The global spa and wellness industry has been growing by 12% annually since 2007. However, many spa owners experience a slight lag in sales at certain times of year, and the spa industry is known for the ebbs and flows of its customer retention cycles. If you’re struggling to keep your spa customers coming back, there are several simple yet effective steps you can take to add to your spa’s aesthetic and keep your customers happy in the new year. Here are some ideas for boosting your spa’s sales in 2018.
You should strive to create a warm and welcoming atmosphere in your spa that puts customers’ minds at ease. Oftentimes, this means freshening up the interior lobby area by applying a new coat of paint. In a 2017 interior design trends survey, more than a third of respondents said they would choose a neutral color palette if redecorating their home, but for a business focused on wellness, something brighter and more positive, like robin’s egg blue, can help to establish a calm and soothing mindset from the moment customers enter until the moment they leave.
Optimize Booking Process
Though not exactly an aesthetic improvement, businesses that optimize the customer experience tend to retain more long-term customers. If you make it as easy as possible for anyone to visit your spa’s website and make a reservation, you’re bound to see an almost instant increase in bookings. But remember, it’s all about the user interface. If there’s too much clicking around or not enough relevant info, such as costs and descriptions of services, customers are bound to take their business elsewhere.
Anybody in the salon or spa industry should know this, but maintaining a hygienic atmosphere is absolutely critical for a business centered around wellness. Make sure all of your employees are up-to-date on the latest sanitation procedures — anything that touches the customer, including combs, brushes, nail instruments, massage tables, and more, can cause disease or infection if not properly cleaned and sterilized.
Similarly, it’s important to keep your spa’s lobby clean and presentable as well. If your spa offers snacks to customers, make sure they’re well-stored and that any garbage containing food remains get emptied and taken out after closing each day to avoid potential pest infestations. American roaches have been reported to spread at least 33 kinds of bacteria, and if customers see even one bug at your spa, they probably aren’t likely to return anytime soon.
To make sure your employees are consistently following all hygiene and sanitation procedures, it often helps to make a checklist that covers every area of your spa or salon, as recommended by Chron:
“After walking through the salon, the staff should sign off on the inspection sheet and leave it for the morning staff or salon owner. Anything that is not up to par must be corrected. Display the checklist in a prominent area of the store to remind employees to be vigilant,” writes Elle Smith.
Finally, take note of how your employees present themselves on a day-to-day basis. They should be greeting guests with a smile as they enter, and thanking them as they leave. Nearly three-quarters (74%) of adults feel an unattractive smile can hurt their career success, and it’s not hard to see why. A business that doesn’t make its customers feel valued and appreciated is likely to lose customers to a business that cares about the experience of each and every customer.
Ultimately, taking these tips into consideration when evaluating your spa’s sales success can help to bring out the best qualities of your salon or spa and keep customers coming back time after time.