Retention + rebooking
Serein Rituals
Thoughtful follow-up that gives clients a reason to return.
A personal-feeling client journey for a hair and scalp wellness studio, with reminders that follow each service's care cycle.
The brief
Where the opportunity starts.
Clients enjoy the first visit, but follow-up is inconsistent. A coordinated retention system supports rebooking, referrals, reviews and reconnecting with clients who have drifted away.
- For
- Women aged 30–55 seeking healthier hair, a restorative experience and care that feels personal.
- Personality
- Restorative, thoughtful, gentle and grounded.
- Brand line
- “Care that stays with you.”
Measurement
What we tracked.
Reporting connected the work to bookings, client value, and repeat business, measured against the salon’s own baseline.
The system
Three choices behind the direction.
Time it to the treatment
Colour, cuts and scalp care each need their own cadence. Reminders should feel helpful because they arrive when care is due.
Write like a person
Use clear, warm messages with one easy action. Care advice adds value before the next booking request.
Reconnect with intention
Separate active clients from lapsed clients and tailor the invitation, with consent and opt-out preferences respected.
Creative direction
How the work shows up in the client journey.
Brand assets, customer-facing messages, and booking touchpoints brought together as one designed system.
Your colour refresh is due soon.
We saved a few quiet appointments for you this month.
A little care, between visits.
Your scalp ritual at home
The client journey
- 01Visit
- 02Thank you
- 03Care tips
- 04Rebooking
- 05Loyalty
- 06Referral
- 07Review
Scope
What we built.
Scope was shaped around the salon’s systems, team capacity, and priorities.
- Client segmentation by service cycle
- Automated post-appointment messages
- Rebooking reminders for cuts, colour, treatments and head spa
- Lapsed-client win-back campaign
- Birthday and VIP messages
- Referral program
- Review-request flow
- Retention reporting dashboard