Dayspa

DEC 2017

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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dayspamagazine.com/freeinfo [ 56 ] • # dayspamagazine • december 2017 marketing savvy Finders Keepers Getting former clients to come back in the door is only the fi rst step— the next is to get them returning regularly. It's about rebuilding that relationship, says Carnabucci. "Sending a follow-up note, a quick text or even a small gift after the appointment boosts rapport," she notes. "Spa services are very personal, so they call for a personal yet professional response." Giving the right kind of gift can make an impression, adds Carnabucci. "They don't have to be fancy, but they shouldn't be things that people would throw away," she says. "It's important to fi nd ways to communicate to clients that they feel valued. You want them to walk out of the spa feeling like their practitioners care about their well-being." "You need to understand these guests' wellness beliefs and needs—and make sure they know it," adds Lyon. "What are their lifestyle and beauty goals? Find out what has changed in their minds and lives (that you can answer to), and then advise them using your expertise." Sometimes, spa owners never quite fi gure out why specifi c clients leave, but a targeted survey that asks, "What's the biggest hurdle to returning to the spa?" can help ferret out answers. "You might not be able to recapture every single former client," admits Vierra. "However, by reaching out to a few thousand other people in the same demographic who likely have similar opinions about why they do or don't come in for services, you can get a general idea from the group as a whole." Also bear in mind that retention should be a focus not just for management, but for the spa's entire team. "Part of our compensation structure is based on client retention," explains Vierra. "All of our messaging and marketing is aimed at keeping customers and pre-booking appointments. For a spa, it's a key performance indicator." u © GETTY IMAGES t ar g ete out answers. "You mi gh AGift forYou! Looking forward to your next spa visit. f

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