Loyalty, memberships and packages without killing the margin

Three formats and when they work

• Packages (prepaid courses): best for repeat services like blow-dries, lashes refills, massages, laser courses
• Memberships (monthly fee): best for frequent routine services, for example a fixed number of blow-dries or manicures per month
• Points or cashback: simple, but often a discount for loyal clients without changing behaviour
• Referral rewards: a credit for the client who brings a friend, paid after the friend's first visit

Price them from the margin, not from competitors

Start from the cost of one visit: master's commission or salary share, products, time and rent. A package discount should come from something real, such as a guaranteed schedule fill or prepaid cash, not from your profit. As an orientation, many salons keep package discounts around 10-15% and give an extra visit rather than a deeper price cut.

• Calculate the margin per visit after commission and products before setting any discount
• Prefer "5 visits for the price of 4.5" or an added small service over large percentage cuts
• Pay masters commission on the package price actually received, and write this in the commission plan
• Test on one service for 2-3 months before rolling out

Rules that protect you

• Clear validity period for packages and memberships, written on the receipt or in the booking app
• Clear rules on freezing, transfer to another person and refunds, agreed before sale
• Prepaid packages are a liability: track unused visits in the CRM
• Check with your accountant how VAT applies to prepaid packages and memberships
• Do not stack loyalty discounts with other promotions by default

Measure whether it works

• Visit frequency of members against non-members
• Share of packages fully used and on time
• Margin per visit for package clients
• Retention: how many members renew after the first period

How we help

We model packages and memberships on your real numbers, set them up in your CRM with tracking of balances and renewals, align the masters' commission plan and train administrators to offer them. Recruitment fee: one month's salary of the placed employee, 50% when they start and 50% after probation, no full prepayment, with a free replacement within 2 months. Consulting and CRM projects are priced after a free review, and the first 15-minute call is free.