How to run a profitable loyalty program for a beauty salon: recommendations
A loyalty program in the beauty industry is a complex mechanism aimed at building an emotional connection and long-term relationships with customers. Which mechanics work well in this niche - let's find out in this article.
Why should a beauty salon implement a loyalty program
Attracting customers to a beauty salon costs money. First, you invest in marketing, advertising, promotion, build a reputation, and only after that you get a stable traffic of visitors. It sounds simple and logical, but there is a nuance - with this approach, you spend the entire marketing budget on attracting a "cold" audience, and therefore lose a significant part of the profit.
Research in the field of marketing has shown that 20% of regular customers bring a company 80% of profit. Therefore, if you want to build a successful and competitive business, you should spend no less time and resources on keeping visitors than on attracting new ones. In other words, you need to develop and implement an effective loyalty program.
Advantages of loyalty programs for beauty salons
A well-thought-out and well-built loyalty system for beauty salon customers can solve several important business tasks at once. Here are the main ones:
- Attracting a new audience . Potential customers see additional benefits and that the salon cares about its visitors, so a loyalty program can be one of the decisive factors that inclines a new audience to your company.
- Customer retention . Loyalty programs encourage visitors to return again and again to receive additional bonuses or discounts. This reduces the risk that your customers will go to competitors next time.
- An increase in the average check. Offering additional discounts on certain services can encourage customers to spend more money at the salon.
- Organic growth of clients . Satisfied members of the loyalty program can recommend your salon to their friends and acquaintances, which in turn will attract new customers without additional marketing costs.
- Creating a personalized experience . With the help of loyalty programs, you can collect information about customer preferences and offer them individual offers and services, which creates a more personalized service experience and helps to form emotional commitment of visitors.
- Improving communication with clients . Loyalty programs almost always include sending information about special offers, promotions or new salon services. This helps to maintain effective communication with customers and maintain their interest in the company.
What loyalty mechanics work well in beauty salons
A profitable and effective loyalty program must be designed taking into account the individual needs of the target audience in each specific business niche. The beauty industry, like other areas, has its own peculiarities and nuances in customer service, so we suggest considering which mechanics will work best here:
- Discounts for regular visits . Offer customers bonuses, free treatments or discounts for a certain number of visits or the amount of money spent in the salon.
- Points accumulation program . For each paid service, give the client points, which he can later exchange for discounts, free services or the purchase of products in your salon.
- Referral program. Incentivize customers for attracting new visitors to the salon by offering them discounts or bonuses for each successful referral.
- Seasonal promotions and special offers . Run temporary promotions and offers related to holidays, seasons or the specifics of salon services.
individual offers. Based on preferences and visit history, offer each client individual discounts on additional procedures. This will increase the average check and introduce the visitor to salon services that he has not yet used. - Birthday gifts. Show attention to your customers by offering them special birthday bonuses. For example, it can be unique discounts on services or a free procedure.
Each of these mechanics can become an effective tool for attracting and retaining customers in a beauty salon. It is important to choose the ones that are most suitable for your target audience and business model.
How to create an effective loyalty program for a beauty salon with EfirCards
EfirCards is a loyalty program automation system built on the basis of virtual cards. It allows you to quickly implement effective and manageable bonus programs that take into account the individual characteristics of each business and its target audience.
The EfirCards platform allows you to issue four types of virtual bonus cards that can be used when developing a loyalty program for a beauty salon:
- Simple discounts - give your customers a fixed discount on services. The visitor immediately sees the amount of savings, which motivates him to return to the salon again and again.
- Discounts with accumulation - the longer the client is with you and the more money he brings to the business, the bigger the discount he gets. It's a win-win deal with a target audience that's great for the long game. The fact is that even the most profitable offers of competitors will become doubtful for your consumer, because by choosing you, he will be able to save much more in the future.
- Cashback cards - return part of the spent money to customers in the form of points for a bonus account. Usually, points are equivalent to money at a set denomination, and their validity period is limited - for example, 2-3 months, and in order not to lose them, the visitor will return to you.
- Stamp cards - marks are placed on such cards for each visit, and when a certain amount is accumulated, the client is given a valuable gift: a discount on the service, a free procedure, etc. This way of motivating the audience is simple and convenient, so it is in demand in various areas of business, including the beauty industry.
The main advantage of Efir cards is that they are virtual. You don't need to produce plastic that customers will lose or forget. Instead, our cards can be easily added to the Google Pay or Apple Wallet electronic wallets, for convenient use during transactions directly from the smartphone.
Strategy for launching a profitable loyalty system for a beauty salon with EfirCards
Any loyalty program should work for the business, not just distribute discounts to customers. But what exactly should it look like?
In fact, this question is individual for each salon, since each company in the beauty sphere is unique, which means that its goals and resources are also unique. However, the sequence of steps you need to take to launch an effective bonus system is almost always the same:
- Setting goals and forming expectations. First of all, you need to understand that a loyalty program is just a tool. In itself, it has no purpose, but only has the framework of possible application. Therefore, at the beginning, you need to determine what business results you can and want to achieve with this tool.
- Study of the market and target audience. If you want to get good feedback from customers, you need to offer them something of real value. Something that will attract the attention of the audience and motivate them to take the necessary actions for the business. To do this, conduct research and find out the real needs of your visitors.
- Mechanical development. Consider the rules of the loyalty program. They should be interesting to the target audience, profitable for business and easy to understand. That is, the client must immediately understand what he receives and under what conditions.
- Building a financial model. Calculate the economic model of your loyalty program, determine from which sources it will be financed and what is required for its technical implementation.
- Implementation and automation of the loyalty system. Use EfirCards's advanced capabilities to practically implement a bonus program in your salon: create virtual cards and configure their properties (design, discount size, reward conditions and validity period), download and segment the customer base, configure messaging to your customers. We provide companies with full technical support, thanks to which the setup and launch of the bonus system will be as quick and smooth as possible.
- Performance tracking. Launching a loyalty program is not enough. Its performance must be constantly monitored, data collected and decisions made to improve efficiency. To solve this task, EfirCards provides tools for tracking analytics in real time.
The EfirCards platform provides beauty salons with an innovative technical base for the implementation and implementation of any loyalty mechanisms, as well as for effective communication with customers through SMS, email, messengers and social networks. Try all the possibilities of the service right now, using our free temporary tariff .
