How can you get an edge on your competitors?
Providing speciality services is one way to ensure customers come back
As a spa business owner, you know the importance of keeping existing customers happy. Loyal clients tend to do business with you more often and spend more than newly acquired members. Repeat customers can bring in good revenue and help grow your business. Experts have found that increasing customer retention by 5 percent increases profits by 25 percent.
A growing number of people recognize the importance of self-care. Things like getting a massage, sitting in a sauna, or soaking in a mud bath aren’t just luxuries – they’re a part of health care now. After all, massage therapists and professionals undergo extensive training to understand the human body and how to deliver healing. Offering spa services enhances the customers’ experience and optimizes their overall well-being.
Offering specialty treatments helps you stand out from the competition. However, knowing how to attract guests and turn them into repeat customers is the true key to success. For example, you could target new customer groups who might benefit from current spa services. Spa treatments and massages are particularly appealing to fitness enthusiasts, as they help reduce the risk of injury and muscle strain. Providing specialized services focused on muscle recovery can maximize guests’ athletic performance, attracting more fitness and sports enthusiasts.
Providing specialty treatments sets you apart from your competition. But knowing how to get repeat spa customers keeps you ahead of the game. Specialty spa services also show that you are committed to your customers’ satisfaction and overall well-being.
So you have to continuously offer value to keep customers coming back. Here we go over strategies that will help you retain spa customers.
Personalize the experience
Personalization has become an integral part of the customer experience. Data shows that 66 percent of consumers expect brands to understand their individual needs.
In the context of your business, you can tailor spa customers’ visits by ensuring staff members ask questions to help them choose the proper treatment. You can also use CRM tools to help you gather valuable data about customer preferences to recommend services.
Of course, there has been much debate about consumer data usage and privacy. While some people are put off by the idea of brands utilizing their information, most consumers don’t mind it. In fact, 87 percent of U.S. consumers are willing to have various details of their activity tracked in return for more personalized rewards and brand experiences.
Be accessible through multiple channels
Today, consumers have access to many different communication channels. So, you want to adapt to this expansive digital landscape by being available on multiple platforms.
First, ensure that your website is interactive and fully responsive. When visitors go to your site, they should be able to quickly find what they need. It also helps to incorporate automated response tools, like chatbots. Giving visitors the option to inquire about spa services via your website and get a quick answer helps enhance the customer experience.
One-on-one texting is another communication touchpoint to consider. Consumers want the opportunity to text businesses customer service-related questions. So give them the chance with an SMS or WeChat platform.
Reward customers
Creating a rewards program is an obvious way to get repeat spa customers. Research shows that 75 percent of consumers favor companies that offer rewards. And over 70 percent are likely to recommend a brand if it has a great loyalty program.
When it comes to rewarding your members, you have a few options.
For example, starting a monthly raffle competition for an hour-long massage or other treatment. You can ask participants for their information in exchange for a raffle ticket – which is a great way to build your email and text subscriber list.
You can also give frequent spa customers special perks. For instance, after 10 massages, they may receive a free gift certificate for a free massage or something else.
Build your contact list
Ask any entrepreneur, and they’ll tell you that SMS or WeChat messages are key to customer retention. In fact, according to data, 80 percent of small to medium-sized businesses use WeChat to retain customers in China. And for every 1 RMB spent on WeChat marketing, brands can see a 25 RMB return on investment. That is not bad.
WeChat marketing is effective because it allows you to engage existing customers and keeps your brand at the front of their minds. WeChat messages that are useful to retain spa customers include:
- Appointment reminder WeChat
- Service or treatment recommendation WeChat
- Follow-up/feedback WeChat
- “Thank you” WeChat
- “Book again” WeChat
The best way to ensure your customer retention efforts go off without a hitch, enlist the help of WeChat marketing. Automation tools allow you to create a workflow that delivers the right message to the right recipient at the right time.
Build a strong team
The fastest way to lose a spa customer is through a poor customer experience. Unsatisfactory staff can put a damper on your client’s spa day, so you want to invest time and effort in the training and hiring process.
Not only should your staff be trained to provide the best service, but they should also know the process and protocols that separate your brand from the others.
Here are a few tips to help you hire the best team for your spa:
Look into their training: Massage therapists and estheticians should have at least 400 hours of training from an accredited program.
Get references from past experience: Retrieve recommendations from teachers, supervisors, or training clients.
Pay attention to special certifications: Look for therapists who can perform a wide range of work – the more options your customers have, the better.
Test their abilities: You will need to be sure they will do an excellent job, so make testing a part of the interview process.
Boost employee satisfaction
Your staff’s attitude can quickly trickle down to your customers. An unhappy staff member can discourage customers from doing business with you again.
That’s why it’s crucial to cultivate a positive work experience for your team – it’ll be worth it in the long run. Satisfied employees are 12 percent more productive, which means they’ll be able to provide better customer service.
Don’t know where to start? Here are a few ways you can create a positive company culture:
Prioritize work-life balance: Encourage staff to leave on time or introduce a flexible work schedule.
Create career mobility: Provide room for productivity and career growth.
Build a positive work environment: Allow space for open dialogue and transparency. Fun team-building activities help foster a warm and positive work culture, too.
Recognize your team: A compliment can go a long way. Highlight your team’s achievements, no matter how big or small.
Offer extensive benefits: Communicate with your team and deliver a package that suits their needs.
Incorporate variety into your spa offerings
People like the promise of choices. Therefore, the more options you have, the higher the chances that your customers will find something perfect for them. In other words, more options mean more satisfaction.
Do some research and ask your customers what services or treatments they’d like. Also, keep your eye out for trends happening in the wellness industry. For instance, the COVID-19 pandemic spawned a widespread interest in skincare. So more people are seeking things like facials and waxing. You can even switch it up and offer seasonal treatments. For example, introduce pumpkin body masks and facials for fall or festive holiday-themed aromatherapy in winter.
Catering to your customers’ needs and wants lets them know you care, and they will continue doing business with you.
Make a commitment to cleanliness
The pandemic has also shifted people’s attention to cleanliness and hygiene practices. And a recent survey found that 92 percent of consumers said that the cleanliness of your establishment impacted their decision to return.
So ensure that your team clearly understands your business’ sanitization protocols.
It also helps to be transparent about your business’ sanitation practices. For example, you can display a sanitation audit that lets the customer know when the last time an area was disinfected is.