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Making Loyalty Programs Work for You

Elaine Sauer November 2013 issue of Skin Inc. magazine
Making Loyalty Programs Work for You

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According to a recent International Spa Association (ISPA) study, spa visits within the United States have increased to pre-recession numbers. The study also revealed there was an increase in new spa openings, which reinforces how important it is that skin care professionals continue to deliver outstanding customer service to their existing clients. Often, marketing is focused on reaching new clients, but it is valuable to create programs that engage already-loyal clients—and engage them in helping to build the business.

Loyalty programs are both a blessing and a curse. When executed with client ease in mind, they become a win-win for everyone. When creating your program, make it easy and memorable for your clients and your team members. Any hiccup in the process takes away from what should be a benefit for the client.

Membership has its privileges

Elizabeth Renard, general manager of Allyu Spa in Chicago, created a membership program that benefits her client base. With $100 to join and an annual fee, the client receives 5% off each service, and 10% off retail products. For their birthdays, they receive a gift and additional perks. In addition, a special concierge is dedicated to the members within their program to ease their check-in and check-out experience. The American Express tagline says it best: “Membership has its privileges.”

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