A recent survey reveals that approximately one in three consumers maintain an ‘open relationship’ with their hair stylist or barber, suggesting a lack of exclusivity in their beauty service choices. This insight highlights key factors influencing client loyalty within the personal care industry.
Key Findings
The survey identifies operational and logistical challenges as the primary reasons consumers seek new stylists. This trend is notably prevalent among younger generations, including Gen Z and Millennials, as well as male clients. The major reasons for exploring alternative providers include:
- Difficulty in scheduling or booking appointments (57%)
- Rising service costs (53%)
- Stylist relocation (50%)
- Stylist not accommodating client preferences (41%)
- Personality clashes (34%)
Interestingly, 61% of clients who switched providers expressed regret, with more than half (57%) returning to their original stylist. Meanwhile, 30% opted to remain with the new stylist, and 13% continued their search for the ideal match.
Importance of Convenience and Ease
The survey underscores that convenience and ease of booking are vital in fostering client loyalty. Clients who considered trying new stylists indicated they would return to their previous provider if they had access to:
- Simplified rescheduling options (82%)
- Improved communication around appointments (75%)
- Online booking functionalities (53%)
- Loyalty discounts (52%)
- Availability of retail products (25%)
Industry professionals have noted the significance of seamless booking solutions, emphasizing the need to streamline the appointment process—from initial booking to automated reminders—to enhance client retention.
Committed Relationships
Despite the trend toward exploring new options, 67% of consumers remain dedicated to their hair care providers, with 68% of these loyal clients having visited their stylist for three years or more. Reasons for these enduring relationships include:
- High satisfaction with the stylist’s work (94%)
- Enjoyable conversations with the stylist (87%)
- Affordability of services (86%)
- Efficient booking process (85%)
- Effective communication between appointments (75%)
- Valuable product and service recommendations (59%)
Industry Trends
The survey also investigated shifts in consumer behavior and how beauty businesses are adapting:
- Change in Popular Appointment Days: The rise of remote and hybrid work has led to increased weekday appointment popularity, with Tuesdays surpassing Saturdays.
- Implementation of Cancellation Fees: The application of cancellation fees by beauty businesses has nearly tripled from 2021 to 2023, helping to minimize no-shows and secure revenue.
- Growth in Retail Sales: Beauty establishments offering both services and products report significantly higher annual sales, with clients typically purchasing two additional retail items per transaction.
- Subscription Services: Subscriptions are proving lucrative, as over 62% of subscribers remain active after six months.
- Convenient Booking Patterns: A majority of appointments (64%) are booked outside traditional business hours, with 75% made through online platforms.
- Emerging Beauty Trends: There is a rising demand for specialized services like Russian manicures, scalp treatments, LED/red light therapy, laser treatments, and brightening facials.
