What Clients Really Want in a Hair Salon
To kick off 2025 with a bang and maximise their busiest time of year, Dot Hair in Liverpool embarked on an ambitious project. Owner Phill Gallagher gathered insights from over 400 consumers to give some answers to the hairdressers most commonly asked questions.
The consumer survey commissioned by Dot Hair provided valuable insights into salon client priorities, revealing a strong emphasis on personalised service, expert skill, and an overall approach to hair care. Salon clients value open and honest communication, appreciate a blend of personal and professional interactions, and recognise the importance of prioritising their hair care as a form of self-care.
While price is a consideration, the expertise of the team and the quality of service ultimately drive client loyalty. These findings show the importance of building strong client relationships, developing a supportive and welcoming environment, and continually evolving professional skills to meet the ever-changing needs and expectations of the clients.
Client Communication
The Dot Hair survey revealed that despite living in an era of instant messaging, where face-to face interactions and traditional customer retention methods like email often seem undervalued, Dot Hair clients expressed a strong preference with 58.1% of clients indicating email as their preferred channel for receiving updates on service changes, price adjustments, or team member changes. A significant 23.3% preferred to receive this information in person.
Dot Hair Approach: This finding aligns with Phill's communication philosophy. He believes in open and honest communication with his clients, developing strong relationships where even seemingly sensitive topics such as price increases are best addressed face-to-face.
Unveiling Client Priorities
Balancing necessities, luxuries, and self-care has become a common challenge for both clients and businesses. The Dot Hair survey reveals a unique perspective: their hair appointments seamlessly blend across all three categories. A remarkable 76.7% view their visits as self-care, while 62.8% consider them a necessity and 51.2% perceive them as a luxury.
Client Self-Care Preferences
A significant 42% of clients prioritise hair colouring services above all others. Other treatments, such as nails and aesthetics, were ranked lower, often being sought outside the salon.
Friends or Service Providers?
A significant 83.7% of clients highlighted the importance of friendly and personalised service, while 81.4% valued the stylist's expertise and advice. This demonstrates a clear expectation for a blend of both aspects; clients seek a relationship built on trust and a deep understanding of their hair needs.
Additionally, 32% of clients prioritised efficiency and quick service, likely influenced by the salon's location in a business district, with high demand for lunchtime and after-work appointments.
Is Price a Block?
Despite a shaky economic climate and the impact of tax rises in April only 18% of clients revealed price as their primary decision-making factor. The survey strongly suggests that the skill and expertise of the team are the key drivers of client loyalty.
