gift vouchers&loyalty schemes
make it accessible...
One of the key attributes for both theTesco Clubcard and the BootsAdvantage Card is the ease of use for their customers – they simply need to scan or insert their card at the tills and the points are added automatically with the receipt showing the updated balance immediately.
Although this type of automated system may require some initial outlay depending on what systems you already have in place, it’s important for customers to feel that the scheme is easily accessible to them, whatever type of loyalty scheme you choose to adopt, somake sure you explain clearly what they have to do to accrue their points and when they will start to reap the rewards.
In-salon posters and fliers promoting the scheme will help to create awareness as will encouraging yourmembers of staff to chat to clients about the loyalty programme; and to ensure that your staff are supporting the new scheme why not set up a points-based reward programme for themalso, based on the number of clients they get to sign up to the programme or simply in-line with the number of clients who specifically request their services.
think it through...
When executed successfully, loyalty schemes can bring a wealth of benefits to both you and your clients, however some loyalty schemes don’t evenmake it off the ground because of a lack of understanding, no long-termcommitment, or a shortage of funding in terms of getting the right infrastructure behind it.
To help get your scheme up and running, Marie-Louise Coster, from
www.allaboutmi.co.uk offers the following advice: “For a loyalty scheme to be successful you need to follow these steps:
• StudyYour Database – “You can’t just set one up and have a wild stab in the dark, they need thorough planning and thought. Understand your clients spending:What is themost common treatment you do? Which is the least popular?Which is the most expensive for you to do?Which is the least expensive?
• Be Specific – “Define your objectives and ensure your scheme has a structure so as there can be no objections or confusion. Theremust be a time frame in which the loyalty card is valid.
• Package it right - “What is going to motivate him/her? 10%offmay only equate to £3-£4, would thatmotivate
you? It wouldn’t motivate me if I am paying £40 for something 10%off is only a few pounds, however if I was going to get a free treatment – let’s say a manicure – after five treatments for example because I am getting a whole treatment for free I would feel that this is a good deal – the fact I am spending £200 to get a £20 treatment and is still an equal 10%discount it becomes irrelevant because a whole manicure sounds more than 10%.
•Worth the client’s while - “Loyalty cards / schemes need to be attractive in what they offer so the best ones offer a free treatment, retail product, discount, value off a treatment etc.
• Different schemes for different customers - “You may consider having two loyalty schemes – one for treatments and one for retail. This will encourage clients to purchase their retail products with you and not on the internet or in the department store. You may also consider a reduced price at certain times for pensioners, students etc.”
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 [‘X’ amount of] 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!
GUILD NEWS 77
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