DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.
Issue link: https://dayspamagazine.epubxp.com/i/902908
[ 54 ] • # dayspamagazine • december 2017 marketing savvy by Jeanette Hurt successful business is built on repeat customers; indeed, a spa's livelihood depends in large part on regular clients. But what happens when familiar faces no longer come in for treatments? Sometimes guests move on because of a bad experience, but "most of the time it has nothing to do with the spa," says Angela Cortright, owner of Spa Gregorie's, with locations in Newport Beach and Rancho Santa Margarita, California. "In some cases people fi nd another facility they prefer or one that's closer to where they live, but for the most part it's due to life's demands. Usually, these customers are salvageable." "Our target demographic is 30- to 55-year-old, college- educated women who make $50,000 or more per year. If you think about it, that's a busy person," says Sean Vierra, LMT, owner of The Pearl Day Spa in Eugene, Oregon. But according to Vierra, a hectic lifestyle is just part of the equation. "I think the number one reason spas lose clients is because they think the spa doesn't appreciate their business," he says. "If you're not communicating to your clients that they matter to you, they're going to go elsewhere." But even if that happens, all hope is not lost: Spa owners can still lure these absent clients back using the following pro strategies aimed at winning them over again—and keeping them returning. Many Happy Returns How to recapture former regulars who've stopped visiting your spa. © GETTY IMAGES A