Loyal clients are the heart of any business, including beauty salons. There are many ways to attract clients, almost all of them are dealing with loyalty programs. A loyalty program helps to get more clients without any difficulties as it makes your customers feel important. And we all like to feel so.
Maybe you know that attracting a new client is 10 times more difficult and expensive than saving an already existing one. Plus, regular customers trust you more, so they are ready to spend much more. Statistics demonstrate that discounts and promotions are very useful in a beauty salon business. It seems you lose money but actually, you gain trust and this is the real goal.
If you want to get quality in the development of your beauty business, think about a smart marketing strategy. It must necessarily include customer retention activities as well as steps to attract new clients. It is also very important to stand out. Don't be afraid to add a dash of something unexpected to your marketing. One of the easiest and the most effective ways of increasing the number of regular customers for salon owners is creating a handy loyalty program. Let's take a look at this way of promoting the beauty business.
First of all, what is a loyalty program? It is a reward system offered by the company to its regular customers. These programs can offer:
Coupons, promo codes, discounts,
Free products or early access to the new beauty services or products.
All these notions help to attract loyal customers, which are essential for effective business. Regular clients help to plan beauty salon activities as you know who will probably visit your place and how you should treat them. However, you have to be ready not only to attract clients but also to keep their attention. There are many beauty shops, so you have many competitors. So, it is better to invest enough time and money in good loyalty programs as they are the key to customer retention.
As usual, CRM systems offer a loyalty program, just choose the best one.
Well, you need to know your customers. Don't forget that you work for people. That is why you have to decide on your target audience and their needs. The first step is to understand the buying behavior of your customers.
People who come back to your beauty shop again and again.
Those who are happy with your services and rarely notice cons.
People, who come back from time to time.
Customers, who choose your beauty studio for a special occasion like, for example, a party, birthday or wedding.
Clients, who are easy enough to forget your salon due to poor service.
This type of guests enters the salon by accident. They often appreciate the location and know almost nothing about the quality of the services. They can easily become your regular customers and loyal clients if you treat them well.
Clients who got to know about your salon from regular customers are the referral guests. Usually, they expect way too much as your regular customers described your place as the perfect beauty shop without any cons. Be sure you will not disappoint them. A good idea is offering a promo code for the next visit or even some trifles like free coffee, tea, cookies, etc.
So, we hope you understand that client's trust is what we all need and more or less how to get it. Further, we have prepared a few ideas on attracting new loyal clients.
Good idea is to give your loyal customers a special VIP status, which, we are sure, they deserve. The VIP loyalty program may include special bonuses for the most frequent and regular customers. VIP status makes your customers feel special and that's what you need. For example, make a card that gives access to the VIP services:
exclusive services for VIP clients,
special discounts on products you sell,
early access to the new products and services, etc.
Point system is one of the most popular reward systems that is loved by beauty salon owners and their clients as it is understandable for both. You have to establish the price for 1 point, so later there will not be any problems with calculating. It can be, for instance, 10 points for $1.
Be clear on how and for what the points will be given. You can give points not only for visiting but also for attracting new clients, stories on Facebook/Instagram, etc.
You can give points for:
recommendation your beauty parlor to a friend,
posting a salon review on social networks,
visiting before/while holidays: Christmas, Thanksgiving,
purchases on Black Friday,
online booking via the salon booking system.
There are many types of discounts. One of the most popular is a coupon book or card where the administrator marks every paid service. You can decide on the discount. Usually, it depends on the service complexity, price, or the number of services done at your beauty shop. For example, if a customer books manicure and pedicure together she'll get a 20% discount; while booking a hair care procedure – 30% discount on the hair products that are sold in your beauty studio.
A loyalty program has to be both simple and effective. Just like the EasyWeek salon booking system is. This way you can reward existing clients and attract new ones. A common salon practice is to issue a card or coupons with attractive promotions after the first visit. This will motivate a client to come back.
Nowadays every beauty shop has an account on social media. If you still doubt whether it is necessary – it is!
Beauty salons work with a target audience that is in love with visual content, so sharing your works and services on Instagram, Facebook or TikTok will greatly help to get more guests.
You can even build a loyalty program upon social networks: offer bonuses for reviews and sharing about your beauty salon. Just create a tiny photo zone to take before/after photos and motivate clients to share their beauty experiences. A small discount, for instance, 10% will be even better motivation to share these photos together with reviews. Create an original #hashtag and monitor these feedbacks to grow and, sure, to double the profit.
There are many options for promotional offers. We have prepared several promotional ideas to attract and keep customers:
Morning discounts for some categories of people: students, pensioners.
Best friends discounts when visiting together.
Benefits for paying in advance.
Let's take a look at the three main reasons why a loyalty program is a must-have for any beauty salon.
Loyalty programs not only reward regular clients but also encourage them to get more services and products. For example, a bonus for early booking is a good reason to book a service in advance, especially for those who like procrastination.
Purchase bonuses can motivate a customer to buy beauty products in your salon, even if he is used to purchasing the same products elsewhere.
Word of mouth is one of the cheapest and most effective ways to attract new customers. Paid promotional campaigns are not always successful, positive experience, on the contrary, hits the spot. Offer your loyal clients a reward for bringing their friends and relatives to your beauty salon. It's a great motivation + we are sure you want to reward the people who love the beauty shop.
Once a client signs up for a loyalty program, you get access to the most important data – phone number and email. It allows you to contact the person for feedback, offers a discount, and, of course, makes the client come back.
A loyalty program is a great way not only to keep loyal customers but also to attract new ones. When creating a salon loyalty program, it is important to remember that it has to be user-friendly. We work with and for people, so easy access is the key.
Do you have any questions concerning loyalty programs? Feel free to contact the EasyWeek support team, we will be glad to help you! And, remember, you still have a chance to try the EasyWeek salon booking system for free!
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