Overview
In today’s competitive landscape, business owners face the challenge of standing out while delivering exceptional client experiences. One powerful strategy to elevate your business and build lasting relationships is through offering memberships. Membership programs not only help predict revenue, build customer retention, and generate referrals, but they also create a sense of exclusivity that keeps clients coming back.
Whether you’re new to memberships or a seasoned pro looking to refine your program, this article will provide actionable strategies that can take your membership program and your client experience to the next level.
Why Are Memberships Essential?
Data shows that offering memberships can greatly enhance your business’s financial performance. For owners, these programs represent a strategic avenue for generating consistent revenue and creating a stable income stream that minimizes the impact of seasonal fluctuations. Memberships provide insight into which services are most popular among your clients, allowing you to make informed decisions regarding staffing, inventory, and marketing strategies.
For clients, it provides a sense of belonging and an invitation to make self-care a regular part of their lives. These repeat visits not only deepen client loyalty but also contribute to improved results, as continuous services often lead to better outcomes over time. This ongoing relationship provides lasting connections between clients and your brand, translating to long-term profitability, and an elevated level of satisfaction that goes beyond individual services.
Memberships also provide key performance indicators (KPIs) that can be invaluable for managing business health. Tracking metrics such as member retention rates and customer lifetime value (CLV) helps you evaluate the effectiveness of your programs. For example, tracking your CLV allows insight into the total revenue your business can expect from a single client throughout your relationship with them. A higher CLV indicates that your clients find value in their membership, which often translates to more frequent visits and increased spending per visit.
Memberships Do’s and Don’ts
Memberships can look different depending on your goals. How you price and structure your membership and its benefits plays a significant role in the success of your program. Think about these key factors when building your offerings.
Do
Memberships are all about delivering unique perks and delivering a top-tier client experience! When building your memberships, think of creative benefits to set your business apart from others. This can include discounts on services and products, member priority booking, complimentary or discounted service add-ons, member's extended hours, guest passes, birthday discounts, sharable family memberships, and referral rewards.
Start by identifying the services that ideally require clients to visit once a month for optimal results. For example, skincare treatments like facials or chemical peels, hair color maintenance, or wellness services like massages can often be more effective when received regularly. Align your membership offerings with client needs, ensuring members see the value in coming back.
Ensure your pricing covers all associated costs. This includes the cost of staff compensation, product used, equipment, and any other overhead expenses.
Think about offering tiers to fit each type of client. Try the “anchor effect” by offering high, low, and mid-range pricing options. Basic memberships vs Premium or VIP Memberships. Clients like to have options.
Research your local market and understand what your competitors are charging for similar memberships. Your pricing and offerings should stay competitive with the market.
Once your membership is created, maintaining engagement and retention is crucial to the success of your program. To reach a larger audience, use your Marketing Suites email and text blast feature to promote your memberships.
Pro tip: Tailor your client audience to target clients who have previously received the services you are offering. Or, clients who visit regularly and could benefit from a membership.
Cover your business with membership forms, ensuring all clients are aware of your membership terms and conditions.
Track your performance! You have to know which memberships are doing well and which ones may need realignment. Use these membership reports to track your success.
Create a dedicated page on your business website to highlight your membership offers, while allowing clients the easy ability to purchase directly through an embedded link.
Don’t
When creating memberships, there are several scenarios you will want to avoid to ensure your program is successful and beneficial for both you and your clients.
Don’t neglect staff training. Simply introducing a new membership and expecting effective upselling without training is unrealistic. Your team needs to fully understand the membership benefits and approach upselling with a focus on value. With practice, they’ll learn to present memberships naturally, creating a personalized, educational experience that clients appreciate and are more likely to invest in.
Avoid offering overcomplicated programs that include too many options or unclear benefits. Keep it simple and easy to understand to avoid clients from feeling overwhelmed during their decision process.
Don’t set unrealistic pricing that does not reflect the value of the membership. Pricing it too high can discourage clients while pricing it too low risks devaluing your services. Aim to set the monthly fee close to the cost of the main treatment included each month. This ensures the treatment cost is covered and creates an opportunity for upselling while the client is in your location.
Don't overlook your client's feedback. Failing to listen to your member's opinions can lead to cancellation and a client loss. Continuously gather feedback to improve your program.
Avoid being non-flexible. Rigid membership terms can be a turnoff for clients. Ensure your clients have the flexibility to upgrade, downgrade, extend voucher expiration dates, and cancel without excessive penalties, as this will encourage trust and long-term retention.
Membership Types:
There are three types of memberships Boulevard supports:
Voucher Memberships
This offers clients a fixed number of service vouchers for each term and can be redeemed for specific services, giving clients a straightforward way to access a defined set of treatments within each period. This structure works well for clients who prefer knowing exactly how many sessions or treatments they have each term, offering a flexible and structured approach to booking.
Account Credit Memberships
This offers clients a designated dollar amount to spend each term, which can be applied toward various services or products. This approach gives members the freedom to customize their experience by choosing services that best fit their current needs. Account credits also encourage higher spending, as clients may feel inclined to spend beyond their credit for additional treatments.
Unlimited Membership
This offers clients unrestricted access to a curated selection of services for a flat fee within the membership term. This option is ideal for clients who are seeking consistent results, ideal for maximizing value, and maintaining a regular self-care routine.
For more information on how to create memberships, see this article.
Membership Examples
Industry | Membership Examples | Description Examples |
Salon | Voucher
Account Credit
Unlimited
| Description:
Take control of your beauty routine with the Beauty Bank Membership, a seamless way to save, budget, and enjoy exclusive perks. For $100 per month, your membership fee is credited directly into your personal Beauty Bank account, giving you the freedom to use it toward salon services and products whenever you like.
Membership Perks:
|
Medspa | Voucher
Account Credit
Unlimited
| Description:
Achieve radiant, glowing skin year-round with the Hydrafacial Glow Membership. For $250 per month, enjoy a Deluxe Hydrafacial tailored to your skin’s needs, along with exclusive perks that elevate your beauty routine.
Membership Includes:
|
Spa | Voucher
Account Credit
Unlimited
| Description:
Indulge in the ultimate self-care routine with the Renew & Relax Membership, designed to keep your body and mind in harmony. This membership combines the best of spa services, giving you both a monthly massage and facial to rejuvenate your skin and soothe your soul.
Membership Includes:
|
Facial Lounge | Voucher
Account Credit
Unlimited
.
| Description:
Glow brighter and feel better with the Radiance Unlimited Membership. For $100 per month, enjoy unlimited access to medical-grade LED light treatments, designed to target a variety of skin and wellness concerns. Whether you’re looking to rejuvenate your skin, ease inflammation, or promote healing, this membership offers the freedom to treat yourself anytime.
Membership Includes:
|
Barbershop | Voucher
Account Credit
Unlimited
| Description:
Stay sharp and stylish with the Hair Cut Club Membership. For $50 per month, enjoy one professional haircut every month, plus exclusive perks to enhance your grooming routine. Whether you’re maintaining your current look or trying something new, this membership gives you the flexibility and savings to always look your best.
Membership Includes:
|
Nails | Voucher
Unlimited
| Description:
Step into every season with style and flair through the Season Color Club Membership. For $145 per month, enjoy one manicure and pedicure each month, plus unlimited polish changes to match your ever-evolving seasonal mood. Whether you're feeling bold or subtle, this membership lets you keep your nails fresh and vibrant all year long.
Membership Includes:
|
Wellness Facilities
| Voucher
Account Credit
Unlimited
| Description:
Unlock the ultimate wellness experience with the All Access Membership. For $150 per month, enjoy unlimited access to our rejuvenating sauna and cold plunge sessions, designed to enhance your overall well-being and help you achieve balance, recovery, and relaxation. Whether you're recovering from a workout, looking to boost circulation, or just need a moment of tranquility, this membership gives you the freedom to indulge in these invigorating therapies as often as you like.
Membership Includes:
|