Transcend Repeat to Loyal Customer
April 3rd, 2009 • Posted by Spa Kat • Permalink
Are you offering your customers a spa deal they can’t pass up? Have you developed a spa loyalty program steeped in value for repeat customers? That is wonderful, but don’t mistake a repeat customer for a loyal customer, they are a different stripe all together.
A repeat customer will keep coming back as long as they receive a deal equal to or better than what they get right now. A loyal client takes the relationship a step further. They have an emotional attachment to you, your spa and employees that is expressed in thought and action.
Read the whole article.
Commit to making clients for the life of your spa business. They are crucial to the success of your spa business and will make greater purchases and recommend your spa more often. In addition, they will impact your merchandising and spa services over time. Their allegiance requires a commitment to listening and keeping their interests top of mind.
• Trackback • Posted in Creating Customers, General, Spa Business Management, Spa Marketing
I agree with this article, yet I had not thought of it that way until now. There is a difference in a repeat customer and a loyal customer. I have tried a loyalty program in the past and I ended up giving away more free services to the "repeats" that are only there for the "deal" and got upset when that particular program ended. I am looking for a good loyalty program that truly rewards the "loyals" of our customers. Anyone have a good idea?
Yes, there is a big difference between the two. A good loyalty program would be a fabulous find, especially in this economy.
We currently run a promotion that is a "deal" or "repeat" program, and it has brought returns however the down side is that some patrons become irritated when clearly stated service restrictions are enforced. We have endured some very trying phone calls and walk-ins (we don't accept walk-ins — also clearly stated in promotion materials). It can have a dampening effect on the spirits of the salon/spa staff. You must be very careful when implementing a "Repeat Customer" program. It will increase your traffic, but it is up to Management to educate the staff enabling them to curtail abuse, while instilling the value of a properly utilized repeat program.
If anyone knows of a tried and true loyalty program, please share. We could all use the help in this down-turned economy.
We started a rewards program this year as we felt like our most loyal customers were not getting any deals, only the deal shoppers were. We have essentially punch cards that we call Extra Moments. There are 12 punches, each corresponds to $25 spent at the spa. When the card is used up, they receive $25 off their next service. Punches are only for spa treatments, not for gift certificate purchase or redemption, cant be used with any other offers, have no cash value. When they get the card they are given a paper to sign and review stating they are an Extra Moments member and can sign up for special promotions we email based on their spa treatments of preference. They are double opting in to our email list. Plus we get a chance to give them some other marketing: review of treatments we offer, the fact we have classes, kids parties. The card is for the client to keep in their wallet and remind them every time they open it up they should give us a call! Our tag line for the program is, "Doesn't everyone deserve an Extra Moment at Waterfalls?" and it seems to be working.
We offer a VIP program at our Spa/Salon. It is a hard plastic card that can be purchased for $59.00 annually, (we have found that having the annual cost keeps the focus on loyal clients more so than "bargain hunters". We have also found that by issuing a hard plastic card, it encourages the client to keep it on hand either in their bag or wallets.) For every $10.00 spent on either services or products, they receive $1.00 on this VIP card. They can accumulate these "points" for as long as they like within the year, and use them for anything. Our loyal clients love the program and seem to spend in order to receive these points. They also receive 10% off of one day of service(s) on their birthday (that we will take down when we sell the VIP card) and email blasts with special promotions. This is a good way to let them know that we care about their business greatly, and remember their birthday! All in all it has been a very successful program for us!