Growing your manicure and pedicure salon requires you to attract new customers while keeping your current patrons satisfied. By showcasing top-quality equipment and furnishings, and by offering value-added services and a customer loyalty program, you'll distinguish your salon as a step above the rest. By maintaining a vibrant social media presence and by consistently marketing to area businesses, you'll encourage a steady inflow of customers that's critical to your salon's success.
Quality Furnishings and Amenities
By giving your salon an upscale appearance, you'll appeal to customers who enjoy being pampered. Furnish your lobby area with plush chairs and loungers, and a good selection of magazines. Pleasing background music, chilled beverages and free WiFi service should keep your customers happy while they're awaiting their appointments.
Once a customer moves to your service area, she should be seated at a quality manicure table with a comfortable chair. Provide an adjacent storage shelf for the customer's purse and other personal items. Ensure that your other salon fixtures are also impeccably maintained, removing any equipment that shows any signs of wear.
Although coupons and discount offers might appeal to some customers, using that approach conflicts with an “upscale salon” image. As a more viable alternative, offer an added-value enticement that rewards a customer for purchasing two or more full-priced services. For example, treat a manicure and pedicure customer to a soothing lavender foot soak or a relaxing hand massage.
Loyalty and Referral Programs
Reward customers for regularly patronizing your salon. A customer loyalty program will encourage them to consistently book manicures, pedicures and other services. After they purchase a predetermined number of services, provide something extra to show your appreciation. Although rewards will vary with your budget, consider a specialty service, aromatherapy kit or hand lotion collection.
With a referral program, you reward each current customer for bringing in a new patron. When that person purchases a specified number of services, or spends a designated amount, acknowledge your customer's efforts with an appropriate gift.
Social Media Presence
Your salon's consistent social media presence enables you to stay fresh in your current and potential customers' minds. Maintain a business page on the social site most frequented by your customer base. Regularly post details of new product or service introductions, along with monthly promotions and special demonstrations featuring industry experts. Provide photos for added interest.
Your city's or town's business community can provide a potential pool of repeat business. Visit physicians' and dentists' practices, and consider other professional offices as well. Educate staff members about the importance of well-groomed hands. Offer a “first time” manicure special, along with details on your customer loyalty program.
Market to certain niches based on your customers' needs. For example, establish business partnerships with bridal shops and wedding photographers. Work together to create service packages that benefit both businesses, while providing the customer with a good value for her special day.