Want an industry-proven way to increase your revenue? Increase your frequency of visit (FOV)! If you’re unfamiliar with the concept of FOV, it measures the average number of times a client visits your business. For a salon, the industry average is roughly 4.88 times per year, but your FOV is also dependent on the services you offer at your business.
The Importance of FOV
Even though it’s a simple concept, frequency of visit is one metric that affects your business significantly.
To understand the impact it can have on your bottom line, here is a projection using Millennium’s ‘What If’ feature. ‘What If’ takes a business’s current metrics and allows you to change different factors to see the effect on your revenue. So, what if a business JUST increases frequency of visit by one per year?
Notice how just one more visit (from 5 to 6) produced 20% growth in service sales, going from $57,540 to $69,048. Did you notice anything else? Increasing visits has a side effect of also increasing retail. In this ‘What If’ scenario, retail grew 20% as well.
Setting goals to improve your FOV can take your business to new heights. From extraordinary customer service to marketing to pre-booking to implementing client loyalty points, there are several things you can do to make your clients excited to come back to your business.
Don’t believe us? Do the math yourself with your own data.
Marketing to Improve Frequency of Visit
Marketing your salon or spa services should involve increasing your frequency of visit one more time per year (five to six visits). As we mentioned above, increasing your FOV can have a large impact on your business’ cash flow!
Here’s where to start:
Add automated email blasts for clients who haven’t visited in 60 days, then again at 120 days with a promotion. These should be “We miss you!” campaigns. Another good time to send promotions is during the holidays, birthdays or anniversaries.
Wouldn’t it be nice if there was an easy way to think of marketing campaigns for each month to keep your clients coming back? Lucky for you, there is! We’ve mapped out the entire year for you in our salon and spa marketing calendar. Download it here and becoming a marketing powerhouse!
Implementing Client Loyalty Points
If you offer loyalty rewards, which clients can accrue enough points for a free service, they are much more likely to come back. The potential client loves the idea of getting something for free, so make their ‘dream’ come true!
Create a process for when a client checks out. Something as simple but effective as, “Book an appointment 4 weeks from today for a haircut, earn 2,000 points.” You could also opt to cross-sell to the client by trying a promotion such as, “Try a new service for the first time, get 10,000 points.”