Membership programs are a growing trend in the spa world. Often customers pay a fee to join and in turn receive benefits that non-members do not. The scope and benefits of membership programs vary widely, and, unfortunately for many spa owners, so do the results. Here, SpaFinder offers some guidance on the Do’s & Don’ts for creating a membership program that works.
- Emphasize that your program is like an exclusive club and offers value to loyal customers.
- Communicate special membership promotions via emails or direct mail or with collateral.
- Encourage members to refer your spa and your membership program. Offer a reward to customers who do.
- Make it easy to join – online or in-store.
- Evaluate customer behavior – your program is a great tool for marketing analysis.
- Offer an immediate perk for joining, like a trial size spa product.
- Promote choice. For example, offer options such as an extra 10 minutes; $10 off your next spa visit; 15% off your gift certificate purchase; complimentary manicure or a treatment upgrade.
- Recognize that these are your most engaged customers and show your appreciation.
- Don’t be pushy about joining the program.
- Don’t take away the basics, only to offer them to members.
- Don’t over-charge for membership.
- Don’t be too sporadic with promotions to your members.
- Don’t require members to hold a membership card – make it easy for the customer.
- Don’t forget to ask a customer if they are in the program upon checkout and when they make an appointment.
- Don’t be unclear on the rules of your own program.
- Don’t be afraid to ask for feedback.