The other day I passed an upscale nail spa and a sign on the front desk caught my eye: It read “Cheaper by the dozen, buy 12 manicures for the price of 10.”
Well what that hoity-toity nail spa knows is that frequent buyer programs, by any description, are a very powerful tool.
Here are a few ideas for frequent buyer programs.
- Make your program user friendly (for both the client and the salon/day spa). A punch card or a stamp will do. Make sure you keep the number of purchases in the computer in case the client forgets her card.
- For a more “expensive” look, try a plastic card. You can purchase these through your software provider. A wonderful touch is sending the client a printout of her usage.
- Try collaborating with an aligned business and offer “frequent” buyer programs. For example, you can arrange with a neighboring tanning salon to give a free tanning session for every three haircuts in your salon.
- Give a gift certificate valued at $x for every $y spent in services in your salon.
- Offer your top “inner-circle” of clients an exclusive discount as a reward.
- Arrange to give frequent flyer miles with your gift
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After you decide you’re going to have a program, make sure you:
- Clarify your goal.
- Clarify all the technical aspects of your program (how it works).
- Have a reward that the client considers valuable, but not so expensive that you lose money on it.
- Determine the length of your program—give enough time so the client can benefit.
- Know how the clients will receive the bonuses—don’t make them wait too long or jump through a ring of fire to get the bonus. They’ll only get frustrated and all your hard work will go down the drain.Test your program.