7 STRATEGIES TO BOOST YOUR SALON’S FOOTFALl

Salon management guru Chirag Manochaa advises on how to increase traffic to your salon with time-proven strategies that work even during off-season.

“Opportunities don’t just happen, you create them!”

In the beauty business, the age-old question persists: How do you get more clients through the door? Early on into their ventures, owners begin to understand that footfall is the lifeblood of any salon, and we all know that relying solely on your service quality just doesn’t cut it anymore! With competition around every corner, and digital transformation changing the way clients engage, you need to think beyond traditional methods.

Today’s salon owner is juggling much more than just appointments and staff—there’s marketing, client retention and finding ways to stand out in a saturated market. So, how do you increase footfall without it feeling like an uphill battle? Here are key strategies and practical insights that would help you navigate this question.

1. BUILD YOUR TRIBE

Crafting a loyal community is the key! It’s no secret that community-building is a game-changer not just for salons, but for most industries today. Clients seek more than just a cut and colour; they’re looking for a place that feels like home. A salon that fosters a sense of belonging will create loyal clients who not only return but also rave about your services to their friends. Get involved in local events, engage clients online and offline, and create an experience that goes beyond the chair. This organic sense of community will drive footfall, with your clients acting as brand ambassadors.

Pro tip: Identifying and engaging in multiple events may feel overwhelming, but don’t overthink it! Start small, but make it significant. Don’t try to do too much at once.

2. FIRST IMPRESSIONS COUNT

You might have the best hairstylists in town, but if your salon doesn’t catch the attention of your customers, you’re missing out. Your location and facade need to reflect the quality and vibe of your salon. Does your exterior look inviting? Is your signage clear and professional? A clean, modern and visually appealing entrance signals professionalism and quality, enticing walk-ins who might have otherwise passed by.

Pro tip: Don’t underestimate the power of aesthetics. Choose decor and designs that are warm and inviting. If you can ensure there’s enough parking space, there’s nothing like it!

3. OFFER ONLINE CONSULTATIONS

The pandemic accelerated digital transformation, and to keep up with the times, salon owners should be open to adapt. Offering online consultations for first-time clients or pre - appointment discussions is a great way to ease new clients in, helping them build trust with your team before they even set foot in the salon. It adds convenience to your service offering and broadens your clientele beyond immediate geography. Clients love convenience and a pre - consultation lets you sell the experience before they arrive.

Pro tip: Use these consultations as an opportunity to upsell premium services! A virtual connection often builds more rapport.

4. THE POWER OF REFERRALS

Word of mouth is still one of the most powerful marketing tools. Referral programmes allow your loyal clients to bring in new customers. Offering an incentive—like a free treatment or discount—for both the referrer and the referee can lead to a healthy, steady influx of new clients. A well-structured referral programme turns your existing clients into active marketers for your salon.

Pro tip: Keep the referral programme simple and easy to understand. The easier it is to participate, the more likely clients will spread the word.

5. MARKETING WITH INTENT

Striking the balance between performance marketing (those paid ads you run online) and brand marketing (the perception you create) is integral. While performance marketing drives short-term traffic, brand marketing builds long-term loyalty and trust. You need both to truly succeed. Social media ads and search engine marketing will get people to your door, but building a strong brand image—consistent messaging, beautiful imagery and authentic stories—keeps them coming back!

Pro tip: Don’t underestimate the power of storytelling. Share success stories of your clients, and let their experiences sell your brand.

6. UNDERSTAND THE MODERN MARKETING FUNNEL

Gone are the days when marketing was linear. Today, clients are on a winding journey, engaging with your salon across multiple touchpoints before booking an appointment. The modern marketing funnel is about transforming strangers into fans, and then into clients, by

creating engaging content. It’s not just about selling services—it’s about telling your story, building trust, and cultivating a loyal community. From eye -catching social media posts to value-driven blogs, content creation is a tool to attracting, nurturing and converting leads. The goal is to keep potential clients hooked long before they even think of booking an appointment.

Pro tip: Take control of your online presence by encouraging clients to leave reviews. Positive feedback can make or break a potential client’s decision. Create content that speaks to your audience’s needs and passions in a genuine way.

7. LOCAL EVENTS AND COLLABORATIONS

Host in-salon events or collaborate with local influencers and brands. Events provide an opportunity for people to experience your services in a low-pressure, social setting. A well-timed collaboration with a beauty blogger or a pop-up event with a local business can bring new faces to your door.

Pro tip: Get creative with your events—whether it’s a holiday special or a local charity partnership, align with your community to build genuine connections.

To conclude, the solution to increasing footfall in your salon isn’t a quick fix one. It’s about a holistic approach that marries modern marketing techniques with genuine community-building efforts. Focus on providing value— whether it’s through digital consultations, creating an unforgettable in-salon experience or building loyalty programmes. With a balance of creativity and strategic marketing, your salon can become a thriving hub in your community. So, keep innovating, stay connected with your clients, and grow like a pro!

About the author: Chirag Manochaa, aka ‘Salon Guru’, is a trailblazer in the Indian salon industry. He combines his background in architecture with his passion for transforming salon businesses. As India’s first salon consultant, his expertise in optimising space, refining brand identity, and integrating digital solutions has positioned him as the go-to expert for salons seeking growth and innovation.