Salon Ingá in Tampa, Florida, launched a VIP Membership program at the beginning of 2014 to offer exclusive rewards to dedicated clients.
Special offers are available to VIP members each month as an incentive for VIP clients to try out services that they perhaps wouldn't usually consider trying out. The membership is $50 annually and includes six services clients can utilize any time during the year, including:
-Brow shaping or lash tint
-Express facial treatment (Lamina Lift Mask)
-Shampoo and style
-Eye contour treatment
Additionally, VIP members receive an ongoing 10 percent off Health Bar treatments (conditioning treatments), 10 percent off retail, 15 percent off cosmetics and exclusive VIP-only event invites.
We spoke with Tanja Handing, salon coordinator for Salon Ingá, about how the new program is affecting and growing her business. She says that 30 memberships have sold as of mid-February, and they anticipate continuing the program indefinitely.
Salon Ingá's VIP card and the Repêchage Lamina Lift Mask Treatment, which will be featured in a VIP campaign during the month of March. Handing foresees the program helping out her salon's business and clientele in several ways. "We think it will definitely boost some of our add-on services (i.e. facial waxing, lash tinting, conditioning treatments, Repêchage Facial Bar services) and give guests the confidence to try something the might not have otherwise tried," Handing says. "Of course we all want to be successful in our industry, but making sure clients continue to feel special remains our number-one priority; that's what really matters to us."
Before Salon Ingá launched its VIP program, it hosted a VIP Holiday Thank You event at the end of 2013 and invited 35 of its top-paying guests. Champagne and appetizers were served while guests and stylists mingled, and then there was a 20-minute focus session to discuss some of clients' ideas for 2014.
The salon employees pitched the idea of the VIP service, which the clients were all enthusiastic about, according to Handing. As a thank-you for their business, the one year of the VIP membership was given to the guests for free. It served as a way to show them they were appreciated as well as a method to get the always-sought-after word-of-mouth advertisement that fuels salons everywhere.
For salons considering a similar program, Handing offers some advice.
"Think about why you are really offering it," Handing says, citing that their motivation comes from giving back to their guests as a thank-you. "We also think it's a great program to help build your younger team members. It really helps them get comfortable and gain confidence in offering special add-on treats. They see what it does to make their guests' experiences all that more special and also see what it can do to boost their service/retail sales."
But for Handing and Salon Ingá, the main goal remains the same: Catering to those who keep the salon alive. "Everyone likes to be a part of something special," Handing says. "Your guests aren't any different."