. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Beauty -GiftVouchers& Loyalty Schemes
understanding, no long-term commitment, or a shortage of funding in terms of getting the right infrastructure behind it.
These are all key points to consider before embarking upon any new loyalty scheme and it is vital that you have considered what you hope to gain from your loyalty scheme (whether it’s increased spend per visit, the frequency of visits or simply just improving your client database) and how you intend to monitor and measure the scheme, as this could lead to additional expense unless you already have a solid salon management software system in place.
A gift-horse?
Another great way to build your business in 2013 is to introduce gift vouchers into the salon, and what better time to do this than in the run up to Christmas?
“Gift Certificates are a wonderful business builder during the holiday season. They bring in a great deal of cash up front for services yet to be rendered. These are great for both existing clients, and they also have potential to bring in new clients who have never been in to your salon or Spa before,” explains Lydia Sarfati, CEO and founder of Repêchage.
Selling gift vouchers now also means you have the chance to fill your appointment books in the quieter months at the start of next year as long as the expiry date is made clear at the time of purchase.
If this is your primary aim, then Barry suggests: “Every client that comes through your door in December receives a Credit Card voucher loaded with €15 credit as a Christmas Gift from your salon. The card must be used in January and they must spend a minimum amount to use the card.
“This will ensure clients through your door in January which is generally a quiet time for any business. The cards are transferrable and because they are smartly put together they are more likely to be used than a paper or cardboard voucher.”
Promotion, promotion,
promotion As with any new product offering, it’s important to make sure that everyone knows that you now offer gift vouchers and make it easy for customers to obtain them.
“Ensure your staff are aware that you carry gift certificates and that they are passing the word on to their clients. You could even offer a holiday bonus for your employees that sell ‘X’ amount in gift certificates before 1st January,” suggests Lydia.
“Word of mouth is a powerful tool and advertising is also a great way to bring attention to your salon or Spa. Try advertising in the sports section of your local newspaper, for example, a few weeks before the holidays. This will grab the attention of husbands or boyfriends, after all what better holiday
gift than Spa skin care products or services? Allow them to purchase a gift certificate for their loved-ones with as little effort as possible on your website or in the Spa,” Lydia adds.
After spending hours trawling the shops for everyone else’s gifts, it’s always nice to return with a little something for yourself too, so why not reward your clients with a free gift for their purchase?
“The free gift should be around 10% of what the client is spending on the gift certificate,” says Lydia. “Promoting the gift certificates with a special gift allows your client to kill two birds with one stone! They can present the gift certificate with the gift set, give the gift set to another loved one, or keep the gift set for themselves for some holiday Spa relaxation!
“Now that you have the clients at your Spa, get their attention - packaging is everything! Have custom-made certificates for the holiday season. Print the certificates on beautiful silver or red cardstock and place them on a shelf with a beautiful display behind the register where your clients can see them. You could also offer to wrap the certificate in a beautiful box, after all it is a gift and the receiver should be excited to open it!”
No matter what type of business promotion ideas you have in mind for the future, take the time to consider what impact it may have on you and your business and ensure that everyone is on-board to make 2013 your most successful year yet!
Make sure your clients understand how they can collect points and how many they will need to earn a reward.
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