Taguchi + endota
A personalised, franchise-led campaign that balanced national brand consistency with local relevance—driving engagement, efficiency, and spa-level success.
As Australia’s leading wellbeing brand and largest day spa network, endota exists to help people care for their wellbeing through purposeful, immersive experiences. With 110 locations across Australia, New Zealand, and Thailand, they deliver more than 870,000 treatments annually, powered by a passionate workforce of over 2,000 staff, including 800 therapists across 52 franchise spas.
This campaign was a perfect blend of insights, process, and people.
“By applying data in smart, efficient ways— and aligning closely with our franchisees, we created a campaign that scaled nationally while still feeling personal to every spa and customer.
Taguchi were an instrumental component of this campaign’s success, showcasing the power of collaboration and streamlined execution.”
CMO, endota spa
Challenge
Ahead of the holiday season, endota aimed to boost bookings and strengthen franchise relationships through a scalable national campaign with strong local relevance. Key challenges included driving franchise participation, managing complexity, improving the customer journey, and increasing ROI—all while supporting therapist wellbeing and operational efficiency.
Solution
Launched in September 2024, the campaign ran through November 2024, strategically positioned ahead of the Christmas peak. The theme: unique, limited-time wellness offers, curated for local relevance and customer appeal. The execution married data-driven planning with deeply collaborative franchise involvement.
Tailored treatment offers for local markets
A suite of 10 curated treatment offers was developed with input from marketing, operations, and therapists—bundling high-value services like facials and massages with popular add-ons such as LED therapy and body scrubs. Each spa chose the offer that best fit its staffing and local market, with flexibility to set pricing (approved by Operations) to align with therapist capacity and revenue goals.
Deeply personalised campaign delivery
The campaign was delivered via a multi-channel strategy;
- Email marketing
Personalised, segmented emails were streamlined from 60+ to 10 activities using Taguchi. Emails feature deep-linking CTAs leading directly to the spa’s booking page, with offer and location pre-selected—reducing booking friction by 4 clicks.
- SMS retargeting
Targeted SMS messages were sent based on customer loyalty, spend, and location to drive local offer engagement.
- Website integration
Spa-specific landing pages highlighted the selected offer with a unique promo code and sticky banners across the booking flow.
- POS & in-spa communications
Physical collateral like posters, flyers, and digital displays promoted local offers in-store under a unified national theme.
- Local area marketing
Franchisees extended campaign reach through shopping centre ads, directories, and partner emails to reinforce the digital strategy.
Flexible, empowered franchise execution
Franchisees joined the campaign via a centralised app, selecting their preferred offer and assets, with guidance from BDMs on performance data and treatment mix. They could choose SMS timing, request extra POS support, and provide feedback—supported by a clear internal workflow aligning all teams.
Smart asset management & vendor partnerships
Over 90 assets were centrally created and locally customised across 10 offers, with Taguchi and Zenoti streamlining CRM integration and personalisation. Campaign performance was monitored in real time, allowing for mid-campaign adjustments and continuous improvement through ongoing feedback loops.
Results: A balanced campaign that delivered on all fronts
The restructured email setup resulted in significant time saving and fewer errors, creating a more scalable and future-proof approach to campaign delivery. Email metrics are comparing against previous period, i.e July - Aug ‘24 vs Sep - Oct ‘24.
+ 3% increase
in bookings
+ 20% increase
in revenue
60% faster
campaign setup time
+ 30% increase
in unique clicks
+ 52% increase
in value per email sent
Customer feedback
A total of 614 reviews were received during the campaign, with an average rating of 4.8 out of 5 stars.
“My first massage and facial since having my twin boy. I felt so relaxed and welcomed.”
“A perfect way to reset midweek—beautiful treatment, lovely therapist, incredible value.”
“Jess at Northland Spa knew exactly what I needed. The whole experience was divine.”
Conclusion
By replacing manual, one-size-fits-all campaigns with smarter personalisation, endota improved efficiency and consistency—leading to faster execution and stronger results. The approach boosted revenue and proved that thoughtful automation can benefit both the business and its customers.
Let us show you what else we’ve done
Driving growth and engagement with scalable, personalised marketing solutions
Next-generation martech unifying head office and franchisee knowledge to drive sales
Using data for effective personalisation and retargeting increased bookings for Accor by 300%
How National Optical Care (NOC) used marketing automation to support a growing empire, from the start up phase