How Hairfolk keeps clients coming back
A customer-first approach, luxurious experience and Afterpay have helped grow this Bendigo hair salon.
They say that location is everything, and that was certainly the case for Hairfolk founders Jemma Lea and Georgia Hosking.
The pair had both worked as hairdressers for 15 years when Lea happened to spot a beautiful, vacant heritage building on the main street of Bendigo.
“I drove past one day and saw that it was for lease and thought, ‘Oh my goodness, that would make such a great salon’. I called Georgia and was like, ‘Do you want to open a salon together?’”
That was in 2018. Fast forward four years and their hairdressing salon Hairfolk is a huge success, welcoming 150 clients, including 20 first-timers, through its doors every week.
Growing the business
Instagram played a huge role in the early days of Hairfolk. Although Lea and Hosking were able to bring their existing clients to Hairfolk, social media enabled them to showcase their work.
“Having a good presence on social media really kick-started the business. We knew Instagram was going to be a big part of our journey,” says Lea. “Obviously word of mouth and your reputation plays into success, but when people can actually see your work, it makes a big difference.”
Right from the start, Lea and Hosking were also focused on offering more than just a haircut or treatment, and instead providing a luxurious, customer-centric experience that clients would want to return to.
How Hairfolk puts clients first
At Hairfolk, customer experience is everything. Not only is the salon set in a striking heritage building, with sleekly luxurious and light-filled interiors, but upon arrival, clients can enjoy a complimentary espresso or glass of bubbles. When they’re ready to leave the salon, looking and feeling fresh, they can choose to use Afterpay.
“People want experiences and they're happy to pay for them,” says Lea. “When someone comes in after having their kids all day, or they’re with their girlfriends getting ready to go out, they want that extra luxury.”
Lea understands that for many of her clients, a visit to the salon can be a vital act of self-care or a splurge they’ve been looking forward to for weeks. Afterpay allows clients to enjoy this experience while paying off the cost in instalments.
Afterpay enables high-end treatments
Hairfolk is known for its on-trend offerings such as balayage and hair extensions – both of which can be costly, especially when specialist products are required for maintenance. Afterpay allows clients to pay for these services over time.
“Afterpay is something we always wanted and needed within our business,” says Lea. “Particularly for those bigger jobs, like hair extensions, we definitely notice it can extend people’s spending further. Afterpay can be the difference between someone taking home some shampoo and conditioner or opting out completely.”
When it comes to smaller services, like haircuts and blowouts, Lea says Afterpay can still be the reason their clients choose Hairfolk over other local salons. She also notes that the increased spending she sees from clients using Afterpay more than makes up for the product’s service fees.
Afterpay eases friction
For the last six months, Hairfolk’s clients have been able to use Afterpay just by tapping their phone on the salon’s EFTPOS terminal. It’s a process that Lea believes further removes anxiety around spending money at the salon.
With Afterpay, clients can just tap their phone and go, without the team even realising they opted to use the buy now, pay later service.
“I definitely recommend Afterpay to other salon owners,” she says.
When it came to building their business from the ground up, Lea and Hosking relied on the loyalty of their clients from previous salons, the curiosity of Bendigo locals (who are always keen to check out a new opening), and the power of social media.
“Having a good presence on social media really kick-started the business. We knew Instagram was going to be a big part of our journey,” says Lea. “Obviously word of mouth and your reputation plays into success, but when people can actually see your work, it makes a big difference.”
With thousands of followers, the Hairfolk Instagram account shows off the team’s best work and reminds the salon’s clients that Afterpay is available.
All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.
Categories