A recent survey conducted by Square has unveiled that one in three consumers are in an ‘open relationship’ with their hairstylist or barber, indicating that they are not exclusively loyal to a single provider. This survey provides valuable insights into the factors influencing client loyalty in the beauty and personal care industry.
Key Insights:
The survey highlighted that operational and logistical barriers are the primary reasons why consumers seek out new stylists. This sentiment was particularly common among younger generations like Gen Z and Millennials, as well as men. The top reasons cited for visiting another provider include:
- Difficulty in scheduling/booking appointments (57%)
- Services becoming too expensive (53%)
- Either party moving (50%)
- Stylist not listening to client requests (41%)
- Incompatible personalities (34%)
Interestingly, 61% of clients who tried a new provider regretted their decision, with more than half (57%) returning to their original stylist, while 30% stayed with the new provider. Another 13% continued to explore new options in search of the perfect match.
Importance of Convenience and Ease:
The survey emphasized that convenience and ease of booking are crucial for maintaining client loyalty. Clients who explored other relationships indicated they would return to their previous stylist if they had access to:
- Easy rescheduling (82%)
- Better communication between or before appointments (75%)
- Online booking options (53%)
- Loyalty discounts (52%)
- Availability of retail items (25%)
Ashley Heywood, Health & Beauty Product Marketing Lead at Square, stressed the importance of seamless booking software for businesses to attract and retain clients. She highlighted the need to simplify the booking process from the initial appointment to automated reminders, enhancing professionalism and client retention.
Committed Relationships:
Despite the trend of clients exploring other options, the survey found that 67% of consumers remain committed to their hair care providers. Among these loyal clients, 68% have been visiting their provider for three or more years. Key factors for these long-term relationships include:
- Satisfaction with the stylist’s work (94%)
- Enjoying catching up with the stylist (87%)
- Reasonable prices (86%)
- Easy booking process (85%)
- Good communication between appointments (75%)
- Product and service recommendations (59%)
Industry Trends:
The survey also analyzed changes in consumer behavior and how beauty businesses have adapted to these trends:
- Shift in Appointment Days: Remote and hybrid work have led to increased popularity of weekday appointments, with Tuesdays now more popular than Saturdays.
- Cancellation Fees: The use of cancellation fees by beauty businesses nearly tripled from 2021 to 2023, reducing no-shows and protecting income.
- Retail Sales: Beauty businesses that sell both services and products see significantly higher annual sales, with clients typically adding two retail items per transaction.
- Subscriptions: Subscriptions generate recurring revenue, with over 62% remaining active after six months.
- Convenient Booking: The majority of bookings (64%) are scheduled outside of typical business hours, and 75% are made through online booking sites.
- Emerging Trends: There is growing demand for services like Russian manicures, scalp treatments, LED/red light therapy, laser treatments, and brightening facials.
