TIPS TO ENCOURAGE CLIENT ALLEGIANCE

A client loyalty programme can help your salon to generate more revenue and increase loyalty in your customers, while still saving time and money

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A good example of a useful client loyalty programme strategy is to offer a treat alongside the client’s next paid appointment.

Says Phorest’s Niamh Mantell: “This encourages clients back into the salon and ensures you’re not spending too much time providing complimentary services on the day.”

Mantell goes on to suggest offering a treat that costs less than the paid appointment; for example, offer a free 15-minute back massage alongside a paid, one-hour facial.

“Try to create treats that cost less time and money to perform; for instance offer a back massage, or file and polish, as opposed to a facial. Our research shows that 27% of rewarded clients come back in the future to avail themselves of the ‘new’ service at full price.

“Set up product rewards that are relevant to the client’s service, such as a complimentary mini hand cream with a manicure. If the wholesale cost of the products is low, this is a great way to entice clients into buying the products in full in the future.”

Mantell emphasises that it’s important to advise your clients that only one reward can be used per visit. This avoids the problem of clients ‘hoarding’ points to spend on more expensive and time-consuming treatments or services

“Being strategic with how you structure your salon’s loyalty programme ensures that your business never loses out on money. Utilise it instead to boost client loyalty and increase satisfaction without devaluing your services.

“Assign specific products or services to reward as treats and have full control over exactly what products and what services are included in the programme. In addition, assign treats to revenuegenerating activity, such as referring new clients, same-day rebooking, or online review sharing,” she concludes.

Investing in a salon management software system is essential to effectively administer a client loyalty programme to its full potential. Source: www.professionalbeauty.co.uk