Chatters Hair Salon, Canada’s largest salon retailer, is preparing to launch a new rewards program in early October that will allow customers to earn points on both salon services and retail purchases. The initiative comes as part of a broader strategy by the Mississauga–based company to expand its national footprint, grow its e-commerce business, and introduce new categories of beauty services.
In an interview with Retail Insider, Kelly Jessop West, CEO of Chatters, said the loyalty launch reflects customer demand for more value, personalization, and engagement across the brand’s 117 locations nationwide.
“We’ve been listening to our clients and they’ve told us several times they want more value,” explained Jessop West. “They want more personalized experiences and they want us to connect with them more broadly around value and personalization. With over five million visits a year across the Chatters family of stores, this is a great opportunity to deepen those relationships and reward our clients at the same time.”
Rewards Program: A First for Canada’s Largest Salon Retailer
The Chatters Hair Salon rewards program is positioned as one of the first national programs in the salon category to reward customers on both retail and service transactions. Jessop West noted that while some competitors may reward for one or the other, Chatters’ approach is unique in spanning both.
“Clients will be rewarded whether they book a haircut or purchase a professional product, whether in-store or online,” she said. “It’s a truly integrated program across Canada.”
Enrollment will be simple, she added, with the brand planning to follow the October launch with a dedicated mobile app where clients can track their points, manage appointments, and engage more deeply with the brand.
“We want this to be more than a points system,” said Jessop West. “It’s about creating a deeper connection with our clients and giving them reasons to return.”
Balancing Retail and Service
Chatters operates with a retail and service business, and the company also maintains a strong e-commerce channel, which sells professional beauty products while allowing customers to book salon appointments directly online.
Retail accounts for a significant share of sales, supported by the brand’s position as Canada’s largest retailer of professional haircare products, with more than 2,800 SKUs. Jessop West said loyalty will be key to supporting both service frequency and product cross-shopping.
“We’ll be measuring success by looking at enrollment, engagement, frequency of visits, and average order value,” she noted. “Our goal is to drive redemption back within our business while rewarding clients in ways that matter to them.”
National Expansion and Growth Opportunities
Founded in 1987 and headquartered in Mississauga, ON, Chatters has grown rapidly in Western Canada and in recent years has accelerated expansion into Ontario and other Eastern markets. Out of its 117 locations, about 35 are in Eastern Canada, being a particular focus for new openings.
Jessop West said demand is strong across the country.
“We know there’s a desire for more Chatters locations in Eastern Canada,” she explained. “That will certainly be a continued area of evolution for us. At the same time, even in Western Canada where our brand awareness is strong, we’re seeing requests for new salons in specific markets, particularly in British Columbia.”
The company is also exploring new store formats that can better integrate its growing range of services.
“With the addition of beauty services, we’re looking at larger footprints that can support all the mechanics of our business, including retail, hair services, and beauty services under one roof,” she added.
For most of its nearly 35 years, Chatters focused primarily on hair services. More recently, however, the company has expanded into beauty services, including brows, lashes, waxing, and threading.
“We want to be that one-stop shop for services across Canada,” said Jessop West. “Beauty services are becoming much more commonplace across genders, and they align with our strategy of convenience and accessibility.”
This diversification supports the brand’s ambition to transform from being seen primarily as a salon operator into a full beauty retailer and service provider.
Technology and Personalization
The rewards launch required significant behind-the-scenes technology development. Jessop West said the goal was to keep the customer experience seamless and intuitive.
“It’s been a journey,” she admitted. “But we’re very happy with the experience we’ve piloted. It’s very simple to sign up, simple to share your data, and simple for us to activate against that data to drive personalization and reward customers through every visit.”
The addition of a forthcoming app will further enhance personalization, giving customers tools to track their loyalty activity, manage appointments, and receive tailored promotions.
Commitment to Inclusivity and Sustainability
Beyond expansion and rewards, Chatters has earned a reputation as an inclusive and sustainability-driven retailer. The brand introduced gender-neutral pricing and services, and has partnered with the Dress Code Project and It Gets Better Canada to support the 2SLGBTQI+ community.
On the environmental side, Chatters has pledged to divert up to 95 percent of beauty waste from landfills through its collaboration with Green Circle Salons.
Its ongoing “Beauty Has No Boundaries” campaign emphasizes accessibility and inclusivity, while rejecting conventional beauty standards.
“We are a Canadian company, and our goal is to connect specifically with our Canadian clients in ways that reflect our values,” Jessop West said.
Looking Ahead: Five-Year Vision
While Jessop West has been CEO only since January 2025, she is clear about the brand’s future. With strong backing from ONCAP, part of ONEX Corporation, and the continued involvement of co-founder Jason Volk as Chairman, the company is positioned for sustained growth.
“We see growth potential on every front,” she said. “We have a strong network of engaged stylists, a rapidly expanding e-commerce business, new beauty service offerings, and opportunities to expand our product portfolio. All of these pieces support a very exciting future for Chatters.”
Jessop West added that the company plans to strengthen its presence in under-served Canadian markets, expand beauty services, and roll out the new rewards platform nationally.
