5 Proven Ways to Attract and Retain More Nail Salon Clients
Jan 25, 2025
In the nail salon industry, competition is fierce. Clients have countless options—sometimes several salons within walking distance of each other. When choice is abundant, what makes someone choose your salon over the one next door? And more importantly, what makes them come back?
The answer isn't just about offering excellent nail services. Every salon claims that. What truly differentiates successful salons is the complete experience: how clients feel from the moment they book to long after they leave, how valued they feel as individuals, and whether your salon stays top-of-mind when it's time for their next appointment.
Retaining clients is also significantly more profitable than constantly chasing new ones. Research suggests that a modest 5% increase in customer retention can boost profits by up to 95%. For nail salons, where regular appointments (every 2-4 weeks for many clients) create substantial lifetime value, retention isn't just nice to have—it's the foundation of a thriving business.
This article covers five proven strategies for attracting and retaining nail salon clients, with practical guidance you can implement immediately.
1. Deliver Exceptional Customer Service
This might sound obvious, but exceptional service is rarer than most salon owners think. It's not just about being friendly—it's about creating an experience that clients genuinely look forward to.
What exceptional service looks like in a nail salon:
Remember the Details
Train yourself and your staff to remember client preferences: their usual nail shape, favourite colours, whether they like conversation or quiet time, if they have allergies or sensitivities. These details, recalled naturally, make clients feel known rather than like just another appointment.
A client who walks in and hears "Same French tip with the almond shape?" feels immediately valued. One who has to re-explain their preferences every visit feels like a transaction.
Perfect Your Booking Experience
Nothing frustrates clients more than booking confusion. Double-bookings, long waits, or uncertainty about appointment times erode trust quickly.
Ensure your booking system—whether online, by phone, or walk-in—runs smoothly. Confirm appointments via text. Start on time. If you're running behind, communicate proactively rather than letting clients discover the delay when they arrive.
Go Beyond Expectations
Small unexpected touches create memorable experiences:
A complimentary hand massage during drying time
A beverage menu beyond basic tea and coffee
Birthday recognition without the client mentioning it
A quick fix on a chipped nail between appointments at no charge
These gestures cost little but create the stories clients tell friends. And word-of-mouth remains the most powerful marketing for local salons—studies show that 62% of customers will recommend a brand to friends after receiving great service.
Train Your Team Consistently
Your service is only as good as your least attentive team member. Regular training, clear service standards, and a culture that genuinely values client experience ensure consistency regardless of which technician a client sees.
2. Implement a Digital Loyalty Program
A loyalty program gives clients a tangible reason to return to your salon rather than trying competitors. It transforms occasional visitors into regulars and regulars into advocates.
Why loyalty programs work particularly well for nail salons:
Natural visit frequency: Many clients need appointments every 2-4 weeks. A loyalty program captures this existing behaviour and rewards it.
Clear reward opportunities: Free services, upgrades, or discounts on nail art create genuine motivation.
Competitive differentiation: When salons offer similar services at similar prices, a rewards program tips the balance.
Why Digital Beats Paper
Traditional paper punch cards have served salons for years, but digital loyalty cards offer significant advantages:
Never lost or forgotten: Digital cards live on clients' phones, always accessible
Client data: Learn visit patterns, preferences, and spending habits
Direct communication: Reach clients between appointments with promotions and reminders
Professional presentation: A polished digital experience reflects your salon's quality
Designing Your Salon Loyalty Program
Choose your reward structure:
Stamp-based: "Every 10th manicure free" — simple, instantly understood
Points-based: Earn points per pound spent, redeem for various rewards — rewards bigger spenders proportionally
Tiered: Bronze, Silver, Gold levels with increasing benefits — creates aspiration
Create compelling rewards:
Free services (manicure, pedicure, nail art)
Upgrades (gel upgrade, massage add-on, premium polish)
Exclusive access (new designs first, priority booking)
Partner rewards (local café voucher, beauty product samples)
Add personal touches:
Birthday rewards delivered automatically
Anniversary rewards celebrating their loyalty
Surprise bonus stamps for your best clients
Perkstar makes implementing all of this straightforward. The platform offers eight card types—including stamps and points—with wallet integration so clients don't need to download a separate app. Their loyalty card saves directly to Apple Wallet or Google Wallet, visible whenever they use their phone.
Push notifications let you reach clients directly: remind them they're close to a reward, promote a slow Tuesday, or announce a new nail art collection. The 14-day free trial lets you test everything before committing.
3. Actively Seek and Use Customer Feedback
Feedback isn't just about damage control—it's one of your most valuable tools for improvement and client retention.
Why feedback matters:
Online reputation: Nearly all consumers read online reviews before choosing local businesses. Your review profile directly impacts whether new clients find you.
Loyalty through listening: Research shows that 83% of customers feel more loyal to brands that respond to and resolve their concerns. The act of listening creates connection.
Genuine improvement: Clients see things you might miss. Their feedback highlights opportunities you wouldn't discover otherwise.
How to Gather Feedback Effectively
Ask at the right moment:
The best time to request feedback is shortly after a positive experience—when clients are admiring their fresh nails. A simple "We'd love your feedback on Google if you have a moment" works better than any automated follow-up.
Make it easy:
QR codes at your station linking directly to your Google review page remove friction. The fewer steps between intention and action, the more reviews you'll receive.
Incentivise thoughtfully:
Offering a small reward for leaving a review (bonus loyalty stamp, small discount on next visit) encourages participation without feeling manipulative. Perkstar includes Google Review rewards as a built-in feature, making this easy to implement.
Use a feedback loop:
Beyond public reviews, create ways for clients to share private feedback—a simple survey, a comment card, or just asking "Is there anything we could do better?" These candid insights often surface issues clients wouldn't post publicly.
Acting on What You Learn
Gathering feedback only matters if you use it:
Respond to all reviews: Thank positive reviewers specifically. Address negative reviews professionally and constructively.
Identify patterns: One complaint is an incident; recurring themes indicate real issues.
Close the loop: When you make changes based on feedback, tell clients. "You asked for more weekend availability—we've added Saturday evening slots" shows you're listening.
Celebrate wins: Share positive feedback with your team. Recognition reinforces the behaviours that create great experiences.
4. Strengthen Your Digital Presence
In 2026, your digital presence isn't optional—it's how most potential clients discover you and how existing clients stay connected between visits.
Social Media as Your Portfolio
For nail salons, social media is the perfect showcase. Your work is visual, shareable, and constantly refreshing with new designs.
What to post:
Your best work: High-quality photos of nail art, seasonal designs, trending styles
Before and afters: Transformations create compelling content
Behind the scenes: Your team at work, your clean and welcoming space, new products arriving
Client features: With permission, showcase happy clients (this also encourages them to share with their networks)
Tips and education: Nail care advice, trend explanations, aftercare guidance
Where to focus:
Instagram and TikTok are natural fits for nail salons—visual platforms where your work speaks for itself. Short videos showing the nail art process perform particularly well.
Don't neglect your Google Business Profile. Keep photos current, respond to reviews, and ensure your hours and contact information are accurate. This is often the first impression potential clients have of your salon.
Direct Communication Channels
Social media is powerful but unpredictable—algorithms change, reach fluctuates. Direct communication channels give you reliable access to your clients.
Push notifications through your loyalty program:
Perkstar's push notifications let you message loyalty members directly—no competing with email spam filters or social media algorithms. Use this channel for:
Appointment reminders
Last-minute availability ("Cancellation today at 3pm—first to reply gets it!")
Promotion announcements
New design launches
Loyalty progress updates ("You're 2 stamps away from a free gel upgrade!")
Email for longer content:
Build an email list for newsletters, seasonal promotions, or detailed announcements. Collect emails during loyalty program signup.
Staying Top-of-Mind
The goal of digital engagement is simple: when a client thinks "I need my nails done," your salon should be the first that comes to mind.
Regular, valuable communication—not spammy or excessive—keeps you present without being annoying. A push notification about a new nail art collection you're excited about, a social post showing your latest work, an email with seasonal style inspiration. Each touchpoint reinforces the relationship.
5. Engage With Your Local Community
Your salon exists within a neighbourhood, and connecting with that community creates loyalty that transcends transactions.
Why Local Matters
When clients see your salon as part of their community—not just a business that happens to be nearby—the relationship deepens. They root for your success, recommend you to neighbours, and feel a sense of belonging when they visit.
Ways to Connect Locally
Partner with complementary businesses:
Cross-promotions with nearby hair salons, spas, or beauty retailers
Discounts for employees of local businesses
Joint events with complementary wellness providers
Perkstar's platform can support cross-promotional rewards if you want to formalise partnerships.
Host community events:
Nail art workshops for beginners
Pampering parties for special occasions
Charity nail days where proceeds support local causes
Support local causes:
Sponsor local events or sports teams
Offer discounted services for community fundraisers
Volunteer as a team and share your involvement
Collaborate with local influencers:
Micro-influencers in your area—people with engaged local followings—can introduce your salon to their audience. Offer a complimentary service in exchange for honest coverage.
Making It Sustainable
Community engagement works best when it's genuine and consistent, not one-off marketing stunts. Choose causes and partnerships that align with your values and that you can sustain over time.
Share your community involvement on social media—not for self-congratulation, but to show what your salon stands for and to encourage others to participate.
Bringing It All Together
Attracting and retaining nail salon clients isn't about any single tactic—it's about creating a complete experience that makes clients feel valued and keeps your salon present in their minds.
The five strategies reinforce each other:
Exceptional service creates the positive experiences that generate good reviews
Loyalty programs give clients tangible reasons to return and provide data to personalise service
Feedback helps you improve and shows clients you're listening
Digital presence keeps you visible between appointments and attracts new clients
Community engagement builds the reputation and relationships that differentiate you from competitors
Start where you'll see the quickest impact. For most salons, implementing a digital loyalty program delivers fast, measurable results—you'll see returning clients earning rewards within weeks.
Perkstar's 14-day free trial lets you test a professional loyalty program with your actual clients before committing. Wallet integration means clients don't need to download anything; push notifications let you communicate directly; automated birthday rewards add personal touches without manual effort.
