As the men’s grooming industry continues to boom, retaining male clientele is more important than ever. By nature, men are loyal consumers and provide your business opportunity to increase your client retention, frequency of visit, pre-booking, and ultimately, your bottom line.
Men’s perception of grooming and self-care is changing. Recent surveys show men view their salon and spa services as pleasurable, leisurely activities and are more than willing to spend the money. Additionally, men are becoming more knowledgeable about beauty. They are paying attention to their looks, with hair care, shaving, and skin care becoming hot services for men. Here are a few things to keep in mind to help retain more male clientele.
Keep it Simple
Recent studies show that men appreciate convenience and simplicity with businesses they patron. A service menu filled with woman-focused options may be overwhelming for your male clientele. Create a menu specific to your men’s services that is minimalistic and to the point, taking your core services and tailoring them to the male demographic. This may include changing scents, service times, names and descriptions, and more. Most men appreciate the “get-in-get-out” service model and will greatly appreciate the boiled down version.
Consider the Details
A recent study by American Crew found that up to 70 percent of walk-in business is men. This means, even before they walk in your door, men are analyzing every aspect of your business to ensure it’s right for them.
Decor and content. Do you have any images of men in your business? At your storefront? On your website? What about your social media? As humans, we relate closely to those most like us. A healthy balance of male and female styles will help men trust that your team is well-experienced in men’s services.
Music and reading materials. Does your music appeal to several different tastes? What about the magazines and reading materials in your waiting area? The more comfortable your male clientele feel the more likely they are to return for a second visit.
Loyalty points. If your clients are earning loyalty points towards gifts such as tote bags, makeup kits, etc. make sure there are items that are enticing to your male clientele. The main purpose of loyalty points is to motivate clients to perform behaviors that grow your business in exchange for points, so your men will be more likely to refer, rebook, etc. if they are working towards a desirable reward.
Change the dialogue. Product suggestions to your female clients is a great way to increase your average ticket, however, when asked, most male clientele will decline because they are headed to the shower as soon as the appointment is over. Instead of asking if they want any styling products, take a few minutes educate them on how to style their new cut with products they can conveniently grab off your shelves.
Add Value to Your Service. Adding additional perks to your men’s services such as free neck and ear cleanups or men’s only welcome bag will help your male clientele feel like V.I.P. members of your business. These little perks help form brand loyalty and thus, increase retention.
Marketing to Male Clientele
While men are becoming more comfortable indulging in beauty services, their wants and needs are different from your female clients. Reflect this in your marketing messages. Research shows that men, unlike women, are more likely to choose a dependable brand over a bargain price. Men are also more likely to make purchases based on functionality rather than emotion. Use your software to filter a list of your male clients so you can send specific promotions for Father’s Day, the holidays, new products, and more.
Need more ideas for retaining male clients? Download our free guide to managing and marketing to men.