A Follow-Up to the May Issue's Article on Repeat Clients

I read an article in The Wall Street Journal that I thought was a great supplement to our May article by spa owner and customer service expert John DiJulius- who wrote about establishing a brand vision and marketing it both internally to your staff and externally. 

The WSJ article was on the marketing and retention plans of Nick Arrojo- a stylist and salon owner currently starring in the TLC show “What Not to Wear.” He differentiates his salon from others by creating a brand that people can trust, instead of relying on individual stylists for customer loyalty. One way he creates repeat customers is by providing “Arrojo Hair Miles,” which, like air flight miles, customers accumulate through salon visits. If a particular stylist leaves (each of Arrojo’s stylists sign a one-year non-compete agreement) their clients are drawn back to the salon to redeem their “miles”. This point system also gives Arrojo a great excuse to get client’s valuable contact information.

To read more on service vision and getting repeat clients, check out John DiJulius’ article from our May issue.