Attracting new clients to your salon is easier said than done. The good news? You already have a built-in network of potential new patrons. Just ask your current customers.

Salon referral programs reward existing clientele for bringing friends and family to your business. By offering exciting incentives like free products, add-on services, and loyalty points, you can engage returning customers and welcome new ones. And you don’t have to break the bank testing out marketing strategies.

Read on for 10 creative referral program ideas to grow your salon's clientele and fill your calendar. 

What’s a Salon Referral Program?  

A referral program is a savvy salon marketing strategy that offers current clients perks for bringing more people to your business. Every time they refer someone new, you could give them discounts, gift cards, or complimentary services, encouraging them to keep spreading the word about your salon. 

Referral marketing works. People trust their friends’ opinions, and new patrons are more likely to book an appointment when your existing clients are constantly talking up your salon. It’s a win-win approach that generates buzz while providing a steady stream of new business. 

5 Benefits of a Customer Referral Program in Your Salon 

Referral programs use word of mouth to grow your customer base. Here's why they should be part of your salon marketing strategy:  

1. Hands-Off Management

Once you create and implement a referral program, it runs with little effort. For example, if you decide to offer a free product for every successful referral, all you have to do is remind people about the program and track the new clients they bring in — talk about easy. 

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2. Increased Acquisition

Other marketing techniques, like newsletters, only reach one person at a time. But with referral programs, the sky’s the limit. If a loyal client refers five friends to your salon, and each one books a service, you've gained five new customers from one. And those referrals might refer their friends, too. The chain never has to end.

3. Higher Customer Retention Rates 

Clients who refer others tend to be more loyal as customers. They feel more connected to and invested in your salon now that they've contributed to the community. Plus, once they see all the perks you’re offering, they’re more likely to stick around and enjoy. 

4. Enhanced Brand Awareness 

Pro tip for salon owners: Every referral boosts your brand's visibility. Even if potential clients don’t bite, the conversation gets your name out there. The word-of-mouth marketing from happy customers earns your salon a reputation for high-quality services and care. 

5. Cost-Effective Marketing 

Unlike paid ads and social media marketing, referral programs only cost you when clients bring in successful referrals, so every free service or discount has the strong potential to be a new client. 

While you might spend a good portion on reaching your target market via TikTok or Instagram ads, try to direct some of your budget to rewards, like discounted treatments or product samples. That helps round out your marketing strategy to appeal to even more potential customers. 

How To Build Your Salon Referral Program: 6 Steps

Whether you're trying to boost product sales or build an overflowing schedule, referral programs do the leg work for you. Follow these steps to build your own: 

1. Choose Your Referral Rewards 

The most important part of a referral program is the incentives, so iron those out first. Popular options include free products and treatments, discounts on future services, and gift cards. The rewards should be attractive to clients but financially feasible for your salon. 

To see what’s feasible, check your margins on the average service or what products are most popular to determine what will attract customers. Take the time to check out salons in your area, too – you want your offer to be both competitive and unique. 

Be realistic about what you can handle. It’s more than okay to give a 20% discount on the next service instead of offering it for free.

2. Figure Out the Details 

Define the specifics of your referral program, including who qualifies and how and when you’ll hand out rewards. Consider whether the person being referred needs to meet any minimum requirements, like spending a specific dollar amount on an appointment or booking a particular service, for the existing client to get the incentive. If needed, add a disclaimer that the person needs to complete and pay for the service before your salon accepts the referral. You might also consider capping referrals a client can bring in within a certain period to keep the program sustainable for your business.  

Outline these terms clearly to keep everyone on the same page. There’s nothing worse than a disappointed customer who expected a perk but can’t get it.

3. Train and Include Staff 

Train your team on the new referral marketing program so they can effectively promote it and help existing customers redeem their rewards. Explain how everything works and tell stylists what to say to clients. They don’t have to read off a page, but they should know what to say to make sure the information is clear and correct. For example, you could tell stylists to ask, "Did you know you can earn a free cut by referring a friend?" 

Even more importantly, make sure your team understands how to record referrals, whether through your software or simply by writing them down. Documentation helps you track the program's success and see which clients bring in new customers.

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4. Choose a Delivery Method 

The delivery method is how your customers refer others to your salon. Traditionally, stylists give out salon referral cards to existing patrons, who pass them on to interested friends and family. The referred client then brings the card – which has your salon and existing client's information on it – to their appointment. 

Going paperless is a more modern approach. To go the eco-friendly (and hassle-free) route, use an app, a referral code, or online referral forms to help people share your info. 

5. Communicate With Existing Clients 

Don’t just rely on stylist communications. Referral info should be impossible to miss. Use posted signs, social media posts, and emails to tell customers how to participate and why. You can even include referral information in your regular salon promotions.

6. Ensure a Great Customer Experience 

Referrals are about more than add-ons. You need to make sure people actually have something to talk about, and that means providing great services every time. Satisfied clients are more likely to refer others, so going the extra mile is worth it. To improve your customer experience, ask for feedback and address any problems quickly.

11 Salon Referral Program Ideas 

Looking for some inspo? Here are our favorite referral program ideas for happy customers – and a happy business:

1. Double-Sided Incentives

For maximum perks, reward both the referrer and the new client with a free service, discount, or mystery gift. When a customer successfully refers someone, you could give both of them 20% off at their next appointment. This sweetens the deal for everyone involved.

2. Exclusive Access to VIP Events or Promotions

Give referrers exclusive invites to VIP events, like in-salon product launches, and early access to promotions, like holiday sales. This makes loyal customers feel like insiders and gives them more to talk about. 

3. Free Add-On Services

Offer complimentary add-on services when referrers and new clients book appointments. These can include free facials, massage add-ons, or conditioning treatments – whatever makes sense for your salon’s strengths. Your best services are what will keep clients coming back, so make sure you’re offering something that shows how great your business is. But keep in mind that you’re offering these for free, so don’t offer anything too expensive or time-consuming. 

4. Loyalty Points or Rewards for Successful Referrals

Launch a loyalty points system that gives a set number of points, like 50 or 100, for every successful referral. Clients can then redeem these points for products and services. 

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5. Referral Contests

Host referral contests where people can win big prizes. For example, the person who brings in the highest number of successful referrals in one month could win a professional styling tool, a luxury robe, or a spa day. Contests with major rewards motivate clients to participate and make marketing fun. 

6. Gift Cards or Account Credit

For every successful referral, give the referrer a gift card or account credit toward salon services or products. The amount can be whatever’s financially comfortable for your business, from $25 to $250 and beyond. 

7. Referral Milestones

Set up a tiered, milestone-based referral program that offers bigger perks as clients refer more people. For example, offer a free blowout after one successful referral and a free haircut after five. 

8. Birthday Bonuses

Here’s a not-so-secret secret: Everyone loves birthday bonuses. And while you might already give perks on special days, you can turn the event into a referral opportunity, too. For example, around a client’s birthday, offer them and their referrals a complimentary service.

9. Social Media Shoutouts

Give referrers a shoutout on your salon's TikTok, Instagram, or Facebook. This publicly recognizes the client's contribution to your business, making them feel good about helping you out. Plus, they’ll probably share the shoutout to their own socials, telling even more people about your salon. 

10. Collaborations With Local Businesses

What’s better than one referral reward? Two referral rewards. Partner with related organizations or sister salons to offer joint programs and get even more business. For example, clients who refer new customers to your salon could receive a discount at a nearby location close to your heart, like a facial from your esthetician friend’s studio.

11. Consider Seasonal Campaigns

Look at the times of year when you see the highest volume of appointments with your salon’s analytics. You might choose to send an extra notification reminding clients of your referral program when bookings are high to capture extra demand. 

A referral program could also increase the number of new customers you draw in during your slow periods. See what time of year it makes the most sense for you to offer rewards and consider extra marketing or upping your offer for extra incentive.

Maximize Your Salon's Potential With GlossGenius  

Referral programs are one way to supercharge your business. Let GlossGenius do the rest. GlossGenius allows you to run your whole salon business from one place. Manage bookings, payments, marketing, clients, and employees all within the platform.

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With GlossGenius, you can also create, edit, and save client profiles with before-and-afters, formulas, and personal notes – whatever your heart desires.

Sign up for a 14-day free trial with GlossGenius to learn how our all-in-one platform can transform your salon business. 

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