Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/190368
health and well-being makes for a happier work environment and a more productive workforce," Karim says. "The team leaders we have spoken with embrace this, plus we offer 'Treat the Team' service for managers and HR departments." As The Nail Spa expands its physical presence, it plans to grow its mobile office services too. PIT STOP IN THE ERRAND RACE The other tactic is to have the client come to you — but to make it so convenient that she doesn't miss a beat. At Executive Car Wash in Suwanee, Ga., the founders incorporated several complementary businesses into their space so clients can get multiple errands done while waiting for their cars to be washed or the oil to be changed. The 13-year-old business boasts a retail boutique, free WiFi, coffee, and popcorn, and you guessed it, a full-service nail salon. The salon was originally added to the business in 2002 (the car wash was founded in 2001) after a nearby nail salon closed, and the salon employees suggested they simply move into the car wash. "We thought it sounded like a great idea. We've had it ever since," says co-founder Debbie SanFratello. The nail techs (two currently; they've had up to four) rent their space and offer everything from acrylics to gels to natural nails. When asked about downsides of having a salon in her car-focused establishment, SanFratello says, "I can't think of any. I just got my nails done there yesterday because it's really convenient." New to the United States, Laka Manicure Express operates on a similar philosophy of catering to the busy customer. While there have certainly been salons inside shopping malls for many years, Laka, established in Israel in 2008, isn't a NEED FOR SPEED salon so much as it's a kiosk — and each location is right in the center of a busy mall walkway. Laka is booming, having grown into a multi-continental operation with more than 20 locations in Israel, Spain, Hong Kong, Sweden, South Africa, Canada, Panama, and the United States (so far it's in Las Vegas Premium Outlet Mall South and Houston's Galleria). "Express services that enable busy women to get a professional look with a little bit of pampering, and the fact that our clients don't need to make an appointment are great conveniences and something that clearly appeals to all women no matter what part of the world they live in," says Richard Atkins, vice president of marketing for Laka USA Inc. Laka's online menu lists services not with prices, but with time allotments. Its most popular service, the "Manicure Express" is a 15-minute service that includes a coat of Laka's Want to wiggle your way into busy professionals' lives? You don't have to uproot your salon or go mobile. Here are some smaller tweaks to attract this crowd. > Take a page from the restaurateur's handbook. If there's a line for walk-ins, ofer a pager so the client can continue to run errands while waiting for her turn. Or ask for her cell number and text her when a spot opens. > Use high-quality quick-dry products. At Laka Manicure Express, its signature polish requires only one-coat, according to Atkins, who adds that part of Laka's growth plan is to ofer its quick-dry polish to salons across the country. > Allow for online booking. If an employee works a late night, then decides she is definitely taking her well-earned lunch break the next day, she needs to be able to confirm her appointment right away — even if it's at midnight. > Two words: Reserved parking. SoHo worked out a deal with the Sandton Shopping Centre to snag its clients free mall garage parking right outside of the salon's doors. > Don't chat away your time. Carolyn Perry, owner of A Perfect 10 Nail Salon in Multi-tasking equipment and furnishings like South Portland, Maine, sticks to a strict 45-minute per person schedule. "If a this Michele Pelafas Furniture PamperMe client wants to chat, she can hang out with the next client. My next client is Pedicure Lounge & Beauty Chair may be a always waiting, so the current client knows she's taking up the next person's smart investment if you're trying to get busy time," Perry says. (This strategy works exceedingly well for her. Perry's schedule clients in and out in a hurry. is so full she hasn't taken new clients in years.) > Speed up your services. Practice, keep your tools sharp and at the ready, and don't ever run late — this advice is from Perry as well. > Select equipment that multi-tasks. Due to demand, Michele Pelafas Furniture recently launched a PamperMe Pedicure Lounge & Beauty Chair, which allows for manicures, pedicures, facials, waxing, make-up, lounging, and more all in one seat. Assign two or three techs to one client to have her in and out the door swiftly. > If you take your salon on the move to client's locations, use apps like Google Maps and HopStop for planning your route. Manicube has its own app for its nail techs to help them organize their schedules and get from place to place seamlessly. 170 | NAILS MAGAZINE | NOVEMBER 2013