The Benefits of Implementing a Client Loyalty Scheme
The Benefits of Implementing a Client Loyalty Scheme
15 Apr, 2021
In today’s highly competitive beauty industry, building long-term relationships with clients is the foundation of a thriving business. One of the most effective strategies for increasing client retention, boosting revenue, and differentiating your salon is through the implementation of a well-structured client loyalty scheme.
Loyalty schemes are not just about giving something away — they are about building a strong, emotional connection with your clients and encouraging repeat business. When done correctly, they serve both the needs of the client and the goals of your business.
Why Loyalty Schemes Matter
A loyalty scheme rewards clients who attend your salon frequently. These schemes can offer additional complimentary services, rewards, points for retail products, exclusive coupons, or early access to new product launches. When designed properly, these incentives encourage clients to choose your salon repeatedly over competitors.
The long-term impact is powerful: clients who feel valued stay loyal. According to a Vision Critical survey, 42% of consumers would stop shopping with a brand after just two bad experiences — yet clients with a positive emotional connection are more likely to return and spend more over time.
To explore how to build stronger emotional loyalty, Liz McKeon dives deeper into this topic in her online courses for The Successful Salon Formula
Get to Know Your Client
Before designing a loyalty programme, take the time to understand your audience. What do they value? What motivates their choices? The better you understand them, the more effective your loyalty strategy will be.
It’s important to remember that retaining a client is five times less expensive than attracting a new one. Investing in retention not only improves profitability, but also reduces overall marketing expenses.
For a practical, step-by-step plan to identifying your ideal client and building systems around them, turn to Liz’s guidebook:
30 Days to Beauty Business Success – Here I am Introducing My Book
Loyalty Scheme Structures
There are many ways to structure a loyalty scheme. Here are two proven models:
1. Points-Based System
Clients earn points for each visit, purchase, or service upgrade, which can later be redeemed for rewards. This model is highly adaptable and easy to implement. Keep the points-to-reward conversion simple and transparent to maintain engagement.
2. VIP Membership Scheme
Charge an upfront fee in exchange for exclusive benefits such as discounted high-end services, priority bookings, or free consultations. This works particularly well for salons offering advanced treatments or specialist services.
Learn how to build and implement loyalty systems in Liz’s
Salon Business Success Online Course – Click here to access The Successful Salon Formula
Emotional Value and Brand Trust
Clients want to feel appreciated and understood. A Helloworld survey found that 61% of consumers consider surprise offers or gifts the most meaningful brand interaction. In addition, 79% of consumers will not buy from a company that fails to show they care.
A loyalty scheme should be personalised. Use data collected during signup (such as birthdays, service preferences, or product interests) to tailor offers. This creates a stronger emotional bond and drives up repeat visits.
Top 10 Benefits of Client Loyalty Schemes
Increase revenue – Loyal clients already trust you, so they’re more likely to spend more.
Save money – Retaining clients costs less than acquiring new ones.
Gather valuable data – Use this to personalise experiences and target marketing.
Make clients feel appreciated – Tailored rewards enhance emotional connection.
Boost retail sales – Suggest products based on client preferences.
Improve communication – Loyalty programmes give you a direct, welcomed channel.
Self-sustaining system – A good programme runs smoothly with minimal input.
Attract new clients – Offering rewards on sign-up expands your client base.
Referral marketing – Loyal clients often refer friends, growing your reach organically.
Reinforce client trust – Clients who feel rewarded stay loyal longer.
Final Thoughts
A powerful loyalty scheme does more than give discounts — it creates a community of loyal clients who feel invested in your brand. It strengthens your reputation and increases profitability. But the most effective schemes are those backed by solid business strategies and expert insights.
To dive deeper into these strategies, we recommend:
30 Days to Beauty Business Success – Introducing My Book
Salon Business Success Online Course – The Successful Salon Formula
Wishing you continued success,
The Liz McKeon Team
