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loyalty

loyalty. Course Objectives. To give you an introduction to the core elements of using SALONGENIUS To establish in your minds The importance these elements have on your business Who should be responsible The benefits of using them To give you the skills to utilise these key elements.

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loyalty

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  1. loyalty

  2. Course Objectives • To give you an introduction to the core elements of using SALONGENIUS • To establish in your minds • The importance these elements have on your business • Who should be responsible • The benefits of using them • To give you the skills to utilise these key elements

  3. Schedule • Data Quality • Customer Loyalty

  4. data quality

  5. Marketable Status

  6. The more you collect the better • Client Record Card Occupation - Do you know their work number? Birthday Age Group Gender Client Source – Reward a Friend?

  7. Driving Data Quality • Contact Details & Permission fields New Client information – get as much as you need initially - don’t forget the permissions Existing Client information - revisit, check and improve - don’t forget the permissions You may not get this all in one go • Focus on effective data collection Diary driven – Client Data Quality Branded Data collection form

  8. Technical Notes Quality • Client Record - F2 Service • Technical services • Pending Blue , Completed Red • Memo, Update or Repeat Previous • DO NOT USE CLIENT MEMO • Assist using Operator Job Lists & Technical Histories report • Police using F7-2 Pending History reports

  9. Data Quality • Service & Retail Histories You don’t need to do this – SALONGENIUS does it for you Supermarkets growth over the last 10 years has been due to their exploitation of their client spend data YOU HAVE THE SAME POWER – USE IT CORRECTLY

  10. Sales Data Quality Client sale Information • Correct Bookings & Sales • Accurate refunds • Accurate redos • Commitment to Teamwork • Good salon communication • Drive rebooking

  11. Getting Sales Correct • Client books for a FHH but it changes to HHH in chair • Who tells Reception & how early?

  12. SALONGENIUS Data Other SALONGENIUS Data Quality • Staff Records • Dept, Price & Time • Service Records • Tech, History, Prices & Times, Available To • Stock Records • Discounts • Correct Promotion tracking • System Settings • SALONGENIUS & Appointments

  13. Archiving and Purging Keeping your data current by looking at the BIG problem • Archiving Sales & Appointment Data • Purging old Clients & old Histories Focus on a data set worth keeping and improving

  14. Duplicate Clients Having reduce the BIG problem looking at Duplicate Clients • Duplication Reports • Client Merge Utility outside of SALONGENIUS • Merge Sales & History

  15. Data Quality Summary • Improved client contact • Option to drive the return rate • More options to market clients • Improved technical records • More complete records & better checked • More accurate sales records • Improved Sales & Performance analysis • System is easier to use • Simpler to use • Fewer mistakes Improved Data Quality will Increase performance

  16. loyalty

  17. Loyalty Scheme • Rewards Points scheme Discounts • Points Points per value of Service and/or Retail Introductory Points Double points on Mondays

  18. The Need • To improve customer loyalty to salon • Develop business through focus on three salon drivers – Client count, frequency of visit and spend. • Collect accurate data • Tie in Recommend a Friend

  19. Means • Points based loyalty scheme. • Points allocated against total bill of retail and service • Client can take points (money) off total bill to redeem • Reward clients based on “performance” • SG client record card holds the points balance • Recommend use with a leaflet and application form • Optional use of “salon” card

  20. Benefits • Improved Client Data Quality and Marketing • Client marketing permissions required as part of joining • Net benefit to business compared to discounting • By reducing the discounts given your business retains more disposable income • Motivate staff by relative rise in commission

  21. Discount vs. Loyalty Points

  22. What does that mean for Business? • Example • 1000 clients • 4 visits per year • Average bill £50 • 1000 x 4 x £50 = £200,000 takings • What is your average discount?

  23. Loyalty Performance benefits

  24. Typical Points Rewards Scheme • Keep it Simple • 1 point per £1 service & retail • 1 point worth 1 pence (1% basic scheme) • Joining bonus e.g. 150 points (£1.50) • No VAT on points Redemption • Minimum balance before permitting Redemption

  25. An example Rewards Scheme

  26. An example Rewards Scheme

  27. Scheme Advanced Capabilities • Day of Week multiplier • Recommend max 2 days / double points • Time of Day multiplier • Recommend max 2 times / double points • Birthday Bonus • Recommend 500 points auto awarded

  28. Extra Capabilities • Promotional Bonuses • Service/Retail item bonuses • High Flyers • Reward based on spend or visits • Period Bonuses • E.g. Double points in January • Gift Items • Can be redeemed for points • Don’t give away what you do!

  29. Offering Membership • To Existing client • To reward loyalty • To New Clients • To improve retention F6-3 Page 9 Clients by no of Visits

  30. Joining a Client • Client fills in Application • Select correct client/Add new client • Update correct details and permissions • F9 LOYALTY CARD • ADD & Select scheme • Enter unique membership number / Scan the card RC00000001

  31. Member clients • Booking records • Client Record Card • Client sales screen

  32. Awarding Points • Points awarded at client sale based on service & retail value • Bonuses applied at the timeof sale • Receipt shows • Opening Balance • Points Awarded • Including bonus (if applicable) • Closing Balance RC00000001

  33. Redeeming Points • LOYALTY CARD method ofpayment • Points redeemed by value • Receipt shows • Loyalty Card payment • Opening Balance • Points Awarded • Including bonus (if applicable) • Closing Balance RC00000001

  34. Reporting • Client Record Card • Client Transaction Statement (report) • Mini Statement (last 7 transactions receipt docket) • F7 CLIENTS • Clients Points • Loyalty Liability • F5 REPORTING • Loyalty Points • Loyalty Activity RC00000001

  35. recommend a friend

  36. Recommend a Friend • To reward existing clients who refer new clients • Existing client sale produces voucher(s) to give to friends • New Client redeems on 1st visit only - discounted • Existing client will be sent text message to inform once “friend” has visited and claim their reward • Existing client rewarded on next visit - discount • Rewards members also get 500 points reward (£5.00)

  37. Summary • Identified Key areas in SALONGENIUS • Data Quality • Customer Loyalty • The impact of using these areas and problems • Good use • Poor use

  38. Action Plans • Plan for next few months • Objectives & Targets • Responsibilities • Support Needed • Restrictions • Benefits

  39. loyalty completed thank you

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