Wedding Season in the UK generally begins around April and peaks in September. During these months, we know that you are very busy attracting new clients using all of our wedding season marketing tips. So, don’t let this hard work go to waste. If you’re wondering how to retain clients brought in during wedding season once the big day is over, we’ve got everything you need to know.
Before we discuss how to retain clients, it is important to understand why retaining clients is so important. Loyal clients are more open to trying new treatments, and are great when it comes to word of mouth referrals. Brides in particular seek out word of mouth recommendations from past brides to ensure their day will be perfect, so retaining your wedding clients is very important. Finding new clients is also more expensive – and risky – than maintaining relationships with existing ones. Having a loyal base of clients allows you to take the risk of finding new clients – as long as your retention strategies are working well.
So, read on to find out our top tips on retaining wedding season clients.
When you are helping wedding season clients, such as brides, grooms, mothers etc., to achieve their skin goals, remember from day 1 with your new client you should be emphasising the idea that healthy skin is a long term investment. Though the wedding may be over, it does not mean their skin journey has to be. The average age of brides in 2023 was 33, while the average groom was slightly older at 35. Make your clients in their 30s aware that it is the best time to consistently invest in their skincare to ensure better skin for longer. Preventative steps can help clients maintain their youthful skin as they age. Remedial treatments, e.g. banishing pigmentation or acne, are also more effective when a treatment course is being followed. So, the end of wedding season does not have to signal the end of skin treatments.
Top Tip: Have another consultation with your wedding clients once the wedding is over to ensure you are still on the same page. With the wedding over, your clients may have new skin priorities and goals. So, have a thorough chat to ensure you are still offering the best treatment and are on track to achieve their new goals. Make any necessary adjustments to their treatment plan at this point to ensure a long term relationship with your client.
It is very common to feel sad once a milestone has been reached, and a big, meaningful event is complete. Post-wedding blues are a real thing, and you can help your client’s gloomy mood once the wedding is over. Making plans to look forward to is a great way to manage the lows that often follow an important event. What is better than a relaxing course of treatment? So, create a Post-Wedding Pamper Package (you don’t have to mention the blues!).
With your pamper package ready, you can rebook your clients at their final pre-wedding appointment, and guarantee their post-wedding relaxation! Rebooking is important as it ensures your clients are having regular, repeat appointments, which is better for your business and better for their skin results. It is a win/win situation. Instilling a rebooking culture in your business is one of the easiest ways to ensure client retention.
Top Tip: If it is too late for you to rebook clients at their last appointment, and you haven’t seen some of your newly wedded clients recently, send them a congratulations card with a % off voucher inside to bring them back to your business. It is a nice, personalised touch, and your client will feel valued.
When you worry about losing your wedding clients once the wedding is over, remember, there are lots of other important events clients like to be prepped for. As we enter the colder months and layer up, clients may seem less interested in having skin treatments. That is, of course, until party season commences. Remind your clients that the best way to feel confident in their skin during christmas parties or when ringing in the new year is to focus on their skin now! Though it seems a long way off, summer bodies are also made in winter, particularly for those interested in IPL Hair Reduction.
Though we are approaching the end of the third year of the Transformation of the Year competition, there is still lots of time to get your clients involved. It is a great client retention tool as clients who have a course of treatments can benefit from healthy skin and the opportunity to win a Caribbean Holiday!
It goes without saying, but offering excellent customer service and an excellent client experience is one of the best ways to ensure your clients will want to come back. So, ensure yourself and your team are professional, consistent and good communicators. Make sure your business environment is an aesthetically pleasing and calming space. Invest in a range of high quality salon equipment to ensure client needs can be met.
Do you have the full SkinBase range? Find out more about our SkinBase Microdermabrasion, Hydro, Collagen Lift and Intense Pulsed Light machines here.
Getting feedback from your wedding season clients is a great way to make client retention easier in the future. Find out what current clients liked about their wedding prep experience and figure out where you can make improvements. Use the feedback to ensure future wedding clients are even more satisfied.