“Nigeria’s magnificence and private care business has skilled vital development lately, from US$4.6bn (£1.6tn) in 2018 to US$8.38bn (£5.3tn) in 2023. This development will not be slowing down and Indicators, forecasts estimate the market dimension will attain $9.72 billion (£15.5 trillion) by 2024 – Handed Splicing
Magnificence providers companies (from salons to spas) face fascinating development alternatives as shopper/shopper spending will increase within the business. At this time, most companies give attention to offering nice service to win and retain new prospects, however in a extremely aggressive house like the sweetness business, that is now not sufficient. Capitalizing on development in buyer spending requires extra than simply offering nice service; It requires a deeper understanding of buyer wants.
Recognizing this, Splice, an all-in-one enterprise administration resolution for African magnificence and wellness companies, spent months researching and analyzing the elements that maintain prospects loyal and engaged.
The staff performed a complete survey earlier this yr, gathering insights from practically 500 Nigerian magnificence prospects throughout age teams, demographics and genders. What is the objective? To higher perceive how Nigerian customers uncover magnificence providers companies, what retains them coming again, and what they count on from these companies.
The results of all this work is a report titled Past Magnificence: Understanding Your Buyer. With regards to the aim of the report, That is OgunbawoFounder and CEO of Splice stated,
“Within the dynamic panorama of the sweetness providers business, buyer satisfaction is extra than simply an indicator; it’s a metric. It’s the cornerstone of sustainable development. On what readers can count on, she says
“The report supplies insights into prospects’ ideas and preferences and supplies magnificence providers companies with actionable suggestions for development and improved buyer satisfaction.”
Get a duplicate right here.
So, what do Nigerian magnificence customers really need? How can magnificence providers companies use these insights to enhance service and create lasting loyalty?
The facility of referral and loyalty applications
One of many key takeaways from the Splice survey is that word-of-mouth stays a powerful driver of the sweetness business in Nigeria. Statistics present that seven out of 10 Nigerians will strive a magnificence providers enterprise primarily based on a advice from a pal or member of the family.
This implies that companies ought to prioritize not solely delivering high-quality service, but in addition creating experiences that prospects are keen to speak about.
As well as, the report additionally highlights the significance of loyalty applications. A whopping 93% of Nigerians stated they might be extra possible to decide on a magnificence providers enterprise that provides some type of loyalty program.
Whether or not it is via reductions, unique gives, or particular perks, companies that reward repeat prospects are more likely to see increased retention charges and better buyer satisfaction.
Going digital: the significance of on-line reserving
Because the world continues to embrace digital options, Nigerian magnificence prospects aren’t any exception. 58.2% of respondents choose reserving appointments on-line due to the comfort it supplies. For magnificence providers companies, this implies integrating on-line reserving techniques is now not non-obligatory. That is essential.
The survey additionally discovered that of those that choose to e-book on-line, six in 10 want to have a alternative of cost technique when reserving, and 62.6% want to obtain reminders about their appointments. This presents a possibility for companies to boost the shopper expertise by implementing automated cost and reminder techniques, decreasing no-shows and making the complete course of smoother for each prospects and workers.
Get your copy right here.
What prospects need from loyalty rewards
Whereas a loyalty program is essential, the sorts of rewards provided can decide its effectiveness. Surveys present that greater than half of Nigerians choose reductions on providers as a loyalty reward possibility.
This discovering is a useful perception for magnificence providers companies searching for to design buyer retention methods that resonate with their prospects. Providing a easy and easy low cost will be an efficient method to appeal to repeat prospects.
Profitable positioning
There are various extra insights within the report, which isn’t only a assortment of statistics however a roadmap for magnificence providers companies seeking to thrive in an more and more aggressive market. By specializing in suggestions, on-line comfort and loyalty applications that prospects worth most, companies can construct stronger relationships with prospects and place themselves for long-term success and profitability.
With Splice, you get extra than simply insights. Magnificence providers companies get a seamless on-line reserving system and automatic appointment reminders to reward prospects with a customizable loyalty program that will help you ship the distinctive expertise your prospects crave.
By leveraging Splice, you cannot solely appeal to extra prospects, but in addition make them happier, enhance operational effectivity, and improve loyalty. In a quickly evolving business, companies that prioritize buyer satisfaction and use instruments like Splice to handle their operations are most probably to win.
Able to take your magnificence providers enterprise to the subsequent stage? Splice is dedicated to creating it straightforward so that you can develop, delight and retain your prospects.
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