CUSTOMER LOYALTY
IS CLIMBING
Winning customer loyalty continues
to pose challenges, however there are
encouraging signs that we can be more
optimistic in 2017. Over a third of you
(36%) feel that customers have been
willing to spend more money this year,
and six out of ten don’t feel that loyalty
is any harder to achieve than it was a
year ago.
This is a slight shift from last year, when
over half of you (52%) found loyalty much
WHO HAS THE MOST
LOYAL CUSTOMERS?
harder to come by as customers shopped
around for the latest deals and took
advantage of vouchers and discount sites.
REMEMBERING WHAT MATTERS
Value for money remains important to
customers, and treatment prices continue
to be correspondingly competitive.
However, price isn’t the biggest driver
of customer loyalty, developing a good
relationship is. Our findings offer an
important reminder that we work in
an industry where success is often
determined by how we make people
feel. The benefits that visiting a hair and
beauty professional can have on mental
as well as physical wellbeing has been
given added focus in recent times, and
the relationships you build this year will
be key to making sure that customers
come back time and time again.
appear to be the least loyal, with 38% of
respondents in this region telling us that
they’ve seen loyalty decrease rather
than increase.
A trend towards a lack of loyalty has been
a recurring theme over the last few years.
But a fifth (22%) of you told us you think
this behaviour has declined in the last
year. Over half say that customers did not
become less loyal in 2016. BARRIERS TO LOYALTY
The West Midlands has seen the biggest
drop in waning customer loyalty, with
a fall of 32%, while the North East
registered the second biggest decrease
of 29%. Northern Ireland’s customers Our results show that its competition
from other businesses, rather than
online vouchers or discount websites,
that provides the biggest obstacle to
achieving customer loyalty.
This is a particular worry for barbers –
almost two thirds (62%) feeling that the
threat from competition has gone up
following the recent upsurge in industry
popularity, compared with 50% of salon
professionals and 44% of mobile workers.
TOP DRIVERS OF CUSTOMER LOYALTY
Good relationship 59.3% Convenient location 22.5%
Value for money 54.5% Good reputation 15.9%
SEEING INCREASED COMPETITION FROM OTHER BUSINESSES
Barbers 62%
B
eing happy with the
previous results 52.9%
Mobile workers 44%
Salon professionals 50%
CUSTOMER LOYALTY IN THE UK
(THE PERCENTAGE OF PROFESSIONALS WHO SAY IT IS HARDER TO COME BY)
REGION
6
East East
Midlands
London North
East North
West Northern
Ireland Scotland South
East South
West Wales West
Midlands Yorkshire
& Humber
2016 55% 52% 45% 55% 62% 76% 58% 44% 55% 39% 57% 58%
2017 40% 36% 35% 43% 44% 49% 42% 35% 36% 47% 41% 46%
7