By: Sam Kendall, CEO at SalonIQ
Retaining clients is the foundation of any successful salon. Attracting new clients is important too, of course, but without the loyal customers who return again and again, it can be difficult to confidently create a predictable monthly profit.
But new clients don’t turn into loyal, repeat customers on their own – this requires dedication, time, patience and effort on behalf of the whole salon team.
There is huge competition in the salon industry – figures from the Office for National Statistics [ONS] indicate that there were over 9,200 salons in London alone in 2025, while the South East had more than 6,300 and there were almost 6,000 in the North West. With so much choice, there is a lot for clients to weigh up. Why should they return to your salon rather than trying out somewhere new?
It’s about more than providing a good haircut or treatment, and salons must go the extra mile to remain competitive and to keep client retention levels high. Finessing the entire experience, taking the time to nurture relationships, and creating an element of exclusivity can all go a long way in helping a client feel valued and eventually return.
One way to do this is through incorporating memberships and subscriptions into your offering. It may seem simple, but extra rewards, special discounts and exclusive offers are powerful incentives. Let’s take a closer look.
An uphill battle – Why client retention is more important than ever
The latest State of the Sector survey results from the National Hair & Beauty Federation [NHBF] indicate that while salons are continuing to work hard, many are struggling to remain profitable as rising employment and operating costs have an impact.
In fact, of the 423 hair and beauty professionals surveyed across the UK, more than 300 said labour costs were their biggest pressure, citing changes to the minimum wage and employer National Insurance contributions as key stressors. What’s more, one in five salon businesses are reported to be operating at a loss, and nearly three quarters are operating on very thin margins – either making a small profit or just about breaking even.
In other words, for many in the industry, their day-to-day is about survival rather than growth. It’s a tough time to be in the salon industry, and this is why it’s so crucial to be innovative and to nurture those all-important client relationships.
Every penny counts in today’s economic climate, and salons must do everything possible to keep those clients coming through the doors. Retaining clients is a far more sustainable strategy than solely relying on new customers – the higher your retention rate, the more stable your salon is likely to be.
Subscriptions – Savings that can make all the difference
Subscription packages are a great strategy to entice customers to return, allowing clients to pay a fixed amount monthly for certain services, ensuring they return to get the most for their money.
The 2026 Beauty Reset Report from consumer intelligence company NielsenIQ and trade organisation CEW UK indicates that only 17 per cent of consumers state they can spend freely on extras and luxuries, with rising costs in food, utilities and housing all contributing to a collective tightening of purse strings.
This means that clients are looking for affordability and value for money, and salons’ pricing and service strategies need to be refined to capture those cost-conscious consumers who are able to spare some cash for self-care.
Subscriptions offer great returns, and setting different pricing tiers means you can cater for different customers. For instance, a £50 a month subscription could get a client 10% off all salon retail products and 25% off all colour services, while £35 a month could allow them unlimited blow dries in addition to a percentage off all retail products.
Experiment with different offers and pricing structures and consider what your most popular treatments are. How can you give your clients the best value for money on a service they will want to return for?
Memberships and making clients feel valued
According to The Bond Loyalty Report, a leading global study of customer loyalty and engagement, 51 per cent of clients are more likely to return to businesses that offer loyalty programmes or reward schemes.
Membership packages give clients exclusive benefits, rewards and experiences for a recurring fee and are an effective way to encourage clients to return, as well as to recommend new customers.
A membership offering can include anything from a points system to reward loyalty, discounts on treatments after a certain number of visits, exclusive seasonal or birthday offers, and referral rewards for bringing in new customers. Every client wants to feel valued for their custom and giving them the chance to earn special rewards through a membership is a great way to nurture this relationship.
This is where salons can also make use of technology to enhance their membership offering. Instead of manually sending out appointment reminders, discounts, birthday messages or exclusive offers, salons can set these to go out automatically so that nothing is missed.
Convenience is key for busy salons and clients alike, and the latest tech developments are making it easier than ever for membership programmes to run seamlessly and make a difference to the customer experience.
Final thoughts
Above all, clients want to feel valued. If you want an occasional client to become a loyal, returning one, it’s time to go the extra mile.
Finances are front of mind for many, so make life easier with subscriptions and memberships. Offering high-quality, good value services, bundles and discounts can all help a client feel special, particularly when paired with an element of exclusivity. Paying an upfront fee in return for certain benefits and treatments also means a client is more likely to return – they’ve already paid, after all.
Boosting client retention isn’t always easy when there is so much competition and such a strain on finances across the nation. But a clear strategy, genuine added value and a dedicated effort to enhance the customer experience can make all the difference.