Easy ways to set up a succesful loyalty programme

Customer loyalty expert, Sarah Cross, shares her expert advice on creating a loyalty scheme that really works...

"Clients are your most precious assets: and looking after them means keeping them for longer.

Inviting clients to join a loyalty programme will help combat sleepless nights by driving revenue, attracting new clients, delighting your existing clients so that they keep coming back and motivating your staff too. 

With my team, I've recently worked with luxury hair extension brand, Great Lengths to introduce the Inner Circle; a reward programme designed to spoil its stylists and salon owners as well as help drive revenue in the salon. Here are my top tips for creating a programme that your clients will fall in love with."

Your clients are all different, so treating them the same by asking them to go through the dull process of collecting loyalty points won't get them excited or produce the best results for you. Creating a community or VIP Club to engage clients in your salon and build a closer, more personal relationship with them is the way forward - invite them to be part of your own version of the Inner Circle to be spoilt with treats they'll love. 

Collect as many of your clients' contact details as possible so you can get in touch easily. Getting clients to come and see you more often is all about talking to them as individuals - make sure you look at what products and services they've bought from you in the past to communicate with them and offer them something really relevant as a reward.

Think about little extras that you can use to make clients feel extra special. We offer Great Lengths Inner Circle stylists exclusive extras, such as an essential training guarantee, but you need to get under the skin of your clients to think about what they'll really love. 

In the salon, maybe it's a glass of champagne on arrival or a complimentary treatment at each appointment for your most loyal clients? To make sure they keep you in mind when they're out and about, you can also follow our example with discounts and benefits with other brands they'll love - maybe a boutique fashion retailer, a restaurant or cafe? 

Not only will your existing clients be coming back for more of this special treatment but news of these exciting treats will spread and you'll be welcoming new clients to your salon too.

It's really important to get staff involved in the programme. We're keen to help Great Lengths Inner Circle salons drive revenue by offering rewards to stylists for selling more products more regularly. Reminding staff of initiatives such as these at every opportunity and incorporating them into the plans for your programme will help get the very best from your VIP community.