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Step Three – Reconnect
Win back lapsed clients
By Colin Shove
Why hello there! You’ve made it to part three of our three step guide to Relationship-based Salon Marketing, in other words, the best, most comprehensive process for gaining, retaining and wooing back clients.
A little refresher… the three steps are as follows:
This week’s focus is step no. 3: reconnect the final step in our foolproof method for boosting client volume, frequency and lifetime value.
It’s never too late
So, let’s dive in.
It’s never too late
For those of us who live and breathe our salons, we know that inevitably, many clients simply do not return.
When all your and your team members’ efforts are spent delivering a high-quality product to clients that do show, there is often a sense of, frankly, apathy (“lost cause, oh well”) about the situation. In other words, few moves are taken toward bringing a lapsed client back into the fold.
But this doesn’t have to be the end of the story.
What if we told you there was a simple way to reignite the flame and bring those once-loyal clients back into the mix.
Discover more about how Salon App can help you send high performing marketing campaigns
This is where Salon App’s stage 3, reconnect comes in. The salon app has built in capabilities for delivering the perfect incentive at exactly the right time to target clients who are due a re-visit.
What’s the success rate of this method? We hear you ask…
That’s right, almost half of the client’s you’ve been losing could be lured straight back to your chair just by sending an automated message that you don’t even have to think about.
The Salon App will reach out to your ‘long-lost’ clients and send them a personalised message, crafted in just the right tone to convey that perfect amount of ‘we miss you’ without sounding like you’re desperate for their custom. It’s all about hitting the right balance of sales strategy and genuine personality.
At this point, it probably sounds too good to be true. So let’s break it down for you…
Salon App provides SMS and email marketing at key intervals, or Touchpoints. Using your client data, Salon App runs the campaigns you need to turbocharge your rebooking rate and improve your customer loyalty, automatically, without needing to absorb any of you or your team’s time.
So why aren’t salon owners or their teams currently re-engaging with past or lapsed clients?
We understand that one of the main concerns of salon teams is that they don’t want to appear needy, or potentially scare off potential clients – but hold on a second, isn’t the reason you’re getting in touch with them in the first place because you have accepted they have stopped coming?
So what do you have to lose? You might as well allow Salon App to send out a reconnect campaign.
Getting back in touch with lapsed clients might at first not be popular with your team because of the notion that bribing a client back with discounts can impact their profit margin. Why bother?
Salon App solves this problem by first ensuring a lapsed client is definitely well overdue, preventing any false lapses (i.e. where a client’s average appointment is every 6 months, but the salon team thinks they are lapsed after just 5 months).
The Salon App does this by automatically measuring the distance between all previous bookings, and then calculating their average. The algorithm removes any irregularities (such as an appointment a day after their last appointment, perhaps for a consultation) and then Salon App defines them as being overdue after 50% of their usual average.
Then, when a client is 50% overdue, the app sends a message with a moderate incentive such as a particular piece of merchandise.
When a client is 100% overdue, Salon app becomes a bit more generous with the incentives. So, ultimately, Salon App is constantly reevaluating how overdue a client is, and sending out appropriate messaging and incentives to ensure a strong reconnect.
So there you have it. If you’d like to book a demo and see how Salon App could help you reconnect with your clients, fill out the form below.
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