Customer retention is essential for long-term success in the beauty and wellness sector. A loyal client base not only provides steady revenue but also drives new business through avenues like word-of-mouth marketing. 

The 2024 Beyond Beauty reveals that implementing customer loyalty programs and delivering high-quality services are the two main reasons clients continue to patronise salons and spas. Furthermore, both of them can encourage word-of-mouth recommendations, which the report shows 7 out of 10 Nigerian customers rely on word-of-mouth to try out beauty and wellness businesses.

In a survey we conducted earlier in 2024, 72.1% of beauty customers across Nigeria identified quality of service as the most important factor contributing to their satisfaction, ahead of professionalism, timeliness, cleanliness, and friendliness. Meanwhile, 67.4% of them said they would choose a salon or spa because of its rewards program, regardless of the specifics of the offer.

In this article, we’ll explore how you can leverage loyalty programs and prioritise quality to keep customers coming back. 

Reason #1: Customer loyalty programs

Attracting new customers and building a customer base is important, but retaining them is the real challenge. Loyalty programs are a strategic tool salons and spas can use to retain clients. Our report shows that nearly 70% of customers prefer beauty businesses that offer loyalty rewards. 

These programs offer tangible incentives for repeated visits, giving customers a reason to stay with you. Whether it’s a 20% discount on products after spending a set amount, free service after a certain number of visits, or exclusive deals in exchange for referrals, loyalty programs encourage clients to stay committed to a brand.

By tracking customer behaviour and interactions through beauty management software like Splice, salons and spas like yours can personalise their loyalty programs to reward each customer segment adequately, ultimately driving retention. 

What do Nigerian beauty customers prefer as rewards?

As a beauty and wellness business looking to get the most out of loyalty programs, you have to give your customers what they want. 

Our report shows that more than half of Nigerian beauty customers said they would prefer discounts on services as rewards for their loyalty. Up to 32.9% of them opted for a free service after a certain number of actions — a free facial after 3 visits, for example. 

Moreover, 5 to 6 out of 10 noted they’d prefer their loyalty reward to be based on the number of visits, ahead of the amount spent, referrals, or paid memberships.

 Why do customer loyalty programs work in salons and spas? 

Simply put, customers need something tangible to justify their purchases, validate picking one business over another, and ultimately, stay loyal to a brand. Loyalty programs help to give them that and encourage them to return regularly.

• First, you’re not the only beauty business your customers follow on social media, find on search engine result pages (SERPs), or come across in their areas. A loyalty program simplifies their decision to stick with you.
• Furthermore, beauty customers — like any other customer — like to feel that they’re getting more value for their money. Customer loyalty programs effectively foster this feeling, encouraging clients to return to your salon or spa. 
• Lastly, customers love to feel appreciated and valued. Rewarding their patronage allows them to develop an emotional bond with your business, increasing their likelihood of visiting again. 

Related article: Customer Loyalty Programs In Nigeria: How To Build One And Why They Work

Reason #2: Quality of service

While loyalty programs are effective for retaining customers, delivering consistently high-quality service is equally, if not more, important. 

Customer satisfaction is a big part of retention. If your clients are dissatisfied, they are more likely to visit a competitor the next time they need similar services. So, you have to find out what your customers look forward to and give it to them.

During our survey, we asked beauty customers in Nigeria what aspect of salon and spa services contributes most to their satisfaction and 72.1% of them chose the quality of service over all other factors such as professionalism and timeliness of staff, cleanliness of facilities, and friendliness of staff.

Beauty clients are increasingly seeking out salons and spas that deliver exceptional service. Maintaining a standard of excellence makes your customers feel they are getting their money’s worth, making them more likely to return.

How can you maintain excellent customer service?

• Invest in quality. Using top-tier products and tools makes it easier for stylists and aestheticians to provide exceptional service. Many clients are also quite savvy and knowledgeable; they know and expect the best. You don’t want to risk disappointing them. 
• Conduct ongoing training: If your employees know better, they’ll do better. Implement regular training programs that keep staff updated on the latest trends, techniques, and customer service practices. This way, you guarantee that your customers receive top-notch services during every visit. 
• Ask for customer feedback. Your salon or spa can use client feedback to improve their offerings continuously. Collecting feedback from clients after every visit will help you identify areas where service may be lacking and allow you to make quick improvements. 
• Prioritise value. Enforce a culture that puts value over price. Avoid competing solely on price. Focus instead on highlighting the value and results your services offer. 

Beyond retention: How loyalty and quality drive customer acquisition

Investing in customer retention ultimately attracts new customers through word-of-mouth marketing. 

For example, rewarding customers for engaging with your business often leads to them naturally sharing their experience with friends and family. They’ll want their loved ones to enjoy the same benefits, creating organic word-of-mouth promotion for your brand. You can amplify this effect by offering additional rewards for successful referrals. 

Similarly, providing excellent customer service can be a game changer for your business. When clients feel valued and well cared for, they’re more likely to become repeat customers and recommend your services to others. This is especially important because 7 in 10 beauty customers in Nigeria discover new salons and spas through word-of-mouth recommendations, according to the 2024 Beyond Beauty report. 

How to leverage word-of-mouth to grow your customer base

• Encourage reviews and referrals. Make it easy for happy clients to leave positive reviews on platforms like Google Business Profile, Instagram, or Facebook. You can even offer incentives for referrals.
• Offer shareable experiences: Create experiences that clients will want to share with their network—whether it’s a luxurious spa day, a unique treatment, or a VIP event. Invest in your interiors to attract people looking for aesthetics for the gram. 
• Collaborate with Influencers: Partner with local beauty influencers to enable you to reach new audiences who trust the influencer’s recommendations.

Conclusion

Loyalty programs and quality service are two factors that keep Nigerian beauty customers coming back to salons and spas, according to the 2024 Beyond Beauty Report. By implementing strategic loyalty rewards and maintaining consistently excellent service, you’ll not only retain existing customers but also attract new ones through word-of-mouth marketing. 

Insights from the 2024 Beyond Beauty Report can help you create sustainable growth and long-term profitability. Click here to download.