Many salons have struggled to survive through COVID-19 closures. As they reopen under new guidelines, salon owners and staff are finding smart ways to adapt and grow their business through access to valuable offers on products and services.
During COVID-19 quarantine, salon owners were busy designing a new service model. They needed to rethink every aspect of the salon experience, as well as the flow of clients through their space. This meant, of course, increased sanitary measures and supplies, perhaps the installation of partitions or the removal of some stations, and the implementation of new policies, including mask-wearing. Now open, many are looking for ways to thrive, again, in their salon business.
Kevin Huynh, president of The Nail Superstore in Franklin Park, IL, says that while creating a space that feels welcoming and safe for both beauty professionals and clients can be costly, owners should stay the course during these difficult times. “We need to keep doing what we have been doing and do it as well as we possibly can,” he says. “We won’t slow down, with or without the virus. There are always things to improve on, always things to work on. Look out for new products and new technology that will help salons improve their business.”
Here are three business-building solutions owners can tap into to assist them as they rebound. They will help manage costs, engage with clients, and share the good news that they are open for business.
Walking back into a salon space, the changes are evident to staff and clients, alike; no more magazines, everything single-use, and a “less is more” aesthetic. This streamlined interior means it’s important that tables, mirrors and equipment reflect the cleanliness of the surroundings. “Customers are paying more attention to the salon sanitation, and now is the best time to update and upgrade the equipment that salons have been using,” Huynh advises.
To help salons cut back on costs, American Express®, a longtime supporter of small businesses, is working with The Nail Superstore to help bring salons a 20% discount on portable and non-portable Amex-branded professional UV LED nail lamps, while supplies last. 1
“With the 20% off promotion pricing that we offer, it definitely helps to ease expenses,” Huynh adds. “Salons have incurred so many additional costs from purchasing masks, sanitizer, face shields, and outfitting the salon to meet CDC (Centers for Disease Control and Prevention) social distancing guidelines.”
The portable version of the lamp also allows salons more flexibility to move services outdoors, if desired, or just to move within their newly designed space. Visit The Nail Superstore to order.
Model: AMEX-LED-39 (Non-Portable)
Light and spacious designed UV/LED Gel Nail Lamp cures most UV and LED gels quickly and evenly.
Model: AMEX-LED-63 (Portable)
Cordless, portable design, powerful rechargeable 48-watts UV/LED lamp cures most UV and LED gels quickly and evenly.
Social platforms like Instagram, Facebook and Yelp have become search engines for consumers, who will often use them for research before trying out a new hair or nail salon. Today they allow salons to show off a clean, sanitary space in photos, describe their new safety measures, and manage customer concerns. A strong social presence, with engaging videos and trending imagery, can help ensure client comfort on their return to the salon and bring new customers through the door.
At the Nirvana Lash & Nails Spa in New York, salon and spa owner Yang Zen has 15 nail service stations, plus two wax rooms as well as two eyelash rooms. With such intimate and up-close services, Yang Zen needed to inform clients of the steps she and her team have taken to reimagine their business and ensure their safety. “We put daily notices on our storefront,” Zen says. “We also notified and updated our clients through our Yelp page.”
To provide businesses with even more savings and help them engage with current and future clients, American Express recently introduced their new Services & Savings Hub through which partners like Yelp and Ripl have agreed to run offers exclusively for American Express merchants.2 Yelp is offering a $300 advertising credit that salons can use to promote their business to potential new clients.3 Ripl, a tool for creating, posting, and tracking social content, is offering American Express merchants 50% off the first year of Ripl.4 With 1000s of ready-to-go templates, salons can easily create branded content to advertise promotions and stand out on social media, all keys to growing their business.
Recommendations for regaining customer confidence also include reducing contact with surfaces. Today, salon owners are modernizing the pampering experience for their clients, finding opportunity in the new normal to streamline parts of the visit, such as paying for the appointment. By making sure they are set up to enable contactless payments, salons can create a seamless, no-touch experience at checkout to complete the visit. 5 Turning a perceived negative into a positive, these small business owners are successfully navigating through our current reality and preparing for the future.
From contactless convenience, to cost savings on equipment upgrades, and smart business solutions, American Express is helping small businesses make it big.
Visit americanexpress.com/salon-support to learn more about the savings and tools American Express offers to support salons like yours.
1Offer valid on Nail Superstore products that contain American Express branding, while supplies last. Monthly order limit of 5 nail lamps per location per month. Listed price reflects the discount. Discount does not apply to shipping charges. Free dispenser with every nail lamp purchase, while supplies last. Offer fulfillment is the sole responsibility of Nail Superstore. Call (800) 669-9403 with any questions or concerns.
3Offer valid through 12/31/20. Eligible to new Yelp customers only. Terms Apply.
4Offer valid through 12/31/20. Eligible to new Ripl customers only. Terms Apply.
5Visit americanexpress.com/contactless to learn more about accepting contactless payments.
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Originally posted on NAILS Magazine