How to make the summer beauty craze last year-round

The summer months often mean vacations, beach days, and weddings. Whatever the reason, many people want to look and feel their best with a little grooming. While the COVID-19 pandemic may put a damper on summer plans, that doesn’t mean people aren’t still looking forward to your salon or spa’s services. A lack of access to care, postponed spring weddings, or rescheduled vacations due to lockdowns – all reasons to set expectations for high demand on appointments at your salon or spa this summer!

So how do you leverage summer demand to create loyal customers and drive new business all year round? Here are three strategies to consider implementing:

1. Offer a customer reward (or loyalty) program.

Customer rewards programs incentivize repeat visits. The more your customers visit your salon or spa, the more they’re rewarded. As customers feel they are getting more than your great service in exchange for their loyalty, you improve the likelihood of high customer satisfaction. In turn, high customer satisfaction improves the likelihood of positive word of mouth – meaning more new customers!

Customer rewards programs don’t have to be complicated. Simple is effective. Consider offering customers a free or upgraded service if they visit your salon or spa a specific amount within a defined time range. Or offer your customers their choice of a free product (at a predefined value limit) staggered across their number of visits. For example, five visits get customers their choice of product worth a certain amount, and ten visits get customers their choice of product worth more than the previous amount, etc.

2. Implement a referral program.

Customers who leave public reviews for your salon or spa are more likely to become loyal visitors; customers who refer their friends or family are more likely to become outspoken brand evangelists. That’s because these customers express trust in your brand to those they care about most. Referral programs help you incentivize family and friend referrals, planting the seed for loyalty and continued recommendations to others. It’s the desire to avoid cognitive dissonance put into action for your salon or spa’s benefit!

Like rewards programs, you don’t need to implement complex referral programs to see positive impacts. Simply offer a discount for every referral. Consider also offering a discount to the referee for an added incentive. Of course, it’s important to only provide your referral program to existing customers who visit frequently. You’ll see the best response rate and avoid appearing disingenuous.

3. Get creative with gamification.

Gamification strategies allow you to introduce a little fun when customers interact with your salon or spa. We’ve all seen the concept put into action in some way or another. Some companies display “leaderboards” to engage customers and keep them coming back, and others hold prize contests as rewards for certain behaviors. Gamification – done properly – offers salons and spas a creative way to set themselves apart from the competition and drive customers to visit more frequently.

Everyone loves the idea of joining a VIP club. Consider playing on this desire for your salon or spa’s gamification program. Offer customers who visit a certain amount of time the opportunity to join an elite club and receive added benefits on all their future visits. Or, set up a goal-based program to motivate customers to visit more often or complete a round of treatment. For spas, this might look like customers setting a goal (clearer skin or wrinkle reduction) and receiving a reward when they complete treatment and achieve their objective. 

Implementing rewards programs, referral programs, or gamification strategies sound daunting – but they don’t have to be another headache for your salon or spa. Zenoti makes implementing these programs a breeze by simplifying its administration and maintenance.

Interested in how? Contact us today to learn more!

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Emily Martin

Copywriter, Zenoti

A self-confessed bookworm with a passion for languages and weaving together words. Happiest when immersed in nature, either on horseback or skis, or curled up with a good thriller. Emily's writing focuses on sharing trends and insights impacting the beauty and wellness industry.

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