Client retention is the percentage of clients who rebook after their first appointment within a defined window (typically 30 or 90 days). For spray tan studios, retention is the single largest determinant of long-term revenue: acquiring a new client costs 5–10x more than retaining an existing one. Industry benchmark retention rates: 38–52% within 30 days for studios using basic SMS reminders, climbing to 55–70% for studios using the full Bronzly stack (rinse reminder + post-tan review SMS + lapsed-client reactivation campaigns). The Bronzly platform surfaces retention metrics on the dashboard and identifies lapsed clients (last appointment >45 days, no upcoming booking) for targeted reactivation. Memberships are the strongest retention tool — members rebook at 90%+ rates by structural design.
Client Retention
Percentage of one-time clients who rebook within a defined window — the single largest revenue lever for spray tan studios.
Related terms
- Spray Tan MembershipRecurring subscription bundling 1–4 tans/month at a discounted per-tan rate.
- No-Show FeeCharge applied via card-on-file when a client misses an appointment without canceling.
Bronzly is built for spray tan
Booking, rinse reminders, tan history CRM, and deposit protection — purpose-built for spray tan artists and studios.
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