When trying to convert first-time clients into regulars, the staff at Seattle-based Gene Juarez Salons and Spas knows that the third return visit is critical, and offers a few enticements to get them to this point.
“It’s common sense, really,” says Gene Juarez president and CEO Scott Missad. “The more opportunities you have to touch someone, the better the odds of keeping them as a premier client.” The salon sees about 30% of its customers returning after their first visit — a rate that increases to 50% after the second visit and 70% after the third visit. “To us, the statistics proved that the more we encouraged frequent visits, the more likely it was that clients would stay and get involved in other services besides their original service,” explains Missad.
To encourage clients to return, the salon created a new client kit that is given to each client at the end of her first visit. The kit includes a welcoming letter from Missad, a certificate for $25 off a service on the second visit, and a certificate for $30 off any product on the third visit. “This gives the customer a call to action to come back to our salons and spas,” he says.