How to ensure your salon loyalty programme makes YOU money
Almost every (good) salon has one - a loyalty programme. BUT how many actually work at putting money IN your till?
What happens at the moment -
You’ve got a loyalty programme. Let’s say the client has a card. Each time they have a facial the card is stamped. By the time they get to their, say 10th, facial they qualify for a FREE facial. Sounds familiar?
Here’s the rub though. That facial they’re not paying for is money that is NOT going into your till. Because they’d have paid for it anyway right? There is the sound of cash NOT being put into your till.
Also, are they really that excited about their FREE facial? Ask yourself, would you be? Probably not!
There just HAS to be a better way
Of course there has. And this is what the savvy salon owners do. The programme works in exactly the same way BUT instead of the client getting their usual treatment FREE they get a treatment the salon owner wants to give them FREE, worth £XX. Why? Because there is just a chance that the client will love the new treatment sooo much that they’ll want to book AND pay for another one next time!
Plus, getting a mystery FREE treatment worth £XX sounds far more exciting than merely getting their usual treatment FREE doesn’t it?
Or, do it another way. Each time they get 10 stamps on their card they get a £10 voucher (For treatments over £35) to give to their friend for FREE. These can be saved up and given away at Christmas time. So each friend now comes in and has the capability of becoming a client. Kerching! You can almost hear the cash going INTO your till.
Plus this is a way that your client can be saving towards Christmas. How great does that sound? Certainly better than a free facial.
Now, lets get trixy
If you really want to turbo charge those salon loyalty cards, do this. Make the target 12 treatments. BUT when you first had the card over to the client make sure the first two slots are already filled in. And say something like:
“Here is your loyalty card. Each time you have a treatment we’ll give your card a stamp. When you reach 12 stamps you’ll qualify for (whatever you’re going to give away). And, just to get you going, we’ve given you the first two stamps FREE.”
So, in essence, the scheme works in exactly the same way as before. I.e. the client still needs 10 treatments to qualify BUT you’ve given them a head start! This works well on two levels.
Firstly you’re seen as generous. After all you’ve given them two stamps on their card for nothing! But what have these stamps cost you? Nothing! This is a great example of adding massive value to the client at little or no cost to you!
Secondly studies have shown that loyalty schemes where you give the client a head start are far more likely to be completed than those without! Truly a win-win situation.
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