NOTES FROM Nergish

Beauty business expert & CEO of PHAB Service Stars, NERGISH WADIA-AUSTIN, shares how to boost profit & loyalty via incentives

ABOUT NERGISH

Nergish Wadia-Austin is a highly regarded international hair, beauty, spa and wellness industry expert. She has been a consultant and business management trainer for over 40 years, dedicated to improving service and retail performance worldwide.

Nergish’s ability to identify and address business gaps, along with her commitment to high-performance team development and customer service excellence, make her a valuable asset for salons keen to boost revenue and improve operations. Her unique approach includes tailored training for leaders and nail, beauty and hair salon professionals.

Nergish regularly speaks at business events across the globe and is a judge for industry awards. She offers courses via www.hairandbeautyexpert.com and is CEO & founder of PHAB Service Stars: a measure of excellence for hair and beauty professionals.

Check out Nergish’s business management training courses at www.hairandbeautyexpert.com and apply for a PHAB Service Star at www.phabservicestars.com

/nergishwadiaaustin & /phabservicestars @nergishwadiaaustin & @phabservicestars

As Black Friday and the festive season approach, nail businesses face increasing pressure to create great offers that attract customers. However, maintaining a balance of offering enough incentive to spark interest, without reducing profit margins, is a challenge many nail technicians express.

Effective discounts & offers

When considering discounts and offers to provide, nail technicians must assess both the potential short-term gain and long-term impact on their businesses. Understand why you want to use offers and discounts, and know that you should be doing this to attract new clients and reward loyal ones.

Here are some key considerations:

• Profit. While the allure of a discount can draw clients in, it’s vital not to undercut your profitability. Calculate the true cost of providing an offer, factoring in product and labour costs, to ensure the discount encourages bookings without putting your business at risk.

• Curated packages. Instead of blanket discounts, consider bundling services and retail products. For example, offering a manicure with a discounted retail item, like a nail polish or hand cream, can increase the perceived value, without significantly impacting your bottom line. Bundles also allow you to showcase retail products, encouraging future purchases.

• Loyalty over one-off deals. Rather than slashing prices, reward repeat clients. Offer tiered discounts based on repeat visits or loyalty programme points. This cultivates ongoing relationships, rather than fleeting, deal-driven traffic.

• Time limits on offers. Create a sense of urgency by limiting the time periods for offers to be redeemed. Whether through Black Friday-only deals or weekend flash sales, exclusivity will motivate clients to take action.

Collaborating with suppliers

Partnering with suppliers can be an excellent way to offset costs and provide value-added promotions. Many beauty product suppliers offer seasonal promotional packages, or may work with you to offer product samples. Consider creating limited edition gift sets, offered exclusively by your business. This will deepen your connections with clients who appreciate unique products.

Another potential partnership is with complementary local businesses, like hair salons and beauty boutiques. Collaborative offers – such as combining a nail treatment with a colour service or discounted facial – can expand your customer base and promote cross-business loyalty.

How to stand out

When many businesses offer discounts, you need to differentiate yourself beyond lowering prices. Here are a few ways to stand out:

• Highlight unique nail art designs: Nail businesses that focus on trending and personalised nail designs attract clients who are looking for more than a deal. Offering bespoke seasonal designs or custom nail colour blends will appeal to customers seeking creativity and exclusivity.

• Personalise your service: In an industry filled with offers, human touch is key. A high-quality service, attention to detail and a welcoming atmosphere will help retain clients long after sales have ended. Make every appointment memorable, so clients associate your business with more than discounts.

Quality service over incentives

While offers can bring new clients into your business, quality service is what keeps them coming back. Long-term loyalty is built through positive experiences – not discounts. Clients who feel valued and receive a personalised, top-notch service are more likely to return, regardless of incentives.

Additionally, customer loyalty stems from emotional connection. Greeting clients by name, remembering their preferences and offering small touches, like complimentary beverages, can make a big difference. These experiences build trust and create ‘advertisers’ who refer others to your business, rendering frequent discounts unnecessary.