Jean-Guy de Gabriac, founder of consultancy Tip Touch International and chair of the Professional Spa & Wellness Convention, advises spas on how to retain existing and win over new customers in 2014

For spas, December is probably the busiest month of the year. However, with business typically quieting down in the New Year, January, could be the ideal time to review the hits and misses of 2013 and fine-tune your marketing action plan for 2014. The key thing to do at this stage is to analyse your customer data and segment your clientele into four categories:

NEWCOMERS: How many new clients discovered your spa in 2013? How many times did they come through your door? Did they visit just once, bearing a Christmas or birthday present gift certificate? Which treatments did they book the most? Did they follow your team’s homecare advice and, if so, which are the bestselling products for this category of clients?


Read the full article on page 34 of the December issue of the Professional Spa and Wellness digital magazine for FREE here, or access the digital magazine by selecting your chosen platform here