Client loyalty is crucial when it comes to obtaining new clients and retaining old ones. As the owner of a spa or a salon, you must understand that your clients are your brand ambassadors. They’re also a big part of your revenue.
How do you crate a loyalty program that’s mutually beneficial for you as well as your clients? This article will guide you in designing a loyalty program that improves your KPI (key performance indicators) and also rewards your customers at the same time.
You must always implement a loyalty program based growth. “Focusing on the growth indicators, especially the ones you’re struggling with is a good place to start,” says Navrajvir Singh, content creator at Sensible Businessmen, Revolutionary Startups and Minting Cash.
The growth indicators can be: new clients every month, retaining these new clients, retaining existing clients, frequency of visits, average tickets and productivity.
Once you have analysed your growth indicators, it’s time for you to develop loyalty promotions. If you want to increase the number of clients every month, use referral strategies such as points for referring more clients.
If you want to retain these new clients, use points for re-booking within a stipulated amount of time. For instance, you can award $5 or 5000 points on a total of 5 pedicures within 6 months.
I suggest you start with no more than 1-2 strategically planned campaigns to avoid giving away more than you get. It’s wise to scale your business slowly rather in order to ensure long term growth.
Most business owners overlook their biggest assets—their employees. Your employees already have a better relationship with your clients than the sales representative you plan to hire.
They’re aware of all of your client’s needs; right from how frequently they visit, the kind of services they require and how much they’re willing to shell out.
They’re the best way to market your promotional campaigns also because they have established trust with the clients. Train your staff to be more confident, keep them updated with the latest promotional campaigns to market your program effectively.
Once your team is on board, it’s time for you to launch your program. Create elegant flyers and place them in the client’s welcome bags. You can also print out a few brochures and place them on the reception to attract more clients. If you’re not into digital promotions, stick to the old marketing mantra i.e. inform your clients via SMS/emails.
Checking the performance of your campaigns quarterly, bi-annually or annually is a good way to determine its effectiveness. Reevaluate your growth indicators and make the necessary changes to ensure that the campaign continues to benefit your business.
Building loyalty and customer retention are essential to growing a thriving business. Make sure you and your team have the necessary tools to promote your loyalty program.
Written by: Shristi Patni
Shristi is the Chief Content Officer at Raletta. She enjoys writing about food, fitness, finance and everything in between. Feel free to connect with her via Linkedin or drop an email at [email protected].