Beauty and wellness
Treatment courses and reminders for a spa chain
Customers bought ten-session courses and typically stopped after the fourth. Nobody knew who was mid-course without leafing through a book.
Course completion up from 41% to 67%
- Client
- Client asked not to be named
- Duration
- 4 months
- Engagement
- Fixed price
Context
Course progress was written on paper cards kept in a box at the counter. If a customer forgot their card, staff searched the whole box while the customer waited.
Over half of all courses were never completed. The money was already taken, so nobody treated it as a problem, until it emerged that customers who abandoned a course did not come back to buy another.
What was built
The app is for staff, not customers. Customers do not want to install another app for one spa, and requiring it is the surest way to have nobody use it.
Staff scan a customer code and immediately see the open course and when the next session should be. Reminders go over Zalo. Sensitive health notes are stored apart from booking data and readable only by authorised roles.
Data capture runs on a phone, at the place the work happens. The real user of this screen is standing up, busy and has one hand free, so it carries only the fields that are actually required.
Outcome
Course completion rose from 41% to 67% over six months.
The surprise was that the revenue lift came less from new courses than from returning customers: people who finished a course were three times more likely to buy another than people who abandoned one.