Sep.10,2020
It’s no secret that beauty salons pour an immense amount of time and assets into building a brand and creating a customer experience that keeps them coming back. And they should. Not only is it five times more expensive to win a new client as opposed to retaining one, returning patrons spend 67% more on average than new customers.
One of the most effective—and inexpensive—ways of bringing in new clients and rewarding those who return is a loyalty program. This can come in the shape of a punch card, reward points, or a membership program. Ulta and Sephora are excellent examples of makeup and skincare rewards, but what kinds of programs are salons running? Here are five beauty brands with loyalty programs that rock.
Who doesn’t love a good blowout? Blo Blow Dry Bar first opened in 2007 and now has more than 130 locations in the U.S., the Philippines, and Canada.
They offer a monthly membership-based loyalty program that includes two blow outs each month, $5 off any additional blow outs, 10% off makeup services (at locations that offer this service), 10% off retail products, monthly members-only perks, and a free blow out on your birthday. For those worried that they won’t use both blowouts, Blo rolls the services over for 90 days, offering plenty of time to redeem them.
First opened in 1974 in Memphis, Tennessee, Fantastic Sam’s is a trusted brand for an affordable salon experience.
After signing up for their loyalty program, each purchase made converts each dollar spent to a Fantastic Point. At the 200-point level, they award a $10 certificate to use at any of their 900 locations. To make that number a little easier to hit, the program covers the whole family. They also feature coupons and reward points for recommending new clients to their salons.
SEVA Beauty Spa opened in 2008 and has 170 locations in 29 states and Puerto Rico. They pioneered the concept of a “Fast-Casual Spa” and offer services in 15 minutes or less.
The salon boasts “the most disruptive customer loyalty programs the beauty industry has ever seen.” They allow their customers to spend points as money, as opposed to limiting to special rewards. Customers earn five cents per dollar spent and can be used as soon as they’ve accumulated at least $1 in their Beauty Bank.
Aveda was born in 1978 in Minneapolis, Minnesota with a vision to bring beauty professionals botanical products that are good for them, their guests, and the Earth. His ecologically-minded ideas remain common practice in the offerings at their salons.
Their loyalty rewards program has a one-time $10 registration fee, granting members free shipping on all Aveda orders. Also, for every dollar spent, 10 loyalty points are received. On special occasions like your birthday and first order, double points are awarded. Aveda’s tiered redemption system offers a wide array of options, from travel-sized cosmetics to luxurious spa getaways.
Located in Las Vegas, Square Colour has been named on Elle magazine’s annual best 100 salons list multiple times and NAHA’s choice in 2012 for best salon design.
Each month on First Friday, Square rewards customers with a 20% discount on products and complimentary spa services. Accompanied by free cocktails and live music, of course. Additionally, every $100 spent in the salon nets a 10% discount on a purchase. The rewards never expire, which is perfect if you visit Vegas occasionally.
Investing in loyalty programs is a great way to keep clients coming back. It stimulates client engagement, referrals, and gives the business a competitive edge over those who don’t offer rewards. Whether it’s a punch card, membership, or tiered rewards system, loyalty programs build brand ambassadors for the salon through their clients. On average, businesses spend less than 5% of their annual budgets on customer rewards programs. When considering the 67% increase in customer spending, it’s no wonder why so many salons are adapting loyalty programs.
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