DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
Issue link: https://dayspamagazine.epubxp.com/i/150126
BUILDING BLOCKS Holiday Helpers Contrary to popular belief, the holidays aren't just the season to give your revenue a nudge—they also represent a prime opportunity to win over clients and maximize sales going forward. How? According to SpaBooker (spa-booker.com), a technology platform dubbed "the salesforce for spas," by collecting clients' personal data during these busy seasons, spa owners can tailor the information to the clients' needs, convert them into repeat customers and continue to reap rewards down the line. Here are SpaBooker's top tips for maximizing the holidays: Know which holidays to leverage. The three biggest revenue-generating periods are generally the December holiday season, followed by Mother's Day, then Valentine's Day. Use collected information to create targeted email campaigns and promotions. The more relevant the email sent to a client, the greater the chance she'll open it. So, the more data you get from clients during their first visit, the more creative and specific you can get 1 2 36 DAYSPA | SEPTEMBER 2013 in your subsequent communication with them. Information you can capture and then reuse later might include clients' birthdays, names of people who referred them and recent treatment dates. Book future appointments. Encourage prebookings at the time of checkout. First-time clients will want to book another appointment while they're still in spa bliss. According to management consultant firm Bain and Company, repeat customers spend on average 67% more than new customers and are six to 12 times cheaper to upsell. Hook clients with retail. Aggregated industry data suggests that the likelihood of clients returning to a spa increases from 25% to 75% when they purchase products. Train your staff to sell products— and if they use a mobile app, teach them how to add them to the order directly from the treatment room. Build the relationship. Create an exceptional, tailored experience for each customer. A memorable spa visit can turn a one-time customer into a loyal patron. Examples include engaging the client in conversation, and taking note of and acting on their preferences (if they like hot tea, say, have some waiting for them when they arrive). 3 4 5 Quality means doing it right when no one is looking. —HENRY FORD, AMERICAN INDUSTRIALIST, 1863-1947 Retail Superstar The star: A combination of Yon-Ka CREME 15 and Yon-Ka JUVENIL (yonka.com) The spa: Faces365 in Vintage Park, Houston, Texas Why it flies off the shelves: "Our clients with acne-prone skin—especially teens—have seen great results," says owner and general manager, Hannah Abouassaad. "The duo is gentle yet effective." How it has been promoted: "Our main point of promotion begins with education. We are committed to educating our clients on acne products that they have used themselves or that are commonly used by others. For example, products containing benzoyl peroxide can end up drying the skin more, and in this case our body tries to compensate by producing more oil to create a protective barrier, which only makes the acne issues worse. We explain to our clients how the Yon-Ka CREME 15, especially when combined with JUVENIL, will hydrate, soothe and reduce the inflammation HANNAH ABOUASSAAD on their skin progressively."