Loyalty Program Pointers
  • NAILS Magazine
  • May 4, 2012
If you are just tuning in, we are talking about loyalty card programs. Be sure to check out last week’s post on the same topic. This series is just options/suggestions that I’ve come across when out on the road consulting. You and your salon can figure out what you want to offer as a loyalty program. Some reward systems can be found in your salon software, and you just haven’t accessed or researched how to use them. Some are high-tech and others can be done simply by making your own loyalty cards. You do not have to offer all of these options; start small and just offer one. See how it goes. It’s something to talk to your clients about and it will only keep them coming back to you. When I talk about the rewards, I may say points or punch — it’s the same thing I am just giving you options. It may depend on what your salon offers.
 
> Referral Rewards: If a client sends in a family member or friend they will receive something in return. They may receive a gift certificate, voucher for service, or $10-$20 off their next service. Referral rewards are very important; we always need fresh faces. Some salons give clients rewards in segments. An example would be a complimentary paraffin treatment for your first referral, complimentary nail polish for your second referral, $10 off for your third, and so on.
 
> Add-on points or punch cards: Get a punch or points every time you get an add-on service. After a certain amount, you get an add-on free.
 
> Double Days: Many salons run double days. This can be a certain day of the week or a week- or month-long promotion. (I suggest offering it during your slower days or months.) You may decide to let clients receive double points for any one of your loyalty rewards. Offer double points when they prebook their next appointment, purchase a promo, or send in referrals. You can focus on different reward every month by offering double points.
 
Here a few tidbits to remember when starting a loyalty card point system:
 
> Offer points just for signing up. This becomes your call to action. It gives your clients a reason to enroll today.
 
> Offer bonus points for liking your Facebook page, signing up for your e-mail club, joining your text club, or for posting a comment on Yelp, Yahoo, or any other review-based websites. We all need good reviews on the websites out there, so encourage your clients to help you out. You never know, it may be those reviews that get a client to walk through your doors.
 
> Offer a point for every dollar spent on retail or product purchases — just like the airline repeat flyer mile clubs do. Most airlines give you a mile for each mile traveled and that seems to work well and make the math easy. When your client reaches a certain amount, give them a gift certificate as their bonus. They can spend it however they want and they love getting the gift certificate as a bonus. They can gift it to a friend to and then get points for a referral. That’s a win-win situation.
 
> Offer bonus points if they purchase the retail or service promotion. We all have promotions and monthly specials going on in our salons. Why not create a buzz around those promos by offering a bonus if they make the purchase? This helps to support the promo and get the promotional product moving. Some clients will do anything you offer just to get their points.
 
> Offer bonus points when they purchase gift certificates. This is great one because it rewards everyone. The client gets her points and we as a salon get a client out of it. It also keeps the money in the salon. This is a great way to promote gift certificate sales too. Ask your clients what they have planned for the weekend. If they have a wedding or baby shower, for instance, suggest a gift certificate as their gift. Tell them they will receive bonus points as well.
 
There are many plans out there to choose from. You can purchase hard cards or make then yourself. Start rewarding your clients and jump on the loyalty card reward wagon. Be sure to post your ideas for loyalty cards. We love hearing from you.  Loyalty cards keeping clients loyal — one more way to help you stand out above the rest and become the BEST!
 
— Jill

Keywords:   clients     Jill Wilson  



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