Do you currently provide a Loyalty or Rewards Card? Whether it be a physical card or on your salons phone app: 𝗰𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝘁𝗵𝗲 𝘃𝗶𝗱𝗲𝗼 𝘁𝗼 𝗹𝗲𝗮𝗿𝗻 𝗮𝗯𝗼𝘂𝘁 𝗼𝗻𝗲 𝘀𝗺𝗮𝗹𝗹 𝘁𝗵𝗶𝗻𝗴 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗮𝗱𝗱 𝘁𝗼 𝘆𝗼𝘂𝗿 𝗰𝘂𝗿𝗿𝗲𝗻𝘁 𝗰𝗮𝗿𝗱 𝘁𝗵𝗮𝘁 𝘄𝗶𝗹𝗹 𝗮𝗹𝗺𝗼𝘀𝘁 𝗰𝗲𝗿𝘁𝗮𝗶𝗻𝗹𝘆 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 𝘆𝗼𝘂𝗿 𝗿𝗲-𝗯𝗼𝗼𝗸𝗶𝗻𝗴 𝗽𝗲𝗿𝗰𝗲𝗻𝘁𝗮𝗴𝗲.
But by giving each first-time visitor extra free stamps/points, we are using a very powerful psychological tool called “Artificial Advancement”, otherwise known as The Endowed Progress Effect.
Just how effective can this little change be? In the video I tell the story found in the book "Hooked" by Nir Eyal of testing 2 separate reward cards at a car wash.
Group B's rewards card used Artificial Advancement and had an 82% higher completion rate. That’s almost twice as many people completed.
Now I realise Hair and Beauty is vastly different to Car Cleaning. But the principle is universal: 𝗼𝗻𝗰𝗲 𝗶𝗻𝘃𝗲𝘀𝘁𝗲𝗱, 𝘄𝗲 𝗵𝘂𝗺𝗮𝗻𝘀 𝗯𝗲𝗰𝗼𝗺𝗲 𝗺𝗼𝗿𝗲 𝗺𝗼𝘁𝗶𝘃𝗮𝘁𝗲𝗱 𝗮𝘀 𝘄𝗲 𝗺𝗼𝘃𝗲 𝗰𝗹𝗼𝘀𝗲𝗿 𝘁𝗼 𝗰𝗼𝗺𝗽𝗹𝗲𝘁𝗶𝗻𝗴 𝗮 𝗴𝗼𝗮𝗹.
People don’t like quitting something that they’re already heavily invested in.
Thus the simple pull-factor of giving your new client 3 - 5 stamps/extra points on their first appointment.
Try and get them close to halfway through the card after just their first visit. Not only will they feel special, many can’t help but heavily invested in the scheme…..
….and that can be the difference between a first-time visitor coming back or not.
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