
Welcome to the Salon Ownerโs Podcast, Phorest FM Episode 37. Co-hosted by Killian Vigna and Zoรฉ Bรฉlisle-Springer, this show is a mix of interviews with industry thought-leaders, roundups of our most recent salon owners marketing tips & tricks, all the latest in and around Phorest and what upcoming webinars you can join. Phorest FM is produced every Monday morning for your enjoyment with a cup of coffee on your day off.
Phorest FM Episode 37
The โmoney offโ type of reward may be an easy way to treat clients, but these types of loyalty programs donโt boost your businessโ profile or revenue in the long run. In this episode of Phorest FM, award-winning salon owner Frank Di Lusso discusses the importance of rewarding salon and spa clients by implementing an efficient salon loyalty system and shares what has been working so well for his salon in the past three years.
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Transcript
Killian Vigna: Welcome to the Phorest FM podcast, Episode 37. Iโm Killian Vigna,
Zoe Belisle-Springer: And Iโm Zoe Belisle Springer.
Killian Vigna: This weekโs episode is about the importance of rewarding your clients. We implemented a salon loyalty system with Frank Di Lusso, of Frank Di Lusso Hair.
Zoe Belisle-Springer: And as always, we top off the show with our upcoming Phorest Academy webinars.
Killian Vigna: This podcast is produced every Monday morning for your enjoyment, with a cup of coffee on your day off. Now, letโs get into the show.
Zoe Belisle-Springer: Good morning.
Killian Vigna: Good morning, Zoe. So, we actually have Frank Di Lusso on the line here โ to
Zoe Belisle-Springer: We do.
Killian Vigna: To go through the importance of a salon loyalty system, and how to get your clients calling back to you more often. Frank has over 15 years industry experience and excels in all advanced coding techniques, as well as being Head of Education for J. Beverly Hills U.K., specializing in freehand techniques and colour correction. Welcome to the show, Frank. How are things?
Frank Di Lusso: Good, thanks, guys. How are you guys?
Zoe Belisle-Springer: Pretty well, pretty well. Thanks. Itโs great to have you on the show. Thanks so much.
Killian Vigna: So, Frank-
Frank Di Lusso: Thank you. I listen to the podcast all the time. Theyโre really good. Theyโre nice to hear. Itโs good to hear people talking about the stuff that we do on a daily basis. Itโs nice to hear the ideas and make sure weโre doing stuff right, or keeping us on our toes on the stuff we should be doing better. So, well done, guys, on the podcast.
Killian Vigna: Sure. We do what we can, yeah. Thanks for the shoutout on Twitter there! So, Frank, I was just having a quick look at your salon, and you only set up, I know youโre 15 years industry experience, but you only actually set up Frank Di Lusso back in about 2014, and the list of achievements in the last three years is unbelievable.
Frank Di Lusso: Thank you. Well, that starts our firstโฆ Itโs a bit of aโฆ Itโs been a bit of aโฆ Itโs been crazy. Working in town in the West End, I really just want to make a salon environment with an experience.
Killian Vigna: Yeah.
Frank Di Lusso: Not just somebody you can go and get your haircut. I firmly believe that, rarely you go to get a haircut, the minimum requirement is a decent haircut. I think itโs the bells and whistles that you add on and personalize and customize to your clients and see to the people around you, which also gets through to the start, that work for you, so you kind of give people the best and personal outside experience you can possibly give them for the amount of time theyโre in your salon. So, I think itโs a bit of a milestone, three years. Itโs a hard thing to do in the salon, looking after a bunch of staff is never really easy, but itโs always fun, and yeah, itโs been really good.
Like you say, weโve won a few awards. Itโs always nice to get recognition from the business side of stuff, as well as the industry side of stuff. I think often people forget that hairdressers donโt just cut hair. We have to do the hard stuff behind the scenes and manage the business, manage the retail, manage the staff. We have to manage the marketing, the budgeting, the forecasting. All that stuff is a job, in itself. And I think itโs good to have the accolade and to be rewarded with accolades for being those things, in a good way.
Killian Vigna: Yeah, because like you were saying, when you started off, you started off in, kind of, creating styles and color. You wouldnโt have started off as a businessman, yourself, so you actually have to learn all of this while still keeping your skills going, as well. So, it all becomes-
Frank Di Lusso: Absolutely. I still work full-time on the shop floor, and thatโs something I love doing. But I think someone in front of you and changing the way they completely look is one on the hairdresser. Running the business now, is one, staying a hairdresser. I enjoy it. I love doing the other things, as well. So yeah, absolutely, itโs really good to have your finger in multiple parts in your own salon and learning everything, because you know, lifeโs, in the industry, thereโs so many hairdressers around, and to make yourself different is the hardest thing.
And I think before we begin to talk about later on, it absolutely, invaluable to be a little bit different and a little bit more ahead of the curve. When you start off with no clients and you have to build a business from scratch, itโs incredibly difficult, but itโs incredibly rewarding when it does seem to sort of work and you have the tools at your side in which to make that happen more productively.
Killian Vigna: Yeah.
Zoe Belisle-Springer: What was your mindset, first year? I suppose it was all about getting your business set up and running. And then the second year, what was your mindset? And then third year?
Frank Di Lusso: So, I did what most people do. I had no idea of why life happened, and I had a realistic idea of what I think would have happened. I think we were quite lucky. We hit an area which was crying out for something, which I wanted to do, and I was very scared initially. When you mortgage your house and do everything from scratch, itโs a gamble. You hope for the best, but you plan for the worst. We probably, within six months, we reached my goals of a year, which is down to not just me, but the girls that work with me and the girls that were learning, now are fully fledged hairdressers on the salon floor, working day in and day out.
My manageress was my junior, my assistant manageress was also my assistant, and sheโs really flourishing under their roles and in the salon three years later. And now weโve expanded the salon to have a lot more staff, and she gives me a bit more time to do stuff and to do the things behind the scenes, which now, I think, the fruits of the hard labor for three years have gone to show in the people that work here and the people that come in to have their hair done. I think I couldnโt really be happier with how things have gone. Itโs a dream come true for the way itโs gone. Iโd hoped itโd gone like this, but you can never tell.
Killian Vigna: Yeah, we were just looking. Not only do โฆ You know the way you could set up a salon, it could be the best looking salon, the most skilled, I suppose, the most expensive designed one. But for you, again, it comes back to, itโs all about the complete salon experience, [inaudible 00:06:28] from the Bespoke hair care advice to your clients. But youโve managed to do that mix of client focus and skill focus with your staff. Because you actually train up your own staff, as well, donโt you?
Frank Di Lusso: Yes. We have a salon mentoring here where everyone that comes in as an assistant will be given the privilege of training in the salon, and to work within the Academy, as well. Together, we commit to that person, they commit to the salon, and we basically plan a stylist to come in and be on the salon floor within two years, with a client base. Iโve found, probably in the past, a lot of people who leave salons at a young age, probably donโt really get the ability to join the shop floor straight away, or theyโre regarded as assistants forever. Where this way, the way I like to teach them and the way they join the salon floor team is that they go in when theyโre qualified and they work. Theyโre given the opportunity to really flourish in the environment, and to grow up within that salon.
It gives them a chance to be the best they can be at what they do, not keep them back, giving the shampoo or to put colors on or take colors off. Itโs a way for them to progress in their career so that they can get the best work/life balance within the salon, as well as at home. No one wants to be an assistant forever. They want to be a hairdresser, but if I can help as many people be hairdressers as possible, I think Iโve done some of my job by them, and they can go off in the future, open their own salons, and Iโll be incredibly proud and happy for them, because I think thatโs one of my proteges doing well, and thatโs all I can hope for, really.
Killian Vigna: So for you, itโs not just building the best team that can work for Frank Di Lusso, itโs actually investing in people for the best for them. Because it always comes back to, the happier your staff are to work for you, your clients are going to be happy, happy that reflects, because youโre actively investing so much in to your staff.
Frank Di Lusso: Absolutely. With anything in life, you get out what you put in. And if you give your staff your attention, your time, your understanding, your โฆ the benefit of your, depending on who you ask, wisdom. Whatever it might be, they will be extremely loyal and happy to work for you. And theyโll be motivated, and they will come to work smiling, and they will leave work smiling. That all transfers. It all goes back to customer experience. If you have someone whoโs incredibly happy doing your hair, that puts that person completely at ease, and gives them a trust in you that you canโt really falsify. You can definitely tell when you ask someone to do something, they canโt be bothered. But with someone whoโs genuinely motivated to do it, thatโs quite a big step forward in that relationship between stylist and customer, and I think thatโs what helps.
Killian Vigna: Youโre actually giving your staff passion and drive, because theyโre not just there to do a job anymore, theyโre actually there because they want to be, and theyโve got the backing of Frank Di Lusso Hair.
Frank Di Lusso: Yeah. Absolutely. And of each other. We work in a way that no one has their own client. The clients are of the salon, and when they, if Iโm busy, maybe someone else can do that personโs hair. And, because theyโre all trained by my hand, they all know howโฆ We work in a very similar way. So, just because my clients like me a bit more and I might have the benefit of more experience and more industry experience and they donโt, they still have the benefit of working under my tutelage for x amount of years, and they know how I would do stuff, and thatโs how they do stuff. And, when they train people, they will train people how I trained them, but probably with a more exuberance of youth, which you get learning new techniques that younger people do.
And as they go through the industry themselves, I think yeah, thatโs the way we work. And the passion that I haveโฆ Iโm very passionate about what I do and the way I do it. Iโm very particular, because itโs my brand, and theyโre particular because they represent my brand, and they want the shop to do well, because they want the admiration for doing a good job. And I give it to them. And their clients give it to them. Which is why, when we get the reviews in, when we have them they go on Facebook and they read them and they like them and they show their friends, you canโt give that feeling back if you donโt have that extra service.
Killian Vigna: Exactly. Yeah. Your staff, theyโre obviously quite inspired to work for you and work at your salon. Weโre just going to move along, then, how to start, I suppose, relate to your clients. How to you inspire your clients to keep coming back to your salon? We just look and we see youโre a recipient of the Phorest Client Experience Award from 2016. So your clients obviously love you. What do you do, as a team, to keep your clients interested in coming back to you?
Frank Di Lusso: I think you have to be very consistent with what you give them. If you serve wine and prosecco and you give nice coffee and you give biscuits, you canโt not have that stuff, because thatโs the associated experience, made with that stuff. If you have a particular way of working and a way of approaching and a way of gathering up a client, a way of washing their hair, a way of giving them advice with their products and the way they should do their hair at home, then you have to be consistent with that. The relationship between stylist and client is very different in each salon. And I can only speak for the way weโve tried to do ours, where we do teach our clients to do their hair at home because theyโve got to wear it every day.
Killian Vigna: Exactly.
Frank Di Lusso: We only do it when they come in. So, we do try and teach them. We do advise them how to do their hair. We donโt advise them what to buy just for the sake of buying products. We want them to buy the right products for them, so that their customer experience should have prescribed at-home value. So, if I do your hair, and I say to you, โMaybe you should do this. Maybe steal your sisterโs or your wifeโs hairdryer or your momโs hairdryer, and do it like this.โ Then youโre going to go out from the salon and repeat what Iโve shown you every day.
And it adds value to the experience, and also adds value to the relationship, because you trust me, and Iโve given you advice that I certainly feel will help you in your day-to-day life. If you can transfer that to every aspect of the experience for the client, it would be a very pleasant time in the salon, and theyโll go out raving about you. And then they will tell their friends, and they will tell their family members, and they will come back through recommendation. I donโt think that thereโs a more positive return on a customer experience than other people wanting to also have it.
Killian Vigna: You couldnโt have said it any better. I mean, like youโre saying, basically provide your clients with after-care, because itโs all well in good, people coming in to get their hair done by you, but you want them to be proud and keep their hair, I suppose at least keep the consistency over the next few weeks, so why wouldnโt you tell them how to take care of your hair, or how to manage it with new products or stuff like that every day. Youโre going to want them to keep that style and refer you.
Frank Di Lusso: Absolutely. I mean, itโs almost like a guarantee. If you buy a tv and you have to pay a hundred pounds a year to get it fixed, just in case it breaks, you probably going to buy a brand new TV. But if you come to the salon, and we give you the after-care advice for free, every time you come in. Or maybe youโre not a client, and youโve come in and youโve passed and youโve seen that we sell something that youโd like to have, or youโre not sure. So weโll have a consultation with you. Weโll assess your lifestyle, weโll assess how you live your life.
Do you work? Do you get up early with your kids? Do you get back late, do you wash your hair once a week, do you have color? What we do, is we can prescribe you almost to the next time, what your hair needs for your lifestyle and the way you live it, not how you wish you could live it. If youโve only got an hour in the morning or youโve got 15 minutes in the morning, weโll do our best to maximize that time efficiently. And youโll get the best out of products of your colour, of your whatever it may be, just so you have a better quality of life, and your hair works with you instead of being the thing that you donโt have time to do.
Killian Vigna: As a client going into Frank Di Lusso Hair, youโre essentially getting a one-to-one bespoke consultation with every session. And like you said, itโs bespoke, because-
Frank Di Lusso: Absolutely.
Killian Vigna: Itโs not just, โOh, this is how everyone should maintain this treatment or service, itโs, this is how you should do it in the time you have.โ
Frank Di Lusso: Absolutely. Everyone is different. Everyone has different lifestyles. Everyone has different ideologies of what their hair should look like, and I think you have to be able to understand the client. You have to relate to them in a way that is understandable to them, and therefore in using industry jargon on them, because theyโre not hairdressers. You have to approach them and speak to them one-to-one, and sayโฆ They might say, โIโve got three kids at home and I only have 10 minutes in the morning.โ Iโd say, โWell how about if I can do your 10 minutes. If you give me 15 minutes, why donโt you do it like this.โ
Or, if you take half an hour for a week, then we can make this time go down to 15 minutes, and I can teach you, ultimately, what will take you 10 minutes to do your hair, you have to take half an hour to learn to do it, because practice doesnโt make perfect, it makes permanent. If you practice something wrong all the time, youโre going to do it wrong all the time. If you practice something right all the time, youโre going to get better at it, more efficient, faster, and itโs going to be better for you, long-term.
Killian Vigna: And itโs going to become a habit over time, then, isnโt it? Where youโre going to do it without even realizing.
Frank Di Lusso: Absolutely. Itโs going to be part of your day, itโs going to be part of your lifestyle during the day. Part of your routine.
Killian Vigna: These consultations, they donโt even have toโฆ Weโre not talking a half an hour to an hour out of your time, per client. This is just a few minutes during your treatment, or even following up your treatment. Itโs just a couple of minutes out of your day, but itโs bespoke to every client, and thatโs going to keep them coming back to you more and more, and referring and stuff like that.
Frank Di Lusso: I think also, youโre absolutely right. It might be five, ten minutes at the beginning of an appointment. Or, maybe during an appointment, if they want to change their color going forward for the summer. You can speak to them. You should be speaking about their hair. You know, holidays and such and personal stuff aside, you have an hour with that client or two hours. You should make the most of that time to give them everything they need to know what youโre doing, why youโre doing it, show them how youโre doing it, so they trust you, they say, โFrank, next time, what can we do? Can we change it? Can we get a restart, maybe change my color?โ These are all opportunities within this time to get more for the client, to get your staff seeing you do stuff thatโs different.
So, we you do put stuff on social media, you can show people maybe a complete change. [inaudible 00:17:26] we saw a new colour on someone, and they come in and go, โI saw that on Facebook. Iโd love to have that.โ I think people get very compliant and yeah, Iโll have this and Iโll have that, but you have to be actively trying to change the way your clients look. And thatโs all in the consultation. Because, people donโt really leave salons because they have a bad experience. Most of the time, theyโre just bored, and they see a colleague or a friend or a family member whoโs got a particular color that they like, or a particular style, and then theyโll ask, โWhereโd you get that done?โ And thatโs how people lose clients. You have to change the way people look. You have to, at least, give them the opportunity to change. And I think thatโs all down to consultation, and how you approach each, individual person in a specific way.
Zoe Belisle-Springer: So, once youโve got these clients coming back in and showing you their loyalty, at some point, you probably thought, โWell, I need to set up a loyalty system of some sort.โ How did you go about that? How did you pick one?
Frank Di Lusso: Iโve been working in salons for a long time. Iโve seen many different types. Iโve kind of, within my mind, Iโve seen stuff that doesnโt work, which has helped me find something that does. What I can speak for is, I said I donโt want anything was a scam. I donโt say, in my business, I didnโt want to set up a culture of the discount culture, I wanted people to come into us because they love our experience. And I want a reward for the people who come in. I donโt want people to come in because itโs 80% off color or 40% off color, I want people to come in regardless of how much it costs; because they enjoy the service and theyโre happy with the results of said service.
So, when I spoke to Phorest, I said, you know, Iโve looked into what you guys have. How can we use it within the salon? Weโve basically gone and got TreatCards, so now we have everyone that comes in the salon will get a keyring with a barcode, tied to that personโs account. Every time they come in, for every pound they spend, they get a point. If they book online through our app or through the website or through Facebook, they get double points. And Iโve also augmented the basic structure of the TreatCard system, so every time they recommend someone, they all get 200 points. Itโs equivalent to spending 200 pounds in the shop.
Killian Vigna: So thatโs your referral scheme, as well?
Frank Di Lusso: [crosstalk 00:19:54] Itโs amazing. Itโs amazing. But my marketing budget, is almost at zero, because of this.
Killian Vigna: Because of the Treat cards?
Frank Di Lusso: Because of the Treat cards. Anyone who doesnโt believe that these things work, really shouldโฆ You have to try it. You have to be very strict with them. You have to be very, stick-by-the-rules that you create within your salon environment. But I donโt advert in papers. I donโt seem to [inaudible 00:20:24] to see put stuff in there. I have TreatCards. And everyone that walks around near of the shop has a Treat cards. They might go to a coffee shop and sit down with their friendโs over coffee, and someone will say, โWell, whatโs that on your keyring?โ They say, โThese are the points I get for going to Frank Di Lusso. Iโve already had a free cut and blow dry next week for the highlights. Iโve had everything.โ But positive word of mouth is the most valuable marketing you can do, and all youโve done is rewarded the people who come in and spend quite a lot of money with you, for the most part, because the peopleโs that spend more, get more. And Iโve got clients who, for example, for the last two years, have never paid for a haircut, because they recommended so many people. What more can you do? They deserve every haircut they get, because theyโre doing the job for me. Because, for me to do that job would cost me thousands. All Iโm doing is giving them something which they require, they need, they give the full expense of the salon, and it costs them nothing.
Zoe Belisle-Springer: Yeah. They become your brand ambassadors.
Frank Di Lusso: [crosstalk 00:21:28] works. Yeah. Absolutely. Another thing we do. Say thereโs someone comes in on a Saturday, and has highlights on a Saturday, and they do get free set of highlights. You do it on a Saturday because you know what? They deserve it. Theyโve come in, theyโve spent x amount of money, theyโve accumulated x amount of points, they deserve that cut and blow dry when they would normally have it.
Killian Vigna: Thatโs very interesting.
Frank Di Lusso: [crosstalk 00:21:53] the benchmarks, theyโre going to get annoyed, because they think, โWell, Iโve come in every Saturday for two years, I would like to come in on a Saturday to have my highlights done. Why do I have to come in on a Monday afternoon when itโs not busy, because Iโm busy then?โ So you have to reward people in the right way. And I think, like I said to you, the rewards for the salon, itself, far outweigh any other loyalty we had in the past. In the past 20 years, many of the salons that Iโve worked in.
Killian Vigna: What were the previous ones that you came across, that you just thought, nah, not for you?
Frank Di Lusso: Let me use your kind of old-fashioned coffee shop stamp. Every time you have a coffee, every time you have a haircut, you get stamped, because people do lose these cards. Then they go, โWell, I have 10 stamps,โ and you canโt just prove it. And you canโtโฆ Itโs difficult, because you canโt track anything. To be quite honest with you, I havenโt done a discount on a treatmentโฆ I donโt give anyone 10% off anything. We did an initial launch when we had no clients. The first day, we did free services for everything for everyone.
Killian Vigna: Free?
Frank Di Lusso: [inaudible 00:23:00] Free. Gratis. We had to really give a constant buzz about a new business, and the only way that youโre going to really do that, to make people stand up and listen, you got to show people what youโre about and the way you do it. So we said the first the day, we opened on a Saturday, we did it for free. The first week, we did 60% off everything. The second week, we gave 30% off everything. The third week, 15% off everything. For the rest of theโฆ Every single day since then, I have not given one single one percent discount to anyone, because our value should not be discounted. Iโd rather give it away for free in a TreatCard to the people who deserve it, rather than giving it as a discount.
If I could give you an example. If I didโฆ I have gotten a shop, and I do 30% off color on a Tuesday, and I do your hair every month, I put, I do your root tip, and you see Iโve got a discount going, and you call into the shop and you say, โFrank, can you do my color?โ After you booked, I look through the book, everyone I see only comes in when itโs cheap. The only person thatโs losing out there is the person coming every month, who really does deserve that discount. Theyโre the lifeblood of my salon. Theyโre the ones that should be rewarded. Henceforth, these TreatCards, thatโs what they do.
Killian Vigna: And thereโs two-
Frank Di Lusso: If Iโm the clients that come in every month and more or less get their haircut free every fifth haircut.
Killian Vigna: Thereโs two sides to this discounting culture, isnโt there? Because we say, we always see this market placing going on, a lot of salon owners are talking about joining and stuff. Itโs basically, like you said, itโs a massive discount, and itโs not even like 15 to 30%. Some of these guys are discounting 60 to 80% off their service. So, youโve got โAโ here, where Iโm a new client, of course, Iโm going to keep going to you if youโre giving me 60% off every time. But then you might have a current client whoโs paying full price every week, and then they see theyโre paying full price, Iโm getting 60% off, but Iโm salon hopping then, because Iโm not going to go back to you and pay the full price when you gave me 60% off last week. Then thereโs the other side of it, where you, yourself, youโre a highly skilled man and looking at all the awards, everything is hard-earned, why would you discount your services, then? Why should you cheapen everything youโve had to study and learn?
Frank Di Lusso: Absolutely. Because itโs not just a haircut. Like you say, everything youโve learned, everything that Iโve put into this place, I mean, when you work six days in the place, you make it the best version of what you can do. This is what it is. Enjoy it. You will get, if youโre spending 120 pounds and you booked online, youโre going to get 240 points. If you recommend three people, youโre going to get another 600 points. If you come in again for another service, and Iโll just run this quick, your next haircut is free. Youโve only been in twice. This is how it works. Itโs amazing. I canโt tell you the referrals.
And every time someone gets a text saying, โThank you for referring x person to Frank Di Lusso Hair. Hereโs 200 points on your TreatCard.โ The other thing I use it for is on the TreatCard, is Iโve got my own product range. So, if you donโt want to necessarily have a service, you can then get a product free, with your points. This gives people a way to sample more from us for free. To play with them and show them to people, and have them in their bathroom. And also, seeing my branding all the time in their own house is going to reaffirm our relationship. Itโs going to make them think, โOh, I need my hair done,โ or โI need to get some more,โ or โI should go and see the girls at Frank Di Lusso. I need my hair cut. I need my colour done. I need to go see Frank. I need to have my highlights done.โ It reaffirms all these little things, and again, youโre not marketing. Youโre not paying full marketing. This is free. Youโre giving this free. Youโre giving a sense of worth. Youโre giving a sense of loyalty for free. And thereโs not a lot of other ways you can do that, Iโve found, other than the TreatCard system. And we found for us it works, so, so well. So well.
Killian Vigna: And youโre saying there, youโre giving treatments and products away for free. The Treat card, you can see like that with your own products, test them. Itโs great for seeing if people will buy the product before you go bulk buying. I know under demand, itโs good to kind of, like you said-
Frank Di Lusso: Exactly.
Killian Vigna: Yeah. So, like you said, sample.
Frank Di Lusso: Exactly.
Killian Vigna: But it also removes this, I know Iโm coming back to it again, but this discounting culture, like you said, youโve essentially no marketing budget and you never discount anymore. And we want to move away from this discounting culture. So, for you to TreatCard, is essentially the answer to that.
Frank Di Lusso: It is, because like you said, discount culture works in such a way that if youโve gone shopping and you see something discounted, itโs probably old stock or stuff that no one wants. So, youโre not getting premium stuff. Youโre getting stuff that no one wants. So why would youโฆ If I see a salon thatโs doing their 60% off colour, all Iโm thinking, maybe theyโre not busy. Iโd rather people come in because of us, not in spite of the price. And I think thatโs what the discount culture promotes. Youโre either going to be a salon that discounts everything and gets people coming through the door. Youโre not really promoting at all to your good name. Basically, people who come in are great on Groupon, or on discounts or whatever it might be, and theyโre not going to be loyal. Theyโre going to come there, purchase something for that one time. Now, unless youโre on a high-street when you got the footfall and youโre near busyโฆ It could be Clapham Junction or Wortley Station or somewhere where footfall is so heavy that thatโs not an issue, thatโs a different business level and a different way to run your business. But if youโre a [inaudible 00:28:48] place, youโre in a village or youโre in somewhere where youโre seeing the same people constantly and you need to reaffirm your relationship and you need to give something back, this works.
Killian Vigna: Yeah. Just like you were saying, youโre giving something back. I know we keep saying โfree Treats,โ but the Treats arenโt actually free on your side of things, are they? Because the way the TreatCard points are worked out, it ends up being something like, theyโve paid for that service 12 times before youโve rewarded them, or if itโs a product, theyโve paid for it six times. So, for you, itโs not actually giving free treats, itโs actually increasing your revenue.
Frank Di Lusso: Yes. It is. Absolutely. Because theyโre going to come through our door. โIโve got my points card, did you scan my card?โ You create such a culture of loyalty scheme within my salon that people ask, โOh, I forgot my card, what do I do?โ Iโll say, โDonโt worry, Iโll put it on manually for you today. You come and bring your card next time.โ Youโve created this culture within the salon. Nothingโs for nothing, it just works out, unfortunately, and yes, it does bring me revenue. Absolutely it does. It has to, otherwise, itโs not worth me doing it. Also, I care about my clients. If they see that theyโre getting something, theyโre going to continue to come to me. Thatโs the newest ping, that normally people can or will offer, or understand how it can help.
So, like I say, Iโm very passionate about my customer experience, and part of my customer experience is giving them as much as I can, but itโs in a way that I can afford to do it. And if I can afford to give them a free haircut, because theyโve come in all year and spent x amount with us, then they should get a free haircut or a free colour. Because these are the people, like I said, these are the lifeblood of my business. Without my clients, I donโt go home with anything. I donโt pay my mortgage. I canโt pay my rent for my shop. I canโt pay the lights and the heating. They have to come in and spend money, and rewarding the people that come to you promotes loyalty, and these TreatCards are a loyalty scheme, and itโs invaluable. I canโt stress how much itโs really helped us in the lastโฆ Weโve had it running for two and a half years now, and even with the salon selfie and stuff, when they do the reviews, they get extra points, at least. When youโre doing their hair, theyโre going home, theyโre doing the work for you. Theyโve put the pictures from their phone to you for you to post. They do all the stuff for you, for points. Now, entrenched in your contour of your salon, thatโs what you want them to do. And I think thereโs nothing nicer than when you see a picture of someone, and youโve done their hair four hours ago, theyโre going out, and theyโve got a picture in their bathroom or in their living room, or theyโve got their kids to hold the phone and they take a picture of their husband and they send it to you, that means theyโre happy. And if theyโre happy, that means theyโll come back. And if they come back, theyโll do it again.
Zoe Belisle-Springer: Well, listen, Frank, on that happy note, I think weโre going to wrap it up now.
Killian Vigna: I honestly donโt think you could say anything more. You really nailed it on the head there. Like youโre saying, youโre only in your business for the last two and a half years. The TreatCards have worked brilliantly for you, in terms of new clients, client retention, and revenue. But not only that, youโve actually managed to change your clientsโ mindsets. Now when they think of Frank Di Lusso, theyโre not thinking of discounts or cheap service, theyโre actually thinking, โI need to bring my TreatCard.โ So whenever theyโre thinking of a new haircut, theyโre thinking, โOh, salon selfie, refer a friend.โ So youโve changed their mindsets and habits, that now the TreatCard is essentially stuck there with you. So, thatโs amazing. Thatโs absolutely brilliant, Frank.
Frank Di Lusso: Thank you. Well, itโs number three. It helps when you have the right infrastructure behind you to help you do it. And Phorest helps immensely with that.
Killian Vigna: Well, Frank, thanks a million for joining the show. A really good episode.
Zoe Belisle-Springer: Very enlightening.
Killian Vigna: Very enlightening. And again, a belated happy birthday to Frank Di Lusso Hair.
Zoe Belisle-Springer: From all the team in Phorest. Happy third year.
Frank Di Lusso: Keep up the good work, as well.
Killian Vigna: All the best, now. So on that note then, we move into our webinars.
Zoe Belisle-Springer: Yes.
Killian Vigna: And we actually have a new one this week, donโt we?
Zoe Belisle-Springer: Thatโs what I was going to say. You look pretty excited about it.
Killian Vigna: It kind of follows on what Frank Di Lusso was talking about there. So, this is the first of our Salon Growth Series, and what weโre going to be doing is, weโre going to be focusing on one topic every month, so thereโs going to be a webinar every week, each month โ
Zoe Belisle-Springer: And this is for clients, correct?
Killian Vigna: This is for clients, yep. So, the first of the Salon Growth Series is โHow to get clients in more often, spending more.โ And what weโre going to focus on in this webinar is, like I said, how to get them in more, spending more, why itโs important to reward your clients, just like what Frank was saying. What works for other salons, weโre going to see what other salons are trying, what does and doesnโt work, as well as what you can implement. How can you increase your referrals and promote client retention, and most importantly, how can you increase your revenue by over that 20% mark. So, that webinar is on August the 10th. Itโs from 3:00 p.m. to 4:00 p.m. Irish Time, so if youโre over in Eastern New York, itโs 10:00 a.m.
Zoe Belisle-Springer: 10:00 a.m. to 11:00 a.m.
Killian Vigna: 10:00 a.m. to 11:00 a.m., so you can join up through the Facebook page. Itโs in the Events section, or you will get an SMS or an email during the week about that one. Thatโs one thatโs worth jumping on board, just kind of see what areas of your salon you can work on.
Zoe Belisle-Springer: Yes. So, thatโs specifically for Phorest clients, and if we go on a broader scale, we have the Instagram Masterclass coming up on August 21st, and thatโs open to everyone, and itโs the very first one, so it will be really interesting to see how that goes, and then if you have any questions about Instagram at all, jump on board and ask them there. Chris Brennan is going to lead that one, and itโs the same time, again, August 21st, 3:00 p.m to 4:00 p.m., UK Ireland time, or 10:00 a.m. to 11:00 a.m., US Eastern time.
Killian Vigna: Yep. So, as always, if thereโs anything you want to hear on the show, if thereโs any particular person you want on the show, or even if you want us to create a whole new webinar for you, give us a shout, let us know, and give us some feedback.
Zoe Belisle-Springer: I hope you enjoyed this episode, and you have a really good week. We will catch you next Monday.
Killian Vigna: All the best.
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