Data shows the critical role returning guests play in the success of beauty and wellness businesses. With 42% of loyal clients driving a whopping 80% of sales, it's clear that focusing on customer retention can yield greater returns. By contrast, one-time visits from 58% of clients contribute only 20% of revenue. With repeat visits driving a significant portion of sales, retaining loyal guests should be a top priority. Memberships top our list of customer retention strategies because they were the strongest growth area for salons, waxing centers, membership spas, and medspas in 2024. 2025 TREND: REPEAT GUESTS KEY TO DRIVING SALES They increase the number of customers who visit 5 or more times a year by 10%. Offer membership programs When businesses add a mobile app for customers, the number of guests visiting 5 or more times a year goes up 12%. Add digital touchpoints Hyper-personalization increases retention rates by 30%. Tailor every aspect of the guest experience TOP 4 CUSTOMER RETENTION STRATEGIES FOR BEAUTY AND WELLNESS BUSINESSES Programs that incentivize repeat visits increase the number of guests visiting 5 or more times a year by 9%. Introduce loyalty rewards 13