European Wax Center is heating up sales by rolling out its application for Android devices, enabling customers to book reservations for waxing services, receive reservation reminders for their mobile calendars and take advantage of a first-time user welcome incentive.

The company is introducing its first mobile app for Android users with a download incentive that offers individuals $5 off their next visit if they download the app before October 31. This may spur more consumers to book an appointment via their smartphones, especially if they want to take advantage of the app’s other features, which include bonus rewards points for friend referrals and automatic reservation reminders for mobile calendars.

“The key to offering the right welcome incentive is based on understanding the user and his or her needs, and balancing that with the business goals from the app,” said Hana Burney, product strategist at Prolific Interactive. “If your brand is one where the users expect a promotion to make a purchase, and the purchase conversion is the KPI your app is focused on, an incentive like a welcome promotional code makes sense.

“On the other hand, for a ticketing app user, being able to access ticket sales to shows early may be more valuable than a discount.”

On-the-go reservations
Consumers can use the new Android app to make on-the-go bookings for any waxing service at their nearest European Wax Center location. App users can select their preferred appointment time, type of service and location to confirm the reservation.

The brand’s loyalty members can also monitor their accumulated rewards points and package deals within the app. European Wax Center enables customers to purchase prepaid waxing packages for multiple visits, which can be stored in the app.

The locator tool allows individuals to see which European Wax Center stores are nearby.

Additionally, users can leverage a streamlined login that lets them sign into the app with just their email address or social media account.

European Wax Center is attempting to drive more Android app downloads by deploying a welcome incentive. First-time users who download the app before October 31 will receive 500 rewards points – the equivalent of $5 – usable toward their next visit.

Additionally, all new customers receive a complimentary wax during their first visit. European Wax Center enables local state residents to enjoy a free brow, underarm or bikini line wax upon showing a valid ID.

The brand’s app users can also discover new product collections and collect more rewards points upon referring friends for the complimentary first-time wax.

Checking the calendar
Customers who book waxing appointments through the app will also have the ability to receive reservation reminders that can be entered directly into their mobile calendars. This means that individuals can rest assured they will not forget their appointment details.

Several other marketers are also ramping up their mobile booking capabilities and in-app event reminder features.

For instance, Starbucks drove springtime sales with a new microsite for its Happy Mondays events that let visitors add the special offers to their mobile calendars, ensuring that fans would not miss any of the weekly promotions (see story).

Meanwhile, in one of the latest signs that Sephora is putting more stock in mobile-enabled services, users of its application can now schedule appointments at nearby locations, a move that follows the launch of a quiz on Kik about users’ in-store interests (see story).

“The ability to add an appointment to a calendar when it is confirmed with a single tap is ideal for an app such as European Wax Center’s,” Ms. Burney said. “This feature is particularly well-suited to mobile as people rely on their phones daily for their calendars.

“Users that are making appointments on-the-go are often the same ones juggling a busy schedule,” she said. “The ability to add an appointment to the user’s calendar of choice creates a better user experience by reminding the user of an upcoming appointment, allowing him or her to reschedule or cancel with enough notice to avoid charges if he or she needs to.

“This allows the business to plan for a more efficient use of aesthetician resources.”