The Gendo platform, specialized in management and scheduling for beauty salons, revealed a survey showing that six out of ten new clients do not return to the salon after the first visit. The study was conducted from monitoring 114 thousand new clients registered in the platform's database between 2024 and 2025. The retention rate among active businesses on the platform ranges from 63% in salons to 80% in nail salons, while in the market in general approximately four out of ten clients return.
The difference in retention rates has a direct impact on business revenue. On average in the Gendo database, loyal clients make between eight and 13 visits per year to salons. Considering an average ticket of R$ 109, each client who does not return can represent more than R$ 700 per year in lost potential revenue.
With this, salons may stop earning up to R$ 42 thousand per year from clients who do not return after the first visit. The platform highlights that acquiring a new client is only the first step, and the ability to make them return is what transforms a first visit into a relationship and recurring revenue. According to the analysis, often the problem is not related to price or infrastructure, but rather to the lack of relationship and loyalty strategies.
