Membership Programs Anchor Your Customers

July 22, 2014 Mike Sommers
Spa and salon membership programs can boost client retention

Membership programs abound in the spa and salon industry because your business model is well-suited to using them as a client retention strategy.

If your spa or salon has a membership program, you already know that it can anchor a customer to your business in ways that few other marketing approaches can. Typically, the programs are designed for your loyal customers—usually the top 10 percent of your most frequent or profitable clients.

Membership programs create a longer term relationship with customers, make them feel appreciated and encourage them to refer your spa or salon. But, candidly, one of the ways membership programs keep customers coming back is the monthly fee clients pay to become a member. They’ve literally invested in your business and become more permanently aligned with your spa or salon, expecting a discount on services or products in return.

The beauty of membership programs is you can design them to be a perfect fit for your spa or salon, tailoring every offer to your business's unique services.

If you don’t have a membership program, but are interested in establishing one, here are some things to consider:

  • You should probably have some data on your customers before you embark on a membership program, such as how much your best customers spend on average or how often they book with you.
  • Figure out what kind of incentives you are going to offer customers. It could be a combination of services and discounts. For instance, you could offer a free birthday blowout with 10% off on certain products, plus the ability to roll over unused benefits. Or it could be their membership fee gets them a 60-minute massage or skin care service plus a 20% discount on any additional services or gift cards, plus a 10% discount on all products. The combinations are endless and flexible!
  • Research what your competitors are doing and create a program that either mirrors theirs or better yet, one that distinguishes your spa or salon by offering something unique.

Once you decide on the structure and content of your membership program, spread the word! Some ways to do that are:

  • Send your customers an email announcing the program and its benefits.
  • Post to your business’s Facebook and Twitter accounts.
  • Update your website with the membership program offers and benefits.
  • Talk it up! Let everyone you know that you have a program.
  • Post a sign at your business – in the window, at the front desk and at every station.

The ultimate goal of your program should be to support your overall spa or salon brand. By creating a more meaningful interaction for your customers, you’re making them feel special and making the program more of an experience rather than a process they go through. They will share their pleasant experiences with their friends, family, coworkers and, in turn, your business may see more bookings through these enhanced relationships.

Membership programs aren't just used to keep clients happy. They can also help you gather important information on the buying habits of your customer base and this information can help shape your business strategy. Remember, signing up for a membership program requires clients to provide basic information that can help you learn patterns and trends. Use that information to cross promote or upsell.

Booker can make it easier for you to manage a membership program. Last week, we released a set of significant enhancements to our Memberships functionality. Creating new memberships has gotten easier with a fresh design, membership sharing, and automatic credit card processing for monthly dues. We’ve also enriched our account activity functionality.

To learn more about our how Booker's membership features can help your business, request a demo with one of our representatives.

 

About the Author

Mike Sommers

As SVP of Product, Mike Sommers is responsible for managing Booker’s product strategy and roadmap, accelerating development of the platform’s capabilities and the growth of the businesses that run on it. Mike brings over 15 years of experience creating innovative business and consumer software products across a variety of platforms including local, social, search, video and mobile.

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