2024 Is Here and We Better Take Notice.
I've been a salon owner for over 17 years and a stylist for over thirty and the dynamics of the salon world is once again shifting. As salon owners and stylists, we must pay attention to the latest trends and understand that consumers are changing how they spend their money once again. This is a critical moment for salons and hairdressers to re-evaluate their approach. Although it may be challenging, it is essential to understand how clients think, where they choose to spend their money, and how much they value the services we provide.
"2024 marks a return to the fundamentals for the salon industry."
The COVID-19 pandemic brought about significant changes in the salon industry, particularly in how we value our industry. Salon owners and stylists have recognized their true worth. The days of feeling compelled to offer discounts or working long, exhausting hours with multiple clients are now over. We pretty much adopted a “take it or leave it” approach and charted our course, leaving behind anyone who said we weren't worth our prices. However, this approach may not be acceptable to consumers beyond 2024. Despite rumors, the economy is thriving. The markets are soaring, unemployment is at its lowest since 2020, and wages are increasing in all states except eleven. However, prices of goods and services are unlikely to change and will never go back down. Consumers will be spending but they will be searching for the best places to spend their money, and it’s important to remember that we need them just as much as they need us.
Using Technology to Enhance Client Options in 2024
From your website to your social channels to your booking site it better be easy to navigate and book an appointment.
According to a study by BookingBug, clients prefer to take no more than 2 minutes and 23 seconds to complete an online booking process. It is crucial to convert a potential client into a confirmed and booked appointment within 16 minutes. If it takes longer, 72% of consumers say they would be more likely to find another business. A study by MindBody found that millennials expect instant gratification in all aspects of their lives including booking appointments; with nearly half (47%) expecting real-time confirmation after booking an appointment online.
I'm not gonna tell you not to do it but if you're the stylist that requires too many steps to book a new client, the client is likely to look for someone else. Multiple methods of emails, forms, and photo submissions before they can even chat with you are likely going to lose a potential client.
Clients Want Fast Solutions and Rave Reviews
Have you noticed a decrease in the amount of time you spend scrolling on social media? Do you feel dread or burnt out when posting anything on your profiles? If your answer is yes, then you’re not alone. Your customers and potential clients may be feeling the same way. Recent studies have shown that people are increasingly relying on online reviews when searching for a salon or stylist instead of scrolling endlessly.
To succeed on social media, identify your target audience and post intentionally. As the market becomes increasingly saturated with salons and stylists, building a strong brand and online presence will be crucial to stand out from competitors in 2024. This includes investing in high-quality photography and social media marketing strategies.
YELP and GOOGLE are crucial, so prioritize and carve out time to invest in managing and improving your online reviews to stay competitive. This message is for all solo stylists: Yes, this is for you too!
Conclusion
Like it or not the consumer is now steering the ship and their desires and needs should be our primary focus. Technology will play a crucial role in making their journey smoother, from online booking to getting positive online reviews. We need to deliver fast solutions, rave reviews, and an outstanding client experience every time. Embrace these changes with an open mind and you'll find the salon industry as rewarding as ever. Every stylist has an opportunity to be a six-figure stylist but it takes work, it takes knowing every aspect of your business from the numbers to the cancellations.
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