How can I reward loyal customers without increasing my costs too much?

Building and retaining a loyal client base has to be your priority as a salon or spa owner or manager. Letting your clients know that you appreciate and value their custom is a big part of this.

I always think it is nicer to take a more personal approach when offering a reward to your clients. This will make them feel special and, in turn, build trust. Offering a small discount off their regular treatment to be taken around the time of their birthday, or a thank you note with a discount voucher if they have referred a new client to you, shows the client that you pay attention to them and not just the money they bring in.

I don’t think you ever need to advertise the fact you do this for loyal clients, you want it to be a lovely and unexpected surprise. You can also use this approach to promote your product or treatment ranges. Again, think about the client as an individual and what they would appreciate or benefit from the most. For example, recommending a new treatment or product with a small discount is a good way to not only reward your loyal clients but introduce them to new things.

It’s not the size of the discount that matters, it’s the time you took to show that client you really do appreciate them, because without a loyal client base a business will not survive.

This article is taken from the November issue of Professional Beauty. As a subscriber, you can read many other expert advice plus industry news, product and treatment reviews and much more. Make sure you never miss an issue by subscribing here for just £37 for the print edition, or buy a digital subscription here, which gives you access to the full magazine online for just £4.99 a year.