Loyalty Programs: Friends or Foes?

We all want to encourage consumers to return to our offices and make repeat purchases. This benefits practices, brands, and sales representatives, ultimately driving compliance and optimal results.

However, the reality is that loyalty programs can be a burden for offices, brands, and reps—while consumers often seem to escape the back-end struggles. Are these programs effective? They certainly have their merits, but how many can an office realistically manage? And how many consumers can remember their login credentials (A personal challenge for many)?

This places skincare brands in a tough position. They want to encourage repurchases without overburdening offices and sales reps. As we look toward 2025, there’s an opportunity to rethink loyalty systems without creating unnecessary complexity.

For instance, I personally receive toxin treatments every four months and fillers twice a year, but my maximum reward value is $100. Imagine if brands and sales reps—who should really be seen as business consultants—offered a semi-annual special at an event where consumers simply receive $50 off their purchases. This could be done through instant cash discounts or product, perhaps paired (or not) with an education seminar. Consumers would need to meet a brand threshold of spend to participate .

Events like these could significantly enhance upselling, education, and brand awareness. Both consumers' and reps' time is valuable, and each practice typically has two major revenue drivers each year. While practices can run their own specials, it’s not clear if those truly drive sales,  or simply foster discount-seeking behavior.

The two events I envision—loyalty appreciation and educational workshops—could provide significant value to everyone involved. As both a business owner and a consumer, I find that traditional loyalty programs can be cumbersome, especially for those already engaged; it’s challenging to change behavior, but when exploring new initiatives, let’s think creatively.

Simplicity is essential. Concepts like the ones above can offer tremendous value to all parties and foster a healthier relationship between brands, reps, and consumers.