Background
White Orchid Thai Day Spa initiated a loyalty campaign to increase customer retention and repeat visits. This case study evaluates the effectiveness of the campaign from 23 September 2023 to 10 June 2024, using data from various metrics to analyse the outcomes.

Objectives
The primary objectives of the loyalty campaign were:

To increase the number of repeat customers.
To enhance overall customer retention rates.
To improve the return on investment (ROI) from loyalty program efforts.
Key Metrics and Results
Total Visits

Total Visits: 969
The campaign successfully attracted 969 visits over the period, showing a positive engagement trend.
Repeat Customers

Repeat Customers: 211
The loyalty campaign added 211 repeat customers, a significant indicator of its success in encouraging return visits.
New Members

New Members: 589
The campaign attracted 589 new members, indicating effective outreach and acquisition strategies.
Loyalty ROI

ROI: A$50,263.521
Revenue from Loyalty Customers (RLC): A$51,219
Each invested A$1 generated A$52.85 in returns, demonstrating a high ROI from the loyalty campaign efforts.
Total Transactions

Total Transactions: 969
The transaction count aligns with total visits, underscoring the consistency in customer engagement.
Customer Activity

New Clients: 589
Issued Cards: 171
The issuance of loyalty cards helped track and incentivise customer visits, contributing to the new client acquisition and engagement.
Retention Rate

Retention Rate: 18%
The retention rate improved by 4 points, indicating better customer loyalty and sustained engagement.
Customer Demographics

Gender: 62% female, 35% male, 3% unknown
Age Distribution: Majority of customers fall within the 25-34 age range, followed by 35-44 and 45-54 age groups.
The demographic data provides insights into the primary customer base, allowing for targeted marketing strategies.
Analysis

The loyalty campaign at White Orchid Thai Day Spa has been successful in achieving its goals. The significant increase in repeat customers and new members, coupled with a high ROI, highlights the effectiveness of the campaign. The demographic data indicates a strong female customer base, predominantly in the 25-34 age range, which can inform future marketing efforts.

Conclusion
The loyalty campaign has demonstrated substantial success in increasing customer retention and repeat visits, with impressive ROI and customer engagement metrics. Continued focus on tailored marketing strategies and customer satisfaction can further enhance these results, ensuring sustained growth and customer loyalty.

Recommendations
Targeted Marketing: Focus on the primary demographic (25-34 age range, predominantly female) for future campaigns.
Enhance Loyalty Benefits: Continue to refine and enhance the benefits offered through the loyalty program to maintain high ROI.
Customer Feedback: Regularly gather and analyse customer feedback to improve service quality and customer satisfaction.
Expansion of Loyalty Program: Consider expanding the loyalty program to include more personalised rewards and offers to further incentivise repeat visits.
By leveraging the insights gained from this case study, White Orchid Thai Day Spa can continue to build on the success of its loyalty campaign and drive long-term customer loyalty and business growth.