It’s gift certificate time, the holidays are less than 8 weeks away, and everyone is looking for the perfect gift for friends, coworkers, and family. Your business should pay special attention to them and provide your customers with an easy and efficient way to give a gift.
Here are some gift statistics from GiftCards.com:
More than $100 billion is spent on gift cards annually
93% of US consumers buy or receive a gift card annually
Consumers spend an average of $213 per year on gift cards
83% of corporations use prepaid and gift cards to incentivize employees
90% of gift cards are used in the first 60 days
According to the National Retail Federation, for the eighth year in a row, gift cards are the most requested gift item among holiday makers. According to the survey, 62% say they would like to receive a gift card.
Questions about selling certificates are among the most common questions from our spa consulting clients. After all, increasing spa profits is the name of the game. Here are some ideas to get your spa business and gift cards in the minds of your customers.
Create custom packages:
Create 8-10 packages of your menu as various price points. Yes, you can sell a monetary amount, but that is not very personal on the part of the donor. Providing “select packages” to choose from allows the giver to feel that he or she is giving something special and personally selected for the recipient.
Ideas to add to packages:
Gift the giver: For a fixed gift certificate amount, incentivize the buyer with an additional mini-service, product or gift certificate at a discounted price. You can gift a select product bundle with gift certificates over $250 or a robe.
make it a gift
Completely dress up your gift certificate in a beautiful bag with tissues, ribbon, menu and any other necessary information. When a customer spends money at his business, he wants to feel like he’s getting something special. Remember, the customer experience begins with the first interaction they have with your business.
Promote your gift certificates
One suggestion is to have your “special packages” blown up to poster size and mounted and placed on an easel. You can use this poster at your spa reception for guests to see. Place smaller tent cards on manicure tables and pedicure stations, as well as in all relaxation and retail areas in your spa. When checking customers out, front desk staff should always ask if they would like to purchase a gift certificate.
Update your website with your promotions and special holiday gift certificate offers. Make sure to promote through your social media channels at regular intervals. Facebook 2-3 times a day and Twitter up to 10 times a day.
Ask your web designer to add online gift certificate purchases to your site. Currently, the average shopper will do 44% of their purchases online. It’s a great convenience for people shopping for gifts out of state. Sites like TheGiftCardCafe.com, PayPal, Gifttango, and GoECart are easy ways to add gift certificates to your website.
Set up a gift certificate station
Have a designated table for gift certificates starting on Thanksgiving. Customers who come for a gift certificate want to get in and out, not stand in line at the spa’s front desk.
Train your staff
Train, train, train. We cannot stress this enough. Your staff needs to discover what your customer wants and direct them to the right gift suggestion, as well as make them feel like they’re actually buying an experience. Asking open and probing questions will speed up the sale. You don’t want to sell just a monetary amount, you want to sell an experience. Rushed and disengaged staff is a turnoff and your customer will go elsewhere.
Example:
“I’d like to purchase a gift certificate, please.”
Certainly, did you have a price point in mind?
“I would like to spend $100.”
Excellent, we have wonderful services and packages. May I ask who this gift is for?
“Yes, my mother.”
I would recommend the XYZ, it is our most personalized facial. Includes shoulder, neck and arm massage, along with a luxurious foot treatment. It’s 75 minutes of pure pampering, using our XYZ product line. Your mom will feel completely relaxed and rejuvenated with this luxurious treatment. Included with this gift is a mini hand lotion that we will pack together.
“What if my mom changes her mind and wants something else?”
Create service cheat sheets, with the features/benefits of all packages and treatments. Make sure all staff have them and can properly sell their services.
Incentivize your desk staff
Selling gift certificates is a great way for front desk staff to earn a few extra bonus dollars. Set weekly gift certificate sales goals and reward your receipt if goals are met during the holiday month.