Bye-bye daily deals,
Bonjour AIR MILES®
Ottawa Spa bucks the trend toward social marketing
March 22, 2011 ~ Ottawa
An Ottawa spa decided to offer its clients the AIR
MILES® reward miles program instead of attracting new clients
with one of those “daily deal” discounts that are flooding
your inbox. In March, The European Boutique Spa became the first spa
in Ottawa to offer the well known loyalty program, betting that its
discerning clientele will prefer rewards for loyalty over a one time
discount.
The European’s Boutique Spa owner Viorica Ioneanu
chose the famous Air Miles reward program because, “clients
appreciate the rewards more than discounts, plus many of our clientele
like to travel. We’re rewarding them directly for referring
their friends instead of asking daily deal participants to engage
them in a discount coupon group. “
The European resisted the popular daily deals approach
partly because of the blog warnings that 40% of retailers said they
would not do it again; but also the spa didn’t like hearing
the “social marketer’s” pitch that nearly 25% of
coupons are never even redeemed because they get lost or forgotten.
“True or not, these are not practices that we want to be associated
with,” says Ioneanu.
An innovator on the Ottawa’s scene Viorica opened
the city’s first boutique spa in 2006 in a heritage building on
James Street. Now in the heart of downtown, The European’s ubre
chic penthouse space at Kent and Laurier with solarium views of Ottawa’s
skyline, are, bar none, the most spectacular treatment rooms around
Contact: Tom Axtell 613-667-3047 or
tom@axtell.ca
Related resources: Daily-Deal Sites: Good Proposition For Business?
Feb 23, 2011 Michael Flanagan
TM Trademarks of AIR MILES International Trading B.V.
Used under license by LoyaltyOne, Inc. and Solnyx Marketing Inc. ®
The European Boutique
Spa