A loyalty programme isn't there to hand out discounts. Its job is to make clients come back to you rather than to the salon across the street that's running a promotion today. Let's look at the loyalty formats available, which one suits your salon and how to avoid losing money on it.
Format 1. Bonus points
Clients earn points for every visit, for example 5% of the amount, and can use them to pay for part of their next service.
- Pros: motivates clients to return because the points are already "in their account". The salon doesn't lose money immediately, as it does with a discount.
- Cons: points need to be tracked properly, or you'll get disputes like "but I had more".
For points to work, clients have to know about them. Let them know when points are added after a visit and remind them of their balance.
In SmartBook this is the loyalty programme with bonus points: you set the earning percentage yourself, and the full history is stored in the client card.
Format 2. Cumulative discount
The more a client has spent, the higher their discount: 3%, 5%, 7%. Easy for clients to understand, but there's a catch: a regular who would have come anyway gets a discount forever. Over time, that noticeably eats into your margin.
Format 3. Packages
Clients buy a bundle of services in advance at a discount, for example 5 haircuts for the price of 4. For the salon that means prepayment and the certainty that the client will come back several times. It works especially well for regular services: haircuts, manicures, massages, classes.
How it works in the system is described under client packages.
Format 4. Gift certificates
A gift certificate is less about loyalty and more about attracting new clients: a regular gives one to a friend, and the friend comes to you. Certificates sell especially well before holidays. More under gift certificates.
Which format to choose
- Small salon or independent professional: bonus points. Easy to explain and quick to launch.
- Regular services: packages. The client is "tied" to you for several visits in advance.
- Salon with strong word of mouth: certificates plus points.
Don't launch everything at once. Start with one format, review the results after 2-3 months, and only then add the next one.
How not to lose money
- Limit how much of a service can be paid with points, for example no more than 30%.
- Don't give points and a discount on the same service at the same time.
- Work out what the programme costs: the points redeemed per month and how many visits it brought in.
Summary
The best loyalty programme is one clients understand the first time and the salon can measure. For most salons, that's bonus points or packages tracked automatically in the system. Try SmartBook for free and launch your bonus programme in one evening.
FAQ
What percentage in points should I give?
Usually 3 to 10% of the visit amount. Start low: raising it is always easier than lowering it.
Do I need a plastic card?
No. Points are linked to the client in the system - a name or phone number is enough.
Can I combine points and packages?
Yes, but decide in advance whether points are earned on services paid for with a package.
