Selling gift cards is one of the smartest things your self-care business can do. They are, by definition, presents intended to delight their recipient. They’ll often end up in the hands of people who have never set foot in your business before, making them not just an excellent source of immediate revenue, but also an important part of your client acquisition strategy. 

Once a gift card client walks through your door, it’s your job to wow them and keep them coming back for months — or years — afterward. Providing excellent service is the best place to start, but it probably won’t seal the deal all on its own. To turn a gift card holder to a regular client, you may also need to tempt them with rewarding loyalty programs, targeted promotions, and personalized custom offers. Here’s how.

4 ways to win over gift card clients

Gift card clients are more likely to have positive feelings about your business right from the get-go. After all, they’re getting to treat themselves to something wonderful without having to foot the bill themselves. It’s your job to give them so many reasons to keep the good vibes going that they can’t possibly refuse. 

There are a few different ways to accomplish this:

1. Top-tier service

This one almost goes without saying, but to convince a client to come back, you should give them an amazing first visit. But don’t stop there. 

• Greet them by name when they walk in. Tell them all about the service they signed up for. 

• Offer them high-quality add-ons, yes, but not until you’ve built a genuine relationship based on authenticity. 

• Talk with them during their session and learn how they got their gift card. Did it come from a friend, a relative, or work colleague? Lean in and get to know them as a person, not just a source of revenue. 

Your gift card client may already be a regular at another business that offers similar services. If you want them to return to your business instead, show them the kind of quality and care they can look forward to. 

2. Loyalty programs

Loyalty programs make each visit to your self-care business an investment in a future one. One great way to get a gift card client to come back is to enroll them in your program — and to make their first visit count for something.

Every loyalty program is different, but the fundamentals are the same: The more money a client spends at your establishment, the more rewards they can expect in return. 

This could be:

• Earning a certain number of points for each visit 

• Getting a card punched toward a free service 

• Tie ins with membership packages 

However you choose to structure your loyalty program, make sure the rewards are meaningful and obtainable. Enroll gift card clients at their first appointment and show them how close they are to their first reward. If they can earn that reward after only one or two more visits? Even better. 

3. Targeted promotions

Keeping in touch with gift card clients after they leave is a great way to keep your business on their radar. Once they sign up for your email list, follow your social media page, or opt into text message alerts, you can start showing them targeted promotions.

Targeted promotions are sort of a middle ground between a general advertisement and a personalized message. By gathering data about your clients, you can learn what kinds of offers they may be most interested in. Then, you can use those data points to craft offers that are more likely to appeal to them, your current clientele, and potential clients who may be eyeing your business.

4. Custom offers

If a gift card client gives you their email address or phone number, they’ve given you a privilege. Use that privilege wisely, and you can build a lasting relationship. Inundate them with spam, and you can expect to be blocked (at best) or blasted on social media (at worst).

Here are some ways to keep in touch without overdoing it:

• If you haven’t seen them for a while, shoot them a message and ask if they’d like to set up another appointment. 

• Address them by name and reference the service they had the last time. According to our research, 66% of clients say remembering their preferences is a key factor in earning their long-term loyalty.

• Remind them about their loyalty benefits or offer them a discount on a repeat visit. 

If a client knows you took the time to reach out to them personally, they may be more inclined to accept.

Potential pitfalls for first-time visitors

For the most part, turning gift card clients into regulars is straightforward. Treat them well, communicate with them, and offer them incentives to return, and you’ll be off to a great start. Still, self-care business owners can make a few common mistakes while trying to convert these new clients. 

• Make sure you have all the supplies a client will need before they show up for their appointment. 

• If a client requests a particular staff member, make sure they’re at work that day, and offer the client a chance to reschedule if not. Nothing will turn a prospective client away faster than feeling like an afterthought.

• Keeping in touch with a client via email or text messages is one of the best ways to deliver personalized attention, but make it an opt-in process. If clients want a little more space, give it to them. Our research revealed that 54% of clients say that more than one message a week feels like too much.

However you choose to court gift card clients, remember that someone who already knows and loves your business sent them to you. If you treat the new client well, you’ll also delight the person who bought them the gift card in the first place. It’s a chance to earn a new regular and impress an existing client in a single visit.