Searching for simple ways to increase your revenue? Look to your male clientele! Did you know that men tend to be more loyal than women? This means as they become comfortable with your business and your team, your male clients are less likely to stray and more likely to visit more often than your female customers. As a result, your male clientele can increase your client retention, frequency of visit, pre-booking, and ultimately, your bottom line.
The Male Grooming Forecast
2016 has already seen a huge boost in male grooming services and sales. As the men’s grooming industry continues to expand, it is estimated to bring in $21 billion in revenue this year. This growth may be attributed to men’s changing perception of grooming and self-care. Now more than ever before, many salons and spas are finding that men enjoy these services as pleasurable, leisurely activities and are more than willing to spend the money for them.
Additionally, men are becoming more knowledgeable about beauty. They are paying attention to their looks, with hair care being the biggest category, and shaving second. With their hair trends evolving with the seasons like women’s, men are now actively looking for more specific hair care products and services. Surprisingly, hair and skin products are not the only areas where sales are increasing for men. According to a survey last year, 25 percent of salon customers in 2015 were men, who booked massages, facials, and further maintenance treatments, such as hair removal.
Catering Your Services to Men
Just because men are warming up to the thought of being pampered doesn’t mean that you still can’t have fun customizing your services! Catering what you offer specifically to your male clientele will help incentivize those who are on the fence. Don’t forget to keep it simple! Consider offering just a few services within each of your service categories. Services just for men will be more appealing and less intimidating to your prospective male clients.
Take advantage of the seasons
To even further customize your services for men, make limited, holiday-themed services based on the time of year. For instance, the fall is a great time to focus your services on Oktoberfest. Find ways to incorporate beer into your customizable services such as a “What Ales You” package that includes a massage and brightening beer facial. Seasonal services are a great way to excite and motivate your male clients to visit your business several times a year.
If you haven’t already, now is the time to give a little TLC to your current and potential male clients. As the men’s grooming industry continues to grow in sales and appeal, so will the opportunity to bring even more men through your doors. Catering your retail and services to be more attractive to men will not only increase your revenue, but it will also increase your loyal client base.
Need even more ideas? Download the ultimate guide for MANaging and marketing to you male clientele.