Marketing & Promotions

Pre-Selling Makes Loyal Clients

Clients who come back to redeem their pre-sold service usually purchase something else as well.

Through previous positions in cosmetics retail, Tricia Lee, owner of Polish Bar Brooklyn, saw the importance of pre-selling products and services. Clients who come back to redeem their pre-sold service usually purchase something else as well, so even at a discounted rate, pre-selling will usually result in more sales, she says.

To that end, she came up with the Two Week Manicure, a full manicure plus a free polish change within seven days. “We wanted to get the customer back in immediately to see if there was another service she would want while she’s getting the polish change,” says Lee. “The more people are in your store, the more they’re loyal to your business, so now we’re not just the salon they went to, we’re their salon.”

Client information is entered into the salon system, and clients get a card reminding them of the last day it can be redeemed at either of the two locations in Brooklyn, N.Y. Lee has found about 70% of clients redeem it. Some clients book it with a service (waxing is popular), while those dropping in sometimes request another service since they’re already there.

Two Week Manicure clients pay $3 more than they would for a basic manicure; the polish change consists of a buff, hot towels, and polish change. Nail techs are tipped for the prepaid service, and Lee says so far, the only clients it’s not popular with are those who live further away.

Keywords:   building your clientele     client retention     loyalty programs     marketing/promotions     retailing  



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