When you get right down to it, the benefits of a customer loyalty programs add up to a win – win for your spa or massage therapy practice and your clients. Consider the following statistics from CapitalOne Shopping:[1]
· 77% of U.S. consumers are loyal to brands that offer a loyalty program or rewards.
· 81% of free loyalty program members buy from the brand more frequently, and 76% spend more.
· In 2024, 93% of loyalty program members earned or redeemed a reward over the past six months.
· 79% of loyalty program members say they are more likely to recommend brands with good loyalty programs.
Paid loyalty programs pay off
While many loyalty programs are free, today paid memberships are gaining in popularity among businesses to attract new customers and strengthen relationships with existing ones. Fee-based membership programs also provide an added revenue stream, which can be more dependable than sales. CapitalOne Shopping reports on paid loyalty programs: [2]
· 82% of members in a paid loyalty program purchase from the brand more frequently, a 1.23% higher rate than free program members.
· 78% of consumers spend more with the brand when they belong to a paid loyalty program, a 2.63% higher rate than free program members.
· After joining a paid loyalty program, 61% of members talk about the brand more often, and 51% engage with the brand outside of purchasing.
Learn more about clients
Another benefit of loyalty programs is the data you gather on clients. Every booking, retail purchase, and treatment tells you about a client’s preferences, which may evolve over time, and what keeps them coming back. You can use the data in your client outreach to send personalized offers that match client preferences and needs.
Your spa or massage practice could benefit from a membership program by gaining new clients, booking more appointments, ensuring more re-bookings and boosting retail sales. Loyalty programs also provide a steady cash flow from membership fees, which makes managing cash flow, lining up supply and personnel needs, and planning marketing campaigns easier.
Also, among some clients the sense of exclusivity, not to mention the perks that come with paid loyalty programs, build a stronger sense of engagement. Such clients value the fact that they are part of a select group that receives special rewards for membership. As for the cost of rewards, charging clients a recurring membership can help to offset their cost and the cost of other benefits.
Instant gratification is another benefit of a loyalty program. Your program can provide instant points or discounts that easily can be redeemed.
Launching a membership marketing campaign
To get a loyalty program off the ground, take the following steps:
Do your homework: The first step in your membership marketing effort is to review the service and purchase history of your top clients to decide what to include in your membership program. Your program may include massage for relaxation because it is what most clients request. You may want certain skin treatments that are the most popular among your clientele. Then consider the types of benefits that would be associated with the services. Some clients may value a special discount on retail products; others may want skin treatment or foot massage included with a regularly scheduled massage.
Create membership packages: Based on reviewing client booking/buying patterns, you may want to create different memberships and price them accordingly. A loyalty program membership tier plan might include, for example, a low-end or basic tier with one reduction on a treatment per month; a mid-tier, which entitles the participant to multiple services and priority bookings, and a VIP membership with unlimited services and invitations to private events.
Added benefits of membership could include guest passes, a birthday gift of a retail item, and ongoing discounts on retail items and treatment upgrades.
Marketing: Market your membership program to your clients and prospects. Update your website with information about your new membership program. Create a special landing page where people can sign up. Include information about the program on all your social channels and include a link to your website for more information. If you have a blog, regularly include posts about the benefits of certain treatments and link them to your membership program page.
Use email marketing to let clients know about the program or send out direct mail. Also promote the program within your spa or massage practice with signage at the front desk, changing area, etc. Train staff to promote the program and be prepared to answer questions.
Keep in touch: Keeping in touch with clients and prospects about the program is a critical element of the membership marketing campaign. Schedule regular email messages or create a newsletter with up-to-date information about the program’s special services, discounts on retail offers and other marketing initiatives, such as a special contest. Also use outreach to keep members informed about industry news and trends.
Retain members: To keep members in your spa or massage practice loyalty program, regularly update them about point status and how to obtain more, new reward announcements and exclusive treatments and products. Also surprise your members with special, unexpected perks such as a complimentary add-on treatment.
Also to enhance your loyalty program and make it even more valuable, partner with other businesses where your offerings are complimentary, such as a health club, sporting goods store or health food store where your members can get discounts on products or services.
Membership loyalty program ae about making clients feel valued. When clients feel that you appreciate their business, they reward you by returning for years.