As Australia’s largest day spa network, with more than 110 spas across Australia, New Zealand and Thailand, Endota is well-versed in delivering wellness treatments.
However, the network’s impressive size brings a particular marketing challenge, which the 25-year-old business tackled head-on last holiday season.
The goal was to launch a national pre-Christmas campaign that was both customised and scalable, working for every spa in the network.
Previous seasonal campaigns had restricted franchisees to a rigid campaign structure; Endota wanted to empower each spa to tailor offers to their local audience while maintaining simple processes that were easy to manage.
A national campaign with local flexibility
So, Endota changed gears, and instead of a top-down campaign, created a campaign that empowered franchisees.
This campaign demonstrated that by utilising the right tools, franchisees could drive results by connecting with their communities on a more personal level. The team delivered a scalable, dynamic solution that brought sophisticated marketing power to every single spa, a level of resource that would be out of reach for an independent operator.
In September 2024, Endota launched its three-month pre-Christmas campaign with the goal of driving franchise participation, increasing return on investment, and balancing therapist health.
Each spa could opt into the campaign through a centralised app, select the best offer to suit its staffing, treatment mix, and local market preferences. Franchisees had support from business development managers on expected ROI and treatment balance that ensured commercial alignment with therapist capacity and revenue targets.
Targeted messaging, precise segmentation and relevant local offers were key to increasing ROI.
Jack McCarthy, Endota’s senior CRM manager, said: “We designed this campaign to give our spas the power to tailor offers to their unique clients. Whether a spa wants to boost facials over massages, focus on express treatments, or highlight our popular spa packages, they had the flexibility to match their offerings with local demand.”
To implement personalisation at scale while managing campaign complexity, endota leaned on the expertise of its distributed customer engagement platform Taguchi.
Using Taguchi, Endota was able to boost bookings and revenue by streamlining communications, reducing friction in the customer booking process, and enabling franchisees to personalise their offer.
How did Endota achieve this?
Streamlined, personalised communications at scale
A centralised, streamlined email template was sent to Endota’s email subscribers, using Taguchi. It not only delivered spa-level customisation, but it also resulted in faster turnarounds and fewer errors.
“Streamlining email campaigns from 60 separate emails to 10 dynamic segments in one campaign improved efficiency and reduced errors, while still allowing for personalised content. Deep-linking in emails cut booking friction by four clicks, simplifying the customer journey,” said McCarthy.
SMS messages were tailored according to loyalty, purchase history, and location. Franchisees could choose which customers would receive, and the timing of, SMS reminders, ensuring communications were personal, relevant and perfectly timed.
A marketing library of more than 90 digital and print assets was available for franchisees. They were able to amplify the campaign reach through local area marketing initiatives, which transformed the digital messaging into a physical campaign for walk-in customers.
Working with Taguchi, Endota was able to achieve its multiple goals with one sophisticated campaign that delivered local autonomy in a unified national strategy.
As a result of the campaign, bookings rose over the previous quarter by 3 per cent, and revenue by an impressive 20 per cent. This campaign, while sophisticated in its design, was made highly manageable through the Taguchi platform. Endota’s spas increased bookings and revenue, with clients who were happy, more relaxed, and thoroughly enjoying the benefits of their treatments.
