Our Salon 200 Entry

Salon 200 Retention and Referral Category

"The surest way to higher salon and spa profits is by building client loyalty to the brand and recruiting clients as brand ambassadors, encouraging them to bring in their friends. We invited applicants to describe all their loyalty and referral programs as they would to a new client, including hot they would encourage that client to prebook her next appointment. Extra credit was awarded to salons and spas that offered data that demonstrated the value of these programs to the salon’s future business." Salon Today Magazine"



Here is the question we were required to answer as a contestant in the Retention and Referral category.

QUESTION: 
I'm a new, walk-in client who just experienced her first service in your salon/spa. Educate me on all the client programs your business has available. (Even if you wouldn't reveal all this to client on her first visit.) Explain to me how your loyalty program rewards my positive behavior. Tell me what happens if I refer my family and friends to the salon. Explain how your staff is encouraged to pre-book my next appointment. Then tell me about the overall impact these programs have on your business.

We have written a script, which represents the closing of a sale by our guest services team. We refer to our guest as “Grace Guest” and our guest service representative as "Rosie Receptionist".

Rosie Receptionist:
Hello Grace, how was your service and experience at Salon Central today? I hope we exceeded your expectations.

Grace Guest:
My service was wonderful thank you.  I am very pleased and I feel like a million bucks!

Rosie Receptionist:
I’m so happy hear that. Just to let you know… your stylist recommends that your next color touch-up and haircut should be in 5 weeks. We would love to reserve a time for you that is convenient for your schedule. If we make that reservation today, we can insure that!  We know your time is valuable and we want to accommodate your needs.
We also have an on-line concierge service that will enable you to communicate with the salon via email.  If you make your next reservation today, you will receive an email reminder one week before your reservation. Then you will receive another email two days before, with an option to confirm your reservation online. This way if your schedule should change, you have plenty of time to find another convenient time to come in.  We will also occasionally send emails with special offers, information about product launches and special events.

Grace Guest:
I would love to schedule my next reservation in 5 weeks. I get off early on Thursdays and the 3:00 time frame works great for me. Let's schedule it now! I will put it in my calendar!

Rosie Receptionist:
Great! Also, all of our new guests receive a gift bag, which we call our "New Client Kit". Inside are valuable vouchers for return visits to our salon. For example; a complimentary deep conditioning treatment, discounts on retail products and future color services. There is also a special offer with our esthetician for your first facial and waxing, as well as product samples. If you would like, you may use your retail voucher today. FYI... this bag has about $100 of savings inside!

Grace Guest:
I will absolutely use my voucher for retail products today, $10 off 2 products is so generous. Thank you so much for the gift, I love presents!

Rosie Receptionist:
In case you didn't know Grace, if you "like" us on Facebook today, and use your mobile app to check in at our salon, you can choose from our basket of travel size products every time you visit us! We also frequently post special offers for our Facebook fans, therefore we urge you to follow us! We are also found on Twitter, Pinterest and Tumblr and you can check out our Salon Central Blogspot.

Grace Guest:
Wow that’s awesome! If you show me how to check in on Facebook I will definitely do it every time I'm at the salon. I love these travel sizes they are so convenient.

Rosie Receptionist:
We are so happy that you enjoyed your experience with us today and we encourage you to recommend your friends, co-workers and family members to visit us for their beauty needs. We have a Referral Program, where in fact, for every new guest you send us, we will in turn offer you a free haircut. Here is a card with your name, and your stylists name on it, so when someone asks you... where do you get your hair done, you can just hand them this referral card!

Grace Guest:
That is so easy. In fact there are a lot of women in my office looking for a new salon close by.  I will be getting a lot of free haircuts!

Rosie Receptionist:
We also have a Salon Central loyalty program.  You will accumulate points on every visit to the salon starting today. Points are based on your service and retail purchases. You will receive 1 point for every $50 spent in the salon. Once you reach 100 points you will receive a $20 gift card to use in our salon however you like!

Grace Guest:
If I understand correctly, you are tracking my purchases and giving me points on every visit, and when I have 20 points I will receive a gift card for $20, to use on anything in the salon? Wow, that's amazing!

Rosie Receptionist:
Grace, it was a great pleasure meeting you and having you as a guest in our salon today. Thank you so much for giving Salon Central a try. Your hair looks beautiful. We look forward to seeing you on your next visit. Until then, take care!

Over all impact:
If you look at our numbers, it is apparent that the systems we've put into place have created excellent guest loyalty and helped in our overall retention rate. We remain consistent with the implementation of these systems on a daily basis and by holding regular team meetings. Retail sales, guest retention and pre-booking are a major theme at these meetings. Our guests clearly understand and utilize our systems, as they are well defined and efficient. This is a key factor in the success of our client retention.  Exceeding our guest’s expectations is a collective goal.