In the dynamic beauty and wellness industry, attracting clients is one thing, keeping them engaged, satisfied and loyal is another. It’s easier said than done. Fortunately, spa management software has a customer retention management (CRM) feature, which not just helps with key operations but also makes it easier to retain clients. Before we delve deep into how we can leverage spa software to boost client retention, let’s understand the psychology of client retention.
Client Retention in the Beauty Industry
Client retention in any industry is all about understanding human behaviour. Clients seek more than just a service. They want an experience that resonates with their needs and desires. Customers are only going to stay loyal when they feel loved and valued. Here’s what you can do to keep them coming back:
• Offer Added Value: Clients are likely to stay loyal when they see additional benefits from your side. Whether it’s an add-on service or anything apart from that, you need to focus on providing value. A few examples of value include exclusive offers, loyalty rewards, and promotional campaigns.
• Keep their Preferences in Mind: Clients love personalised experiences. If they have to communicate their needs every single time, they can get irritated. When you remember their favourite product or stylist, you can create a sense of trust. Well, as a spa owner, you don’t have to remember it yourself. With the right spa software solutions, every client’s past purchase and service history is recorded. These details can be used to build trust and create personalised offers and promotional messages.
• Small Things go a Long Way: A small note of appreciation can also go a long way. Not everything you offer in your spa has to be monetised. Understand their needs and offer services according to that. By going an extra mile, clients feel seen and acknowledged.
Tips to Improve Client Retention in your Spa
• Start with a user-friendly booking system: A user-friendly online booking system is important for spas. They’re no longer a luxury. Instead, they’re a necessity. The first impression every new client yearns for is a simplified booking experience. A client will only want to come back based on their first interaction with you. Thus, get a spa appointment system that has an intuitive and simple interface. It should give a client the freedom to book before or after business hours, show real-time availability and send out automated confirmations and reminders. A clear booking flow with easy navigation makes customers want to come back.
• Reward regular customers with a loyalty programme: A fool-proof way to encourage repeat business is running a loyalty programme. A loyalty programme that has been designed well becomes a win-win for both you as well as your customers. We’ve already spoken about how you can build a spa loyalty programme. When you offer a client a reward, they feel appreciated. When clients know that they’re going to be earning points that they can use for free treatments or exclusive products, they will want to come back. You can even create a tiered membership programme for VIP customers.
• Personalise the spa experience: As mentioned about client psychology earlier, retention also depends upon how valued and engaged clients feel in your spa. A spa is a place where people leave behind all their stresses and fully immerse themselves in a particular service. Thus, if you want a client to keep coming back, you need to personalise their experience from the start to the finish. By leveraging spa management software, you can definitely retain clients better. It gives you access to a client’s past service history.
On special occasions such as their birthdays and anniversaries, you can even send them a discount coupon or freebie. This surely makes them feel special and they’re likely to come back. If you haven’t seen a particular client in a while, you can even shape your promotional message according to their preferred service and send it out to them.
• Gather client feedback: Continuous improvement is crucial in the spa business. If you’re not looking at client feedback, you’re losing out on customers. Use your spa software to gather and analyse client feedback. Send your clients a survey or feedback form after the treatment on their email. When you analyse their feedback, you know which areas you need to improve on. You should also analyse your ‘Google My Business’ profile to see what’s being said about your business online.
• Study Key Performance Indicators (KPIs): You need to gain valuable insights into client behaviour, preferences and retention rates. The best part of switching to spa software solutions is that you can analyse reports to see what’s working and what’s not. Identify trends, track client satisfaction and go through retention reports. In any beauty business, making data-driven decisions is very important. Once you conduct a thorough customer behaviour analysis, you can tailor your marketing efforts accordingly to retain existing clients.
Client Retention Made Easy with Salon360App
If you’ve been struggling to retain clients in your spa, get Salon360, a spa software app designed for wellness centres. As you know, retaining clients is as important as attracting them. Our spa software solution can set your business on a path to sustained growth and improve your bottom line.
