TH E BU SI N E S S LOYA LT Y
S R U YO ULLY F H T I A F 36
WORD S NATASH A RI GL E R
Client loyalty has been put to the test this year. But what is it that really keeps people coming back to your salon or shop?
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f 2020 has taught salon alon and shop owners anything, it is that client loyalty is a business bedrock. ck. After months of closure, a faithful client lient base has never been more vital. But loyalty isn’t built uilt overnight, and if you think your technical hnical know-how is what keeps people returning, you’re wrong, says Philip Hesketh, h, a professional speaker on psychology in business. ‘We all have a deep-seated need to o feel important,’ he says. ‘Going to a salon iss a an n enjoyable event. You get a coffee, you chat to p people eople you know and you feel important. ‘You know you are only important mport rtant for the rt time you are there, but when en you’re you’r u’r ’re greeted properly and they remember er that you yo like a
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