Home' INSTYLE Magazine : INSTYLE MAR-APL 2017 Contents S
ure, you need new clients for
business growth. A steady
in-flow of newbies into your
business is fundamental but
it doesn’t warrant being your
Keeping your existing clients faithful is
the bigger game and well worth your effort.
How do I do it, you ask? Loyalty
programs are one rather large can of
worms. How and when you implement a
program in your salon depends on many,
Without knowing your salon’s figures,
I’d be mad to recommend a specific
strategy for you. What I can do, however,
is give you some guiding principles, some
do’s and don’ts to help you decide what will
work best in your business.
For starters, have you ever considered
how your existing clients feel sitting
by watching your campaigns aimed at
attracting new people to your salon?
All those offers and freebies and
introductory prices might leave your
devoted clients feeling a little neglected
and taken for granted. They need to feel
the love. Otherwise, you might find them
wooed by a loved-up introductory offer
from one of your competitors.
Some clients might mention this feeling
to you but most won’t. It might just sit
with them until one day, when you’re not
your best self, they get to thinking about
the possibility of greener grass elsewhere
and that’s the last you see of them. Clients
don’t normally leave a salon for an isolated
reason, it’s more likely a combination of
things and “being taken for granted” can
rank mighty high in that mix.
To reward loyalty, you need to
understand what loyalty is and means
in terms of your salon. To me, loyalty is
embodied in the person who plans to
return to your salon so rebooks their next
appointment before they leave. Letting
them leave with the notion they can
phone in or go online to book their next
appointment is not the plan. Not EVER!
This virtual cutting of the ties leaves your
client unengaged, swinging fancy free.
It’s just a matter of time before they see
another shiny object – a worth-exploring
offer from a competing salon. And just like
that, you’ve lost them forever.
The rationale behind a loyalty program
is that it keeps your clients engaged, gives
them something to work towards – a prize.
The nature of that prize depends on the
nature of your business model.
Many loyalty programs offer a discount
off the core business or reason the client
shows up – for example, the haircut or
the facial. I’ve always found it works
better to reward regulars with a service
they’ve never had before. For example, in a
haird ressing salon, your client might work
towards a complimentary basin service.
The offer could work in a similar way to
a coffee card: five visits and you get X, in
this case, the complimentary treatment.
To me, that’s a real gift, rather than 20
per cent off their next visit, and it has two
parts to its thinking. Although the value
might be $38 to the customer, it costs you
a fraction of that to deliver. The added
bonus is that your client gets to experience
a new service, which they might just enjoy
enough to pay for the next time they visit.
The same program model could work for
a blow wave or ghd styling. I recommend
offering this on a separate visit, so they
come in, have their hair washed, then
a treatment (with all the trimmings
including a hot towel) and beautifully
styled. To them, the cost appears as more
than $100 so they feel spoiled and valued by
your salon. In reality, it’s costing you much
less, especially if you have a trained-up
junior deliver the experience (remember:
terms and conditions; it’s a gift). It has
so much more value to your client and
you don’t have to cheapen your brand by
discounting. You’re also giving your ju nior
a chance to shine and engage with a real
Your objective with any loyalty program
is that your client feels valued and remains
loyal to your salon, even in the face of
competitor offers, other word-of-mouth
referrals or cheaper price points.
Salon owners often tell me they feel
challenged by the need to keep score of
loyalty programs. Clicking a coffee card
sounds like a good idea, but many people
just can’t be bothered or feel awkward
presenting the card each time. There are
other options. With all the mod cons
that come with the great salon software
on offer today, it makes sense to let the
technology take care of the bean counting
and streamline the process to eliminate
There’s nothing more annoying to a
client than to click their way across a
loyalty card then lose it just when they’re
in sight of the prize. Having a system where
you can login and see where you’re up to
at any time is valuable to both your clients
and to you, the salon owner.
Loyalty is a rare and precious commodity
in this fast-paced age. Nu rtu ring it with
a well-considered and sleekly executed
loyalty program will pay off big-time
for your business. Reward your devoted
clients, keep them feeling spoiled and
they’ll not only stay rusted-on to your
salon, they’ll return with their family and
friends to further boost your clientele.
For more salon wisdom, email me at lisa@
zingcoach.com .au, visit my website, find
my video tips on YouTube or read my book
The Naked Salon, an essential guide to
time, team and money. And my brand new
book: Your Salon Team – the salon owner’s
guide to finding, motivating and keeping
great staff. www.zingcoach.com.au
Nothing is more valuable to your salon than the loyalty of your existing clients. A single steadfast,
rusted-on client is worth at least a dozen one-time walk-ups. If you think new clients are easy
picking, read on and learn about the deeper benefits of rewarding loyalty. By Lisa Conway.
Keep your eye on the prize
Making the most of salon loyalty programs
Links Archive INSTYLE Education Supplement 2017 INSTYLE MAY-JUN 2017 Navigation Previous Page Next Page