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DocumentDocumentJ OIN BLV D.C O M THE PERFECT SALON: A Data-Driven Guide to Creating the Ideal Client Experience What salon clients actually want, based on survey results from 800 real-life consumers A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 1 Contents Executive summary 03 Report methodology 03 Why clients go to the salon (and why you need a bigger service menu) 05 How often do clients visit the salon? 05 What hair services do they book? 06 Where clients actually find your salon (hint: let me Google that for you) 07 How do clients find a new salon? 07 What clients look for in a new salon or barbershop 08 What clients look for in a new stylist or barber 11 How stellar recos and juicy conversations bring in the $$$ 14 What inspires product purchases? 14 What gets people tipping? 16 Keep them coming back with online booking (and other retention tips) 17 How do clients prefer to book? 17 Why do clients walk away? 19 Clients want safe, inclusive salon experiences 20 10 ways to make your clients' dream salon a reality 21 How Boulevard can help 23 About Boulevard 24 A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 2 Executive summary In the beauty industry, client expectations change fast. The businesses first to understand the trends and motivations behind those changing expectations have a decisive advantage. To help you stay ahead of the curve, Boulevard surveyed 800 beauty service consumers to explore why they choose one salon over another and understand what keeps them coming back. So, what is the ideal client experience? According to our survey, it's the perfect mix of affordability, quality, and client service. Here's a high-level overview of our findings. Price matters Convenience is king How do beauty customers choose a salon? Among all the reasons given, price was the undisputed champion. Interestingly, clients want consistently reasonable prices -- not just the lowest rate possible: Only 3% of respondents told us that discounts or deals were what clinched it for them. Because 50% of respondents told us they come in monthly, it's probably wise to offer package deals or subscriptions. It suits your clients' needs and helps you keep a resilient bottom line. There are many considerations for picking a new stylist, but convenience trumps them all. 33% of clients choose a new stylist based on whoever can accommodate their busy schedule. 27% say they turn to friends for recommendations, while 22% review online portfolios. In other words, the number one thing you can do to boost new business is to improve the efficiency of your booking and service process. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 3 Stylists move product The future is digital 50% of consumers said that a stylist's product recommendation is a key motivation for them in buying a product. In fact, recommendations are among the top three factors in product purchasing, along with brand power and price. The lesson? Train your beauty pros to act like the salespeople they are. Online booking is by far the preferred method for scheduling appointments. It's 1.5X more popular than any other option and a key factor in client retention. 24% said a poor online booking experience would keep them from coming back. Relationships make the business The secret to going steady with your clients? Be good human beings. Over and over again, respondents emphasized how much it meant to them to have a meaningful connection with their stylists and feel at home with the rest of the staff. As important as the latest tools are to creating an ideal customer experience, the personal connection counts, too. Forget that, and your clients will forget you: 55% listed poor customer service as a top reason they stop going to salons or barbershops. Report methodology Survey data is based on responses from 800 beauty service consumers based in the United States. On average, these respondents are in their 30s, come from middle-class households, are college-educated, and have at least one child. This data was collected in Q3 of 2021. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 4 Why clients go to the salon (and why you need a bigger service menu) We asked 800 US beauty service consumers to share what constitutes their ideal salon experience. While some of the results may not be entirely shocking -- cuts, color, and the occasional blowout topped the list of most desired services -- you may be surprised by how often people visit the salon and the frequency with which they book multiple services. How often do clients visit the salon? Female Clients Male Clients 54% visit the salon at least every 6-8 weeks 68% visit the salon at least once a month Men visit salons or barbershops more frequently than women, likely due to the maintenance requirements of shorter hairstyles, which remain the cultural standard in the US. 38% of men come as often as once a week. Meanwhile, most women keep to a 6-8 week cadence, with 20% coming in monthly and 12% visiting weekly. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 5 WHY CLIENTS GO TO THE SALON What services do they book? Female Clients 48% said haircuts are their top hair service 49% book multiple services in a single visit Male Clients 36% said haircuts are their top hair service 67% book multiple services in a single visit The average client visits the salon monthly and favors haircuts. In addition to haircuts, 17% of women listed color treatments as their top service, while 13% prefer blowouts and styling. The next most popular services for men were color services (12%) and clean-up trims (9%). PR O TIP! To drive up the value of each visit, you've got to expand your service menu. Here's a list of the most popular hair treatments for both genders -- from most to least popular -- that you should consider offering. 1. Haircuts 2. Shampoo, styling, or blowouts 3. Clean-up trims 4. Full color 5. Partial color or highlights 6. Custom color or balayage 7. Formal hairstyling 8. Weaves, braids, or protective hair styling 9. Hair extensions 10.Conditioning or gloss treatments 11. Perms and relaxers A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 6 Where clients actually find your salon (hint: let me Google that for you) The hardest part of any business is client acquisition. It's easy to waste time and money (and some measure of your sanity!) trying to turn strangers into clients. That's why we asked our respondents what they looked for when searching for a new salon or choosing a new stylist. How do clients find a new salon? 83% 60% 57% 56% Use digital tools like Google or Yelp. Follow salons or stylists on social media. Ask their friends to recommend a new place. Look in their local neighborhood. These days, salons must have a promotional plan that includes elements of traditional and digital marketing. Prospective clients scout their area, talk to friends, and search online to find a new place for a cut, so make sure to have all those bases covered. PR O TIP! While you'll undoubtedly need to focus on your online reputation on Google, Yelp, and social media, don't forget the power of word of mouth. Make sure your physical storefront has some street appeal to catch the eyes of passersby and get people talking. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 7 What do clients look for in a new salon or barbershop? Of the 40% of clients who prioritize price above all other considerations, 60% are men. While price is top of mind for just about everyone getting a cut, your male clients are likely going to care a little more. What is your top considersation when picking a salon or barbershop? Other 11.0% Discount, deal, or promotion 3.0% Local business 6.0% Friendly staff 9.0% Affordable prices 40.0% High end salon experience 13.0% Name brand or stylist reputation 18.0% A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 8 WHAT DO CLIENTS LOOK FOR IN A NEW SALON OR BARBERSHOP? Respondents who list affordability as the top priority When it comes to rates, our survey revealed that it's not just the lowest that wins. Instead, clients want consistently reasonable prices: Only 3% of respondents said discounts or deals were crucial to their decision-making process. Women 40.0% Men 60.0% PR O TIP! On average, 50% of clients come in monthly, so it's likely a good idea to offer package deals or subscriptions. It fits well with your clients' preferences -- and guarantees a steadier revenue stream for your business. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 9 WHAT DO CLIENTS LOOK FOR IN A NEW SALON OR BARBERSHOP? The VIP experience 40% Choose salons based on their reputation or their high-end offerings. As much as respondents care about a good deal, they also want the royal treatment: 13% feel their salon must have a stellar reputation or provide luxury service. This preference cuts across genders. PR O TIP! Salon or barbershop owners looking to stand out shouldn't focus exclusively on offering low prices. Clients still want a taste of the top shelf, so remember to bring balance to your service offering. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 10 What do clients look for in a new stylist or barber? (hint: the best ability is availability) The majority of respondents indicated that they consider availability, friends' recommendations, or online portfolios in choosing a new stylist or barber. Male and female respondents were equally likely to say they consider friends' recommendations, but deviated in other responses. What is your top considersation when choosing a new hair stylist or barber? Other 5.0% Stylists who match my vibe 6.0% Stylists' social media following 7.0% Availability 33.0% Stylists' online portfolios 22.0% Friends' recommendations 27.0% A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 11 WHAT DO CLIENTS LOOK FOR IN A NEW STYLIST OR BARBER? Respondents who list stylist availability as the top factor Convenience is a driving factor for men, as the survey revealed they tend to choose whatever stylist accommodates their schedule. Women 30.0% Men 70.0% PR O TIP! This data indicates how important it is for salons and barbershops to make the booking process as quick and easy as possible. Clients value their time, and the salons that help them save it will earn their business. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 12 WHAT DO CLIENTS LOOK FOR IN A NEW STYLIST OR BARBER? Respondents who list online portfolios as the top priority Women are slightly more likely to say they'll review a stylist's online portfolio before trying them out. Women 53.0% Men 47.0% PR O TIP! Only 6% of respondents said the size of the stylist's online following was their top determinant. This means newer stylists don't need to worry about getting a huge social media presence. Instead, focus on getting high-quality photos of your work online. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 13 How stellar recos and juicy conversations bring in the $$$ Beyond the service ticket price, salons strive to add value with every visit. For stylists, an insightful product recommendation could boost your ticket value -- and your commission. Meanwhile, adding value with some styling advice or a fun conversation could lead to a higher tip. Let's take a closer look at what drives up gratuity and product sales. What inspires product purchases? What factors would make you want to purchase a product at the salon or barbershop? Stylist Suggestion Quality brand Good scent Good price or deal It's already what I use at home Other I don't buy products at the salon 0% 20% 40% A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE 60% PAGE 14 HOW STELLAR RECOS AND JUICY CONVERSATIONS BRING IN THE $$$ Roughly half of salon clients say they purchase products at the salon. When asked what factors play into the decision to purchase, respondents said they look for quality brands, a good smell, or a good deal. However, 50% also noted that they are swayed by a stylist's professional recommendation. Male respondents indicated they were more likely to buy products at the salon. They were also more likely to say they are motivated to buy because their stylist made a recommendation. Likely to buy products at the salon. Women 31.0% Men 69.0% Highly motivated to purchase a product because of a stylist's suggestion. Women 37.0% Men 63.0% PR O TIP! Salons are one-stop beauty shops for many clients, and they sincerely appreciate any support your staff can offer. To make sure your clients are getting the help they want, regularly brief your stylists on how vital the consulting side of their profession is. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 15 HOW STELLAR RECOS AND JUICY CONVERSATIONS BRING IN THE $$$ What gets people tipping? Most clients consider themselves good tippers, with 74% tipping a minimum of 15% each visit. 23% go above and beyond, tipping 25% or more. Various factors come into play when clients decide what to tip, but the most common consideration is simple: They ask themselves, "Did my stylist make me look and feel my best?" PR O TIP! Communication is critical! Beyond stimulating conversation, clients want to be genuinely heard on their styling preferences. Those service providers who can offer specific styling and product advice may also see better tips as a result. Top 5 motivators for tipping How their stylist 1 made them look and feel. How well their stylist 2 understood what they wanted. How enjoyable the 3 conversation with the stylist was. The quality 4 of the styling recommendations. The quality 5 of the product recommendations. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 16 Keep them coming (and other retention tips) back with pain-free online booking What makes clients stick around? Getting a new client in the door is a win, but the true game-changer for salons and barbershops comes when they master a plan for retention. Our survey revealed what turns that first-timer into a client for life. How do clients prefer to book? Easy online booking drives retention How do you prefer to book salon or barber appointments? Over email 3.2% At previous appointment 6.3% In person 22.1% Self-booking online 42.1% Over the phone 26.3% A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 17 KEEP THEM COMING BACK WITH PAIN-FREE ONLINE BOOKING Easy online booking is a critical feature for our respondents. While 27% favor in-person booking and 25% like booking over the phone, the convenience of online self-service was the choice for most respondents: 1.5X listed this as their preferred option, compared to the next most popular choice. Respondents value this aspect of the client experience so much that 24% said a poor online booking experience is the number one reason they wouldn't return to a salon. PR O TIP! A killer online booking system is fundamental to any thriving salon or barbershop. If you're not happy with your current system or don't have one set up yet, consider giving Boulevard a call. Our platform features easy self-service booking that will have your clients singing. Reach out now for a free demo. Andrea Diego Women's haircut A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 18 KEEP THEM COMING BACK WITH PAIN-FREE ONLINE BOOKING Why do clients walk away? Price, quality, and customer service Which of the following would make you not return to a salon or barber shop? I didn't look or feel my best afterwards The service was too expensive I received poor customer service The location was inconvenient I forgot or missed my appointment The staff was too pushy about selling products 0% 20% 40% 60% Price, quality, and client service are the biggest factors people keep in mind when deciding whether they should stick with a salon. Making sure you get that blend right can make a massive difference on your bottom line, as the vast majority of respondents are looking to commit: 86% of those surveyed return to the same stylist for every haircut. PR O TIP! Respondents told us they were deeply impacted by the quality of their conversation with their stylist, how well the stylist understood them, and how the staff treated them. If you want to keep your clients coming back month after month, you have to make them feel at home in your salon. This is one of the reasons why Boulevard's platform has client profiles. These provide a snapshot of a client's service history, purchases, social media profiles, and more to ensure your staff gives them the best salon experience possible. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 19 KEEP THEM COMING BACK WITH PAIN-FREE ONLINE BOOKING Clients want safe, inclusive salon experiences 88% Of those with naturally coiled/ curly hair have had success finding skilled stylists 84% Feel hair salons and barbershops are safe and inclusive environments 60% Prefer gender-neutral pricing. 12% indicated they've had problems finding quality services. 6% didn't agree, while 10% were not sure. 52% of women and 66% of men expressed this preference. 17% are against it. The beauty business is inherently intimate and personal, so make sure your salon is the kind of space that allows people to express themselves as they are. Our survey indicates that many do just that, and their clients certainly appreciate it. PR O TIP! While most respondents feel safe at their salon, it's important to continually engage your staff in specialized training for race and gender inclusivity. Also, every stylist on your team should have some degree of knowledge and skill when cutting natural hair and creating protective hairstyles. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 20 10 ways to make your clients' dream salon a reality We hope this guide helped you understand the aspects of client experience you need to take your business to the next level. Looking for a cheat sheet? You've come to the right place! Rev up your 1 digital presence. Embrace word-of- 2 mouth marketing. Make your prices 3 something to rave about. Roll out the 4 red carpet. Show off your 5 stylists' work. Chances are clients will find out about you online -- so meet them there! Your salon should also have a social media presence. Some clients take to the streets when searching for a new salon or stylist. Make your storefront flashy and tell your friends to tell their friends' friends. Clients want to come in often, so how can you help them avoid sticker shock? Consider a subscription or bulk pricing package. Every client wants to be given the royal treatment, so make sure to include extras at every price point. Clients will follow your stylists on social media! Embed their Instas on your site, and be sure to tag them from your business account. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 21 10 WAYS TO M AKE YOUR CLIENTS' DREA M SALON A REALITY Master the art 6 of the expert product reco. Clients value advice from stylists and the right product recommendation will drive a sale (and boost their tips!). Train your stylists 7 to be your best salespeople. Our survey shows that stylists drive product sales, so train them like the salespeople they are. Never discount 8 the power of excellent service. Poor service is a leading reason clients stop coming back. Meanwhile, the right combination of active listening and fun conversation will keep them loyal. Roll out the red Consider implementing gender-neutral pricing. 9 carpet. Emphasize Your clients will appreciate it! And be proactive inclusivity in about educating staff when it comes to natural education & practices. hair and protective styles. Make online booking It's the number one way clients prefer to book 10 a BIG priority. -- and a streamlined experience practically guarantees ROI. A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 22 How Boulevard can help Looking for a tech partner to help you optimize your client experience? Our premium salon management platform offers the features you need to ensure your clients feel right at home: Self-booking: Let clients book appointments from AI-optimized time slots to maximize your revenue and stylist productivity (plus, the booking widget actually looks like your brand and lives on your site for a consistent client experience). Client management: Draw on previous visits, purchases, social media profiles, and more to offer the best experience for each client. POS & payments: From hardware to software, our all-in-one payments platform has everything you need to create seamless checkout experiences. And much more! Scheduling: Create client schedules that reduce downtime and minimize appointment clusters. Reporting: Generate customizable reports that grant a deeper understanding of your data. Loyalty programs: Build relationships and retain clients by providing rewards for long-term loyalty. Offers: Create perks and benefits that mesh seamlessly with the Boulevard platform, from gift codes to holiday specials. Boulevard has the best salon management tools for the highest value, along with 24/7 client service tools to assist with any training or emergency need. Book a demo today and find out what Boulevard can do for you. GET A DEMO A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 23 About Boulevard Boulevard offers the first and only client experience platform purpose-built for appointment-based, self-care businesses. Boulevard empowers business owners and professionals alike to deliver personable, enjoyable experiences to their clients through online appointment scheduling, messaging, and payments that are simple, elegant, and reliable. A privately held company founded in 2016, Boulevard has earned the trust of thousands of salons and spas across the nation by delivering the world-class technology and genuine, human, personable service they deserve. Self-care businesses powered by Boulevard typically enjoy: 16% MORE SERVICES BOOKED 71% FEWER NO-SHOWS & LATE CANCELS 18% M ORE RETAIL VALUE * Average impact T+90 days after switching to Boulevard Curious to tour the technology? Sign up for a demo today. 24% M ORE GRATUITY FROM CLIENTS A DATA-DRIVEN GUIDE TO CREATING THE IDEAL CLIENT EXPERIENCE PAGE 24