# Paws & Polish Retention Plan ## 1. Retention Strategy Summary The primary objective is to turn completed grooming appointments into future bookings before customers become inactive. The priority segment is customers who have completed one to four visits but have not booked their next appointment. The recommended approach is a visit-based loyalty program supported by immediate post-visit rebooking messages and progress reminders. First action: Begin recording completed qualifying visits and whether each customer has a future appointment. ## 2. Customer Segments and Triggers | Segment | Trigger | Campaign | Desired Action | | --------------------- | ------------------------- | ---------------------- | ---------------------- | | First-time customer | After completed visit | Next Visit Reminder | Book a second visit | | Returning customer | Visits 2–4 | Reward Progress Update | Continue participating | | Reward-ready customer | Fifth completed visit | Reward Unlocked | Book the sixth visit | | Inactive customer | Past normal visit pattern | Gentle Win-Back | Restart booking | ## 3. Loyalty System Program name: Paws & Polish Visit Rewards Confirmed structure: * Customers receive one visit credit after each qualifying completed grooming visit. * After five qualifying visits, they receive $20 off their sixth visit. * Appointments are required. Recommended tracking method: Use the booking system, POS notes, or a shared spreadsheet containing customer name, pet name, completed visits, reward status, and next appointment. Must be confirmed before launch: Which services qualify, whether rewards can be combined with other offers, and whether the reward has an expiration date. ## 4. Priority Campaigns ### Book the Next Visit Send after a completed appointment and invite the customer to reserve the next visit. ### Reward Progress Update Notify customers after each qualifying visit and show how many visits remain before their reward. ### Reward Unlocked Contact customers after their fifth qualifying visit and remind them that the sixth includes $20 off. ### Gentle Win-Back Contact inactive customers without adding an unconfirmed discount. ### Post-Visit Thank You Thank the customer, invite feedback, and keep the relationship active. ## 5. Ready-to-Use Messages SMS — Rebooking: Hi {Customer Name}, thank you for bringing {Pet Name} to Paws & Polish! Would you like to reserve your next grooming visit? Reply with your preferred day and we’ll help you find an appointment. Instagram DM — Loyalty Progress: Thanks for visiting Paws & Polish with {Pet Name}! You now have {Completed Visits} of 5 qualifying visits toward $20 off the 6th. Send us a message whenever you’re ready to book again. SMS — Win-Back: Hi {Customer Name}, we’d love to welcome you and {Pet Name} back to Paws & Polish. If you’d like another appointment, reply to this message and we’ll help you arrange one. ## 6. 30-Day Plan * Week 1: Confirm qualifying services and create the visit tracker. * Week 2: Add existing eligible customers and prepare message templates. * Week 3: Launch post-visit and loyalty progress messages. * Week 4: Send the first win-back campaign and review bookings. ## 7. Performance Tracking Track rebooking rate, loyalty participation, sixth-visit reward redemption, win-back rate, and message opt-outs. ## 8. Launch Checklist Ready: Program concept, $20 reward, SMS and DM copy. Must confirm: Eligible services, reward expiration, discount-combination rules, and customer messaging consent.