Points vs. Perks: Building a Loyalty Program That Actually Works

The old "buy 10, get 1 free" punch card is dead. Today's clients don't want to wait a year for a free shampoo. They want status, access, and instant gratification. Here is how to build a loyalty loop that keeps them coming back.

Why do traditional salon loyalty points fail?

Traditional points systems fail because they are passive liabilities that clients ignore. Clients forget they have them, and staff forget to mention them. They end up being a debt on your balance sheet without driving behavior.

What is the "Perks" model of loyalty?

The "Perks" model focuses on immediate access and status rather than delayed discounts. Seglo allows you to tag top clients as "VIPs" automatically.

• Priority Booking: Give VIPs access to Christmas slots 2 weeks before the public.
• Silent Upgrades: "I see you're a Gold member, so we've added a complimentary treatment today."
• Birthday Automations: Send a personalized offer automatically, not just a generic email.

Key Takeaways

• Status over savings: Clients value feeling special more than saving $5.
• Automate the tracking: Don't rely on paper cards.
• Reward frequency: Surprise and delight drives more referrals than expected discounts.