The Secret to Nail Business Success: A Must-Have Loyalty Program!
Building customer loyalty isn’t just about offering great services—it’s about creating a relationship that keeps clients coming back. From my experience, a well-thought-out loyalty program can work wonders, especially when it encourages clients to book directly with your salon. Let’s talk about how to set up a loyalty program that clients will adore (and that’s smart for your business too).
1. Direct Booking Loyalty Program: A Win-Win for You and Your Clients
When clients book directly with your salon—via phone call, email, WhatsApp, or messages—it saves you the commission fees that third-party platforms like Treatwell or Fresha take. A loyalty program is a great incentive to encourage this habit.
Here’s an idea:
Stamp Card System: Every time a client books directly and visits your salon, they get a stamp. After 5–10 visits, they can redeem a discount, like £10 off on their 10th visit.
Why it works: Clients feel rewarded for their loyalty, and you reduce reliance on third-party platforms.
Pro Tip: If a client books through a third-party platform for their first visit, use that opportunity to promote your direct booking options and loyalty program. Let the third-party platform do its job—bringing in new clients—but focus on keeping those clients with your salon.
2. Birthday Perks: Make Clients Feel Special
Everyone loves a little extra on their birthday! A loyalty program that offers birthday perks is a great way to strengthen your relationship with clients.
Try offering:
A special discount for their birthday month.
A free upgrade to a luxury treatment during their birthday week.
Why this works: It’s personal and thoughtful, showing clients that you value them not just as customers but as individuals.
3. Why Loyalty Programs Matter for Direct Bookings
Platforms like Treatwell and Fresha are helpful for bringing in new clients, but their commission fees can add up quickly. A loyalty program gives clients a reason to skip the middleman and come directly to you.
Use your first interaction with a client to:
Explain your loyalty program and how it works.
Highlight the benefits of booking directly, like discounts, rewards, or personalized service.
How to Make It Easy for Clients
Digital or Physical Cards: You can offer clients a physical stamp card or use a simple digital system to track their visits.
Clear Communication: Display your loyalty program details in the salon and mention it during bookings.
Keep It Simple: Avoid complicated rules or confusing terms—clients should understand the rewards instantly.
Loyalty Programs: Small Gestures, Big Returns
When done right, loyalty programs create a sense of appreciation and exclusivity that clients love. Whether it’s a stamp card for direct bookings, birthday discounts, or luxury upgrades, these little perks go a long way in building a solid client base.
Remember, the goal isn’t just to keep clients coming back—it’s to make them feel valued every step of the way. Start simple, stay consistent, and watch how your loyalty program becomes a cornerstone of your salon’s success!