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How to Bring Back Guests Who Visit Occasionally

Context: "Context: How can I target my infrequent guests to come more often? I think they had a good experience during their last visit."

Business Problem

The business has a sizable segment of infrequent guests — customers who visit only a few times a year despite expressing satisfaction with their experiences. These guests often have long gaps between visits, leading to missed opportunities for consistent revenue. The goal is to identify, target, and engage these infrequent guests to increase their visit frequency and lifetime value.

Diagnose First

Before implementing solutions, verify the current state:

  • Have you segmented guests by visit frequency to identify the infrequent group?

  • What services do infrequent guests typically book — are these services with a defined rebooking frequency in Zenoti?

  • Are automated "We Miss You" reminders currently set up in Zenoti Marketing?

  • Are your regular care packages and memberships live and visible on the Webstore?

  • Is rebooking being actively offered to guests at checkout?

Business Conditions

Zenoti Configuration Conditions:

  • Zenoti CRM, POS, and Marketing modules are enabled with Email/SMS credits

  • Rebooking is enabled at POS and active online booking is available via Webstore or CMA

  • Service visit frequency (days to rebook) is configured in service master settings

  • Guest feedback and satisfaction scores are being collected

Operational Conditions:

  • Guest data (visit frequency and spend history) is well maintained in Zenoti

  • Front-desk staff are trained to offer rebooking at every checkout

  • The business is ready to allocate marketing resources for ongoing engagement campaigns

Zenoti Solutions

  1. Guest Segmentation and Offer Configuration

    Define "Infrequent Guests" Segment:

    • Navigate to Marketing > Campaigns > Create Segment

    • Filter: Last Visit > 60 or 90 days AND Number of Visits < 4 per year

    • Further filter for guests with positive feedback or no complaints on their last visit

    Service Frequency Configuration:

    • In service master settings, define the recommended revisit interval for each service (e.g., hair spa – 30 days, facial – 45 days): Admin > Services > [Service] > Set Frequency (in days) to Rebook Appointments

    • This enables Zenoti to trigger smart rebooking reminders at the right intervals

    Regular Care Package Creation:

    • Introduce "Regular Care Plans" (e.g., 6 facials/year or 12 blow-dries/year) with small discounts for upfront commitment

    • Navigate to: Admin > Packages > Add Package

  2. Marketing Campaigns

    Segment and Personalize Campaigns:

    • Target infrequent guests with "It's been a while" or "We miss you" campaigns

    • Navigate to: Marketing > Campaigns > Create Campaign > Email / SMS

    • Example: "Hey [First Name], your hair deserves some love again! Book your next appointment this week and enjoy 15% off."

    Automated Reactivation Campaigns:

    • Set up automated "We Miss You" messages triggered at 45 or 60 days since last visit: Marketing > Automation > Create Automation > Trigger: Last Visit > 45 days

    • Include direct booking links to simplify conversion

    Incentive-Driven Campaigns:

    • "Book twice this month and get your third service free."

    • "Visit us again within 30 days and earn 2x loyalty points."

    • Configure loyalty incentives via: Admin > Loyalty > Configure Points Rules

    Feedback-Based Campaigns:

    • For guests who gave positive ratings, send appreciation messages followed by exclusive return offers

    • Example: "We're thrilled you loved your visit! Come back soon for an exclusive 10% off."

      Important

      External Action (Operational): Sharing "Transformation of the Month" stories or running social media promotions is managed outside Zenoti. Link your Webstore booking URL in all posts to drive direct bookings.

  3. Booking Optimization

    Rebooking at Checkout (Operational):

    • Train front-desk staff to offer rebooking at every checkout: "Would you like to reserve your next slot now so you don't miss your preferred day?"

    Webstore Optimization:

    • Display limited-time reactivation offers on the Webstore homepage: Admin > Webstore > Banners > Add Banner

    • Ensure guests can easily view and rebook past services via the Webstore booking portal

    Customer Mobile App (CMA):

    • Send push notifications to inactive guests: Admin > Customer App > Push Notifications > Create Notification

    • Example: "It's been 8 weeks since your last visit — time to relax again?"

    • Include easy tap-to-book links

    Waitlist Utilization:

    • If a guest's preferred stylist is fully booked, add them to the waitlist to ensure they don't drop off: Appointments > Waitlist > Add Guest

  4. Digital and App Engagement

    Email & SMS Automation:

    • Enable automated reactivation workflows with increasing urgency (e.g., "We miss you" → "Exclusive Offer Ending Soon"): Marketing > Automation > Create Automation

    CMA Banners:

    • Feature "Welcome Back Offers" banners on the app: Admin > Customer App > Banners / Promotions

      Important

      External Action (Operational): Creating custom audiences for Google or social media retargeting using guest email lists is managed outside Zenoti. This is an effective supplementary channel for reaching lapsed guests active on social platforms.

  5. Employee Management

    Rebooking Focus:

    • Include rebooking KPIs in staff performance metrics

    • Monitor rebooking contribution via: Reports > Employee > Employee Performance Report

    Incentive Programs (Operational):

    • Offer bonuses to staff who successfully bring back guests after 60+ days

    • Example: {currency}100 bonus for each reactivated guest

    • Track via: Admin > Centres > Employees > [Name] > Commission Settings

    Guest Notes & Follow-up:

    • Encourage staff to log follow-up notes for long-gap clients they have previously serviced: CRM > Guests > [Guest Name] > Notes

  6. Guest Loyalty and Retention

    Loyalty Program Enhancements:

    • Offer bonus points for shorter gaps between visits (e.g., double points for visits within 45 days): Admin > Loyalty > Configure Points Rules

    Membership or Subscription Plans:

    • Create "Beauty Maintenance Memberships" that offer predictable savings for monthly or bi-monthly visits: Admin > Memberships > Add Membership

    Referral Pairing:

    • Encourage infrequent guests to come with a friend through a "Come Together" referral offer

    • Configure via: Admin > Loyalty > Referral Settings

    Guest Feedback Follow-up:

    • Use the Feedback Report to filter guests who gave positive reviews but haven't revisited: Reports > Guest > Feedback Report

  7. Reports and Performance Tracking

    • Guest Report (Visit Frequency filter) – Track how many guests visit once, twice, or more in a given period: Reports > Guests > Guest Report > Filter by Visit Date Range

    • Guest Report (New vs. Returning filter) – Measure improvement in retention rates post-campaign: Reports > Guests > Guest Report > Filter: New / Returning

    • Employee Performance Report – Monitor staff contribution to rebooking and guest retention: Reports > Employee > Employee Performance

    • Campaign Summary Report – Evaluate which offers best drive re-engagement: Reports > Marketing > Campaign Summary

    • Feedback Report – Identify satisfied guests who haven't revisited: Reports > Guest > Feedback Report

    Priority Roadmap

    Phase

    Timeline

    Actions

    Quick Wins

    Week 1–2

    Create infrequent guest segment, launch Email/SMS "We Miss You" campaign, set up 45-day automation trigger

    Mid-term

    Month 1–2

    Regular Care Packages live, push notifications enabled, staff rebooking prompts active

    Long-term

    Month 2–3+

    Memberships launched, loyalty rules active, campaign performance reviewed and refined

    If Results Are Below Target

    Contingency (Visit frequency not improving):

    • Increase incentive value — higher discount or more bonus loyalty points

    • Extend automation trigger window from 45 to 30 days for more proactive outreach

    • Send a personalized message from the guest's preferred stylist to make the outreach feel more human

    Mitigation (Guests not responding to campaigns):

    • Launch a "Quick Visit" campaign promoting shorter, lower-commitment services (express blowout, mini facial) to reduce excuses for not returning

    • Offer a "Come Back & Win" event — each reactivated visit enters a prize draw

    • Review booking and checkout experience for friction (e.g., long waits, payment delays)

    • Use Campaign Summary Report and Guest Report to refine targeting, timing, and messaging

    Expected Outcomes

    Within 60–90 days of full implementation:

    • 20–30% of targeted infrequent guests increase their visit frequency

    • Measurable reduction in average gap between visits for the segment

    • Membership and care package uptake contributing to predictable recurring revenue

    • Automated reactivation campaigns running without manual intervention

    • Improved guest satisfaction scores from personalized, timely outreach

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