Cindy Grogan, Tan-A-Rama

In a market where many measure success in expansion, Cindy Grogan bought into a business where she saw the unique opportunity to streamline. By condensing from two stores to one, she amplified the power of customer service and improved overall performance.

Q: What do you do to make clients feel special?

A: Of course we take the time with new clients to give them a tour and walk each client to their room to make them feel comfortable. But it’s a lot of little things that make clients feel special. We complement them on their tans and make sure they are getting the results they want. We smile. We supply makeup wipes, tanning stickers, tissues, towels, spray deodorant, hairspray and a candy on every pillow.

But we also have two handsome cabinets by our front counter where we store customer lotions. We label and keep their lotions here so it doesn’t get too hot or cold in the car – people love it.

Q: How do you keep your clients loyal?

A: We do a lot for our students. Aside from having a discounted student membership, we host student bashes after hours. Tan-A-Rama stays open late and local students get specials on the lower priced lotions. We also give away lotion samples and host raffles. These nights actually turn into really good business because it’s an inexpensive way to get people in the door, and we catch those customers who are at a lower price point who may not have bought anything.

Tan-A-Rama also has a loyalty program. If customers renew their membership or package before it expires, they get points to use toward upgrades.

To learn more about Tan-A-Rama, visit www.tan-a-rama.com.