If you’re interested in starting a membership program for your salon or spa business, read on to learn how to do so successfully.
A membership program for beauty salons and spas is a strategic way to increase the bottom line through increases retention and recurring income.
The more actively engaged clients are with your salon, the less you have to focus on converting new customers.
What Is a Salon Membership Program?
A salon membership may be annual or monthly and usually provides members with discounts for various types of treatments and/or amenities. Members might also receive special offers, discounts, prizes, and perks not offered to nonmembers.
4 Benefits of Salon Membership Programs
Retain your clients. It’s much easier to retain a customer than to find a new one. These efforts are supported by a salon membership program. Satisfied loyal clients also lead to more referrals.
Reliable and consistent revenue flow. A membership program for spas or salons could be an excellent way to help combat unreliable cash flows.
Customers pay upfront when they join a membership program. This guarantees you a fixed source of income that doesn’t fluctuate, either between seasons or at different times of the month or week. This is important for an appointment-based business like a salon.
Increase revenue through upselling. A membership makes a customer likely to spend more time at the salon. This creates more opportunities for your staff to give individual recommendations for additional services and products.
This also helps build loyalty to your salon through your team’s knowledge and understanding of your customers. This leads to a more satisfied client and higher revenues.
Increase salon bookings. Salons without gaps in the schedule are a dream come true. Why? It means that your staff is being utilized to their full potential.
A membership program can help with this. Consider giving perks to members who book appointments at off-peak times. This decreases the idle time for staffers and boosts your average number of bookings.
The 3 Main Types of Salon Membership Models
1. Client Loyalty Membership System
This membership type usually means customers pay a monthly or annual fee for various services and/or products and then get a discount on all or some of the services and products at the salon.
A good example can be seen below from Elk & Doe Inc in Toronto on their online booking site on the Fresha marketplace. Note how well all the relevant information is presented:
Here is another well-written and designed membership pricing page from Gene Juarez Salons & Spas:
This type of membership is excellent for salon owners because the upfront payment helps with cash flow, and it incentivizes client loyalty during the membership period.
2. Packaged Services With Discount Membership
A packaged membership service is a type of service that gives members a set amount of services for a monthly or yearly fee, depending on the membership.
For example, you could give your customers one haircut, two blowouts, and one free bang trim per month for a year for a fixed price.
This type tells your customers that they will get a lot of bang for their buck and creates loyalty.
Packaged services usually have your customer coming in more often to take advantage of all the included services.
Let’s take a look at an example from Belle Vous Spa & Salon in London who also uses Fresha as the platform to promote their offer:
A package membership offers its members a predetermined set of services. Combining different service types into one bundle makes them easier for clients to choose from.
3. Unlimited Monthly or Yearly Membership Model
This membership charges a client a flat monthly or yearly fee for a specific unlimited service.
For example, you could give your customers unlimited haircuts, blowouts, and bang trims for a year for a fixed price.
This model gives your staff frequent opportunities to foster relationships with your most loyal clients and advise them on what upsells or add-ons best suit them.
Unlimited memberships are also easiest to administer since it doesn’t require you to track how many services have been used.
Let’s take a look at an example from Society Salons in LA:
Automate Your Salon Membership Program with a POS System
Creating and maintaining a membership program can be challenging, and that’s why I recommend using a Salon POS (Point of Sale) system to automate most of the tasks.
Memberships are not supported by all systems though. As you could see in the above examples, Fresha is a popular, subscription-free, POS system that is well suited for running memberships programs. See also my full Fresha review.
Easily Create Salon Membership Plans with Recurring Payments
Recurring payments are a great way to get your customers signed up for a membership or subscription plan that charges them a fixed fee at regular intervals.
In the memberships plans description section, make sure to let your clients know precisely what they’ll be getting and how much they’ll save by investing in a long-term plan.
Create Bundles of Your Salon Services
Think about bundling your services. If you run a salon, you might want to consider selling a membership to bundle your services – a great idea to sell more to your regulars and attract new customers.
Fresha allows you to bundle your services into a membership that your clients can pay for in advance and redeem later or automatically renew on the plan’s renewal date.
Upsell Your Salon Memberships and Services at Checkout
One of the best ways to stay on top of business is through online sales. By providing clients with a direct link to your available membership plans from your website and social pages, they can purchase and book their next appointment with you in just a few simple steps.
Or, you can sell them through the Fresha marketplace or via an online booking link on your website and social media.
Promote Your Salon Membership Plans
Here’s how: you create the plan and then send it to clients. There are built-in marketing tools like email and texts which can reach your clients. Simply create a link, choose a template, tell them what is included, the price (and how much they could save), and send.
Conclusion – Membership Programs can Increase Customer Loyalty (Resulting in More Repeat Business)
Salon and spa owners should consider offering loyalty and membership programs to their customers.
These programs are a good investment because they can contribute significantly to revenue and help build stronger relationships with their customers.
Loyalty members are likely to spend twice as much as nonmembers, meaning that beauty salon owners stand to get a good return on monthly memberships.