Digital Tanning Salon Loyalty Program Guide
Jan 31, 2025
A tanning salon filled with loyal, returning clients is a tanning salon that thrives. But loyalty doesn't happen by accident—it's built through intentional strategy, meaningful rewards, and genuine connection.
A well-designed loyalty program transforms routine tanning sessions into an engaging experience. Clients progress toward rewards, receive exclusive perks, and feel valued beyond their transactions. They return more frequently, spend more over time, and recommend your salon to friends.
This guide walks you through everything you need to know about creating a digital loyalty program for your tanning salon—from understanding why it matters to designing, launching, and optimising your program for success.
Why Your Tanning Salon Needs a Loyalty Program
Before diving into the how, let's understand the why.
The Economics Make Sense
Acquiring new customers costs significantly more than retaining existing ones—some research suggests five times more. For tanning salons operating on competitive margins, focusing on retention delivers better returns than constantly chasing new clients.
Even modest improvements in retention create substantial profit impact. Studies indicate that increasing customer retention by just 5% can dramatically boost profitability, because retained customers visit more often and cost less to serve.
Word-of-Mouth Amplification
Happy, loyal clients become your marketing team. Research shows that word-of-mouth influences the majority of buying decisions. When clients love your salon—and your loyalty program gives them reasons to talk about it—they naturally recommend you to friends, family, and colleagues.
A loyalty program provides conversation starters: "I'm so close to my free session!" or "They gave me a birthday reward—such a nice touch." These organic recommendations are more trusted than any advertisement.
Deeper Customer Understanding
Digital loyalty programs reveal patterns that would otherwise stay hidden. You'll see:
How frequently different clients visit
Which services and products they prefer
When they typically book sessions
Who's at risk of leaving (declining visit frequency)
How different promotions affect behaviour
This data helps you serve clients better, market more effectively, and make smarter business decisions. Research suggests less than half of customers feel brands truly understand them—a digital loyalty program helps you be one of the brands that does.
Competitive Differentiation
When multiple tanning salons compete for the same clients, a compelling loyalty program tips decisions in your favour. Clients choosing between similar options will lean toward the salon where their visits earn progress toward rewards.
Designing Your Tanning Salon Loyalty Program
Effective programs don't happen by accident. Thoughtful design ensures your program actually drives the results you want.
Step 1: Understand Your Clients
Before designing rewards, understand what your clients actually value. The goal is creating incentives they genuinely want—not rewards you assume they'll appreciate.
Gather insights through:
Casual conversations during sessions
Online reviews (what do clients praise or criticise?)
Purchase patterns (what packages sell best? Which products?)
Direct surveys (quick feedback forms)
Social media engagement (what content resonates?)
Look for patterns. Do your clients value premium experiences? Are they price-sensitive? Do they respond to exclusivity or prefer straightforward discounts? This understanding shapes everything that follows.
Step 2: Choose Your Reward Structure
Tanning salons have several structural options:
Visit-based (stamp cards):
Clients earn a stamp for each session. After a set number (typically 8-12), they receive a reward—usually a free session.
This structure works exceptionally well for tanning salons because:
Tanning is inherently recurring (clients need regular sessions)
The mechanics are instantly understood
Progress is visual and motivating
It rewards frequency, which is exactly what you want
Spend-based (points):
Clients earn points per pound spent, redeemable at various thresholds.
This works if you want to:
Reward clients proportionally to spending
Encourage product purchases alongside sessions
Offer varied redemption options at different point levels
Hybrid approaches:
Some salons run stamps for sessions and points for product purchases, capturing both behaviours.
For most tanning salons, stamp-based programs are the simplest and most effective choice. The recurring nature of tanning aligns perfectly with stamp mechanics, and simplicity increases participation.
Research suggests over half of customers prefer programs with clear, straightforward benefits. Complicated structures with confusing terms reduce engagement.
Step 3: Design Compelling Rewards
Your rewards determine whether clients care about your program. Use your client research to choose rewards they'll actually want.
Reward categories to consider:
Free sessions: The most compelling reward for most clients. A free session is exactly what they came for—no ambiguity about value.
Upgrades: Free upgrade to a premium bed, extended session time, or higher-intensity options. These introduce clients to premium services they might then purchase regularly.
Product rewards: Free lotion, aftercare products, or product bundles. Works well if you sell retail alongside services.
Discounts: Percentage or pound-value discounts on future visits. Flexible but sometimes less exciting than "free" items.
Exclusive access: Early access to new equipment, member-only hours, or priority booking. Creates VIP feeling.
Birthday rewards: Free session, upgrade, or product on their birthday month. High emotional impact for low cost.
Step 4: Set Achievable Thresholds
Rewards need to feel attainable. If most clients never reach the reward, your program creates disappointment rather than motivation.
For tanning salons:
Regular tanners might visit 2-4 times monthly
A 10-stamp card would take 2.5-5 months to complete
That's achievable for engaged clients while requiring genuine commitment
Consider interim rewards to maintain momentum:
5 stamps: Small reward (product sample, small discount)
10 stamps: Main reward (free session)
This prevents the long gap between joining and earning that causes some clients to disengage.
Step 5: Add Sign-Up Incentives
First impressions matter. A welcome reward creates immediate value and demonstrates how the program works.
Sign-up reward ideas:
First stamp free (head start on progress)
Small discount on next session
Free product sample
Bonus stamps for signing up during launch period
The goal is creating instant positive experience that encourages continued engagement.
Why Digital Beats Paper
Paper punch cards served tanning salons for years, but digital programs offer advantages that paper simply can't match.
Always Accessible
Research shows the vast majority of consumers prefer loyalty programs accessible through their phones. A digital card lives on the device clients already carry everywhere—never forgotten at home, never lost, never damaged.
Perkstar's wallet integration takes this further. Cards save directly to Apple Wallet and Google Wallet, sitting alongside payment cards. Clients don't even need to download a separate app—their loyalty card is simply on their phone, accessible whenever they need it.
Communication Channel
Paper cards are passive. They sit in wallets waiting to be used.
Digital programs are active. Push notifications let you:
Remind clients they're close to a reward
Promote slow periods with bonus stamp offers
Re-engage clients who haven't visited recently
Announce new equipment or services
Send birthday rewards automatically
This direct communication channel is one of the most valuable features of digital loyalty. You can influence client behaviour rather than just tracking it.
Client Insights
Paper tells you nothing about individual clients. Digital tracking reveals:
Visit frequency and patterns
Progress toward rewards
Redemption behaviour
Response to promotions
Which clients are most engaged
These insights help you serve clients better and market more effectively.
Cost Efficiency
No cards to print, no stamps to purchase, no replacement cards when clients lose theirs. Digital programs have fixed platform costs rather than ongoing printing expenses, and they scale without proportional cost increases.
Professional Presentation
A polished digital experience reflects well on your salon. It signals modernity, attention to quality, and investment in client experience. Paper cards feel dated by comparison.
What Digital Loyalty Programs Enable
Beyond basic stamp collection, digital platforms unlock engagement features that transform how you interact with clients.
Targeted Communication
Push notifications and SMS let you reach clients with relevant messages:
New lotion arrivals for product enthusiasts
Premium bed availability for upgrade-interested clients
Re-engagement offers for lapsed visitors
Weather-based promotions ("Cloudy week? Perfect time for a session!")
Perkstar includes unlimited push notifications, so you're never rationing communication or paying per message.
Birthday Celebrations
Automated birthday rewards trigger without manual effort. Capture birth dates during signup, configure your reward, and the system handles delivery.
Birthday rewards create emotional connection beyond transactions. They show you see clients as individuals, not just revenue sources—and they're remarkably effective at generating visits.
Gamification Elements
Progress visualisation (stamps accumulating toward rewards) is inherently gamified. But you can add more:
Surprise bonus stamps for delightful moments
Limited-time double-stamp promotions
Challenges ("Visit 3 times this month for bonus reward")
Milestone celebrations ("Congratulations on your 50th session!")
These elements make participation feel more engaging than simple transaction tracking.
Surprise and Delight
Random unexpected rewards create memorable moments:
"Today's your lucky day—free lotion sample!"
"You've been such a loyal client—enjoy a free upgrade today"
"Random reward alert: 10% off your next product purchase"
Surprises generate positive emotions that clients associate with your salon and share with others.
Launching Your Program Successfully
Design is only half the equation. A strong launch sets your program up for success.
Build Anticipation
Before launch, generate excitement:
Tease the program on social media
Display "coming soon" signage in-salon
Brief staff on what's coming and why it matters
Send email previews to your existing client list
Train Your Staff
Staff enthusiasm directly correlates with signup rates. Ensure everyone can:
Explain the program clearly (15-20 seconds)
Sign up clients quickly (demonstrate the process)
Answer common questions confidently
Genuinely communicate why clients should join
Consider incentives for staff who drive the most signups during launch.
Create In-Salon Visibility
Make your program impossible to miss:
Prominent signage at reception
QR codes for easy joining
Counter displays explaining benefits
Posters near tanning beds
Information on receipts
Launch with Impact
Consider special launch incentives:
Double stamps for the first week
Bonus stamps for early adopters
Entry into prize draw for launch-week signups
Enhanced welcome rewards during launch period
These create urgency and accelerate initial adoption.
Promote Across Channels
Use every available channel:
Social media announcements
Email campaigns to existing clients
Website homepage feature
Google Business Profile update
Local partnerships and cross-promotion
Ongoing Optimisation
Launch is just the beginning. Continuous attention keeps your program effective.
Monitor Key Metrics
Track performance to understand what's working:
Signup rate: What percentage of clients join?
Active rate: What percentage of members are actually earning stamps?
Completion rate: How many clients reach rewards?
Redemption rate: How many earned rewards get claimed?
Member visit frequency: Do members visit more often than non-members?
Perkstar's dashboard provides visibility into these metrics without requiring technical expertise.
Gather and Act on Feedback
Ask clients directly:
What do they think of the program?
Are rewards compelling enough?
Is earning achievable?
What would make it better?
Consider incentivising feedback with bonus stamps for completing surveys. Use insights to refine your program over time.
Keep It Fresh
Long-running programs can become stale. Periodic refreshes maintain interest:
Seasonal promotions (holiday specials, summer campaigns)
Limited-time bonus stamp events
New reward options based on client feedback
Exclusive member-only offers
Getting Started
Ready to build a digital loyalty program for your tanning salon? Here's your action plan:
Understand your clients: What do they value? What would motivate return visits?
Design your structure: Stamps for most salons. Set achievable thresholds.
Choose compelling rewards: Free sessions, upgrades, products—things clients genuinely want.
Select your platform: Perkstar offers wallet integration, unlimited push notifications, birthday rewards, and multiple card types.
Train your team: Everyone should understand and enthusiastically promote the program.
Launch with visibility: Announce everywhere, display prominently, offer launch incentives.
Monitor and optimise: Use data and feedback to improve over time.
Perkstar's 14-day free trial gives you time to build and test your program with real clients before committing. Wallet integration means frictionless signup. Push notifications mean direct communication. Automated features like birthday rewards run without ongoing effort.
