How Do New Clients Discover Your Salon?

Common opinion is word of mouth is the main source of new clients. However, a closer look at reveals a different story.

The Common Belief: Word of Mouth

Word of mouth has long been the gold standard for new client acquisition in the salon industry. It's easy to see why. Recommendations from friends, family, or colleagues carry a personal endorsement, a level of trust that can't be bought with advertising spend. The logic is sound—after all, who better to trust than someone you know? This belief is rooted in the idea that personal experiences, shared in stories and recommendations, are the most compelling motivators for choosing a salon.

The Reality: Walk-ins

Despite the strong reputation of word-of-mouth referrals, the data tells a different story. For many salons, especially those on a high street, walk-ins make up a significant part of new clientele.

Why does this matter? Understanding that walk-ins and passerby are crucial to client attraction shifts the focus towards optimising the salon's physical presence and visibility. It emphasises the importance of curb appeal, window displays, and the overall welcoming atmosphere of the salon. These elements become silent salespeople, inviting potential clients to step inside and experience what the salon has to offer.

Balancing Act: Word of Mouth and Walk-ins

Recognising the importance of walk-ins does not takeaway from the value of word-of-mouth referrals. Instead, it highlights the need for a balanced approach to marketing and client experience. A positive experience for both walk-ins and recommended clients ensures that the cycle of recommendation continues, blending the immediate impact of a passerby's decision with the long-term benefits of word-of-mouth.

Salons can enhance their appeal to both groups by maintaining a high standard of service, investing in an attractive and welcoming environment, and engaging with the clientele through specifically targeted personalised marketing content. Social media and reviews in particular, bridges the gap between personal recommendation and digital word of mouth, allowing clients to share their experiences with a broader audience.

Conclusion

The new client journey of a client visiting your salon door is a tale of two heroes: the trusted word of mouth and the spontaneous walk-in. Embracing the role of each can help you craft a marketing strategy that welcomes new clients, however they hear about you.

The Salon App is an all in one booking, management and marketing software. We specialise in working with salon businesses only, we help you to attract, retain and win back clients while removing the guesswork from day to day management and marketing. To find out more book a demo here.