Why memberships and subscriptions are the answer to client retention – From Sam Kendall, CEO SalonIQ

By: Sam Kendall, CEO at SalonIQ Retaining clients is the foundation of any successful salon. Attracting new clients is important too, of course, but without the loyal customers who return again and again, it can be difficult to confidently create a predictable monthly profit. But new clients don’t turn into loyal, repeat customers on their own – this requires dedication, time, patience and effort on behalf of the whole salon team. There is huge competition in the salon industry – figures from the Office for National Statistics [ONS] indicate that there were over 9,200 salons in London alone in 2025, while the South East had more than 6,300 and there were almost 6,000 in the North West. With so much choice, there is a lot for clients to weigh up. Why should they return to your salon rather than trying out somewhere new? It’s about more than providing a good haircut or treatment, and salons must go the extra mile to remain competitive and to keep client retention levels high. Finessing the entire experience, taking the time to nurture relationships, and creating an element of exclusivity can all go a long way in helping a client feel valued and eventually return. …