Pulse Legacy Archive January / February 2012 | Page 67

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“Frequent flyer program for nail services.”
“Email loyal guests with a complimentary card
to be used toward a different service they
have never booked before. We know this
will benefit them since we already know
this client; we know their likes and dislikes.
For example, don’t send a card for a spa
pedicure when you know the client doesn’t
like their feet touched. We personalize their gift
choice.”
“For repetitive spa users, we offer a ‘special treat’
such as a 25-minute complimentary massage or
a ‘surprise spa gift’ (usually a spa product that
we want them to try and that encourages the
purchase of another one to complete their
home care).”
“Guests who have visited two or more times receive a
complimentary microderm add-on or shampoo blow-dry.”

“High-value clients based on money spent and
number of visits over specific periods of
time receive an exclusive offer.”
“Mailer sent to past guests from the last
two years who had two or more services
during their visit; the offer provided a mul-

tiple service offer to return. We send mailers to guests who have
participated in both spa and golf during a previous visit and
offer a spa/golf return package.”
“Off-season local promotions that are ‘sweeter’ for
previous guests and loyal guests than those typically advertised for the whole market have been
successful in building loyalty.”

“Specialized retail offers—looking up previous product buyers and sending a personal
note for replenishments; the calls came in. We
also use this type of list/data to
announce new products we are carrying from our spa product lines.”
“We market to guests who may not have
been back to the spa for 30, 60 or 90 days
and send them a bounce back coupon to
come back in for a service. Generally, it starts
with 10 percent and goes up from there.”

“We recently hosted a Holiday Trunk Show for which
we ran a report to show guests who had purchased retail and returned for a
second/repeat visit to narrow down the
number of printed invitations we mailed.
We had a much better ROI on the mailer
by including retained guests.”

January/February 2012

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