with the service they had received (such as the cut or colour). However, the biggest portion – 68% – said they perceived an attitude of indifference in the service they received from either the salon or stylist.

It’s important to keep in mind that, on the flip side of this, a Royal Mail survey shows that when a client likes the service they receive from a business, not only will they tell at least nine others, but they will also remain loyal for between two to five years. That can mean up to 40 visits and more than £2,000 worth of business for a salon!

So, do we reward loyalty, and if not, why not? Most high-street stores, supermarkets and petrol stations have some form of loyalty scheme. Look in your own wallets for an example. But what should you reward – and how should you go about it?

Set up a scheme that rewards clients based on the level of service they are having. For example, three points for a colour service, two points for a cut and finish, and one point for a home-care purchase, treatment or advanced booking. Once the client collects 15 points, they receive their reward.

But what should that be?
When considering the type of reward to give, it’s better to offer a free service, such as a treatment, rather than money off a product. This is because a treatment has smaller cost implications for the salon, but is still perceived as high-value by the client. It also creates the opportunity to lead the clientto purchase the treatment on subsequent visits. Reward your clients and they will keep coming back. That is good business sense!