It’s a painful truth for spas: acquiring new customers takes time and money. Keeping loyal customers, on the other hand, helps Spa directors save money on marketing while also increasing overall revenue. By focusing your efforts on retaining current Spa customers — those who are already bought and sold on your products and services — you’re more likely to see your word-of-mouth referrals increase and the average dollar amount of a sale increase through cross-selling and up-selling opportunities.
So, if your spa client list is a revolving door, how can you keep loyal customers and a healthy revenue? Here are 10 customer retention ideas you can kick off today.
Customer retention ideas for Spas
1. Sweeten the deal with retail products
Everybody likes free gifts. Consider sending your customers away with sample bottles of some of your best products. If you have a customer who comes regularly or forks down a lot of money, treat them extra special with spa and aromatherapy products they can use at home. Giving away great products to your best customers will build an even better sentiment about your spa, and encourage them to come back for more. 2.
2. Start a spa day raffle
At a carnival or amusement park, did you ever wonder why people pay so much at a chance to win that giant stuffed duck? Even if it’s not worth much, people love getting a prize. It’s psychologically rewarding and fun. Start a monthly raffle competition at your spa for an hour-long massage or high-end retail product. People can enter for free, and it’s also a great way to get them on your email list to send out other promotions and loyalty reward programs. The prizewinner will undoubtedly want to come back for more.
3. Offer a loyalty card for free goodies
Do you have spa clientele who visit your business frequently? Capitalize on that loyalty and give them rewards in return. For example, offer a punch card. After 10 massages or appointments, they may get:
- A gift certificate for a free 30-minute massage
- A pink salt Himalayan scrub
- Moisturizing spa socks infused with essential oils
- A free mani-pedi
- A free eyebrow wax
4. Customize the experience
Let’s say you have one customer who loves the smell of lavender or another who likes to listen to Enya while she’s getting a massage. Ask your clients if they have any preferences and keep files on frequent and high-paying customers. Check up on the files before they arrive and set the stage for a tailored experience. Your clients will appreciate the extra thought and realize that not every spa will go out of their way like you do.
5. Build up your email list
Any online entrepreneur will tell you that building a loyal email list is key for customer retention. When your clients sign up, ask if they’d like to offer their email address for discounts and rewards. That list will be receptive to your promotions, and you can keep customers interested in quarterly sales or raffles.
6. Give out branded swag
Branded swag is any kind of item that has your company’s logo. Swag is perfect because it’s a low-cost, effective way to give away free items that also advertise your business. The types of swag you can choose from are infinite, but here are a few ideas fit for a spa:
- Coffee mug or thermos
- Scented candles
- Sleeping mask
7. Properly train your spa therapists
Are your spa therapists doing their job effectively? Do they have all the tools, training, and time necessary to complete their work in a high-quality fashion? Talk to your employees and ask if they have everything they need to do their job well. If you identify gaps in their knowledge or training, set up internal training programs to equip your spa therapists with knowledge. Your program will lay the foundation for a more enjoyable customer experience.
8. Boost employee happiness
Nothing says happy customers like happy employees. Disgruntled employees who feel unappreciated at work will trickle down to your customer experience. In fact, research suggests that happy employees are 12% more productive. Happy employees also stay with a company longer, which means a more continuous experience for your customers as well. Not sure where to start? We have several articles on how to create a positive culture at your company and offer some ideas for employee appreciation and wellness.
9. Set up a referral program
Do you have spa clients who sing your praises? They’re the perfect candidates for a referral program. For example, if they refer a friend who buys a spa package, they’ll get 5-10% off on their next purchase. Advertise your referral program in the lobby or send out the word on your email list.
10. Solicit feedback and act on it
Running a competitive business requires you to continually evolve and adapt. How can you make your customer experience better? Ask your customers to fill out a short survey, or simply ask them as they leave if anything would have improved their experience. Compile that feedback and make changes accordingly. Your customers will appreciate the fact that you listened and acted on their feedback.
If all these ideas sound overwhelming, no need to worry. Start out with two or three and see which are successful. Rinse and repeat.
Spa management is no walk in the park, but before you know it, you’ll have spa clients who can’t wait to come back for more — and bring all of their friends and family with them.
Find out more about how Zeel can help your Spa!
Kristin Hoppe's past experience includes reporting at a small-town paper, freelance writing in Peru, and content marketing in NYC. She's written about a wide array of topics, from travel to education to HR. Learn more about Kristin at kristinwrites.com and on LinkedIn.