How to build a loyalty program that brings clients back more often
Design a simple loyalty program for a salon or spa: how clients earn points, what rewards to offer, and how to keep points visible.
Short answer: The loyalty programs that work are simple: clients earn points by spending, reach a reward within a few visits, see their points at every check-in, and get a text when they're close to a reward.
Core principles
- Easy to explain: a client can describe it in one sentence.
- Reachable rewards: if it takes ten visits, many give up.
- Visible points: on the check-in tablet, receipts or a phone membership card.
How clients earn
| Method | Example | Fits |
|---|---|---|
| By spend | 1 point per $1 | Shops with varied prices |
| By visit | 6th visit discounted | Shops with even prices |
| By tier | Top spenders get a higher tier with bigger perks | Shops with many long-time regulars |
What to reward
- A discount on the next ticket.
- A free add-on (nail art, a face mask).
- Priority booking during busy hours.
Add-on services usually cost the shop less than a cash discount while still feeling valuable to the client.
Bonus points that work
- Birthday points.
- Referral points.
- Double points on slow days to fill the calendar.
Measure it
Compare the time between visits for members and non-members. If members come back sooner, the program is working.
Kashela adds points automatically after every ticket, and clients see them at check-in and on their phone membership card. Read about check-in tablets.
Frequently asked questions
Should points be based on spending or visits?
Spending is fairer when service prices vary. Visits are simpler when prices are fairly even.
How big should rewards be?
Many shops aim for a few percent of client spend. What matters most is that clients reach a reward within a few visits.
Should points expire?
They can, to encourage return visits, but remind clients before points expire.