Check out our exclusive ‘tips from the top’, as we speak to leading brand directors across the industry – in everything from marketing and sales to customer service and HR. In this series, we find out how their specialised knowledge and experience can be applied to your salon business.
This month, Luke Doolin, the Managing Director UK & Ireland for Phorest Salon Software, explains the importance of benchmarking for growth.
“How do I know if we’re doing well?” It’s one of the most common questions I hear from salon owners, but it’s also one of the trickiest to answer. Even if your team feels busy, your columns are full and your till totals are steady, it’s easy to wonder whether that’s normal, good or just okay.
As salon professionals, we thrive on creativity, connection and care, but when it comes to the business side of running a salon, there’s often a missing piece: context. Without something to compare your performance to, you’re left flying blind or relying on gut feeling.
That’s where benchmarking comes in. And whether you’re using a dedicated tool like the new Phorest Benchmarking Report or not, the principles behind it can sharpen your business thinking and help you grow with more intention.
What Is Benchmarking?
Put simply, benchmarking means comparing your performance against a wider standard – i.e., other salons in your area, your sector or even nationally. It allows you to ask: are my results in line with the rest of the market?
True benchmarking means assessing yourself against salons exactly like yours. Salons in the same or similar location, salons of the same size and salons doing the same services.
However, the value of benchmarking isn’t just in the numbers alone. It’s in what you do with them. When viewed in context, your data becomes a roadmap; it points to where you’re strong and where you might need to shift focus.
Five Questions for Every Salon Owner
- What does ‘good’ look like in this industry?
Knowing the typical rebooking rate or average spend for similar salons helps turn vague goals into tangible targets.
- Where is your business strongest?
It’s not all about problems; benchmarking should also highlight what’s working, so you can double down on your strengths.
- What area needs the most attention right now?
With ten priorities competing for your time, identifying the one that will make the biggest impact helps you focus your energy.
- How does my team understand these goals?
Business success isn’t a solo pursuit; sharing KPIs with your team gives them clarity, purpose and motivation.
- What action am I taking based on my data?
It’s not about collecting reports. It’s about creating momentum and deciding what’s next and how to get there.
What We’re Seeing in the Industry Right Now
At Phorest, we work with over 12,000 salons globally. Here’s what’s standing out right now:
- Rebooking is still the foundation of growth.
Salons with high rebooking rates tend to outperform in nearly every other metric.
- Retail is becoming a bigger differentiator.
Top-performing salons are treating retail as an integrated part of the client journey.
- Client retention is the new marketing.
Instead of constantly chasing new clients, the most efficient salons are investing in loyalty.
Practical Next Steps for Any Salon
So how can you apply this thinking, today?
- Pick one key metric to track this month.
Start with rebooking or retention – measure where you’re at and set a realistic improvement goal.
- Talk numbers with your team.
When the team understands why rebooking matters, they’re more likely to own it.
- Ask peers for insights.
If you don’t have software that shows local comparisons, build your own network. Share anonymised figures and trends with other trusted salon owners.
- Look for small wins.
Improving one KPI by 5-10% can have a big knock-on effect over time.
