Issue link: https://www.ascpskindeepdigital.com/i/968907
www.ascpskincare.com 59 MEMBERSHIP LOYALTY AND REWARDS PROGRAMS A recent report from the Day Spa Association estimated that only 32 percent of the spa and wellness industry have an active membership or loyalty program in place.2 Both types of programs can have a significant impact on the health and wealth of your retail sales. In addition to retail product discounts, these programs can be crafted to encourage service, referral, and rebooking behavior to earn points that can be used toward retail purchases. Allan Share, president of the Spa Industry Association, says, "Loyalty and membership programs are a must. It's the simplest and easiest way to retain good clients and, just as importantly, make potential clients loyal followers of your facility." Retail sales are clearly tied to retention, and creating a loyalty program to drive additional retail sales in your facility is just good business. REPLENISHMENT PROGRAM If you wear contact lenses or take a prescription drug, you are probably familiar with email or text reminders that prompt you to reorder. Jennifer Thompson of Jane Iredale feels you can create a similar replenishment program in your business to drive repeat retail sales. Being proactive while providing a service to your clients creates value. By offering a similar level of convenience as online retailers, you can capture that repeat sale. "Whether it's skin care or makeup, the client will appreciate a reminder before they run out of product," Thompson says. This approach positions you as someone who is personally connected to your clients' needs and who is also focused on their convenience. You can fulfill the order online or offer to have the product ready and waiting for them to pick up. Retail sales are clearly tied to retention, and creating a loyalty program to drive additional retail sales in your facility is just good business. REMEMBER: YOU ARE THE EXPERT No one knows your clients' skin better than you do. Position yourself as their personal skin care coach with customized recommendations and a collection of result-driven retail options, and you'll be on your way to retail—and professional—success. Notes 1. Ugam Solutions, "Ugam Report Uncovers Insights for Skincare Brands on Their Online Presence," February 22, 2017, accessed February 2018, www.ugamsolutions.com/ press-releases/ugam-uncovers-insights- for-skincare-brands-on-online-presence. 2. Day Spa Association, "2016 Spa and Wellness Sales Snapshot," 2016, accessed February 2018, www.dayspaassociation. com/membership/day-spa-association- membership-items/reports. 32% A recent report om the Day Spa Association estimated that only of the spa and wellness industry have an active membership or loyalty program in place.