What is the correct marketing strategy to attract new customers? More importantly,how can you keep existing clients happy and satisfied?
The session on ‘Salon Marketing: Client acquisition and retention’ at the StyleSpeak Beauty Conference at HBS 2025, held on 7th to 8th April ‘25, threw light on the acquisition and retention strategies and techniques that will help grow a salon business.
We bring you the key points of this session Chaired by Samir Srivastav, CEO Looks, who, along with eminent panellists Kapil Sharma, Founder & Creative Director, Kapils Salon & Academy; Vandana Bhardwaj, Director and Spokesperson of Marie Claire and Akshay Poorey, Co-Founder of DINGG – Salon, Spa & Beauty Clinic Software shared important insights on this topic.
Samir Srivastav: Keeping changing customer preferences in mind, what is the ideal strategy to acquire new customers while keeping existing clients happy and satisfied?
Kapil Sharma: This is a very important question, and very relevant to all of us. Firstly – the ‘big change’ – consumer research shows that as many as 72% of customers visit a salon only after reading reviews about it or watching it on social platforms. But importantly, the same customer also trusts the word-of-mouth of their friends and family, and 92% of these will visit the recommended salon.
Consumer awareness is still not that high, and consumers seek information and reviews on social platforms to make decisions. So, ensure you have a strong presence in the digital space.
Vandana Bharadwaj: As we run a franchise operation, our first strategy is to draw up a marketing and advertising plan, as they may not know much. We support them in this throughout their journey with us. The 1st key step is to create a Google Business profile – this is critical for creating awareness of your salon. You must keep the GBP page active, maintain good reviews, and run Google ads. We also assign them a Digital marketing and Graphic design agency to ensure quality of communications doesn’t suffer. This is the standard rule we follow for each franchisee.
Samir Srivastav: So you both have emphasised the importance of digitisation and digital communications. How can software facilitate that in salons, Akshay?
Akshay Poorey: Modern-day consumers have adopted technology to search for the best recommendations/deals, in everything they need, from travel to shopping. Similarly, they search on Google, Instagram and Facebook to view your presence on these platforms. You have to be present where they are searching.
For salons using our software, we create a mini website of the salon online with all information on your services, prices, etc.. This page can be embedded on Google My Page. So when someone searches for a salon, your dashboard and booking options are visible, increasing your booking chances. This can be integrated on Facebook and Instagram.
Our clients have revealed that they experienced business growth of 30% +. Features like reminders of client appointments reduced no-shows by 40%. These testimonials say it all. It can help identify premium customers who pay Rs 5000 + for a service and can be tapped to grow the business.
Samir Srivastav: Kapil, you are Mumbai-based – when did you start Digitisation?
Kapil Sharma: We had manual billing when we started, for the first 1.5 years. After that, as we evolved, we always used technology that was best for the business.
Samir Srivastav: Vandana, your salons are in cities smaller than Mumbai – like Lucknow. What was your experience? Did your Lucknow franchise accept or resist technology?
Vandana Bhardwaj: In the North, people are very up-to-date about the latest trends. They know everything that is trending in nails, hair, makeup, etc. It was not difficult the other way around! Besides digital marketing, they wanted us to associate with a local PVR. This is very popular. We are happy that we have such master franchises that are upgrading us!
Samir Srivastav: This is ‘hyperlocal marketing’ – which is targeted marketing in the area 3-5 km around the salon. This is your catchment area – your 70% of target customers will come from here.
Samir Srivastav: What are your strategies as far as recruiting new customers for your salon is concerned?
Kapil Sharma: Target the right customer! Targeting the wrong TG – guests who stay far away, who can’t consume your services, or those who can’t afford them – will not be your repeat clientele. On the other hand, good services, delivered consistently, will build customer trust and repeat business. A salon software will enable automated reminders, rewards and offers to your customers, building trust and loyalty.
Vandana Bhardwaj: The first thing we focus on is marketing and advertising. Google ads and hyperlocal marketing are also important. Human plus technology equals magic.
Akshay Poorie: The demands of modern-day clients have changed drastically. To keep up, salons have to embark on the journey of digitization, technology adoption and keep up with the changing needs of their clients. New customer acquisition costs you 5 times more than maintaining an existing one. If the new customer does not like your experience, they will go, as their expectations are high. On the contrary, if you have a customer who is already coming to you and you retain her, your business can increase by 25 – 55%.
Conclusion
- Embrace the technology wave.
- You cannot run a salon business by bypassing technology for salon management and services.
- Understand consumer data to customise marketing plans, as most new customers walk into a salon only after watching or reading social media / Google reviews.
- This is a radical change, and if we accept, embrace and adapt to these changes, it will help grow the salon business exponentially.
- Finally, if clients are respected, treated well, and enjoy a good service each time they come, you will become repeat customers.
Watch the session on Styleaspeak TV: https://www.youtube.com/watch?v=-e3T3-dTSVM&t=2733s
