With the busy holiday season quickly approaching and the forecast for gift certificate sales on the rise, it’s time to think about your holiday gift certificate or card sales. I’m not just talking about selling them; I’m asking if you’re thinking about how they can grow your business and bring in money long after the holiday season ends.
Traditionally, when selling gift certificates or cards we don’t ask the buyer whom the gift card recipient will be. We simply collect their money and send them on their way. Is this the most effective system for optimizing gift certificate sales? The answer is no. I recently read about a survey from Listrk that showed this approach to selling gift certificate or cards has a major shortcoming. By not obtaining the recipient’s contact information you are missing an opportunity to do additional marketing to these potential new salon or spa customers. That’s correct: if you took a few extra minutes and collected their information you could use that information and create an effective marketing strategy to help grow your business and generate new salon or spa customers.
Just imagine what you could do if you had all your gift certificate recipient’s contact information. You could send them a friendly little reminder that they have not used their gift certificate and personally invite them to your salon or spa. In addition, you could market new products or services to an entirely new group of customers and more importantly, you could create brand awareness. Remember, often these recipients are new salon or spa customers, they may not be familiar with your salon or spa and all it offers.
Another gift certificate pro tip: collect the buyer’s information. A super easy way to collect this information is to have a list at your front desk where you take down the name and email address of the gift buyers. At the end of each week, send an email to your weekly buyers thanking them for their purchase and giving them a small discount or gift for THEM to use at your salon or spa. Think about it: they already know that a friend or family member loves your salon or spa, that’s what brought them there in the first place. Maybe this simple email will give them the incentive they need to come back for their own visit. So go on and invite them to be a customer: what have you got to lose?
By shifting your paradigm around gift certificate sales, you might be surprised by what kind of extra business you can bring in for your salon or spa. The best part? All it took was just a few extra minutes to ask some questions.
Photo: Shutterstock Iakiv Pekarskyi
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Patti Wanamaker brings 21 years of experience to the Milady team where she currently serves as an Implementation and Training Specialist. Her intimate understanding of the salon, school, and beauty industry comes from 18 years of hands-on experience as a multi-faceted training specialist, including 8 years of salon and spa ownership of 3 salons with annual sales of $5 million. Her experience in all 3 areas of our industry allows her to think outside the box and develop innovative training that inspires and empowers beauty industry professionals.
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