Australian Skin Clinics boosts franchisees with new rewards program

By Nick Hall | 29 Nov 2018 View comments

Customers at skin rejuvenation franchise, Australian Skin Clinics are now able to earn a percentage of their spend back in credits, following the announcement of the brand’s new rewards program.

Known as ‘Clubblue’, the program is aimed to improving client retention, boosting sales for franchise partners and strengthening brand loyalty.

Zoe Baker, Australian Skin Clinics Warringah franchisee said the introduction of the customer-centric rewards initiative would greatly improve consumer engagement.

“The ability to influence client behaviour is the purpose of launching a rewards program, and to do that you need organisational execution plus a robust engagement strategy,” Baker said.

“The introduction of the system has been really simple, with clients able to redeem in clinic and online while encouraging return visits to the clinics.”

Under the terms of the program, clients earn ‘bluedollars’ to be used in store, with the amount earned categorising them into one of three tiers.

“Each ‘bluedollar’ is worth $1AUD. This value was chosen to make the program simple, as well as give clients a sense of earning and spending real money with real value. We have all been involved with loyalty or rewards programs where 50,000 points will buy you a toaster, which is not what we wanted to give our clients,” Australian Skin Clinics chief marketing officer, Christie Harris said.

“Even clients who visit infrequently will be rewarded because everyone deserves it, no matter how much you spend with us. The program is an investment into our clients because ultimately, they come first.”

Harris said the integration was designed to improve consumer sentiment, with the results to filter down to the franchise partners.

“This program has been in the works for over 12 months, with ‘clubblue’ really coming to life over the last six months thanks to a lot of hard work behind the scenes to ensure the introduction was a smooth transition for our franchisees and entire network,” Harris said.

Baker agreed, saying that Australian Skin Clinics’ thoughtful approach to the integration had allowed her to focus on driving sales within her own store, first and foremost.

“Australian Skin Clinics’ commitment to their franchisees and clients mean the program didn’t really impact the day-to-day operation in clinic and opened a conversation between staff and clients at point of sale.”

Every client with Australian Skin Clinics automatically becomes a member when they make a purchase or book an appointment, meaning the transition is seamless and doesn’t require membership cards or claims.