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[princesseyelashes1989]

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[garnierlashes-blog]

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[wallezhang]

What is the purpose of the store's discounts activities and member cards?

This is Our Lash.

Almost every eyelashsalon o will hold activities every year and every month. What is the purpose of the activities?

Is to improve performance, add to the store, and attract new customers...

All this is true, but the ultimate goal of a store's activities should be to increase customer engagement.

01 Purpose of store activities

How should we set up the activities discount of the store?

In addition to experience and reference, we directly use the primary thinking to think. The ultimate goal of store activities should be as follows:

First, let more people willing to come to our shop consumption;

Second, let more people willing to come to our store for second consumption;

Third, let more people always willing to come to our store consumption.

The ultimate purpose of all kinds of store activities we do is to increase customer stickiness and keep customers coming to the store for consumption.

Is the only way to increase customer stickiness is to give up the cards, or constantly give up the profits of the store, or constantly give customers discounts to the blood-vomiting credit cards? This is no doubt drinking poison quench thirst.

So what is the new way out?

02 Consumption incentive binding method

Consumption incentive binding method is king, for example Costco, the American retail giant.

Costco still keeps increasing profits year after year despite the recession of retail industry, which has a lot to do with its membership system.

He has two membership cards: the $55 Gold Start, the most common card, which pays an annual fee once a year and buys at Costco for a year with membership rates.

The other is the $110 Executive Black Card, which comes with 2% cash back.

Costco will send you a check after you've used it for a year, and you can choose to get cash back, or you can choose to offset the value of your purchase.

If you spend more than $230 a month, he recommends getting a black card.

Because, monthly consumption in more than 230 dollars, a year is 2760 dollars, according to 2% cash back, can get 55.2 dollars, in 55 dollars on the basis of the ordinary card, the black card is basically equal to free to do, and every year there are exclusive discount rolls, which is not for ordinary members.

Costco membership card is a typical case from the customer's point of view, when the customer pays for the discount card, of course, they are willing to come to Costco first.

First, let customers have the awareness of membership card;

Second, each consumption discount and cash rebate incentive will encourage customers to continue to spend in the store; As calculated above, it is easy for a customer to accept the cost of a card with an accounting. Clever point is to let the customer spend a small sum of money, but can bring a lot of benefits.

On the other hand, the eyelash shop owner can follow Costco's logic and play a little deeper. The lashes shop can apply for a membership card of $200, which will pay free of charge for the day's consumption, and also enjoy a 30% discount with the card in the future.

$200 is a price that everyone can accept but not willing to give up. A membership card is $200, and the value of a single lash extension is about $100, so the consumption is $100. This membership card model for users, in addition to the first free, can continue to enjoy discounts, very cost-effective.

For the merchant, the real situation is that the customer spent $100 more and did not get any products. If the customer holds the card to spend again, the merchant will generate continuous profit. If the customer does not spend any more, the price for the first time will be $200.

The owner of Beauty ciliary certainly doesn't want to make the $200 only, so it seems better to have a plan for the next trick. Members bundling tactics, in this card of $200, you can set up 2 buy one get one free invitation coupons, 1 half price coupon, 1 upgrade coupon.

Buy one get one free invitation coupon means that each purchase can be sent to her friends, promoting the expansion of customers; Half-price coupons and upgrade coupons are designed to encourage customers to make a second visit to the store.

The purpose behind these two coupons is two-fold:

First, by inviting coupons to attract new customers, loyal customers can help attract new customers, and after attracting new customers, they will have the opportunity to convert the chance of applying for card, and constantly expand the number of members.

Second, let the members repeat the store consumption, through the card with coupons to attract customers to increase the frequency of purchase.

Through the integral system and in the form of stamp, the customer will get a stamp for every $100 spent, from the initial level of "ordinary" to the later accumulative level of "medium" and "VIP".

(Of course, the name of the level can be set according to the preferences of the store owner, different levels will have different discounts, and through the "upgrade" system, firmly locked in the consumer customers.)

What is the reference significance of the sales incentive binding method for the eyelashesstores?

You can't always think of giving big discounts to get customers to sign up for big cards.

Although the initial recovery of funds is relatively smooth, but in the long run, the book is very unhealthy.

(The amount of refilling the card is the liability, and the amount of selling the card will be very slow due to too many discounts, and the store may have difficulties in cash flow in the later stage.)

We can consider changing the model of membership card. For example, the above mentioned membership card activity of Costco can also increase the stickiness of members (customers) and make them frequent visits to the store without making profits.

(The above suggested price of membership card can only be used as a reference, please set the specific price according to the actual situation of the store)

So, no matter how the marketing campaign is played, technology and service is blood and bone, marketing and sales are skin, with good blood and bone, skin can play its value.

Store marketing activities are ultimately for customer engagement, remember this purpose, marketing activities will not be too bad.

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[karizmachanel]

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[epochelashes]

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[wallezhang]

10 minutes before the end of work received a customer appointment, accept it or not?

What should you do if the customer makes an appointment for lash extensions before going off work?

Refuse or accept? If so, how should you refuse?

As a salon owner, it will be better for the shop to create more performance and accumulate more customers, because the lash artist's time is the most profitable. If the ten minutes left can create profits, it would be best.

If you're not generating revenue, those ten minutes are a wage cost.

As a lash artist, each more customer, can do higher performance, get more performance salary income.

Therefore, never give up any opportunity to increase personal performance, can do more than a customer is a customer.

But an lash artist with low professional quality will think, "Oh, I have to work overtime again, and I want to go home early after work. I really don't want to pick up this customer", then she will also have a bad mood when serving customers.

Here's a good way to do it:

Overtime fee of the lash artist for 1 hour of overtime + electricity cost of the whole store + the state of the lash artist's reception of customers the next day + the quality risk of serving customers when they are about to leave work.

Does this even out the cost of paying?

If the cost is less than the benefit, it can be done.

If the costs outweigh the benefits, then do not execute.

Based on this cost calculation, we suggest that: the following 30 minutes before the reservation as a limit, before 9:30 p.m. booking cannot be refused; Reservations made after 9.30pm can be rejected if there are no special circumstances.

So, how do you turn a customer away?

Premise: cannot take the shop off duty as an excuse and do not receive customers.

Method 1: Explain to customers from a professional perspective to show the professionalism of the store.

Sleight of mouth :XX customer, hello, today is nearly 10 o 'clock, if you grafted eyelashes so late, glue has not been cured at the end of the direct sleep, will increase the probability of allergy, it is not recommended that you come over this point grafting, can help you to make an appointment tomorrow or later time.

Method 2: from the perspective of the process to the customer the facts, transposition for the customer to consider.

Sleight of mouth: Hello, XX customer, how long will you be able to get to the store? If you want to make it around 10 o 'clock, you’ll be pressed for time. If it is at 10:30, I can only make a pre-processing for you. It is suggested to make an appointment tomorrow or later time.

Method 3: If a new customer comes to the store directly, you can refer to the following.

Sleight of mouth: Customer XX, I am very glad to have you visit our eyelash store. Since the first grafting takes about 2 hours according to the regular process, it is suggested to reschedule tomorrow or later. To apologize, I'll give you a $10 cash coupon, which you can use directly next time you come to the store.

"Refuse or Accept? It also depends on the situation.

As a shopkeeper, to make a clear account of this cost; As a lash artist, to balance their own state and performance clear, the above three words must be kept in mind.

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[karizmachanel]

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