When it comes to securing continued loyalty from customers, new research reveals that hairdressers are a cut above the rest.
A study of consumers across the UK found that people are more loyal to their hairdresser than any other brand, product or business.
So forget big business or the great global experience, it turns out the humble salon is the best place to learn how to keep customers happy.
Two thirds of adults – that’s over 33 million people – told researchers they were loyal or very loyal to their hairdresser and have no intention of changing where they get their hair done.
This compares to half who say they are loyal or very loyal to their current car brand, or just two fifths who feel the same way about the airline company they normally use.
Six out of ten are loyal to their favourite restaurant and an equal number again feel the same about their favourite shops and local pub.
The research, which surveyed 2,000 adults across the UK and was commissioned by leading plastic card manufacturer, Plastic Card Services, also discovered that people in the North East are the most loyal and those in London are the least overall.
Speaking about the results of the study, Rob Nicholls, MD of Plastic Card Services, said “Overall our results show that Brits are a loyal lot, yet not all industries are really using this to commercial advantage.
“With excellent customer service, a great offering and the right marketing strategy however, businesses can create loyal customers that return time and time again.
“Perhaps all businesses can learn something from the type of customer service that goes on in hairdressers across the UK. Many have got the formula right for repeat visits. And let’s face it, that is what every business wants.”
The study also found that seven out of ten consumers feel a greater sense of loyalty to a company, business or brand they own a loyalty card for.
Half told researchers they were more likely to make a purchase in a shop if it offered a loyalty card scheme. While a third insisted they were more likely to visit a pub or restaurant that also offered such a scheme.
