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 .
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 appear to be the least loyal , with 38 % of respondents in this region telling us that they ’ ve seen loyalty decrease rather than increase .
BARRIERS TO LOYALTY
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 .
SEEING INCREASED COMPETITION FROM OTHER BUSINESSES Barbers 62 %
Mobile workers 44 %
Salon professionals 50 %
CUSTOMER LOYALTY IN THE UK ( THE PERCENTAGE OF PROFESSIONALS WHO SAY IT IS HARDER TO COME BY )
We’ve seen an increase in how often
women are going for beauty treatments,
particularly when it comes to keeping
their toes in top condition: they are
currently enjoying a pedicure in either a
salon or from a mobile professional once
every five weeks.
The time left between treatments for tan
top-ups, facials, manicures, pedicures
and hair removal are all reduced in 2016,
highlighting the business potential for
those who are looking to expand their
service offer in these areas.
While it is of course encouraging to see
that loyalty is less of a struggle this year,
beauty professionals should still capitalise
on any opportunities to encourage
As we’ve seen across the industry, a good
relationship with their beauty professional
tops the list of what women look for when
choosing where to go for a treatment.
Being happy with the results comes
second, while value for money comes in
third. With almost 90% of women saying
they chat to their beauty professional,
there’s plenty of scope to develop
more enriched relationships with your
A GROWING MARKET
Male grooming is here to stay, and
looks set to continue its strong growth
trajectory in 2017.
Men now make up one in five salon
customers, and 63% of salons and 43% of
mobile workers saw an increase in male
customers in 2016. This equates to an
8% rise for salons and 7% rise for mobile
workers compared with the previous year.
Across the industry as a whole, over half
(55%) of all professionals have witnessed
a growth in male customers.
Despite these strong results ��vWfW"��CRR�b6���2�BcBR�b��&��P�&�fW76����27F���F��( �B�ffW"��P�w&��֖�r6W'f�6W2�F�W6Rf��F��w0�7VvvW7BF�B����GW7G'�&�fW76����0�&R֗76��r�WB��6��V�Ɩ�p���'GV�G�F�&�F�W��BF�V�"'W6��W70��ffW&��r�B7V�&R�Wr7W7F��W'2�D���R�� �E$T�E2#p�D�R��D�U"E$�T��0�v�V��B6��W2F��V�( �2��"�G&��6�FW0��BF�R7vWB&6����r֖FF�R�bF�P���FW&���F�W"����2&VG�F�&R�F��6�f�"�V���#r�F�RfW'6F�ƗG���bF��2�����2��VB&�r'B���G0�6��F��VVB�V�&�G��v�f��r�V���F�P���v�7G&VWBF�R6��6RF�W'6��Ɨ6P�F�V�"7G��R�֖�RF���"VGV6F���4�DR�5tUB5E��U0�F�R6�V��B6�76�26�FR7vWB��"7G��P��2�6�V�W&vVB27G&��rff�W&�FP�F��2�V"�v���F�R&�ƗG�F�W'6��Ɨ6P��2&VV��W�G&rf�"F��2�����v�F�F�P�G&V�B&V��rF��VW���vW"��6�2BF�P�g&��B��B&�F�vg��B6Ɩ6�W"f&�F���0��bF��27G��R6��F��VRF�w&�r��FV��B�D�R4�%�$B%@�F�R&V�F���6��2��fRv�F�א�7W7F��W'2&R��R�bF�R��7@�&Wv&F��r'G2�bג'W6��W72���B���fRF���r6&R�bF�V��@�6VV��rF�V�&VwV�&ǒ���6����p�F�B'�'V��F��rv��B&V�F���6��2�����Rג7W7F��W'2��&R��6Ɩ�V@�F��VW6�֖�r&6��B&V6���V�@��RF�g&�V�G2�Bf֖ǒ�ĕ44tP�5E��R��$E$U54��r$�UD�TP�%�ĕ4� ��T�$U"�b��R5U5D��U%0�4���#R#b#p���7&V6R�RSRRc2P�FV7&V6R�R2RBP���$��R#R#b#p���7&V6RsRR32RCP�FV7&V6R#RRRRP�D�D�#R#b#p���7&V6R�2RCBRSRP�FV7&V6R�R2R�P�7&VF��rFVf��F����B6��G&7Bv�F��V�G&�&V6�6R�&B'B�26WBF�&R�W��G&V�B��F�R��v�7G&VWBF��2�V"�F��0�6�'����6�&R��6�'�&FVBv�F����V�F��R7G��W2��B6��fR'F�7V�&ǐ�7G&����rf��6�v�V�W6VBF�6��Ɩ�V�@�V�F�W"�V�FW&7WB�"fFR�F��6���f�"F�R&�VV&V&G2&WfV�vP�0�v��V�Ɩ֗FV