#297.【2022年版】美容院のLステップ活用完全攻略！

Summary

This video script discusses the implementation of L-step marketing in a beauty salon to increase customer retention and repeat visits. It highlights strategies for leveraging tools like Hot Pepper Beauty for new customer acquisition, using automated reminders and feedback to boost repeat visits. The salon's marketing approach includes offering tailored discounts, such as weekday coupons and loyalty rewards, to encourage specific customer behaviors. It also delves into tracking customer interactions through L-step to improve business decisions, maximize customer engagement, and increase revenue. The script provides insight into how beauty salons can optimize customer journeys and retention strategies effectively.

Takeaways

• 😀 The discussion focuses on strategies for improving customer retention and increasing repeat visits in beauty salons using marketing tools like L Step and LINE Official Accounts.
• 😀 The key challenge for beauty salons is deciding whether to rely on platforms like Hot Pepper Beauty for attracting new customers or break away from them and focus on customer retention strategies.
• 😀 L Step is being used to enhance customer engagement post-visit, ensuring follow-ups and reminders are automated to boost repeat visits.
• 😀 After a customer visits the salon, they are encouraged to interact with a LINE account using QR codes, where information is collected for future communication.
• 😀 The system sends reminder messages, such as offering discounts or encouraging customers to return based on their previous visit frequency and preferences.
• 😀 The beauty salon uses data from customer interactions to personalize experiences, including automated surveys to understand customer preferences and improve service.
• 😀 The salon incentivizes repeat visits by offering targeted coupons, such as weekday-only discounts or promotions based on customer activity.
• 😀 A flexible pricing strategy is employed, offering discounts for weekday visits and higher prices for weekends, with some customers choosing weekdays due to the savings.
• 😀 The salon uses a variety of coupons to encourage customer loyalty, such as referral bonuses, staff promotion coupons, and targeted discounts for specific services like head spas or microbubbles.
• 😀 L Step tracks coupon usage and customer interactions in detail, allowing the salon to identify patterns and tailor future offers, enhancing customer retention and sales.
• 😀 The salon integrates product promotions (like specific shampoos or treatments) with the L Step system, aiming to increase customer spend and boost average transaction values.

Q & A

What is the primary goal of using the L-step system in this beauty salon's marketing strategy?

The primary goal is to improve customer retention by converting new customers acquired through platforms like Hot Pepper Beauty into repeat visitors, using automated reminders, surveys, and personalized offers via the L-step system.

How does the L-step system enhance customer engagement after their first visit?

After the first visit, customers are sent automated messages via L-step, such as reminders for their next appointment, surveys to gather feedback, and personalized offers based on their preferences or treatment history.

What role do coupons play in this beauty salon's customer retention strategy?

Coupons are used to encourage repeat visits and drive engagement. For example, there are weekday-specific discounts to fill less busy times and rewards for customer referrals, which help in retaining and growing the customer base.

Why does the salon offer special discounts on weekdays, and how is it implemented?

Weekdays tend to be slower for the salon, so they offer special discounts to encourage more customers to visit during those times. The system uses L-step to automatically notify customers of these discounts, thus increasing bookings during off-peak times.

How does the salon address the potential customer complaints regarding price changes on weekends?

To address customer complaints about price changes on weekends, the salon offers a membership card where customers can get discounts on weekdays, which provides a value proposition despite higher weekend prices.

What is the significance of tracking coupon usage within the L-step system?

Tracking coupon usage within the L-step system is crucial for understanding customer behavior. It allows the salon to gather detailed insights into which customers are using which coupons, enabling more personalized marketing and promotional strategies.

How does the salon use customer feedback through surveys to optimize their service?

Customer feedback gathered via surveys helps the salon adjust its services to meet client needs better. For example, if a customer indicates they prefer a certain treatment, the salon can send them relevant offers or reminders tailored to their preferences.

What are some examples of special promotions and treatments offered through the salon's L-step system?

The salon offers various special promotions such as head spa treatments, microbubble facials, and special discounts for young staff members. These are used to increase customer satisfaction and encourage clients to explore additional services.

How does the salon integrate product promotions into their L-step strategy?

Product promotions are integrated by offering clients the chance to purchase recommended products, such as specific shampoos or treatments, which helps increase the average spend per customer. These products are presented through L-step's automated messages.

How can beauty professionals and consultants learn more about the salon's use of the L-step system?

Beauty professionals and consultants can learn more about the L-step system and its applications for salons through the salon's marketing platform, where they can find videos, photos, and details about the implementation and success of the system.