How to Implement a Customer Loyalty Program in Your Salon

By Dean Laming on November 30th, 2023

As a salon owner, keeping clients happy and coming back is crucial for ongoing success. One proven technique to increase customer retention and repeat bookings is implementing a loyalty rewards program.

Loyalty programs encourage repeat business by making clients feel valued and rewarded for choosing your services. From discounts to free products, loyalty perks give your best customers another reason to choose your salon again and again.

But how exactly can you design and execute a loyalty program that works for your hair or beauty salon? Here are some tips for making the most of loyalty incentives.

Define Your Loyalty Program Goals

First, clarify your specific goals for launching a loyalty initiative. Do you want to improve client retention rates, generate word-of-mouth referrals, increase add-on retail sales or have clients book more frequently? Defining goals will inform decisions like the rewards you offer and program terms.

For instance, a referral goal may lead you to provide loyal clients with vouchers to give friends for free salon services. Or a retail sales goal could mean loyalty members get discounts on featured products each month. Set 1-3 key objectives so your program stays focused.

Choose Your Loyalty Program Format

Once goals are established, decide on the format for tracking and rewarding loyal customers.

Salon Loyalty Card

Salon loyalty cards are one popular option – members carry a card which is stamped or hole-punched with each visit. After reaching a set number of stamps/holes, a reward is earned.

Digital Loyalty Card

Digital loyalty card systems are also common nowadays. Clients download an app or are registered in your salon database. Visits and spending are automatically tracked with points accumulating online versus on a physical card.

Some salons opt for a simple approach without formal cards – clients provide a mobile number and are notified when they’ve accrued enough visits to redeem a loyalty bonus. There are many potential formats, so pick one fitting your brand and capabilities.

Structure Your Program Tiers and Rewards

Now it’s time to map out member tiers (if applicable) along with the corresponding rewards at each level. A basic structure might be:

  • Spend £100 – Get a £10 product voucher
  • Spend £250 – Get a £25 service voucher
  • Spend £500 – Get a free luxury treatment

Consider rewards like discounts on services, free add-ons during appointments, bonus loyalty points, complimentary retail items, gift cards, or time-based perks like early booking access or exclusive events. Match rewards to the approximate spending levels and participation your salon is aiming for.

Promote Enrollment

Don’t just launch your program – actively promote enrollment to current clients through emails, social media, posters in your salon and your website. Offer an appealing signup bonus like a gift, extra points or a discount on their next service.

Asking stylists to mention the program during consultations is another easy way to get the word out. You want to incentivise as many existing customers as possible to join immediately so they can start reaping benefits.

Spotlight Member Perks

Keep loyalty top of mind by regularly showcasing member-only perks on your website, social channels and in-salon displays. Highlight upcoming reward opportunities, recent gifts earned by members and any special events or new perks for the program.

Send members reminder emails when they’re nearing their next reward tier so they stay engaged. The more you spotlight loyalty benefits, the more customers will value membership.

Surprise and Delight

Look for moments to surprise loyal clients with unexpected perks to delight them. For example, occasionally upgrade a member’s service at no cost or include a bonus gift with their purchase.

These surprise extras make clients feel appreciated while showing that membership means exclusivity and premium treatment. They also encourage social media shoutouts, generating word-of-mouth buzz for your program.

Review Metrics and Get Feedback

Analyse key metrics once your loyalty initiative launches to see what’s working well and what may need adjustment. Look at data like how many clients sign up, their purchase frequency compared to non-members and redemption rates for rewards.

Also, listen to stylist and client feedback about the program. Ask what rewards members love most or would be even more enticing. Use insights to refine the experience and expand on successful elements.

Get Comprehensive Salon Insurance From Salon Saver

Launching a tailored loyalty initiative takes some planning, creativity and effort, with the right approach, loyalty marketing can significantly deepen relationships with your best salon customers.

While a standout loyalty program strengthens client connections, the right insurance coverage is just as critical for protecting all facets of your salon business.  Salon Saver offers bespoke salon insurance policies to meet the special risks hair and beauty salons face.

With Salon Saver, you get robust, affordable coverage to help secure your business. Contact us today to discuss your needs and ensure you have the protection to continue delighting loyal clientele for years to come!

Dean Laming

Dean Laming is a Chartered Insurance Broker with more than 25 years insurance experience. Through various underwriting, operational and management roles, Dean has built up extensive knowledge of the hair and beauty sector and is now Managing Director of Salon Saver, part of the wider Henry Seymour Group.

All articles by Dean Laming

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