How can spa operators perk up their client loyalty through retail programs? Spa Inc. magazine asked five experts and I was honoured to be one of them.
By Vivienne O’Keeffe, CIBTAC, AAD, PEA
For products to increase the loyalty of your customers, you would need to keep two factors in mind.
Consumers are looking for results
Firstly, consumers are looking for results. If your product line is effective and delivers results, this will build up trust and your professional image in the consumer’s mind. Every time a consumer looks at a product they have purchased from you, they will be reminded of you and their experience at your facility.
Spa operators are looking for repeat sales and loyalty
Secondly, when you select a brand, make sure it is a professional brand that is loyal to the professional skincare market. This ensures that consumers can not buy directly from the manufacturer. Consumers will only be able to buy the brand from professional facilities, where they will receive proper advice on its use, helping you to build repeat sales and loyalty.
Retail for business survival
As we saw in the past two pandemic years, a solid retail business is essential for survival. Making professional skincare recommendations during or post treatment, such as suggesting a product and educating the customer on the best way to use it for their unique skincare routine, increases customer loyalty much further than an online connection. Follow up with your clients to ensure they are using the product consistently and benefiting. Offering a program of seasonal skincare assessment – along with instructions for modifying product use at home; for example during colder weather – is an invaluable tool. It allows you to authentically reconnect in a personal way – by following up with a phone call/text or e-mail – to check on progress.
Vivienne O’Keeffe, CIBTAC, AAD, PEA, is President of Spa Profits Consulting Inc., and an expert in designing successful spa concepts. She is also an international consultant in developing product lines, treatment plans and training programs, a member of ISPA and a recipient of the Spa Industry Association of Canada Outstanding Industry Service Award in 2001, 2005 and 2012.