Guests Not Visiting as Frequently as Expected
I know my loyal female guests should be doing waxing every month –that means that they should visit at least 12 times a year. But I think they are not doing so. How can I measure this?
Business Problem
The business has a loyal base of female guests who regularly avail waxing services. However, their visit frequency appears to be lower than expected (fewer than 12 visits per year). This indicates missed revenue opportunities and inconsistent service engagement. The goal is to accurately measure guest frequency for regular services such as Waxing, Root touch ups, etc. that have a regular predefined ideal visit frequency. Identify irregular guests and create strategies to encourage consistent visits throughout the year.
Business Conditions
The business uses Zenoti for POS, CRM, and Service Tracking.
Waxing services are properly set up and categorized in Zenoti.
Guest profiles and visit histories are consistently captured.
Reports and Dashboards are accessible in the account.
Email/SMS marketing credits are available for targeted communication.
Zenoti Solutions
Enhance your Master/Admin Management
Service Categorization Check:
Ensure all waxing services (full arms, legs, underarms, bikini, etc.) are under one parent category in Zenoti (“Waxing Services”).
This grouping is essential for tracking frequency accurately across all waxing types.
Define Expected Frequency:
In the service setup, specify recommended frequency (e.g., 4 weeks).
Zenoti uses this setting to trigger follow-up reminders and rebooking suggestions.
Series Packages:
Introduce packages of 6 or 12 waxing sessions (e.g., “12-month Smooth Plan”) to lock in recurring visits.
This not only helps guests commit but also simplifies tracking package usage.
Get Discovered & Capture Attention (Marketing)
Identify Lapsed or Irregular Guests:
Create a segment in Zenoti for female guests who availed a waxing service in the past 3–6 months but haven’t revisited as per their expected frequency.
Do check if the guest has given poor feedback in the most recent visit. Address those concerns first before including into a campaign.
Campaign Message Example:
“Hey [First Name], i t’s time for your next waxing session — book now and enjoy 10% off this week!”
Campaign Strategy:
Send automated reminders every 4 weeks after a guest’s last waxing appointment. There is no need to add discounts here on a regular basis.
Highlight benefits of regular waxing — smoother skin, less growth, better results.
Membership-based Promotion:
Create “Waxing Loyalty Club” memberships — offering small savings for consistent monthly visits.
Making your Booking Easy and Effective
Rebooking at Checkout:
Enable the rebook option for waxing services in Zenoti POS.
Front desk prompt example: “Would you like me to book your next appointment four weeks from now?”
Automated Reminders:
Configure Zenoti’s Smart Campaigns to send reminders 25–30 days after the guest’s last waxing visit.
Use email, SMS, and CMA push notifications for maximum visibility.
Improve Online Presence
Webstore Banners:
Add banners such as “Stay Smooth All Year – Book Your Monthly Waxing!”
Highlight loyalty perks or packages for frequent visitors.
CMA Push Notifications:
Send messages like “It’s been 4 weeks since your last waxing session — your smooth look awaits!”
Email Personalization:
Use Zenoti’s dynamic fields to include last service date and stylist name in emails for a personal touch.
Employee Management
Track Staff Recommendations:
Use Zenoti’s “Employee KPI Report” to track Rebooking % to measure how effectively therapists encourage follow-up appointments.
Staff Incentives:
Reward staff with bonuses for achieving consistent rebookings on waxing services.
Example metric: “% of waxing guests rebooked within 4 weeks.”
Training on Guest Communication:
Train therapists to educate guests on why monthly waxing helps maintain results and reduces discomfort.
Retain, Reward and Manage Guests
Loyalty Program Optimization:
Award bonus points for consistent monthly visits (e.g., “Complete 6 consecutive months of waxing and earn 200 bonus points!”).
Recurring Appointment Setup:
Offer Recurring Appointments for loyal waxing guests through Zenoti recurring booking functionality.
Special Membership Add-ons:
Include waxing credits in broader beauty memberships to ensure steady frequency.
Reactivation Offers:
For guests missing multiple months, send reactivation messages with small perks (e.g., “Come back this month and enjoy a free underarm wax!”).
Track, Measure & Scale with Reports and Dashboards
Key Zenoti Reports to Use:
Guest Visit Frequency Target Segment:
Create a target segment such as Guests who visited less than or equal to 8 times per month in the last 12 months from the category Waxing.
Service Sales by Category Report:
Track waxing service volume trends month-on-month.
Rebooking Rate Report:
Identify how often waxing guests rebook immediately after service.
New vs. Repeat Guest Report (for Waxing):
Check how many waxing guests are returning versus first-timers.
Campaign Effectiveness Report:
Measure success of your reminder and “We Miss You” campaigns for waxing services.
Membership Usage Report:
Track redemption of waxing services under memberships or series.
Contingency Plan (If things don’t go as expected)
If reports show inaccurate frequency data, check for missing service tags or incorrect category mapping.
If campaigns don’t drive repeat visits, adjust timing (e.g., send reminders 3 days earlier).
If rebooking rates remain low, re-train staff on scripting and checkout rebooking practices.
Mitigation Plan (If things go wrong)
Offer “Waxing Revival Week” promotions for guests inactive for 45+ days.
Bundle waxing with other high-frequency services (e.g., waxing + threading combo).
Send personalized check-in messages from favorite therapists to lapsed guests.
Review pricing or scheduling flexibility if guests cite cost or time as reasons for skipping sessions.