No one could have foreseen the impact the coronavirus pandemic would have on our daily lives and unfortunately salon owners are some of the worst hit by the UK Governments latest lockdown restrictions.
To help you weather the storm while your health and beauty business remains closed, we have rounded up 5 ways to keep your salon afloat during lockdown and maintain your customer loyalty.
- Engage with your Clients
Take the opportunity to stay engaged with your clients, foster a sense of community through engaging content and continue to communicate the efforts you are taking to protect your customers and staff. Showcase how your business will continue to deliver services upon your reopening and offer incentives for your most loyal customers. Here are some suggestions of how you can engage with your clients:
- Email campaigns
- Conduct a Facebook Live event showcasing your Christmas offers and gift sets
- Live Q&A’s on Facebook or Instagram
- Post regularly through your social media platforms
- Share free resources such as online tutorials
- Pivot your Business Model
You may have seen a number of restaurants switch up their business model by implementing a takeaway service to stay compliant during lockdown. There is nothing to stop you from offering a similar service. Your salon is likely stocked with a number of beauty items such as shampoo and conditioners that your customers may want during lockdown. Why not offer a contact free delivery service for these items? This can help you to get rid of old stock, help your customers and also make sure you have a little bit of extra income during these difficult times.
- Create a Plan for the Reopening
A thought-through strategy that ensures returning clients is a must have to keep your salon afloat during lockdown. The last 3 days before lockdown proved to be the busiest days salons have had this year, with many salons opening later to fit their clients in. Discuss with your staff and create a plan for extended Christmas opening hours to ensure all your clients get their Christmas treatments and you keep the cash flow coming into the salon.
- Invest in Visual Merchandising
Take the time in lockdown to concentrate on your visual merchandising, dress the salon window for Christmas and showcase your Christmas gift sets. This demonstrates to your customers that you are being proactive and despite uncertainty there is light at the end of the tunnel. If you start to lose confidence in your salon and go off the grid your customers will follow suit.
- Get Your Marketing in Order
When your schedule is full, it’s easier to plan your marketing on the fly. Now you suddenly have a lot of time on your hands, there are no excuses for not getting ahead on your marketing plans. Why not take a step outside your comfort zone? Perhaps before lockdown you only used social media to promote your salon, why not try and explore email campaigns or collaborations? Here are some suggestions of marketing channels that work well for salon owners:
- Social Media Marketing
- PR & Collaborations
- Email Marketing Campaigns
- Google Ads and Social Media Ads
- Virtual Events
Remember it’s ok to feel scared and worried about your beauty business during lockdown but try to push yourself to be productive during this time. By looking for the positive side in this unprecedented situation, your salon can hit the ground running when the time comes to reopen again.