Think you know your client?
An inspired, excited client is more likely to: rebook; increase the frequency of their visits; and increase the amount they spend. So find out what clients want; then deliver it.
Once you know what a client wants, the trick is to make sure that's what is being offered in the salon and that is what any marketing effort must do if it's to succeed.
But how do you find out what excites them? Ask them, look, listen and then measure. A couple of things you can try:
A simple, cheap and very effective piece of research is to observe your clients' journey around the salon. What does your client do first when they walk into the salon and your receptionist is on the phone? Do they look happy? Frustrated? Bored? Do they look at your retail display whilst they wait? Once seated in reception do they pick up a magazine, check their phone or read your salon literature? Follow them throughout their visit and learn how to improve their experience. Then change things.
Once a year run an in-salon questionnaire so you really understand what your clients' value and what is missing in their experience. It is also a useful tool for collecting and verifying email addresses. A questionnaire can be handed out to all clients at the start of their visit to the salon and they should have the option to complete the questionnaire anonymously if they prefer to.