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Issue link: https://smarttan.epubxp.com/i/466147
MEMBER OF THE MONTH 45 ❘ SMART TAN MAGAZINE ❘ MARCH 2015 WWW.SMARTTAN.COM permanent additions – an infrared massage bed and laser hair treatment system were both moderately successful, but UTan maxed out their UV tanning capacity and made the difficult decision to stick with their roots by adding more sunbeds. The salon's current location in Stittsville was remodeled in winter of 2014 to add 50 percent more UV tanning capacity. As point-of-sale technology became more sophisticated, Andy decided it was time to add memberships and EFT to the menu. "At first, I believed memberships were not in line with our mission to promote responsible tanning, so we didn't offer them. We only sold sessions for the first eight or nine years. But the market started changing, and it was important for UTan to allow customers to purchase tanning however they felt comfortable – whether that is minutes, packages, or membership," says Andy. To help his clients avoid over- exposure, Andy and the UTan team strictly enforce the policy that tanners may only enjoy one session within a 24-hour period. EDUCATION THROUGH SERVICE Every UTan staff member goes through the Smart Tan Master's Certification. Andy be- lieves that the true power of UV education is to shape consumer attitudes and habits. UTan always gives a free tan to new customers and uses it as an opportunity to show potential clients that they fol- low through on their promise to deliver professional tanning in a comfortable environment. A salon tour helps clients feel comfortable and learn about the features of different equipment. Setting moderate exposure times and giving a free lotion sample allows the staff to get customers in good habits from the beginning of their tanning experience. While they were located at the University of Ottawa, UTan attracted a lot of young adults, and Andy felt a particular responsibility to teach them the right way to tan. At the salon, education and service go hand in hand. Those initial freebies give visitors important experience with tanning and the UTan brand, but it's the attention to clients that allows the most important messages to come through. "I teach my staff that the number one task is dealing with the customer in front of them," says Andy. "If they're not busy doing that, the next important thing is getting the beds clean for the next customer. The third pri- ority is answering and returning phone calls. We take care of our customers and strive to give them a great experience, which is why I don't want to see them answering the phone while a client is in front of them." In the rare circumstance that there is a cus- tomer complaint, Andy sees it as the most crucial time for serving and educating peo- ple. If an issue cannot be resolved easily, he encourages his staff to call him up and hand the phone to the customer. Disagreements about how long or how often someone should be able to tan are sometimes re-