Software platforms have an unprecedented insight into customer behaviour as well as helping you understand your business. Let’s explain. With a nationwide clientele, a platform such a
s Phorest – a market leader with a substantial market share – can draw on information to create a picture of how the customer uses each salon. Think about it – services offered and chosen, fluctuations in pricing, evolving retail patterns. All adjusted for region and economic climate. So it’s with interest, we see the Phorest Consumer Insights Report 2025.
Consumer Insights Report 2025
This overview is a data-rich look at h
ow UK and Irish hair salon clients are choosing, booking, and experiencing their treatments. The independent survey gathered 716 responses from UK and Ireland salon guests*, all of whom had visited a hair salon in the past six months.
We’re sharing the headlines here as presented by Luke Doolin, UK & Ireland Country Manager at Phorest. The findings show that
• 50% of clients want salons to personalise their experience through rewards and offers
• top reason for paying a premium price is cleanliness and hygiene standards
• 70% of clients who don’t currently buy from their salon would like to!
Now that’s brilliant. A highlight on the potential for revenue growth through a prestige experience in terms of salon presentation, a chance to build loyalty with rewards, and sales through better education and at-home care recommendations.
Grow your bookings
The research also tracks the rise of online booking:
• 45% of clients preferring to schedule appointments digitally whenever possible
• clients are driven by convenience and the ability to see available slots.
When looking for a new salon, 61% of consumers rely on word of mouth, but price and location remain the top decision-makers.
The big takeaway however, is that new client retention sits at just 29%, indicating a clear need for salons to focus on second-visit incentives and follow-up strategies.
Interestingly, the report also explores the role of AI in the salon experience, with more than half of clients open to using it for basic booking tasks, but a strong preference remaining for human interaction when it comes to personalised services.
Contact Phorest
th Phorest
Luke Doolin, UK & Ireland Country Manager at Phorest, comments, “This report is more than a snapshot of client preferences, it’s a roadmap for sustainable growth. At Phorest, we’ve built our reputation on helping salons understand not just what their cl
ients want today, but what will keep them coming back tomorrow.
“By blending personalised service with the right technology whether that’s from automated booking journeys to targeted retail recommendations, salon owners can increase client l
oyalty, boost revenue, and create an experience that stands out in a competitive market. Thes
e findings prove that small, consistent changes, backed by the right tools, can deliver a big impact for both the client and the business.”
The full Consumer Insights Report 2025 is available from Phorest, offering in-depth statistics, salon success stories, and practical advice for owners looking to grow in the year ahead.
speak directly with a Salon Success Manager, visit www.phorest.com
* Survey conducted between 30 October and 13 November 2024
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