1. SEND (AN AUTOMATIC) REMINDER before they
arrive. We all lead hectic lives. Between work, family
and friends, there is no shortage of people or activities
vying for our attention. Sending a reminder via text
or email is a seamless way to remind customers of
their appointment, and it lets them know that
you’re excited to see them! Automating this with
your front-desk software is the easiest way for
you to stay top-of-mind with the new customer
without taxing the team you already have.
2. OFFER A BOUNCE BACK. Everyone likes to get a
deal. After a terrific experience in your spa or salon,
offer your new customers the chance to come back.
Providing discounts on products or services will help
new customers feel special and appreciated while
giving them an incentive to continue their journey
with your brand.
3. OFFER MEMBERSHIP PROMOTIONS. If you think
the new customer is ready to commit to a longer
relationship, I’d recommend offering special pricing
for memberships in the month of January during the
holiday gift-card rush. For a year-round promotion, you
could make the special pricing available within 14 days
of a new customer’s first visit. This creates a small
sense of urgency for them to sign-up before the special
offer expires.
4. SEND A THANK-YOU NOTE. Let your new customer
know that you appreciate the opportunity to serve
them. Sending a thank you note, a text message or
even an email is a personal way to convey how much
you enjoy helping customers look and feel their best.
And if you can automate this note to send while the
new customer is thinking about a special membership
promotion, it creates an additional touchpoint with
your brand that can leave the customer feeling positive
and appreciated.
5. REMEMBER SPECIAL OCCASIONS. Collect pertinent
information on their first visit and send your new
customers birthday cards,
anniversary cards, holiday cards—you
name it. Make sure your guests know they are
not just a number to you. And, as a bonus, seeing a
card from your spa will keep it top of mind the next
time their significant other realizes they need to
purchase a gift card—or when they want to purchase
a gift card for someone else.
Having a strategy in place to convert gift-card customers
into long-term customers is critical—not just after the
holidays, but year-round, too. This month, your spa will
likely see customers using gift cards that were purchased
for Valentine’s Day; in a few months, they’ll be using gift
cards that were Mother’s Day gifts. Father’s Day and
birthdays bring in yet more gift card sales and (potential)
first-time customers at your spa. With millions of
Americans challenging themselves this decade to look
and feel their best, new customers will be looking for
partners in their journey, so spas and salons that
make it easy for customers to repeat their visits are
well-positioned to capitalize on this opportunity. n
APRIL 2020
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