Company Context

LunaGlow Clinics is a regional beauty and wellness chain with 24 locations across the UK offering facials, laser hair removal, injectables, and skin treatments. The business generated £18.6M in service revenue last year and serves approximately 132,000 annual appointments. While treatment satisfaction is high, management believes the company is under-monetizing post-treatment aftercare products such as serums, SPF, moisturizers, and recovery kits. Today, aftercare products are recommended inconsistently by therapists, and retail sales contribute only a small share of total revenue compared with leading premium clinic chains.

Strategic Situation

You are the newly hired Head of Growth. The CEO wants a strategy to increase aftercare product purchases without damaging trust, reducing rebooking rates, or making therapists feel like aggressive salespeople. The decision is urgent because service margins are under pressure from rising labor and rent costs, and management wants a plan that can be piloted within one quarter and scaled before peak summer demand.

LunaGlow is considering several levers: therapist incentives, bundled treatment-plus-aftercare packages, digital follow-up recommendations, improved in-clinic merchandising, and a subscription/replenishment model for repeat-use products. Your task is to determine which strategy or combination of strategies should be prioritized.

Data Points

Additional facts:

• Top-performing 4 clinics achieve 27% attach rate, while the bottom quartile averages 11%.
• Competitor benchmark: premium clinic chains average 25-30% attach rate on eligible treatments.
• Roughly 60% of treatments have a clinically relevant aftercare recommendation.
• Budget available for pilot: £250,000 over 6 months.
• Therapists currently receive no retail commission, and average consultation time is already near capacity.

Deliverables

1. Estimate the revenue and gross profit upside from improving aftercare attach rate and/or average order value.
2. Identify the most likely root causes of low aftercare conversion using a structured framework.
3. Evaluate the main strategic options for increasing aftercare purchases, including trade-offs and operational implications.
4. Recommend a go-to-market plan for a 6-month pilot, including target segments, channels, incentives, and messaging.
5. Define the KPIs management should track to ensure growth does not come at the expense of customer trust or core service revenue.

Constraints

• The pilot must launch within 12 weeks.
• No major IT replatforming is possible during the pilot period.
• The strategy must preserve brand trust and clinical credibility.
• Additional therapist time per appointment should increase by no more than 2 minutes.
• Management expects a clear path to pay back pilot investment within 12 months.