Prepare for the Demand Landslide
Keith also prepares his entire staff – front desk, stylists, assistants and management – for what, hopefully, is a flurry of activity. The rule of thumb is that 25 per cent will book almost immediately, but there is also a ‘hockey stick’ effect just before the expiration date, when those still to take up the offer will suddenly start booking appointments.
He also has agreements with his staff on this type of promotion and is very clear on how remuneration works. This is essential for overall buy-in and a successful ‘audition’ for clients that come in from a collective buying deal.
Focus on Retention Strategies
An increase in traffic is good, but you have to make them stick, and that’s the tricky bit. California-based 18|8 also subscribes to this sampling concept and puts its success with daily deals down to ensuring the experience is top-notch, even though the deal chasers are only paying around 50 per cent. “Our experience includes complimentary wine, beer and soda in the salon lounges; neck, scalp and shoulder massages; excellent cuts and relaxing Bay Rum hot towel finishes,” says Dani Armstrong, Marketing Director for 18|8. “Giving all clients an experience is key for ensuring a second and then a third visit.”
18|8 also has a specific service to promote when the client walks in the door as well – a membership program. Its male clientele are presented with the options for the membership program, which has proven successful and appealing to this type of client.
At Box Office, to ensure clients have a satisfying experience, they aren’t automatically put with the most junior stylist. ‘Deal demons’ are screened by the Box Office front desk staff while making their appointment, so they understand their service level experience and price point expectations and they can book them accordingly. “If they are coming from a high-end salon across town, you wouldn’t pair them with a junior stylist as it gives them the wrong impression,” said Keith. “We pair them with a senior stylist, with a higher price point, and they get a comparable service they are used to.”
Keith also gives participants a new client gift, a take-home promotion on the first visit and upgrade vouchers for return visits. This is all part of the grand scheme to keep them coming back. They can also use the deal value on up to three separate visits to encourage them to keep walking through their doors.