Beautiful Britain Report 2017 Beautiful Britain 2017_Report_WRF2_Spreads - Page 12

WHO HAS THE MOST LOYAL CUSTOMERS ?

WHO HAS THE MOST LOYAL CUSTOMERS ?

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 )
REGION
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 %
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FEMALE BEAUTY TRENDS FREQUENCY RISES 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 MALE GROOMING 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. BUILDING RELATIONSHIPS 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 repeat custom. 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 customers. 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"CRRb62BcBRb&P&fW7627FF( BffW"Pw&֖r6W'f6W2FW6RfFw07VvvW7BFBGW7G'&fW760&R֗76rWB6VƖp'GVGF&FWBFV"'W6W70ffW&rB7V&RWr7W7FW'2DR E$TE2#pDRDU"E$T0vVB6W2FV( 2"G&6FW0BFR7vWB&6r֖FFRbFPFW&FW"2&VGF&RF6f"V#rFRfW'6FƗGbF22VB&r'BG06FVVBV&GvfrVFPv7G&VWBFR66RFW'6Ɨ6PFV"7GR֖RF"VGV6F4DR5tUB5EU0FR6VB67626FR7vWB"7GP26VW&vVB27G&rffW&FPF2V"vFR&ƗGFW'6Ɨ6P2&VVWG&rf"F2vFFPG&VB&VrFVWvW"62BFPg&BB&FvgB6Ɩ6W"f&F0bF27GR6FVRFw&rFVBDR4%$B%@FR&VF62fRvFא7W7FW'2&RRbFR7@&Wv&Fr'G2bג'W6W72BfRFr6&RbFV@6VVrFV&VwV&ǒ6pFB''VFrvB&VF62Rג7W7FW'2&R6ƖV@FVW6֖r&6B&V6V@RFg&VG2Bf֖ǒĕ44tP5ER$E$U54r$UDTP%ĕ4 T$U"bR5U5DU%04#R#b#p7&V6RRSRRc2PFV7&V6RR2RBP$R#R#b#p7&V6RsRR32RCPFV7&V6R#RRRRPDD#R#b#p7&V6R2RCBRSRPFV7&V6RR2RP7&VFrFVfFB6G&7BvFVG&&V66R&B'B26WBF&RWG&VBFRv7G&VWBF2V"F06'6&R6'&FVBvFVFR7GW2B6fR'F7V&ǐ7G&rf6vVW6VBF6ƖV@VFW"VFW&7WB"fFRF6f"FR&VV&V&G2&WfVvP0vVƖ֗FV