October is here and depending on where you live in the country the leaves are starting to change, and there is a crispness to the air. Not here in Hawaii, but Starbucks does have the Pumpkin Spiced Latte! :)
Many of you are likely beginning to offer fall-themed treatments like a pumpkin enzyme peel or something along those lines, and while some may argue that pumpkin-everything comes too early, there's one seasonal promotion you should absolutely get a head start on.
So, let me ask, are you getting ready for gift card sales?
If gift cards aren't on your mind, listen up.
Gift card sales can provide a huge cash flow boost over the holidays. In fact, according to the National Retail Federation, a gift card has been the most requested gift in America for the past eight years!
I get it. A gift card is still more personal than giving a check or cash, but the recipient can pick out something for themselves that they truly like or need. It’s a win-win.
So, if gift cards are sounding more appealing as a way to ramp up your end-of-year sales, check out my three tips for gift card success in a spa environment.
They need to be tangible.
During the holiday season there is a tradition of wrapping and exchanging gifts. In my experience, people are looking to buy something they can physically put under the tree, so a digital gift card doesn’t always do the trick. Want extra credit? Provide an excellent bag and tissue paper you can put the gift card in so there is one less step for the purchaser to do. Convenience is key, and your customers will appreciate that extra touch.
Not sure where to begin with gift cards? Try a simple Google search for “plastic gift cards” and you’ll find several companies that will customize them with your logo and everything for a reasonable price. If you can’t find what you’re looking for there, you can always design them on a site like Canva and have them printed at a local printing or office supply store near you.
Your clients need to know that you sell them.
This tip may seem super obvious, but the advertiser's "Rule of Seven" states that a consumer needs to have contact with an ad or what they are going to purchase seven times before they move forward with the purchase. That means that you should have signage up in your spa, announce it on your website, create an email campaign, ask each client before they check out if they needed any gift cards, and call your clients who have not been in for a while.
You’ve got to be consistent with it starting now, especially since most regular clients only come in monthly. If you crunch the numbers, you'll see that you have 2-3 more visits before Christmas or Hanukkah, which means now's the time to take action if you want successful gift card sales this holiday season.
You need a clear way to track them.
The booking software you use should be able to generate a report of gift card sales and redemptions. I can’t stress how important it is to keep track of this. Not only does this keep things running smoothly when your clients come in to redeem the card, but it's also a powerful marketing tool to use in the future.
Something we used to do frequently at a medspa I was working at was call up our client list who had a remaining balance on a gift card. We would let them know about the current special and let them know what they would actually be paying if they used their gift card. For example, if a hydrafacial is regularly $200 and is on special for $175 and your client has a $100 gift card their treatment would only be $75. You’re getting them back in the door, and they feel like they are getting a smoking deal.
So, my challenge to you is to get going on those gift card sales. Also, who doesn’t need a little cash flow boost over the holidays?
Have some gift card success tips of your own? Let me know in the comments section of this post.