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.”