How & Why it Works:

When clients are unexpectedly treated with thoughtful gestures or personalised touches, they feel a deeper connection to your business. This emotional connection fosters trust, loyalty, and a sense of exclusivity, which in turn makes them more likely to book repeat appointments, share positive reviews, and refer friends. The key here is that it’s not just about the treatment they paid for - it’s about the overall experience.

Moreover, surprise and delight tactics make clients feel like they’re not just another face in the crowd. Small gestures show you’re paying attention to their needs, preferences, and individual style. These thoughtful extras create moments of joy that keep clients coming back, while simultaneously attracting new business as they share their positive experiences with others.

Set-Up:

To effectively implement surprise and delight tactics, it’s important to establish a system that allows you to plan, track, and personalise your approach. Here’s how you can set it up:

1. Know Your Clients: Keep a detailed record of your clients' preferences, birthdays, anniversaries, and any other personal details you can gather. This doesn’t just mean their treatment preferences (e.g., favourite nail polish or skincare products) but also special occasions that matter to them. You can store this information in a simple CRM or even a spreadsheet if you’re just starting out.

2. Create Small Rituals: The surprise and delight moments don’t need to be grand gestures, but they do need to feel intentional. Whether it’s a little extra care during the service or a special touch added to their appointment, consistency is key. Have a plan in place to ensure these moments don’t feel rushed or generic.

3. Set Budget Parameters: Surprise gifts and bonuses are wonderful, but it’s important to set a clear budget for how much you’re willing to spend on these extras. Start small and measure the impact of each surprise (e.g., repeat visits or referrals), then adjust your budget and tactics accordingly.

4. Timing Is Everything: Make sure you’re prepared for key dates (like birthdays or anniversaries). Use a calendar reminder system to ensure you never miss an opportunity to surprise a client, whether it’s with a birthday treat or a surprise add-on after their regular treatment.

Tactics:

1. Personalised Thank You Gifts: After a client has had a treatment, send a thoughtful thank-you note or a small gift to show your appreciation. For example, you could offer a small sample of a skincare product they loved or a mini nail polish in their favourite colour. A personalised note that mentions something specific about their last visit (e.g., how their skin looked glowing after a facial) can make it feel even more personal.

2. Complimentary Add-Ons: If a client comes in for a facial, surprise them with a free eyebrow shaping or a scalp massage. If they’ve booked a manicure, throw in a quick hand massage or a complimentary nail art design. Adding a little bonus service - especially one tailored to their needs - creates a positive experience that feels like a treat, not just a routine visit.

3. Birthday or Special Occasion Surprises: Sending a small gift or offering a discount on their next service for their birthday or a special occasion (like their anniversary) is a great way to show you care. A special birthday card with a voucher for 10% off their next visit or a surprise treat like a mini beauty product goes a long way in building loyalty.

4. Exclusive Offers for Loyal Clients: Reward your returning clients with exclusive offers, such as early access to new treatments or services, or a loyalty discount after a certain number of visits. You could also offer “VIP” services - like priority booking or a private consultation for new treatments - that make them feel special and appreciated.

5. Client Spotlights: Showcase your clients on your social media platforms by sharing their experiences or photos (with their permission, of course). Highlighting their new look or a transformation from a treatment can make them feel celebrated and appreciated. It also creates social proof, showing potential clients the positive impact of your services.

6. Referral Bonuses: Encourage clients to refer friends and family by offering them a surprise bonus for every new client they bring in. For example, offer a free add-on treatment (like a mini facial or eyebrow tint) or a discount on their next service for every successful referral. These “surprise” rewards can motivate loyal clients to spread the word about your business.

7. Seasonal Surprises: Tie your surprise and delight efforts to seasonal events like Christmas, Mother’s Day, or summer. For example, offer clients a “holiday beauty package” at a discounted price, or send a small, festive gift (like a scented candle or skincare set) during the holidays. These seasonal touches make your business feel like part of their celebrations.