When Kulwinder Kaur and her husband Pardeep Singh opened Vibrant Beauty Salon in Boston's South End, they wanted to build their business around dedicated local clients. The husband and wife team and their family were already experienced entrepreneurs, and Kaur had extensive training in one of Boston's top salons. The pair designed a relaxed, welcoming salon that takes a caring, hygienic approach, favoring natural products over artificial chemicals. Today, Vibrant Beauty offers a wide variety of nail, brow, and waxing services, plus threading, facials, and henna tattoos.
Although many of Kaur's clients followed her from her previous salon, one of the main challenges for their business was growing their customer base. Vibrant Beauty had tested other marketing strategies, including Groupon, Yodle, and SEO-based initiatives. But Nift offered something different. “Being a new business, I want to try anything to get the word out,” says Singh.
Once Vibrant Beauty Salon partnered with Nift, the salon became part of a curated network of local businesses and quality customers. Nift is built around virtual and physical gift cards tied to companies within the invitation-only Nift network. Vibrant Beauty creates its own gift – $10 dollars towards any service – and specifies the maximum amount of customers each month who can redeem this gift.
Once Vibrant Beauty Salon partnered with Nift, the salon became part of a curated network of local businesses and quality customers. Nift is built around virtual and physical gift cards tied to companies within the invitation-only Nift network. Vibrant Beauty creates its own gift – $10 dollars towards any service – and specifies the maximum amount of customers each month who can redeem this gift
Ultimately, Kaur and Singh want their marketing efforts to bring in quality new customers, and Nift is doing that and more. Today, other local businesses – including jewelry shops, rock climbing gyms, and cycling studios – thank their best customers with Nift gift cards. Nift's proprietary algorithms offer Vibrant Beauty's gift to customers that would be a good fit for the business. The result is that those who choose Vibrant Beauty are locals who may not have otherwise tried the salon, and have a high likelihood of returning.
Join Nift to Build Repeat Business
Kaur and Singh didn't just want the one-time customers so common to coupon marketing. "With Groupon, they come in once and that's it, then they're done," says Singh. "With Nift, more people become regulars. I keep track, and I honestly do see that."
Join Nift to Draw Quality Customers
"Great service, great atmospshere, cute nails! Thank you!"- Shanika B. a customer who received a Nift from Rock Spot Climbing.
Join Nift to Attract Hyperlocal Focus Customers
Although Nift can be used to target commuters who work in the area or other patrons who might live outside the city, Kaur and Singh wanted to maintain a focus on their neighborhood. All the business they need is within a few blocks, and Nift can target that market. "Only a few people are coming from out of the area," Singh notes. "Mostly the new customers are local and live within a mile of the store."
Join Nift to Get the Word Out
"I absolutely loved my time at Vibrant Salon. The owners are so kind, and made me feel at ease and relaxed right away. I'll definitely be going back again and telling my friends." - Josephine E. a new Vibrant Beauty Salon customer.
Nift engineers are constantly working to improve the company's core technology, and one of the latest innovations is a seamless integration with MINDBODY, a point of sale system commonly used in the fitness and beauty industry. Vibrant Beauty and other businesses will now be able to trigger automatic Nift rewards for loyal customers, track their Nift customers over time, and more.
Overall, Kaur and Singh have found that Nift has been an important partner in the growth of their business. "I would suggest it for new places and startup businesses," Singh says. "I've seen the difference from the local people who didn't know about us. They know about us because they were introduced by Nift."
Are you a small business owner? Want to thank your best customers, get discovered by even more customers, and support local businesses? Give Nift a try.