Spa Week, not Groupon, was the first to offer deep discounts on spa services. As Spa Month in Miami is here and soon to reach the East Coast, there are a few things to consider before signing up. Shelley Birnbaum, a Master Esthetician and owner of Re-New Organic Skin Care – Baltimore, Maryland – recently signed up for second Groupon feature and shares some suggestion and insight on the process.
In the first Groupon experience Shelley said “it was at times, overwhelming and frustrating” Ms. Birnbaum also states that spa and salon owners should be aware “a location that has employees, unless you pay them an hourly salary, you will lose money doing Groupon. There is one exception and that would be to pay your commissioned employees from your advertising budget. “Owners also need to estimated about 2-3% retention” for all the effort, time and staff needed in the process. Much wiser from the prior Groupon experience, for the second round, Shelley put a cap at 100 people to receive services. In addition, Shelley put a link on her website (www.reneworganicskincare.com) for “rules” for Groupon holders and added a 48 hr. cancellation policy instead of the 24. “I also added a voice mail message for Groupon holders to go to my website and check out the information pertaining to them. This has made the booking process much smoother” said Ms. Birnbaum.
In taking advantage of the “free” marketing and wonderful exposure offered through the use of discount programs such as Groupon and Spa Week/Month, do the research and evaluate every aspect of the venture to ensure that it will be beneficial and not detrimental for your establishment.