ASCP Skin Deep

SUMMER 2022

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New member benefit! Get the ASCP SkinPro app at ascpskincare.com/skinpro 79 and other perks that keep customers coming back. Create an area on your website, as well as a messaging campaign, to help specify the requirements for participation and the rewards and benefits of belonging. Clients love added benefits, will look for opportunities to receive further upgrades, and will refer even more people to your salon or spa. GET PHYGITAL Designing a spa or salon's digital and physical experience to be complementary and coherent will have tangible results on your business. Embracing and enhancing the "phygital" world is the key to implementing this to see further growth and success. Notes 1. ISPA, "2021 ISPA Snapshot Survey," October 2021, www.experienceispa.com/ resources/research. 2. Kathy Gramling, Jeff Orschell, and Joshua Chernoff, "How E-Commerce Fits into Retail's Post-Pandemic Future," Harvard Business Review, May 11, 2021, www.hbr.org/2021/05/how-e-commerce-fits-into-retails-post-pandemic-future. 3. Paul Prior, "Phygital—What is It and Why Should I Care?," Forbes, June 30, 2021, www.forbes.com/sites/forbesbusinesscouncil/2021/06/30/ phygital---what-is-it-and-why-should-i-care. 4. Wided Batat, "How Phygital is Humanizing the Customer Experience," Inc., accessed May 31, 2022, www.inc.com/wided-batat/how-phygital-is- humanizing-customer-experience.html. 5. Tom Puthiyamadam and José Reyes, "Experience Is Everything: Here's How to Get It Right" (United Kingdom: PricewaterhouseCoopers, 2018), www. pwc.com/us/en/advisory-services/publications/consumer-intelligence- series/pwc-consumer-intelligence-series-customer-experience.pdf. 6. Wided Batat, "How Phygital is Humanizing the Customer Experience." 7. Kathy Gramling, Jeff Orschell, and Joshua Chernoff, "How E-Commerce Fits into Retail's Post-Pandemic Future." 8 Kathy Gramling, Jeff Orschell, and Joshua Chernoff, "How E-Commerce Fits into Retail's Post-Pandemic Future." 9. ISPA, "2021 ISPA Snapshot Survey." 10. Kathy Gramling, Jeff Orschell, and Joshua Chernoff, "How E-Commerce Fits into Retail's Post-Pandemic Future." 11. Tom Puthiyamadam and José Reyes, "Experience Is Everything: Here's How to Get It Right." 12. Tom Puthiyamadam and José Reyes, "Experience Is Everything: Here's How to Get It Right." 13. Tom Puthiyamadam and José Reyes, "Experience Is Everything: Here's How to Get It Right." 14. Simon Mulcahy, "State of the Connected Customer" (Atlanta: Salesforce Research, no date, accessed May 31, 2022), www.a.sfdcstatic.com/content/ dam/www/ocms/assets/pdf/service-cloud/state-of-connected-customer.pdf. 15. Adam Toporek, "The Ritz Carlton's Famous $2,000 Rule," Customers That Stick (blog), September 27, 2012, www.customersthatstick.com/ blog/customer-loyalty/the-ritz-carltons-famous-2000-rule. 16. GetReviews, "How SMS or Text Messaging Has a Higher Response Rate From Customers Than Email," ReviewRefer.com, November 19, 2019, www. reviewrefer.com/how-sms-or-text-messaging-has-a- higher-response-rate-from-customers-than-email. 17. Kathy Gramling, Jeff Orschell, and Joshua Chernoff, "How E-Commerce Fits into Retail's Post-Pandemic Future." 18. Contacts+ Team, "SMS and Text Messages: What's the Difference?," Contacts+ (blog), July 7, 2021, www.contactsplus.com/blog/sms-and-text-messages. 19. Elizabeth Koshy, Josip Car, and Azeem Majeed, "Effectiveness of Mobile-Phone Short Message Service (SMS) Reminders for Ophthalmology Outpatient Appointments: Observational Study," BMC Ophthalmology 8, no. 9 (May 2008), https://doi.org/10.1186/1471-2415-8-9. 20. GetReviews, "How SMS or Text Messaging Has a Higher Response Rate from Customers Than Email." 21. Jia Wertz, "Don't Spend 5 Times More Attracting New Customers: Nurture the Existing Ones," Forbes, September 12, 2019, www.forbes.com/sites/ jiawertz/2018/09/12/dont-spend-5-times-more- attracting-new-customers-nurture-the-existing-ones. 22. Barilliance, "What is Retention Marketing and Why Do I Need It?," April 27, 2017, www.barilliance. com/what-is-retention-marketing-2016. clay banks/unsplash 0 1 1 0 0 1 0 1 1 1 0 0 1 0

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