Loyalty Programs: Turn Clients Into Regulars
The best marketing is keeping the clients you already have. A smart loyalty program makes staying worth their while.
Why Loyalty Programs Work
Acquiring a new client costs 5-7x more than retaining an existing one. Loyalty programs create a reason to return — beyond just liking your work.
Loyalty Program Impact
A loyalty program isn't just about discounts — it's about making clients feel valued and giving them a reason to choose you over alternatives.
Types of Salon Loyalty Programs
Points-Based System
Earn points on every dollar spent. Redeem for services or products.
Pros: Flexible, encourages higher spending, easy to track
Cons: Requires software, points can feel abstract
Visit-Based (Punch Card)
Every X visits earns a reward. Simple and familiar.
Pros: Easy to understand, no tech needed
Cons: Cards get lost, doesn't encourage upselling
Tiered Membership
Different levels (Silver, Gold, Platinum) with increasing perks.
Pros: Creates aspiration, rewards best clients
Cons: More complex to manage
Subscription/Membership
Monthly fee for unlimited or discounted services.
Pros: Predictable revenue, high retention
Cons: Only works for high-frequency services
Designing Your Loyalty Program
The Perfect Loyalty Program Formula
- 1Easy to join — No forms, fees, or friction. Sign up at checkout in 30 seconds.
- 2Quick first reward — Get something within 2-3 visits. Momentum matters.
- 3Valuable rewards — Rewards should feel worth it, not token discounts.
- 4Multiple earning options — Points for visits, referrals, reviews, retail purchases.
- 5Progress visibility — Show clients how close they are to next reward.
Loyalty Reward Ideas
Service Rewards
- • Free add-on treatment
- • Complimentary blowout
- • Free deep conditioning
- • Upgrade to premium products
- • Free bang trim
Dollar-Off Rewards
- • $10-25 off next service
- • % off specific services
- • Birthday discount
- • Anniversary special
- • Retail discount
Experience Rewards
- • Priority booking access
- • Early access to new services
- • Exclusive member events
- • Complimentary beverage
- • Free parking validation
Sample Points Structure
Earning Points
- • 1 point per $1 spent on services
- • 2 points per $1 spent on retail
- • 50 points for referral booking
- • 25 points for Google review
- • 100 points on birthday
- • 2x points on slow days
Redeeming Points
- • 100 points = $10 off service
- • 200 points = Free deep conditioning
- • 350 points = Free blowout
- • 500 points = $50 off any service
- • 750 points = Free haircut
- • 1000 points = Free color service
Promoting Your Loyalty Program
Loyalty Program Mistakes to Avoid
If it takes a year to earn something, people give up. Achievable milestones keep engagement high.
"5% off" isn't exciting. Rewards should feel meaningful — free services beat small discounts.
If clients can't explain how it works, they won't engage. Keep rules simple.
If clients don't know their points balance, the program doesn't motivate behavior.
Points expiring in 90 days frustrates clients. 12 months is more reasonable.
Measuring Loyalty Program Success
Key Metrics to Track
- Enrollment rate: % of clients who join
- Active rate: % of members earning/redeeming
- Visit frequency: Members vs. non-members
- Average spend: Members vs. non-members
- Retention rate: Members vs. non-members
Target Benchmarks
- Enrollment: 50%+ of regular clients
- Active rate: 70%+ making progress
- Visit lift: 25-35% more frequent
- Spend lift: 15-25% higher
- Retention lift: 20%+ improvement
Complete Guide
Salon Client Retention Guide
Complete guide to keeping clients coming back.
Related Topics
Frequently Asked Questions
Ready to Launch Your Loyalty Program?
Let Echo help you build and manage a loyalty program that works.