Subscription services are transforming how salons build loyalty and boost revenue. By offering clients consistent value, convenience, and exclusive perks, subscriptions not only encourage repeat visits but also establish a steady income stream. Here’s how you can launch a subscription service for a salon.
HOB Salons CEO Natasha Grossman recently introduced the HOB Blow Dry Club across their 17 salons. She shares her top strategies for creating a successful subscription model, from flexible tiers to community-building. Here’s how your salon can turn one-time customers into loyal, long-term members.
Offer subscription tiers to attract a range of clients
“To ensure your subscription service appeals to a wide range of clients with varying budgets and needs, offer different membership levels. This is what we have done with the Blow Dry Club, offering Essential, Premium, and Ultimate packages. The Essential package caters for clients who just want unlimited smooth blow dries. At the top end of the spectrum, we have the Ultimate Plus package which offers more flexibility with unlimited smooth, wavy, and curly blow-dries with access to senior stylists.”
Offer perks to encourage commitment
“Incentivise clients to commit to longer subscriptions with value-adding perks. The Blow Dry Club, for example, requires a minimum three-month commitment for each package. In return, members receive exclusive discounts on retail products and ghd styling tools.
Offering perks like this encourages clients to view the subscription as a value-for-money, long-term investment in their haircare, creating regular, loyal customers.”
Stress the convenience
“One of the most appealing aspects of a salon subscription is the convenience it offers clients. When promoting a subscription service, stress how it can make clients’ lives easier. With the Blow Dry Club, we promote the fact that it’s like having a personal stylist on hand whenever needed.”
Use subscriptions to upsell
“A well-run subscription service can act as a powerful upselling tool, encouraging clients to explore other salon services and products. Consider integrating add-ons such as treatments, cuts, or colour services at a discounted rate for subscribers. This strategy not only adds value to the subscription but also helps introduce clients to the full range of services your salon offers.”
Create a sense of community
“Encouraging a community atmosphere around your subscription service can make members feel valued and part of something exclusive. Social media groups, newsletters, or even in-salon events can enhance this feeling of exclusivity.”