Nails Magazine

NOV 2013

Magazine for the professional nail industry.

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The Importance of Rebooking You could be losing a mountain of money each year just because you aren't rebooking your clients. "Most salon owners don't push clients to rebook. They think that clients will come back when they are ready. This might be true, but it's also not likely that they will come back as often as they need to so they can maintain their nails properly," says Emma Fluerty, an Australia-based salon business coach. "As the professional it is up to us to educate our clients and make sure they rebook, because once they leave the salon their life gets in the way and they don't call for an appointment when they should." Instead, you need to make rebooking part of the salon culture. Says Fluerty: "If you educate your clients and offer them an incentive to rebook, you can gain very loyal clients who then expect that each and every time they visit your salon you are going to rebook them." For more information on this topic, visit Fluerty's website at www.6figuresalonfasttrack.com/rebooking. Q&A; Q: I've gotten requests from a few moms to add services for teenagers to our menu. I don't mean the "little princess" 12-and-under service, but the 14 to 18 set. Their input has been that they will get their nails done more often, but can't justify the full, luxury spa experience. I've been thinking about doing a "teen night" each week with really basic mani/pedi options (no massage, no callus care, etc. — just shaping, light cuticle work, polish and lotion application) that focus on trendy colors and options for spirit manis in school colors, etc. What do you think is the best way to address this demographic? A: At The Nail Lounge, we offer our "Quickie" services that are 30 minutes long. They run 30% less than our signature services. They are basic services that include a soak, shaping, cuticle care, moisturizing, and polish. We do not do any callus work on the feet or scrubs or paraffin. This fits perfectly for our teen clients. You could add one free nail art design to the service to attract more teens. I recommend having samples of the art you do that would be included since teens sometimes don't know what they want. Even something as simple as a flower, polka dots, or stripes can jazz up a mani/pedi. From an owner's perspective one problem is that most teens need as much work done on their hands and feet as adults and it takes a lot of added time to do the art they want. Make sure the time and effort are worth your costs. — Cathy Freeborn is co-owner of The Nail Lounge (www.thenailloungeonline.com) in Costa Mesa, Calif. www.nailsmag.com/fifi/22287 NOVEMBER 2013 | NAILS MAGAZINE | 125

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