MAY 1, 2009 – More than half of tanning facility owners believe the current business climate has fostered increased loyalty in their customer base, according to a SmartTan.com poll conducted in late April.

According to the poll, 57 percent of salons feel clients are more loyal in this year’s business climate, while 6 percent see no difference from last year. More than one-third – 37 percent – felt their clients were more likely to shop around this year. The results are not scientific.

“You could read this several different ways,” Smart Tan Vice President Joseph Levy said. “If cost is heightened as the client’s number one concern, a value-oriented store may feel that clients will look for lower-cost options. And that makes sense that 37 percent of stores would be in that position.”

The fact that more than half of salons feel their clients are more loyal this year could also be interpreted as a sign of confidence – that the stores are providing the ‘tanning experience’ that the clients feel even more strongly about in tighter times.

“Regardless, tanning businesses need to concentrate on continuing to earn their clients’ business – a concept we’ll be emphasizing in our educational conference at Smart Tan Downtown – Smart Tan’s 14th Annual Convention and Trade Show Oct. 9-11, 2009. More information on the event will be available this spring on www.SmartTan.com.