For those of you who own small/local businesses - how do you make sure your customer keep coming back?

Hair salons, nail salons, dentists, etc. - I can imagine that all of these may largely rely on repeat customers to make recurring revenue. Are you able to track which customers are coming in repeatedly and how often they come back? Are there any marketing tactics that you are using? Are those tactics effective?

Full disclosure: I am doing research for my own small business that I am starting. If you’re open to talking, I would love to learn more about the problems you have around getting repeat customers.