Searching for ways to put your salon on the map? Here’s the scoop on salon loyalty programs that will help keep your salon on the cutting edge.
Redken Club 5th Avenue Business Development Program
Favourite Features: Access to more than five decades of innovation in products, programs and practices that are designed to ignite creativity and skills. From personal-based education, such as colour certification to key business resources, including the Summit Salon Business Center, the program’s benefits are endless.
Benefit of Being Loyal: Redken’s Club 5th Avenue (C5A) is an exclusive business development program designed to be tailored to your salon’s needs. Whether it’s increasing customer retention or staff development, the goal at Redken is to help stylist and salon owners learn, earn and live better lives.
Are You Ready?: With four membership levels, including Bronze, Silver, Gold, and Platinum, “It is a conversation that between the distributor sales consultant [DSC] and the salon owner, once they discuss their objectives and current situation,” says Bianca Adorante, project leader for Redken Canada. “The DSCs are industry experts, and their role is to coach, motivate and assist salons in developing their business.”
L’Oréal Professionnel Elite Program
Favourite Features: At the beginning of the year, the sales rep visits the salon, highlighting the seven touch points to enhance the relationship with the client. Within the program, salons also have the opportunity to use their points and attend special events such as Color Trophy and other international gatherings.
Benefits of Being Loyal: “This program will make your business grow,” says Mathieu Bouchard, marketing group manager for L’Oréal Professionnel. “It’s almost like having your personalized consultant working with you.”
Are You Ready?: As soon as you become a L’Oréal Professionnel salon, you’re able to access the program. Since the focus is on helping elevate salons as a business, owners may have access to a budget for a small advertising campaign, or bring the whole team to an education seminar.
Goldwell Salon Alliance
Favourite Features: “Number one is education for owners and stylists,” says Kate Steel loyalty program manager. With this rewards program, salon owners can also access business and marketing tools, including branded printing customized for their salons.
Benefits of Being Loyal: According to Steel, one of the best perks is having the opportunity to attend Goldwell’s Color Zoom global event in Berlin. “When you’re embracing the full portfolio of what’s offered and you’re more engaged in education, you can instill this information to your clients,” says Steel.
Are You Ready?: Salon owners should speak with their sales consultant to find which level of membership they qualify for as the program features four.
Favourite Features: Offering members a discounted rate on eduction, the program focuses on providing in-salon training opportunities, along with education at TIGI’s Academy in New York and Learning Lab in Dallas.
Benefits of Being Loyal: “By being very flexible, we ensure that the salons and stylists get a return on their investment,” says Taylor Hooker, TIGI’s InCrowd coordinator. For example, you’ll get bonus points if you’re spending more on colour so that you can use your points in that area.
Are You Ready?: With the ability to join throughout the year, salon owners have a direct connection to the program coordinator for answers to any questions about the program and funcitons of the website. While the program currently offers one membership level, a system for smaller salons is in the works.
Favourite Features: Education is a key part of their membership, along with exclusive access to the salon locator on the Matrix website. Matrix also partners with Green Circle Salons, a recycling program for salons across Canada, so members can use their points to register in the program.
Benefits of Being Loyal: Club Matrix focuses on the needs of professionals by offering them the education tools they require. When used effectively, a professional loyalty program helps a salon grow, whether it’s with new visuals, or expanding their technical skills through an education program.
Are You Ready?: Ask the distributor sales representative about registering, or register online with a Canadian salon address, and an account number from an authorized Matrix distributor.
ClubSKP, Schwarzkopf Professional
Favourite Features: In place for nearly a decade, ClubSKP was relaunched with a fresh look. “It’s a program that’s clean, simple and very easy to use,” says Heather D’Ospina, senior brand manager for Schwarzkopf Professional Canada.
Benefits of Being Loyal: “We offer the flexibility to purchase branded merchandise that the salons use on a regular basis,” says D’Ospina, adding that this helps boost the salon’s branding.
Are You Ready?: Salons have the flexibility to register online at anytime throughout the year and monitor their account on their own.
Revlon Professional Elite Salon Program
Favourite Features: The primary focus of the Revlon Professional Elite Salon Program is having accessible in-salon education. “We surveyed stylists and that’s what we heard loud and clear,” says Jessica Stevenson, marketing director for Revlon Professional. “As you rise up the levels, your benefits become richer and richer.”
Benefits of Being Loyal: It’s a great opportunity for salons to build their business, backed by a manufacture who is willing to invest in them with education, branded merchandising materials, destination training and World Show trips. “With the support of the Revlon Professional brand, salons have more tools to gain and retain potential clients. You have someone who is looking to invest and build you,” says Stevenson..”
Are You Ready?: Stevenson suggests salon owners reach out to their Revlon Professional Brands distributor representatives who can connect salons directly with Revlon Professional Brands regional managers for further information.
Wella Global Connection
Favourite Features: The program allows you to combine purchases from the three major P&G professional brands (Wella, Sebastian & Nioxin) and earn points. “The program has been in effect for over 15 years but was updated in order to make it more user-friendly and accesible online,” says Jeannette Keir, commercial leader for Wella.
Benefits of Being Loyal: Education seminars taught at the Wella Education Center in Canada, Wella Studios in the U.S., Vidal Sassoon Academies and other authorized Wella Education events and travel packages to Wella’s NATVA as well as co-advertising and customized salon branding initiatives.
Are You Ready?: The Wella/Sebastian/Nioxin sales consultant can enroll the salon into the program.