How to Attract More Customers to Your Hair Salon (And Keep Them)

Walk down almost any high street and you'll pass multiple hair salons competing for the same clients. The competition is real, and it's intense.

In this environment, simply being "good" isn't enough. Every salon claims quality cuts and friendly service. The salons that thrive are those that actively attract new clients while building such strong relationships that existing clients wouldn't dream of going elsewhere.

This article covers practical strategies for doing both—bringing new clients through your doors and keeping them in your chairs for years to come.

The Foundation: Exceptional Service

Before any marketing strategy, any loyalty program, any social media campaign—there's service. Everything else amplifies what you already deliver. If the core experience disappoints, nothing else matters.

Beyond Technical Skill

Quality haircuts are the baseline expectation, not a differentiator. What sets salons apart is the complete experience:

The greeting: Does walking through your door feel welcoming? First impressions form instantly and persist stubbornly.

The consultation: Do stylists genuinely listen, or do they assume they know what clients want? Understanding each client's lifestyle, maintenance preferences, and comfort zone separates good stylists from great ones.

The atmosphere: Music, lighting, cleanliness, temperature—these details affect how clients feel even if they don't consciously notice them.

The conversation: Some clients want to chat; others want quiet. Reading and respecting these preferences shows attentiveness.

The finish: Does the client leave feeling genuinely good about themselves? That's the feeling that brings them back.

Your Team as Brand Ambassadors

Every team member shapes client perception. Invest in:

Technical training: Keep skills sharp and current. Clients notice when stylists are confident with new techniques.

Service standards: Define what excellent service looks like at your salon specifically. Document it. Train to it.

Product knowledge: Staff should confidently explain products and make genuine recommendations—not pushy upsells, but helpful suggestions.

Consistency: The experience should be excellent regardless of which stylist, which day, or how busy you are.

Staying Current

Hair trends evolve constantly. Clients expect their salon to know what's happening:

• Follow industry publications and influencers

• Attend trade shows and training sessions

• Encourage stylists to share techniques with each other

• Be ready to advise clients on trends that would (or wouldn't) suit them

Being the salon that introduces clients to emerging trends—before they've seen them everywhere else—positions you as an authority worth following.

Build a Strong Online Presence

Your salon exists in two places: physically on your street, and digitally wherever potential clients are searching. For many people, their first encounter with your salon is online. Make it count.

Social Media as Your Portfolio

Instagram, TikTok, and Facebook are natural platforms for hair salons. Your work is inherently visual—use that advantage.

Content that works:

Transformations: Before-and-after shots showcase your skills dramatically. With client permission, these are your most powerful content.

Process content: Short videos showing colour application, cutting techniques, or styling tips demonstrate expertise and educate viewers.

Behind the scenes: Show your salon's personality—your team, your space, your atmosphere. People want to know what they're walking into.

Client features: Spotlight happy clients (with permission). Real people with real results are more convincing than any advertisement.

Trend coverage: When new styles emerge, show you can deliver them. Be part of conversations happening in the hair world.

Engagement Over Broadcasting

Posting is only half the equation. Engagement builds community:

• Respond to comments genuinely (not with corporate-speak)

• Answer questions in DMs promptly

• Share user-generated content when clients tag you

• Create polls and questions that invite participation

• Acknowledge and thank clients who share their results

This interaction transforms followers into a community—and community members become clients.

Google Business Profile

While social media builds awareness, Google often drives bookings. Your Google Business Profile needs attention:

• Accurate hours, location, and contact information

• High-quality photos of your salon and work

• Regular updates and posts

• Active review management (responding to all reviews)

• Services and pricing information where appropriate

When someone searches "hair salon near me," you want to appear prominently with a profile that inspires confidence.

Implement a Hair Salon Loyalty Program

Attracting new clients is expensive. Keeping existing clients is efficient. The economics are stark: retaining an existing client costs a fraction of acquiring a new one, and returning clients spend more over time.

A loyalty program formalises this retention focus, giving clients tangible reasons to stay with you.

Why Loyalty Programs Work for Salons

Natural frequency: Hair appointments recur regularly—every 4-8 weeks for most clients. This built-in frequency is perfect for loyalty mechanics.

Relationship building: Salons already build personal relationships. A loyalty program adds structure to that relationship.

Competitive differentiation: When a competitor opens nearby, your loyalty members have something to lose by switching.

Data and communication: Digital programs provide insight into client patterns and enable direct communication between appointments.

Designing Your Program

Structure options:

Stamp-based: "Every 10th appointment free" or similar. Simple, immediately understood, aligns with regular appointments.

Points-based: Earn points per pound spent, redeem at various thresholds. Rewards clients proportionally to spending—clients booking colour and treatments earn faster than cut-only clients.

Tiered membership: Different levels (silver, gold, VIP) with escalating benefits. Creates aspiration and recognises your best clients specially.

For most hair salons, stamp programs work well for their simplicity and alignment with appointment frequency.

Reward ideas:

• Free appointment (the classic)

• Free upgrade (treatment, styling)

• Complimentary product

• Discount on higher-value services

• Birthday rewards

• Priority booking during busy periods

• Exclusive access to new services or products

Going Digital

Paper punch cards have served salons for years, but digital loyalty programs offer significant advantages:

Never lost: Cards live on clients' phones, not in the bottom of handbags.

Communication channel: Push notifications let you message clients directly—appointment reminders, progress updates, promotions.

Client insights: See visit patterns, identify who's at risk of leaving, understand which clients are most valuable.

Professional presentation: A polished digital experience reflects well on your salon.

Perkstar offers all of this with wallet integration—clients save their loyalty card directly to Apple Wallet or Google Wallet. No separate app to download, no login to remember. Just a card that's always on their phone.

Features particularly valuable for hair salons:

• Push notifications: "Your hair is probably due for a trim—your stylist has availability this week"

• Birthday rewards: Celebrate clients automatically with a birthday treat

• Multiple card types: Run stamps for appointments, points for retail purchases

• Analytics: Understand your client patterns and program performance

The 14-day free trial lets you set up and test your program with real clients before committing.

Collect and Showcase Reviews

In a world where people research before booking, reviews are currency. Positive reviews attract new clients; responding to all reviews (positive and negative) demonstrates professionalism.

Why Reviews Matter

Research consistently shows that most consumers check reviews before choosing a local business. For hair salons—where the stakes feel personal (it's your appearance, after all)—reviews carry particular weight.

A strong review profile:

• Builds trust before the first visit

• Provides social proof of quality

• Improves local search ranking

• Offers feedback for improvement

Generating Reviews

Satisfied clients often need prompting to leave reviews:

Ask directly: At the end of a great appointment, simply ask. "If you're happy with your hair, we'd really appreciate a Google review—it helps other people find us."

Make it easy: Provide the direct link to your Google review page. QR codes at the reception desk work well.

Timing matters: Ask when satisfaction is highest—usually right after the appointment when they're feeling great about their hair.

Loyalty program integration: Perkstar includes Google Review rewards—you can incentivise reviews as part of your loyalty program, earning stamps or rewards for leaving feedback.

Responding to Reviews

Positive reviews: Thank the client genuinely. Be specific if possible. "Thanks Sarah! So glad you loved the balayage—see you in 8 weeks!"

Negative reviews: Respond professionally. Acknowledge their experience, apologise where appropriate, offer to make it right. Never get defensive. Your response shows potential clients how you handle problems.

Showcasing Testimonials

Don't let great reviews sit only on Google:

• Feature quotes on your website

• Share screenshot highlights on social media

• Display printed testimonials in your salon

• Include quotes in marketing materials

This amplifies positive feedback across all your channels.

Partner with Local Businesses

Your salon exists within a community. Strategic partnerships with complementary local businesses can expand your reach and create mutual value.

Finding the Right Partners

Look for businesses that share your target clientele but don't compete with you:

Fashion and beauty:

• Clothing boutiques

• Makeup artists

• Spas and wellness centres

• Nail salons

• Photography studios

Events and occasions:

• Wedding venues and planners

• Event spaces

• Hotels with visiting guests

Health and wellness:

• Gyms and fitness studios

• Yoga studios

• Health food shops

Professional services:

• Real estate agents (new residents need a salon)

• Corporate offices nearby

Partnership Structures

Cross-promotion: "Show your receipt from [boutique name] for 10% off your first appointment." "Our clients receive 15% off at [partner spa]."

Package deals: "Wedding prep package including hair, makeup, and nails"—collaborating with makeup artists and nail technicians.

Event collaboration: Co-host events like "Style nights" with a fashion boutique—styling demonstrations with looks from the store.

Referral exchanges: Formal or informal agreements to recommend each other's services.

Making Partnerships Work

Choose aligned partners: Your partners reflect on you. Choose businesses with similar quality standards and values.

Create genuine value: Partnerships work when both sides benefit. Don't ask for something you wouldn't offer in return.

Start small: Test with a simple cross-promotion before committing to elaborate collaborations.

Track results: Know which partnerships actually drive business so you can invest in what works.

Bringing It Together

Attracting and retaining hair salon clients isn't any single strategy—it's the combination working together:

• Exceptional service gives clients a reason to return

• Online presence attracts new clients and maintains visibility

• Loyalty programs create tangible incentives to stay

• Reviews build credibility that converts browsers into bookers

• Local partnerships expand your reach within the community

Each strategy reinforces the others. Great service generates positive reviews. Reviews drive new bookings. A loyalty program keeps those clients returning. Returning clients become advocates who refer friends. And the cycle continues.

Where to Start

If you're looking for immediate impact, start with a loyalty program. It:

• Requires minimal time investment after setup

• Produces measurable results within weeks

• Creates ongoing client communication

• Generates data for better decision-making

Perkstar's 14-day free trial lets you build and launch a program quickly. Wallet integration means frictionless client enrollment. Push notifications keep you connected between appointments. Birthday rewards run automatically.

Start your free trial at Perkstar →

Your clients have options. Give them reasons to choose you—and keep choosing you.