Zenoti offers administrative management software for beauty salons. The company has analyzed data from over 30,000 client companies worldwide to draw up a snapshot of the beauty and wellness sector in 2024. Verdict: the growth of these establishments is slowing down.
“This report is a strategic resource for all companies in the sector wishing to identify concrete levers for growth,” explains Zenoti.
Subscriptions, the right idea
Subscription-based companies are doing very well.
In 2024, subscription sales jumped +24% in hair salons, medical spas, waxing centers and spas with subscriptions.
“This system turns one-off visits into regular commitments. It ensures a stable workflow and generates predictable revenues,” Zenoti emphasizes. The best-performing spas with subscriptions saw their average basket increase by 23%, from €103 to €126 in one year.
Loyalty: a strategic challenge
42% of loyal customers (those who come more than once a year) generate 80% of sales. Conversely, the 58% who don’t return after a first visit account for just 20% of sales.
“Repeat visits account for a major share of revenue. Companies need to focus on strategies that encourage this recurrence.” The four best loyalty tactics identified by Zenoti are setting up subscriptions, deploying digital tools (mobile application), personalizing the customer experience and creating reward programs.
Gift cards seduce…
Gift card sales increased by +20% in 2024.
24% of gift cards are used by new customers, making them an attractive conversion lever.
