nail colour trends: -exaert ta
“howcan I rewardmy loyal clients?”
Kirsten Tromans Manager of Lash Perfect Lash Bar
LizMcKeon Beauty Coach and Trainer, specialising in the beauty industry
“Giving rewards to clients is a kind gesture that goes a long way...”
“We offer lots of special discounts to attract and retain clients with additional incentives for our loyal customers. Seeing our loyal clients return every few weeks is rewarding in itself because it shows that we are exceeding their expectations.
“Our loyalty card systemrewards our clients with a discount. For every £10 a client spends, they get one point. Once they have reached 20 points, they get £10 off their
treatment.All of the points are automatically logged on our system, so even if they lose their card we will still have record of their points. Our clients love this reward systemand always get really excited when they’ve reached their 20 points.
“We also send out 10%birthday discounts to our regular clients.We are quite flexible with this and allow themto redeemtheir discount anytime during themonth of their
birthday.The client always really appreciates the fact that we have acknowledged their birthday.”
Angela Joseph Sales TrainingManager for Dermalogica, UK and Ireland
“Clients are the lifeblood of the business...”
“So take 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.
“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.
“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 an out of hours service or home service for special occasions.
“Offer additional products or services at cost or include little extras for free, and give away free items withmultiple purchases.
“Reward introductions and referrals. Give clients a reason to recommend you by providing outstanding customer service, offering discounts and free gifts in return for every new client they introduce to your salon.”
“Exceed your clients’ expectations...”
“Retaining clients is one of the four core essentials a business should practice in order to stay afloat. However this essential is often overlooked puttingmore focus on finding for new clients! Considering it costsmore money to gain clients than to retain them, would itmakemore sense to nurture, recognise and thank your existing clients for their loyalty?
“One of themost popular ways of thanking your loyal clients is the loyalty card – for every sixth skin treatment offer one free. If your skin care supplier hasn’t created one for you to use, then create your own.
“Listen to your client. If they cannot come to you due to illness, no transport etc., offer to come to them.Youmay not be able to bring your equipment with you but you can certainly bring yourself and your products. Don’t forget to ask themif they need to replenish any of their skin care as you can deliver their products at the same time!
“Exceed your clients’ expectations. Birthday cards are always well received, particularly if you say something like, ‘It’s your birthday, please call us to arrange a free birthday treatment of your choice.’
LauraMaddock Education Specialist at Grafton International
eprthpones
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“Start a loyalty scheme...”
“If you’re giving your clients amanicure, always leave themwith a file to take home. It really doesmake a client feel special and it gets the branding out there.
“Incorporate amini colourmatch polish into the cost of your treatment and again leave it with themat the end of their treatment.
“Start a loyalty scheme – salons across the nation are currently offering buy fivemanicures and get the sixth free.”
GUILD NEWS 111
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