SKIN SPIRIT

SkinSpirit is a leading provider of aesthetic treatments and skincare services in the United States, emphasizing a combination of medically-driven skincare treatments and a spa-like experience.

They Said

We want to effectively leverage our customer data from our Member Management System, Zenoti, in HubSpot for our marketing initiatives. Some of our customers also have multiple accounts, so we want to make sure we are efficiently communicating with them based on their appointment data across all accounts.

We Said

We can create a custom data pipeline to route customer information from your Member Management System into HubSpot. We can then build a custom reporting infrastructure, as well as lead nurturing campaigns and treatment-based audience segmentation and marketing automations.

Data Pipeline

Leveraging data from Zenoti -> Snowflake -> Hightouch -> HubSpot, we were able to seamlessly map MMS data and create custom HubSpot reports. We gained insights around source attribution that were not previously possible, including: First touch, last touch, page visits, and paid media performance.

Alleviating Duplicate Customer IDs

This particular MMS allows an infinite amount of users to have an account with the same email address. Some common scenarios include: a customer making a new account, family sharing the same email address, and more.

We leveraged Zenoti ID as a custom object in HubSpot, allowing us to create contact associations based strictly on Zenoti data.

How This Works

Marketing Automations: Trigger email automation to associated contacts or the Zenoti records themselves using custom object-based workflows. Consultation upsell automation, lapsed client automation, and welcome flows were all previously impossible in the existing MMS solution.

Reporting: This will enable HubSpot to provide accurate reporting based on Zenoti ID vs. individual contact data. Form submissions and manual import data will no longer impact reporting metrics.

SkinSpirit's Results

Custom automation to target customer acquisition (triggered based on appointment data from Zenoti) led to a 10% increase in new client acquisition and a 13% increase in total appointment volume from the same point last year.