ETS Tanning Bed Blog

Tanning bed users will often stop visiting a salon because they’re not being offered a product or price that they want. Maybe the staff has changed and they’re unhappy, perhaps a promotion ended and they’re no longer getting the prices they want, or they could have just let their tanning slide. That doesn’t mean they can’t buy from you again.

In fact, inactive clients are one of your best resources for hidden profit potential. So, how do you get them back?

Ask Why They Left

If you’re using tanning salon software like Helios (and you should be!) use that data to answer the question “why did my inactive clients leave in the first place?” Look at their last appointments –

• Did they only come once, never to return?

• Did their visits taper off in the summer months and then you never saw them again?

• Did they stop coming after a price change or a major staff turnover?

Ask How You Can Get Them Back

If direct mail has worked for you in the past, consider targeting all of your inactive clients that left in the summer and never returned with a postcard reminding them that the dreary months of winter are back. To sweeten the deal, you could include a promotional incentive for all returning customers featuring your latest tanning bed upgrade .

If you think the culprit is a staff problem, consider calling your now-inactive clients and asking them about their service experience at your salon. Not only does this re-initiate contact, it will give you a better insight into why your clients left.

Finally, if you’re seeing a pattern of one-tan-stands (people coming in once to take advantage of a tanning bed promotion and then never returning), try targeting these customers again, but with a long-term promotion like a discount on a 1-3 month membership.

Finally, Never Delete Them

If you have a database with their contact information, an inactive clients’ list is an incredible resource and a great starting point for future campaigns. Don’t delete inactive customers, utilize them.