Owning a spa or salon means pampering your guests. You want to spoil every single person that walks through that door, and part of that means providing just the right service for every single customer. Your marketing strategy should align with that philosophy. Find out what your community of patrons want and market directly to those preferences. That means no “one-size-fits-all” marketing.
Not every customer that comes in is going to want a manicure, some want a body exfoliation using salt glows! When that’s the case, do you force that guest to sit through a manicure? No. The same idea applies to marketing. When somebody has indicated they have no interest in waxing, maybe don’t send them your your special waxing offer.
“But how am I supposed to manage that?” You ask. On the surface it may seem like a real pain, but making sure each one of your contacts receives only the content and material that applies to them is easier than you may think. It’s all about being smart about how you get to know your customers and then organizing them in segments so you can easily push content to the appropriate groups.
So without further ado, here are four ways to segment clients at your spa or salon.
Segment by type of service
You’re probably going to be sending out quite a few offers and marketing content. That being the case, avoid drowning your contacts in piles and piles of newsletters, emails, and mailers. If you send your customers too many messages—especially ones that aren’t relevant—they’re going to stop opening your messages, unsubscribe, or worse, become annoyed with you. Instead, identify which types of services customers are actually interested in and only send them material that is germane to their interests.
The thing is, it’s not always easy to learn what exactly your customer base wants, especially on an individual level. One way to find out is to simply ask. Perhaps an email to all your customers with a survey inquiring about which services they’re interested in. Certainly, a chunk of your customers will respond, but you’ll still be left with plenty of blind spots in regard to your customer interests. How do you overcome these blind spots? Base your customer segmentation off purchasing behavior.
If a customer consistently comes into your salon or spa and only purchases one service, segment according to that behavior. If you’re an ActiveCampaign user, you can automate that segmentation process, so that you don’t have to manually take a note every time a customer makes a purchase. For example, if a customer at your salon comes in once a month for three months straight and only gets a blowout, you can create an automation to segment that customer appropriately.
Once you’ve segmented a large amount of your contacts based on the services they’re interested in, you can target your marketing efforts so you’re not sending deals on enzyme peels to customers with enzyme shortages (I’m not actually sure if that’s how enzymes or enzyme peels work, but you get the picture).
Segment by frequency of visit
A customer who visits your spa or salon twice a month versus one who visits twice a year is going to be receptive to different kinds of marketing efforts. As repeat customers begin to develop some cadence in their frequency of visits, tag them appropriately. Again, with ActiveCampaign this is something you can automate, so if somebody books three or more visits a month, you can tag them accordingly, and the same goes for less frequent salon-goers.
Then, tailor your marketing according to these tags. Target your infrequent exfoliators with offers that might incentivize them to a few more times a year. As for your regulars, not only will you want to make sure they keep coming in at the same rate, but you can also market services to them that they don’t generally take advantage of. As you can see, you can combine multiple planes of customer segmentation for hyper-targeted marketing.
Segment by last visit
By tracking the last time a customer visited your spa or salon, you can make sure to stay in touch so that they don’t forget about you. Once somebody leaves, you’re out of sight, don’t let yourself become out of mind as well.
With ActiveCampaign, you can set custom fields to the date of each appointment a customer has. Then, using an automation, trigger a campaign with a special offer to entice them back and let them know you miss their business. These type of campaigns have a huge impact on retaining repeat customers.
If you own a spa or salon, chances are you have some sort of referral program, and if you don’t, you should probably consider it. 77% of consumers are more likely to buy a product that is referred by a friend or family member, and 50% of people are likely to give a referral if they have a direct incentive to do so.
Identify customers who have made a referral in the past, so that you know which of your contacts are likely to take advantage of a new referral incentive. Then, next time you want to introduce a new referral program or incentive, make sure that those customers who have referred somebody in the past get plenty of material advertising the new promotion.
No need to overdo it
Segmenting contacts provides tons of opportunities for highly targeted marketing, which is always going to be more effective than one-size-fits-all boilerplate marketing content. However, avoid over-siloing your marketing efforts. There’s still plenty of material that that your entire contact-base should see, regardless of how they’ve been tagged or segmented.