Subscription services are a great way to encourage clients to return more frequently as well as generating regular, guaranteed income for your business. HOB Salons CEO, Natasha Grossman, recently launched the HOB Blow Dry Club in their 17-salon group, and offers her top tips for introducing a successful subscription service.
1 Offer subscription tiers to attract a range of clients
To ensure your subscription service appeals to a wide range of clients with varying budgets and needs, offer different membership levels. This is what we have done with the Blow Dry Club, offering Essential, Premium, and Ultimate packages. The Essential package caters for clients who just want unlimited smooth blow dries and this starts at £150 per month, while at the top end of the spectrum, we have the Ultimate Plus package which offers more flexibility with unlimited smooth, wavy, and curly blow dries with access to senior stylists, priced at £325 per month.
2 Offer perks to encourage commitment
Incentivise clients to commit to longer subscriptions with value-adding perks. The Blow Dry Club, for example, requires a minimum three-month commitment for each package. In return, members receive exclusive discounts on retail products and ghd styling tools.
Offering perks like this encourages clients to view the subscription as a value-for-money, long-term investment in their haircare, creating regular, loyal customers.
3 Stress the convenience
One of the most appealing aspects of a salon subscription is the convenience it offers clients. When promoting a subscription service, stress how it can make clients’ lives easier. With the Blow Dry Club we promote the fact that it’s like having a personal stylist on-hand whenever needed.
4 Use subscriptions to upsell
A well-run subscription service can act as a powerful upselling tool, encouraging clients to explore other salon services and products. Consider integrating add-ons such as treatments, cuts, or colour services at a discounted rate for subscribers. This strategy not only adds value to the subscription, but also helps introduce clients to the full range of services your salon offers.
5 Create a sense of community
Encouraging a community atmosphere around your subscription service can make members feel valued and part of something exclusive. HOB’s Blow Dry Club is branded as a lifestyle upgrade, positioning subscribers as part of an elite group with a personal stylist whenever they need one. Social media groups, newsletters, or even in-salon events can enhance this feeling of exclusivity.
About HOB Salons
HOB Salons is a multi-award-winning salon group founded in 1983 and with 17 branches across Greater London and surrounding counties. Focusing on delivering excellence in hairdressing and service, every HOB Salons features stylish, contemporary surroundings and a team that has been trained in-house at HOB Academy to attain the highest standards of styling and colour expertise. The salon group has received numerous accolades and awards, including four British Hairdresser of the Year titles, and produce several photographic collections every year to wide critical acclaim.
