TWO- Brand and market your rewards program – Have a name that connects your program directly to your business, be creative, make it fun. Because our salon name is Studio Wish Salon, we decided to call ours “My Wish Rewards”. Have it posted everywhere in the salon/spa and be sure your guests are aware of it. Make sure it is a part of your brochure. Every guest should leave with a brochure in hand and understand how your rewards program benefits them. Market your program to your community and your guests. Post it on your website, Facebook, Pinterest, Tweet about it. Most importantly, train your team how to talk about it with every guest. Script what you want them to say and practice it. This needs to be part of their daily lingo and they need to be comfortable with how to explain it.
THREE- Increase Repeat Retention – Talk up the program upon consecutive visits. In Millennium, a guest ticket will have the points posted at the bottom. Let your guests know where they are every visit with their rewards points. Tell them how many they have and at what point they will be able to use them. At Studio Wish, our Wish Rewards have a value of $20 when they reach 2000 points. When they have reached their 2000 points, we give them a “Wish Reward Voucher” to use at their next visit. For us, it is important to give it to them that day and make a point of telling them it is good when they come back for their next visit. This will increase your repeat retention. This is different than a gift card; it is like a coupon so there is no liability when it is not used. Try to have as few restrictions as possible for the guest using the rewards. Our only restriction is that it cannot be combined with other offers or discounts.
FOUR- Extra bonus points – Add in special ways to earn points, have double point days, additional points for entering a contest or winning a guest contest. Holiday bonus points. Give us your email address and we will give you points! Again, be creative. Keep them wanting more points and coming back for more. It is no different than frequent flyer miles… I fly a specific airline just to get points so I can have free flights OR fly first class. Make your program a “First Class” program.
FIVE- TRACK everything – See what is working; how can you make it better? If you need to change it up, add additional ways to earn points. You can also take away points for repeat “No-Shows”. Have this posted at your front desk and printed in your brochure. No one wants to lose their points, however, it is easier to remove points than to ask a guest to pay for a missed appointment or charge their credit card 50% of the lost visit.
SIX- LASTLY…Speak Millennium!