A good loyalty program is a great way to get clients spending more, more often. We talk thousands of salon owners every week who feel their clients don’t care about their loyalty app and firmly believe it’s not making any significant impact to the profitability of their salon.
Often it’s down to the marketing and managing expectations. You can’t expect clients to remember – it’s the job of everybody on the team to ensure as many people as possible are using the salon’s loyalty program and that each and every client understands the benefits of partaking in it.
Out of sight, out of mind! Use Digital Loyalty Tablet
Use your digital loyalty tablet that people check into to when they arrive for their service. Business card type salon loyalty cards end up in people's’ wallets for months and are forgotten about. The more they see it, the more likely they are to remember to use it and it also ensures you are at the forefront of the client’s mind when they they need their next style or treatment.
Make Sure Your App Is Downloadable from your website
Remember a website is not just for potential clients, it’s for existing ones too. Put a loyalty page on your website. Explain the benefits, how it works and include a line saying something like, ‘Ask any of our team in the salon for more details’.
Don’t just reward for loyalty, reward for referrals!
A salon loyalty program is about rewarding clients yes to increase spend, but that doesn’t mean it has to be limited to loyalty. We encourage every salon owner to ask new clients ‘Where did you hear about us?’. If they have heard about your salon through an existing client, then check if that client has your loyalty app . If they have, add points and send them a text message saying ‘Thank you for referring Susan. We’ve added points to your salon loyalty app as a thank you’.
If you don’t do points on your loyalty, then think about another way you can reward them that ties into the app. Remember though to thank them with a call or text. That unexpected personal touch is what wows clients.
Take photos of services and products as people receive them to promote your scheme on social media, app, and text messages.
When handing Suzanne that free product or when she arrives for her free blowdry, get a snap and put in on Facebook, Twitter, Instagram, App etc. It’s so much more interesting for people to see someone benefit from the scheme than just pushing the ‘sign-up now’ angle!
Plus clients love the fact that you promote their business using them as ambassadors as it proves you really value them.
Motivate retail sales among your team with the ‘opportunity’
You simply cannot succeed in running a great loyalty program on your own. You need the team to lead it with you. You can do this through the motivation to earn more. Many therapists and stylists don’t feel comfortable selling products. In fact they hate it. Motivate them by telling them about the opportunity loyalty has to increase your retail uptake which in the long-term will make them more commission. If you don’t work with commission perhaps it’s time to think about introducing it to get the team believing in your salon loyalty program.
Alright. Now you know some of the basics to offering a value to your customers. Let us know how this goes and leave questions in the comment section.