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78 DAYSPA | NOVEMBER 2015 MARKETING SAVVY App-ly Yourself Want to increase bookings, build customer loyalty and run your spa more effi ciently? There's an app for that. By Carrie Borzillo Just when you think your spa has a large-enough digital footprint with its engaging website that in- cludes a mobile-friendly version and a vibrant social media campaign, there's one more thing to add: a mo- bile app. That's right: eMarketer predicts that by 2018, approximately 60% of mobile phone users will be using apps to access the Internet. Marketing via mobile apps isn't just the latest bandwagon to jump on; it's vital to staying competitive, points out Stephanie Jennings, senior vice president of sales for MINDBODY (mindbodyonline.com), an app-building company. "More spas are using mobile apps to manage their operations, and more clients are turning to mobile apps to fi nd, book and pay for spa appointments," she reports. One such business is Hand & Stone Massage and Facial Spa (handandstone .com), with more than 200 locations nationwide. "Consumers are relying more on their mobile devices, so we knew it was time to launch an app that would give them the power to book appoint- ments, review past services and obtain information at all times," says Todd Leff, CEO/president. According to Leff, since implementing an app, the business has seen a "dramatic increase" in access to its website from mobile devices. Studies bear out these anecdotal fi ndings, says Nielsen Norman Group (NNG, nngroup.com), an evidence-based user experience research, training and consulting fi rm in Northern California. The company conducted usability studies comparing the performances of mobile websites versus apps, and the apps scored higher. NNG credits this result to apps' su- perior connectivity and reduced need for users to type, lowering the risk of errors. "The app takes some of the stress away from booking an appointment at Hand & Stone," says Leff. "We're all about working to upgrade the customer experi- ence and we think this is a necessary tool for today's consumer." In the fi rst two © GETTY IMAGES