. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel “
How can I rewardmy loyal clients thisChristmas?
”
Melissa Dennis
Editor, Irish Beauty
Lydia Sarfati
Founder & CEO of Repêchage
Liz McKeon
Beauty business expert
“I’d like to think that we will all take this opportunity to say a little ‘thank you’ and spread some festive spirit”
As a salon client, I like to feel appreciated. If I choose to takemy regular customto the same salon everymonth, then I’d like to think that I’mconsidered valuable to the business – perhapsmore so than someone who walks in off the street for a single nail appointment and is never seen again.Whether this is right or wrong, inmy experience Christmas is a time of year when the salon I visit takes the opportunity to rewardmy loyalty. The cost to the salon isminimal – it could just be amince pie withmy coffee onmy last appointment before Christmas.
It’s also always nice to receive a Christmas card in the post. Despite today’s swing towards e-cards, a personalised card to my home address with a note fromthe salonmanager ormy regular therapist shows thatmy customis valued – that I’m part of the ‘salon family’; takingmy business elsewhere would be unthinkable!
However, on the occasions where I haven’t received any acknowledgement over the Christmas period, I feel detached fromthe salon, which leadsme think that perhaps I’mnot considered a regular – maybe I’ll look elsewhere and see which salons are running January offers…
At the same time, Christmas is not all about receiving and I always take a gift into the salon before Christmas. This allowsme to recognise the efforts thatmy therapist has made throughout the year in squeezingme in for lastminute appointments, ordering in any special products I’ve requested and generallymakingme feel amillion dollars after every appointment.
At the end of the day, this industry is based on people and I’d like to think that we will all take this opportunity to say a little ‘thank you’ and spread some festive spirit.
“What better way to say ‘thank you’ this holiday season than to throw your best clients their own VIP party?”
In this business, client retention is everything. You want tomake sure that your loyal clients know howmuch you appreciate them!What better way to say ‘thank you’ this holiday season than to throw your best clients their own VIP party? This year, invite all of your loyal Spa clients to a VIP Facial Bar Event!
The Facial Bar Concept creates a revolution for the facial services bymaking it visible and available right on the salon floor, creating a wonderful party-like environment for your
clients.Many of today'smen and women don't have the time for a day of beauty, especially during the busy holiday season. The Facial Bar is like an appetizer - a chance for your clients to try the wonderful products and experience stunning results - in only 30 minutes, sitting upright in a chair, draped with a cape as they would be for any hair service.
This kind of treatment is great for a VIP event for a number of reasons: it provides beautiful results for the skin, provides a fun, party-like environment for your clients and it is a great chance for you to show thema teaser of new treatments they might not have tried yet!
Create a beautiful space for your VIP clients to enjoy the Facial Bar that is just for them. Provide champagne and finger foods tomake themfeel special and provide themwith a luxurious express facial treatment. In 30minutes or less, your clients will feel relaxed, refreshed and appreciated!
“Send all your loyal clients a hand written Christmas Card, thanking themfor their business throughout the year”
Clients are the lifeblood of the business and Christmas is the perfect time to thank themfor their customin asmany ways as possible. Here are some suggestions:
• Offer free products, discounts and special buying opportunities to regular clients to show themthat you value their customand keep themcoming through your salon door.
• Offer cumulative discount on selected lines, and discounts to clients when they reach specified spending targets. At Christmas timemake sure you publicise this scheme and adapt this to voucher sales.
• Create a loyalty card scheme, with extra bonus points for Christmas gifts purchased during December.
• Teamup with an associated business to offer reciprocal discounts. A classic example is a hair salon that offers discounts to your clients and vice versa.
• Invite clients to trial new treatments for free in return for their valued feedback.
• Hold a Christmas Shopping Evening Event – invite your best clients to a promotion evening, where they can buy Christmas gifts and vouchers. Make sure the event has an exclusive feel, that you provide good refreshments and entertainment, and your clients have enjoyable networking time.
• Offer preferential service times – a few clientsmight be responsible for a large proportion of your sales, so it’s important to provide themwith a special level of service, such as out of hours service or home service for special occasions.
• Offer additional products or services at cost or little extras for free, and give away free items withmultiple purchases.
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