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Management Practices

STAMP 2015: Coco Cheveux's Direct Mail Piece

Stacey Soble | September 4, 2015 | 12:35 PM

Loyalty Boosters

Coco Cheveux

South Portland, Maine

Owner: Tiffany Conway

 

To enhance loyalty, Coco Cheveux developed a series of membership programs and marketed them to existing and potential clientele. 

 

The Coco Coiffure Special offers clients who can visit the salon Monday through Friday from 9 to 3, an opportunity to design their own experience by choosing three salon services for $119. 

 

Another direct mail piece encourages clients to take advantage of the salon’s loyalty membership programs. The Loyalty Membership offers clients a year’s worth of cutting, coloring, waxing and makeup services for $1,499, while the Deluxe Membership offers all of the above, plus two texturizing services, manicure services and product vouchers for $1,899. 

 

“Our loyalty memberships are very exclusive, offered to the first 50 people first come, first served,” Conway says. “This creates quite a frenzy during open enrollment and is now in such high demand we’ll no longer be doing mailings since we have an extensive waiting list.” 

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