From the FIRST VISIT to FOREVER

Marisa Dimitriadis, Managing Director, The Spa Consultants, discusses how to retain clients in a competitive spa market.

With the rise of wellness culture, the spa and beauty industry has seen exponential growth. New spas and wellness centres are opening up frequently, and while this is great for the industry as a whole, it has created a fiercely competitive market. To stand out and thrive, spa owners must not only attract new clients but also retain existing ones. A robust marketing strategy combined with excellent client retention efforts can make all the difference.

1. ESTABLISHING A STRONG SOCIAL MEDIA PRESENCE

In today’s digital age, social media is a non-negotiable marketing tool for spas and beauty businesses. Platforms like Instagram, Facebook and TikTok have become invaluable for showcasing services, products, and customer experiences. Clients want to see what you offer before they even book an appointment.

High-quality images of treatments, behind-the-scenes videos of your team in action and client testimonials are perfect for engaging potential customers.

Consistency is key, so it’s essential to post regularly and interact with your audience. By responding to comments, direct messages and inquiries quickly, you demonstrate attentiveness, which helps build trust and loyalty.

Social media also allows for targeting specific audiences with paid ads, which can be highly effective for bringing in new clients. You can create campaigns that target users based on location, demographics and interests, which ensures your message is being seen by people most likely to book your services.

In today’s digital age, social media is a non-negotiable marketing tool for spas and beauty businesses.

2. CUSTOMER ENGAGEMENT AND PERSONALISATION

While marketing can get people through the door, engaging clients in a meaningful way keeps them coming back. In a crowded market, personalised customer experiences set your spa apart. Instead of using generic marketing materials, tailor your messaging to each client’s preferences and past behaviour. This can be as simple as sending a personalised thank-you email after an appointment or offering a special discount on their birthday or treatment anniversary.

Utilising a Customer Relationship Management (CRM) software can help track client preferences, purchase history, and feedback, making it easier to create personalised experiences. Clients are more likely to return when they feel valued and understood, and they’ll also be more likely to refer others if they’ve had a memorable experience.

3. LOYALTY PROGRAMMES THAT WORK

Loyalty programmes are an effective way to ensure that your customers stay with you long-term. However, to work in today’s market, these programmes must offer real value to your clients. A simple punch card or points system may not be enough anymore. Instead, consider offering tiered rewards systems, where clients receive increasing benefits the more they visit or spend.

For instance, after five visits, a client could receive a complimentary mini facial, and after ten visits, they could get a free full treatment.

Exclusive offers for loyalty members or early access to new treatments and products can also entice clients to return frequently.

4. CONSISTENTLY INNOVATING AND OFFERING HIGH-QUALITY SERVICE

Client retention isn’t just about marketing; it’s about delivering consistently high-quality service. In the spa and beauty industry, the service you provide must exceed expectations to encourage repeat business. That means ensuring your staff are welltrained, your space is clean and inviting, and you’re using high-quality products that deliver results.

Innovation is also critical. Regular clients will want to try new treatments or products. Stay ahead of trends by offering the latest wellness treatments or updating your service menu regularly. Innovation doesn’t have to mean reinventing the wheel – small tweaks to current offerings or seasonal promotions can make a big impact.

5. ENCOURAGING REFERRALS AND WORD-OF-MOUTH MARKETING

Finally, don’t underestimate the power of word-of-mouth marketing. Happy clients are the best advertisement a business can have. Encourage referrals by offering incentives like discounted treatments or bonus loyalty points when clients refer friends or family.

Positive online reviews also boost credibility, so ask clients to share their experiences on platforms like Google and Facebook. Make the review process as easy as possible with follow-up emails or text messages that include direct links to your review pages.

As the spa industry continues to evolve, staying ahead means continuously refining your marketing strategies and finding new ways to connect with your clients. If you’re looking for more tips, fresh ideas or just want to share what’s working in your business, come join the conversation at Wellness Professionals Club (www. wellnessprofessionalsclub.com). We’re a community of like-minded spa owners and managers who are all about growth, innovation and supporting each other— because running a successful spa doesn’t have to be a solo journey. Let’s keep exploring ways to thrive together!