There are many techniques retail businesses can employ to influence buyers. Schemes to achieve client loyalty have been around for many years. You may have your own bag of tricks for gaining loyalty. When used correctly, client loyalty plans can be very successful.
In fact, loyalty schemes are almost a necessity in the beauty and hair industry. They can become an important part of any marketing plan. The key to making such schemes work for your business is deciding right out of the gate what it is that your customers actually want.
First, consider your most popular treatment. Once you’ve determined this, analyze whether or not it is cost effective. From there, decide what you are trying to accomplish by instigating a loyalty scheme. Are you starting this plan to increase spending per visit, or to encourage clients to come more regularly?
With this in mind, think about what sounds better to you personally if you were a client. Is it 10% off an upcoming visit, or is it receiving something for free? Chances are you’ll reach the same conclusion most clients will: something free is the most appealing. So with that in mind, how about offering a free service after a certain number of visits? Choose something inexpensive, something that you can easily perform, but something which will represent a higher value to your client. Perhaps a free facial massage or blow dry with a hair cut, for example.
Whatever loyalty scheme you decide to employ, just be sure that you make it easily understood to your clients, so that no confusion or objections could arise.
Here is are a few additional ideas. You may wish to consider instituting a retail incentive, as retail itself can be a difficult sell in the salon environment. Offering discounts on a certain day or to certain types of clients such as students or retirees might encourage sales. So can using a scheme in which clients receive a free product after purchasing other products.
Another option: give regular clients thank you cards and a free treatment if they introduce a new client to your salon. After all, word of mouth is one of the best and least expensive forms of marketing in the salon industry. And that’s more than worthy of a thank you!