Posted on: 04 September 2019

Understanding customer behaviour using demographics

The world of statistics can be a boring place. Numbers, spreadsheets and estimations don’t seem like they have a place in a salon where you will focus on providing a service for your client. As a salon owner you may already know lots of information about your customers, but do you record and use this information to help you make business decisions? For example, measuring your customer footfall could be useful for planning staff rotas and opening times.

Read on to find out how you can base your business around the ways that your customers use your services.

How to measure your customers’ behaviours

Age demographics

Without asking personal questions, you can take a rough guess at the age of your customers and put them into an age bracket. Hopefully, you will notice a trend of when particular age demographics will come into your salon. You can use this information to create offers or deals, such as a student rate or special discounts for pensioners.

Gender demographics

By keeping track of how many men or women come into your salon, you can make informed decisions on how to train or deploy your staff around your salon. If you are a hairdresser and have noticed that you are getting more men into your salon, it may be worth sending a member of your staff on a barbering course to train them to cut to current styles.

Visit times

Measure the times when your customers come into your salon to use your services, and you may notice key times when you are busy or times when you have fewer customers. Consider allocating a day when you will open earlier or close later in the day to fit your salon around your customers who may have a 9 to 5 working day.

How to measure your demographics

A quick spreadsheet is more than enough to suffice for your data collection. Consider using a new tab along the bottom for each day of the week and have columns that have an age range for your customers, their gender and when they visited.

It’s a good idea to make sure that this document is encrypted and stored safely, as it may contain personal data, so it must comply with GDPR.

Did you know?

Fridays and Saturdays are the most popular days for hair appointments,
whilst the most popular and most lucrative time is 9am.

Source: HJI


Hair and beauty insurance with Premierline

The hair and beauty industry, unfortunately, is an industry that has risk which is why a robust hair and beauty insurance policy is important to protect your livelihood.

Over the phone, our insurance experts at Premierline will assess your business’ needs and make sure that your business insurance has everything you need to keep doing what you love.

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