Business Franchise Australia


Hairhouse Warehouse launches new Style Society loyalty program

Hairhouse Warehouse has responded to customer feedback with the launch of a new and simplified loyalty program, Style Society, which delivers real dollar-value rewards for members and a better bottom line for franchisees.

“The business identified huge potential within the loyalty area,” said Sian Paterson, Loyalty and Local Marketing Manager for Hairhouse Warehouse. “After analysis, it was clear that the current platform wasn’t able to deliver on strategic objectives for the business.”

Hairhouse Warehouse went straight to the source, asking customers for feedback on the former loyalty program, TLC – a three-tiered system that rewarded members with specials and discounts on specified products.

“Our former loyalty program wasn’t engaging our customers,” Sian said. “It was prescriptive, so customers weren’t valuing the reward aspect, which led to low redemption rates. Moving forward, we can’t tell customers how they should be rewarded, we need to let them decide. A reward voucher for a dollar figure allows customers to choose how they would like to be rewarded.”

Sign-up for Style Society is simple, and can be done online or in-store. Members earn a point for every dollar spent on products in-store or online, and two points for every dollar spent on services. Selected products, such as Hairhouse Warehouse-exclusive brands, qualify for extra points, and members will be notified of other bonus specials throughout the year.

When a member accrues 500 points, a voucher to the value of $15 is automatically emailed to them. The voucher is valid for twelve months, and may be redeemed for products or services at any participating Hairhouse Warehouse store or online.

“Style Society members can log in to their account at any time and check their points balance,” said Sian. “If a member earns 1500 points in a twelve-month period, their status is automatically upgraded to High Style Society, which entitles them to a fifty per cent increase in point earning capacity.”

In addition to cash rewards, membership offers exclusive member benefits such as members-only specials, sales and events. Members will also be the first to know about sales and promotions.

“Our franchisees will also benefit from a program that engages and rewards its customers,” Sian said. “Customers will shop with us more frequently, and spend more with us, which increases our franchisees’ bottom line.”

“Style Society will allow us to deliver our brand personality in-store,” said Sian. “It opens a direct channel of engagement, enabling us to talk about our brand and company through a direct line of communication with our customers.”