To really make a loyalty program work, you have to build a culture around it, advises Harms. “You need your own branded program, signs around the salon, and a brochure that explains the program, including how points are earned and how they can be redeemed,” he says. “Accumulated points need to show up on receipts, on online booking and staff need to mention them during checkout.”
Another way to execute a loyalty program is to enroll your business in a program like Perkville.com, which helps businesses create and manage online reward systems quickly, easily and inexpensively. Perkville partnered with Mindbody software three months ago, and works by identifying clients via their e-mail address. “Once a client participates, they have an electronic connection to the salon,” says Sunil Saha, CEO.
Perkville.com rewards clients for the money they spend in the salon and the appointments they book. Integrated with social media platforms, Perkville offers bonus points to clients who comment about their salon experiences and recommend the salon to their friends. One of Mindbody’s clients, Charm City Yoga, attracted 21 new clients and more than 100 Facebook posts just two months after implementing Perkville.
“That’s phase one, but we’re currently working on phase two which will include the ability to add promotions that will offer salons an alternative to Groupon,” says Saha. “For Groupon, the offers go out to anyone—it doesn’t discriminate between new clients and the ones you already have. Perkville will be able to distinguish existing guests, and only offer promotions to new targets.”