AMANI SPA & WELLNESS, RADISSON BLU HOTEL, LAGOS IKEJA REFLECTING ON OUR 2024 JOURNEY HOTEL, LAGOS IKEJA
PG | 2 THE AMANI Comprehensive Marketing Strategy THE AMANI Customer Journey This year, we developed a robust marketing strategy tailored to empower your spa with actionable insights and practical tools. Built over 18 months and on nearly two decades of expertise, this strategy provides a comprehensive framework to help you achieve your business goals. WHAT IT OFFERS: 1. Market Insights: Evolving wellness trends and your spa’s role in meeting guest needs. 2. Strategic Frameworks: Guest profiling, customer journey mapping, and our bespoke digital architecture (Digi-tecture). 3. Tactical Tools: Strategies to drive customer acquisition, improve retention, and grow revenue. 4. Brand Alignment: Maintaining Amani’s identity while celebrating your unique context. 5. Performance Resources: Canva templates, measurement frameworks, and support tools to streamline efforts. WHY IT MATTERS: This strategy is your marketing blueprint, easy to understand and practical to apply. It WILL give you a competitive edge if you use it. And of course, we are always here to help you if you need it. We have refined and designed a model for The Amani Customer Journey for both direct and hotel guests. Your guest’s experience starts long before they arrive at the spa and continues long after they leave. By nurturing it through the practical insights we have provided, you will improve conversions and guest satisfaction. This will enhance your customer lifetime value so that you can reap the low-hanging fruits of your repeat business. There is much room for improvement in this space, as the numbers are telling us. WHY IT MATTERS: A well-defined journey builds stronger relationships, cultivates guest loyalty, and delivers memorable experiences across every interaction. As a taste, here are the models we have designed for your reference and application, incorporating our recommended Spa Software System ChiDesk.
THE AMANI CUSTOMER JOURNEY Building trust and driving bookings via multiple touchpoints. 2. CONVERT Touchpoints: • Website Enquiry Form: Easy-to-use forms to submit enquiries. • Booking Platform (ChiDesk): Seamless scheduling and payment. • Communication Channels: Phone, WhatsApp, email, and SMS for enquiries and confirmations. • Automated Responses: Quick replies to ensure guests feel cared for. Actions: • Provide all the information guests need, ensure prompt responses, and guide them through the booking process. 1. 2. 3. 4. 5. DIRECT CUSTOMER JOURNEY Bring Back Strategy > Creating meaningful guest touchpoints before and during their visit. 3. CONNECT Touchpoints: • Spa Reception: Personalised welcomes, efficient check-ins. • UCP System: Anticipate needs based on guest profiles. • Spa Ambience: A luxurious, calming environment. Actions: • Ensure smooth check-in, build trust, and personalise the experience from the start. Awareness and engagement through marketing and communications. 1. DISCOVER Touchpoints: • Social Media: Instagram, Facebook campaigns. • Google: Organic search, paid ads, and online reviews (e.g., TripAdvisor). • Word of Mouth: Referrals and testimonials. • Website: Central hub for browsing services, pricing, and treatments. Actions: • Create awareness, reinforce the brand’s identity, and direct traffic to the website or booking platform. Delivering exceptional treatments and services. 4. EXPERIENCE Touchpoints: • Treatment Rooms: Tailored treatments based on the UCP. • Therapists: Skilled professionals who offer personalised care. • Post-Treatment Space: Relaxation areas with refreshments. Actions: • Deliver a memorable, personalised treatment experience. 5. FOLLOW-THROUGH Touchpoints: • Personalised Communication: Thank-you emails, feedback requests. • Loyalty Programmes: Encourage repeat visits with points systems. • Promotions: Special offers (e.g., birthday discounts). • Social Media: Ongoing engagement with inspiring wellness content. Actions: • Retain guests, encourage loyalty, and strengthen long-term relationships. Nurturing loyalty and encouraging repeat visits.
THE AMANI CUSTOMER JOURNEY Building trust and encouraging bookings through seamless hotel touchpoints. 2. CONVERT: Arrival and Check-In Touchpoints: • Hotel Reception: Personalised check-ins with spa recommendations. • In-Room Materials: Spa brochures and digital guides featuring treatment options. • Digital Screens: Lobby and elevator displays with QR codes for quick bookings. Actions: • Train hotel reception staff to highlight spa offerings and exclusive promotions. • Provide easy access to spa information and booking through in-room materials and digital signage. 1. 2. 3. 4. 5. RESORT CUSTOMER JOURNEY Bring Back Strategy > The hotel's marketing and communications. 1. DISCOVER: Pre-Arrival Touchpoints: • Hotel Website. • Hotel Social Media. • Booking Confirmation Emails. • Pre-Stay Communications. Actions: • Promote wellness services and spa packages on hotel’s channels. • Include spa offers in booking confirmation emails with direct links to the booking system. • Send pre-stay emails with wellness content and early booking incentives. Delivering exceptional treatments and services. 4. EXPERIENCE Touchpoints: • Treatment Rooms: Tailored treatments based on the UCP. • Therapists: Skilled professionals who offer personalised care. • Post-Treatment Space: Relaxation areas with refreshments. Actions: • Deliver a memorable, personalised treatment experience. 5. FOLLOW-THROUGH Touchpoints: • Personalised Communication: Thank-you emails, feedback requests. • Loyalty Programmes: Encourage repeat visits with points systems. • Promotions: Special offers (e.g., birthday discounts). • Social Media: Ongoing engagement with inspiring wellness content. Actions: • Retain guests, encourage loyalty, and strengthen long-term relationships. Nurturing loyalty and encouraging repeat visits. Creating meaningful touchpoints throughout the hotel to inspire wellness and drive spa engagement. 3. CONNECT: From Hotel Arrival to Spa Reception Touchpoints: • Hotel Common Areas: Lobby, pool, gym, and restaurant/bars for casual, approachable interactions. • Spa Reception: Personalised welcomes and seamless check-ins using the UCP system. Actions: • Engage guests in communal hotel spaces with wellness tips, mini-treatments, or spa introductions. • Use tasteful signage and digital displays to subtly promote spa services and exclusive packages. • Ensure a warm, personalised check-in experience at the spa, with updates to the UCP for tailored care.
PG | 5 Amani Spa & Wellness Website Performance The Amani website has been a powerful lead generator for your spa, delivering measurable results throughout the year. WHAT DOES IT MEAN? LEAD CONVERSION CUSTOMER CONTACT FORM SUBMISSIONS FORM VIEWS CONVERSION RATE A person that has interacted with you (e.g. completed an enquiry form) with the potential to become a customer. Changing the enquiry into an active booking A person who has booked and paid for a service An electronic form designed to capture contact details (Name, Email Address, Phone Number & Message) via a designated Contact Us link on your microsite. The total number of times a form has been submitted on a page The number of times a page with a form is viewed, regardless of whether the user submits the form The percentage of website visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.
PG | 6 AMANI SPA & WELLNESS Radisson Blu Hotel, Lagos Ikeja Contact Type Date range: From 01/01/2024 to 12/31/2024 78.05% (96) 21.95% (27) Submissions from existing contacts Submissions from new contacts 123 submissions forms from 1465 views ~ 8.4% conversion rate 94 leads converted into 23 customers ~ 24,47% conversion rate and 1,882 650 revenue
PG | 7 Date range: From 01/01/2024 to 12/31/2024 Submissions 60 50 40 30 20 10 0 Session date Jan 2024 Feb 2024 Mar 2024 Apr 2024 May 2024 Jun 2024 Jul 2024 Aug 2024 Sep 2024 Oct 2024 Nov 2024 Dec 2024 Submissions Date range: From 01/01/2024 to 12/31/2024 Form Views Views 600 500 400 300 200 100 0 Session date Jan 2024 Feb 2024 Mar 2024 Apr 2024 May 2024 Jun 2024 Jul 2024 Aug 2024 Sep 2024 Oct 2024 Nov 2024 Dec 2024 Date range: From 01/01/2024 to 12/31/2024 Conversion Rate Conversion Rate 20% 15% 10% 5% 0% Session date Jan 2024 Feb 2024 Mar 2024 Apr 2024 May 2024 Jun 2024 Jul 2024 Aug 2024 Sep 2024 Oct 2024 Nov 2024 Dec 2024
PG | 8 Last year’s website launch transformed guest engagement across the Amani ecosystem. Your dedicated, bespoke microsite (ikeja.amanispas.co.za) offers: A tailored platform showcasing your unique offerings ~ Optimised functionality to boost online bookings and lead generation KEY RESULTS NEW WEBSITE LAUNCH - SEPTEMBER 2024 Your microsite is essentially your own website, intended to give you a unique ‘mothership’ to direct all your marketing, to improve visibility, engagement, and conversion rates. It’s your tool to attract new customers, enhance guest experiences, and build lasting loyalty. WHY IT MATTERS To improve your customer reach and revenue opportunities even more, include and utilise your microsite and online booking links on the following platforms: • Include your microsite URL: ikeja.amanispas.co.za on your website • Include the Spa Menu on your website • Update your dedicated Spa Instagram profile (amanispalagos) and Facebook profile (Amani Spa Lagos) to include your microsite URL ikeja.amanispas.co.za. • Use the email address [email protected] as your primary communication, as this is linked to HubSpot. HOW YOU CAN DO EVEN BETTER VIEWS GROWTH Increased from 168 views (May-August 2024) to 1266 views (September–December 2024), 654% growth. ENQUIRY FORM SUBMISSIONS GROWTH Increased from 15 to 103, 587% improvement.
THE AMANI DIGI-TECTURE CENTRALISED DATA Booking Function ~ Communication Automation ~ Unique Customer Profile Telephone Calls ~ Direct Emails ~ Walk-ins Targeted Campaigns ~ Bring-back Strategy ~ Referral Strategy ONLINE BOOKING DIGITAL TRAFFIC (Microsite/ Social Media / Referral platforms etc) WEBSITE ENQUIRY FORMS ENQUIRY MANAGEMENT CHIDESK TOUCHBASE PRO TRACK & MEASURE Collect ~ Consolidate ~ Segment Traffic ~ Performance ~ Conversions
PG | 10 THE AMANI SPA & WELLNESS Digital Architecture The Amani Digi-Tecture is the central nervous system of your operations. It keeps the flow of guest data alive, seamlessly connecting every touchpoint and interaction. This system doesn’t just collect data it keeps it dynamic and meaningful, turning every email, booking, and enquiry into a digital avatar of your guest. These digital avatars allow you to stay connected with your guests before they arrive, throughout their stay, and long after they’ve departed, ensuring their journey with Amani is vibrant, personal, and continuous. Here's how it all works. 1 | GUEST ENQUIRIES FLOW THROUGH MULTIPLE CHANNELS Your guests can reach you in several ways: • Web Enquiry: Guests fill out a form on your website. • Inbound Calls: Guests call your spa directly. • Online Booking: Guests book treatments through your online platform, ChiDesk (currently not utilised at your Spa). • Social Media DMs: Guests message you through platforms like Instagram or Facebook. • Direct Emails: Guests send queries or booking requests via email. • Walk-ins: Guests arrive in person at the spa to enquire or schedule an appointment. Website enquiry forms and online bookings are automatically captured as contacts within the digi-tecture, while direct emails, phone calls and walk-ins are managed independently until the appointment is captured in ChiDesk. NOTE: By utilising HubSpot’s advanced system capabilities, you can enhance the management of your leads, maximise your conversions, and optimise your internal administrative processes. We’ll gladly assist you. 2 | AN INTEGRATED GUEST JOURNEY Your digi-tecture serves as the life force of your customer journey. It: • Keeps your guest journey alive: By centralising all guest data, it enables you to understand and serve guests better. • Personalise experiences: Data from bookings, communications, and guest interactions allows you to create tailored, memorable experiences for every guest. • Supports the entire journey: From the moment a guest enquires to long after their departure, your CRM gives you the opportunity to meet their needs intuitively. Think of the digi-tecture as the brain that allows you to see, understand, and respond to your guests in a living, dynamic way.
PG | 11 THE AMANI SPA & WELLNESS Digital Architecture_continued 3 | SUPPORTING TOOLS KEEP THE SYSTEM FLOWING Your digital architecture is enhanced by these essential tools: • ChiDesk: Powers your booking process, integrates with HubSpot to update guest profiles, and keeps the Unique Customer Profile (UCP) accurate and dynamic. • HubSpot: Centralises data to provide transparency and build rich customer profiles. • TouchBase Pro: Drives personalised marketing campaigns and guest engagement strategies from the Head Office level. 4 | ENABLING YOU TO TRACK & MEASURE The Digi-Tecture gives you the ability to track and measure: • Guest behaviour across their journey. • The effectiveness of your marketing efforts. • Booking performance and engagement help you understand what works and where to improve. • This capability allows you to stay nimble and responsive, constantly fine-tuning your operations to better serve your guests and grow your bookings.
The Amani CUSTOMER JOURNEY with integrated DIGI-TECTURE 1. 2. 3. 4. 5. DIRECT CUSTOMER JOURNEY Bring Back Strategy > { RETAIN } DISCOVER CONVERT CONNECT EXPERIENCE FOLLOW-THROUGH Building trust and driving bookings via multiple touchpoints. Creating meaningful guest touchpoints before and during their visit. Nurturing loyalty and encouraging repeat visits. Delivering exceptional treatments and services. Awareness and engagement through marketing and communications. { WIN } • Website: Opt in forms (to segmented database) Enquiry form (to h/o to qualify, or to spa) ChiDesk (direct book online) • Contacts created in Hubspot through integrations { SERVE } { SERVE } • A Unique Customer Profile is created (once) and updated thereafter - in ChiDesk • Data syncs with Hubspot • Automated communications (confirmation & prearrival) with a link to consultation form for completion before arriving • Unique Customer Profile (UCP) updated based on treatment-specific focus and products • QR code encourages Visitor Feedback, and to leave a Spa Review (Google or Tripadvisor) • Customer contact updated in Hubspot • Automated gratitude response post-treatment, with link to customer feedback (sentiment scoring) and review sites • Automated personalised reminders to encourage return visits and product orders • Regular H/O email communications to remain front of mind, with links back to your spa { FIND } AMANI’S DIGI-TECTURE
AMANI HEAD OFFICE Tactical Support & Investment Our Head Office support team has fulfilled the following support functions for your spa throughout 2024. • Promotions and featured treatments that delivered measurable revenue growth (including concept development, pricing, and design of A4 flyer, social media assets, and in-hotel and in-room digital support screens). • Canva templates for wellness content, and consistent branding. • Updates to spa menus.
PG | 14 MONTHLY SPECIALS 57 Bookings - 4, 744 000 in revenue, making up 1% of Total Turnover [1] RADISSON BLU HOTEL, LAGOS IKEJA JANUARY Bookings Value New Era Of Me 0 - FEBRUARY Bookings Value Be My Valentine 0 - MARCH Bookings Value Rest & Revive 0 - APRIL Bookings Value A Wish of Wellness 1 - MAY Bookings Value Mom’s The Word - for one Mom’s The Word - for two 0 0 - - MAY Bookings Value Winter Wellness | Bliss Winter Wellness | Cosy 0 0 - - JUNE Bookings Value Dad: My Hero 60 minutes Dad: My Hero 90 minuted 4 1 148,000 50,000 JUNE Bookings Value Winter Wellness | Bliss Winter Wellness | Cosy 0 0 - - JULY Bookings Value Winter Wellness | Bliss Winter Wellness | Cosy 0 0 - - AUGUST Bookings Value Wonder Women 4 212,000 SEPTEMBER Bookings Value Hello Spring - Choose 3 Hello Spring - Choose 4 0 0 - - NOVEMBER Bookings Value Hello Spring - Choose 3 Hello Spring - Choose 4 0 0 - - OCTOBER Bookings Value Hello Spring - Choose 3 Hello Spring - Choose 4 0 0 - - DECEMBER Bookings Value Silent Night Serenity The Gift of Glow Festive Radiance Retreat Merry & Bright for Two 22 12 8 6 1,177,000 978,000 742,500 1,436,500
PG | 15 TREATMENT FOCUS 243 Bookings - 10, 634 050 in revenue, making up 2.5% of Total Turnover [2] FEBRUARY Bookings Value Just the Two of Us 17 1,156,000 MARCH Bookings Value ESSE Esperiance Facial 53 1,725,900 MAY Bookings Value Mom-To-Be Pregnancy Massage 2 83,000 JUNE Bookings Value Deep Tissue Massage 100 4,367,100 JULY Bookings Value Made For Me Massage 8 370,300 AUGUST Bookings Value Blissful Soles 0 - SEPTEMBER Bookings Value Aroma Mud Body Wrap 0 - OCTOBER Bookings Value Lymph Drainage Massage 4 86,500 DECEMBER Bookings Value Lymph Drainage Massage 0 - NOVEMBER Bookings Value CBD Massage 59 2,845,250 RADISSON BLU HOTEL, LAGOS IKEJA
PG | 16 FEATURED PRODUCTS 8 Products Sold - 268 000 in revenue, making up 1% of Total Retail Sales [3] FEBRUARY Sold Value Circula Flow 1 35,000 MARCH Sold Value Sleep Well Balm 2 70,000 JUNE Sold Value Muscle Ease Oil & Balm 1 30,000 JULY Sold Value Immune Boost Oil 0 - AUGUST Sold Value Sleep Well Oil 1 35,000 SEPTEMBER Sold Value Detox & Slimming Oil 2 70,000 OCTOBER Sold Value Circula Flow Oil 0 - NOVEMBER Sold Value CBD Salves 1 28,000 RADISSON BLU HOTEL, LAGOS IKEJA DECEMBER Sold Value Nourishing Body Butter 0 -
DIGITAL INVESTMENT The total digital capital investment of $6 870 (six thousand, eight hundred and seventy US dollars), fully funded by Amani Spa & Wellness Head Office, encompasses the development of your dedicated website, now operating under its unique URL: ikeja.amanispas.co.za. This investment includes the integration of Go Fetch technology to enhance efficiency and user experience, ensuring seamless booking and operational processes. In addition, this investment extends to strategic consultancy and leadership support, aimed at refining both operational and marketing strategies. Amani Head Office has been funding the fixed monthly costs of $55 (Fifty-five US dollars) associated with your microsite and digital architecture, which includes microsite hosting, updates of specials and promotions, maintenance of site plugins, security and form integrations. By combining cutting-edge digital solutions with expert guidance, Amani Spa & Wellness has positioned your business for greater visibility, improved guest engagement, and sustainable growth. PG | 17 We have invested heavily in the development of the website, and digital architecture, on your behalf.
PG | 18 LOOKING AHEAD TO 2025 To build strong momentum in 2025, leveraging the foundation we have now developed, we propose: • To fully leverage the power of your microsite - ikeja.amanispas.co.za launched in September 2024, you now have a unique ‘mothership’ to direct all your marketing, to improve visibility, engagement, and conversion rates. It’s your tool to attract new customers, enhance guest experiences, and build lasting loyalty, adding great value to your Spa Business. • Amani will offer strategic insights and collaborate with you to maximise the potential of your microsite, providing guidance on updates that we jointly identify as beneficial. • If you require any additional changes or updates to your microsite, we will obtain a quote from our website developer for your review. All updates or changes will need prior approval from Amani Head Office before proceeding. Please note that associated costs must be paid upfront before any changes, development or updates can begin. 1 | LEVERAGING THE POWER OF YOUR MICROSITE • With the integration of a powerful reporting tool within the Amani Digi-tecture (ProAnalytics), we will be furnishing you with monthly analytics of key revenue metrics. We will provide guidance for improvement, giving you access to expert consultancy services should you need them. Example of reports below 2 | ENHANCED REPORTING Year: 2024 Guest Retail rate 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Critical Target January February March April May June July August September October November December
PG | 19 SPA PROMOTION REVENUE RATE This KPI measures the % of total revenue generated from promotional activities indicating the effectiveness of marketing strategies in driving sales and increasing revenue. SPA GROSS OPERATING PROFIT RATE This KPI helps assess the spa's operational efficiency and profitability indicating how well the spa is managing its costs relative to its revenue. SPA RETAIL COST OF SALE RATE This KPI provides insights into the efficiency of the spa's retail operations. A lower COS rate indicates better cost management and profitability in retail sales compared to treatment services. SPA REVENUE PER THERAPIST This KPI assesses the productivity and efficiency of therapists helping to identify potential for revenue growth and staffing optimisation. [ I ] FINANCIAL KPI’S SPA OVERALL SPEND PER GUEST This KPI measures the average revenue generated per guest, calculated by dividing total spa revenue by the total number of guests and excluding taxes. SPA RETAIL SPEND PER GUEST This KPI calculates the average revenue per guest by dividing total spa revenue by the total number of guests and excluding tax. SPA RETAIL REVENUE RATE This KPI measures the % of total revenue generated from retail sales by dividing retail revenue by total revenue, highlighting the importance of retail in overall revenue. Reports include, but not limited to:
PG | 20 [ II ] SALES KPI’S TOTAL BOOKINGS PER SERVICE TYPE The KPI displays the breakdown of total spa bookings based on different services offered providing insights into service demand BOOKINGS REVENUE PER SERVICE TYPE The KPI displays a breakdown of total revenue generated from each service category, helping to identify the most profitable services. SPA ONLINE BOOKING RATE The KPI displays % of total spa appointments made through online platforms indicating the effectiveness and adoption of digital booking channels. SPA RETAIL TOP PERFORMERS This KPI identifies the highest-selling retail products within the spa ranking them based on the revenue generated SPA RETAIL LOW PERFORMERS This KPI identifies retail products within a spa that generate minimal sales or underperform compared to others. SPA SERVICE TOP PERFORMERS This KPI identifies the highest-selling services within the spa ranking them based on revenue generated. SPA SERVICE NON-PERFORMERS This KPI identifies services within the spa that generate minimal sales or underperform compared to others. SPA REVENUE CATEGORY BREAKDOWN This KPI categorises total spa revenue by item type to provide insights into the performance of different revenue streams. NUMBER OF SPA VOUCHERS SOLD This KPI tracks the total quantity of vouchers sold over a specific period. AVERAGE REVENUE PER SPA VOUCHER This KPI helps assess the average monetary value of vouchers sold. [ III ] BOOKING KPI’S
PG | 21 • We strongly encourage you to adopt ChiDesk as your Point of Sale instead of Fresha to fully benefit from the integrations in our Digi-tecture. We are available to assist you with the ChiDesk integration to ensure better automated communications, and personalised client relationship management. 3 | DIGITAL INTERGRATIONS • We will also give you the opportunity to be included in our group-wide email campaigns, which will be distributed monthly across our multi-national footprint. 4 | CENTRALISED COMMUNICATION [ IV ] GUEST KPI’S GUEST RETAIL RATE This KPI tracks how effectively the spa is converting service clients into retail buyers which can significantly boost overall revenue. SPA GUEST REPEAT BOOKING RATE This KPI helps measure customer retention and loyalty by showing how many guests are returning which is crucial for long-term business success. GUEST RECENCY This KPI categorizes spa guests based on the time elapsed since their last appointment, allowing the business to gauge customer engagement. GUEST SOURCE BREAKDOWN This KPI tracks the distribution of guests by acquisition source to identify the most effective marketing channels SPA GUEST FREQUENCY ANALYSIS This KPI analyses the frequency of guest appointments, categorizing them as Once Off, Rarely, Occasionally, or Frequently, to understand guest visit patterns
© 2025 Amani Spa & Wellness THANK YOU! We look forward to an exciting and prosperous 2025