Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/688035
106 | NAILS MAGAZINE | JULY 2016 } BUSINESS TRY THESE DISCOUNTING IDEAS: From Steve Gomez: > Here's a specifc example of a four-to six-week marketing promotion where a discount can be used in a way that increases sales and loyalty: Roll the Dice and Win. When a client rebooks her next appointment she gets a chance to roll two dice and receive anywhere from two to 12% of of her retail purchase on that visit. This promotion builds client loyalty by having clients rebook and use retail while having fun and ofering a minimal discount in dollar and cents. From Jill Wilson: > Buy three, get one free pedicure or manicure and pedicure packages: The client pays for three pedicures or three manicures and three pedicures up front. By pre-paying for their services they will receive a free service, which is also equal to a 25% discount. I know some of you are saying, "They get a free service?" Yes they do; the package price will be divided by four, (the number of pedicures they will receive) you will be paid for each service. Example: Buy three pedicures at $45, get one free. The package cost is $135. I will get paid $33.75 for each pedicure. Here is what I have learned about my clients who purchase this discounted package: Because my client has prepaid, I have guaranteed my paycheck. She will return and I have secured three more visits with this client. I have found clients who purchase the package come in more frequently and use up their services quickly. These clients purchase more add-ons and retail products when they use their package. I think this has something to do with their psyche. They feel that the services is 'free' because they already paid for it, thus they are more apt to spend money on an add-on service or retail items. They also tell everyone about the package. "My nail tech Jill ofers buy three, get one free pedicures." We all need referrals and fresh faces! From Kristi Valenzuela: > One of the main keys to a higher average service ticket is upgrading the service the salon client asked for by upselling an additional service. Many salons have an extensive list of additional services that clients would enjoy, unfortunately, rarely are these options ofered! Create a specialty menu with your wonderful options. This menu should be accessible on your website, included in your printed salon menu, or ofered as a specialty menu for the salon client to look at when she comes in for her service. When specialty menus are printed nicely with your salon brand, interesting service titles, and intriguing descriptions, your salon clients will be impressed, and many will say yes! Have fun with creative titles and themes for your services. Many salons have been extremely successful by creating specialty pedicures and manicures according to the season. Use scented lotions and scrubs to customize your themed service. > Create service bundles to generate a higher service ticket average. Price the bundle price slightly lower than if purchased separately. Here are a couple of examples: A Retreat for your Feet — Enjoy a pedicure/mask or parafn treatment/polish to take home. Heavenly Healthy Hands — Enjoy a manicure/ hand and arm scrub with lotion massage /cuticle oil to take home. > For more retail sales: Create a trio of products that would be a nice maintenance package for a client to take home and keep her hands and/or feet in great shape in between her salon visits. Here are a couple of retail bundle ideas: Sweet Sandal-Ready Feet! Heel Therapy lotion, Foot fle, polish of their choice. Give yourself a Hand! Lotion, cuticle oil or treatment, polish of their choice. > Client Contests: Clients love to have a chance to win. Here are some ideas: Buy any two nail products, enter a drawing to win a $50 Salon Gift Card. Try a new service today: Enter a drawing to win a $50 Salon Gift Card. Purchase any retail item, spin to win! (Every space on wheel is a winner.) >>> …REWARD LOYALTY It pays to reward loyal clients with VIP discounts, frequent buyer points, loyalty programs, and referral rewards, and these programs are gaining popularity since most salons are now computerized. Many software companies have a built-in program you can customize with the point/reward-based loyalty programs. Your salon client can earn points per purchase or action (for example, earn one point for each $1 spent on services or products). You can also set your system up to earn points for rebooking, referrals, and more. "Just like airline companies, gas stations, and other businesses, you need to make sure you set your point redemption at a rate that will excite your salon client, but not break your bank," cautions Valenzuela. A frequent buyer club is a great way to reward your salon clients for purchasing services or products (or both) from your salon. You determine the reward, and what it takes to achieve the reward. "If you don't have the ability to track this in a computer, you can gain the same efect by utilizing a nicely branded punch card," Valenzuela suggests. "The size of a business card works nicely, as it's easy to carry and keep in a wallet or purse. Example: Earn one punch for each product purchased. After 10 punches, earn one product FREE – up to a $15 value." VIP discounts also reward loyal clients and keep them coming back. It's up to you to determine what constitutes a VIP — it could be a salon client who has spent $1,000 or more in your salon; a client who has made eight visits or more, etc. Once the salon client has earned VIP status, she can qualify for VIP rewards or discounts, such as a complimentary hand parafn dip with every manicure/pedicure combination, or 10% of all retail items. Valenzuela says the most popular program working right now is either the 20/20 Referral Reward Program, or the 10/10 Referral Reward Program. With the 20/20 program, the referring client receives $20 salon credit toward any $75 service (or more). The client being referred receives $20 of a $75 service (or more). With the 10/10 program, the referring client receives $10 salon credit toward any $45 service (or more), and the client being referred receives $10 of a $45 service (or more).