After reading the first ten or so reviews I would have to say that I would not visit this place. I read maybe 2 reviews that were more on the positive side and both of those consumers would have changed at least something about the experience.
The demographic of this salon seems to be mid aged women anywhere from 21-40 who are based out of Dallas, but seem to have moved their from other cities. I have a good idea from the pictures I found online and the hints of “noisy and crowded” being listed in the description that the range of women might very well be mothers and girl friends searching for a nice place for relaxing girl time. In the book Engage by Brian Solis he mentions that “social networks initially appealed to younger audiences, and they’ve become more mainstream with the passage of time,” which could very well be why were seeing older women chiming in to these reviews.
Most of the reviews mentioned that it was over priced, rushed and also that the nail technicians were way to rough. These are all deal breakers when it comes to a mani/pedi experience, which is meant to do exactly the opposite of all three of those complaints. Based on how awful all of these women felt after spending way too much of their money and leaving so unsatisfied, I can only gather that the location and design of the place is very appealing.
After going to the website, this is the first thing I saw posted in their headline:
The Hollywood nail and Spa is an upscale spa dedicated to your hands and feet.
We use high quality products and follow strict sanitization procedures.
With highly trained, licensed and experienced technicians and continually looking for ways, learning new techniques to better our skills.
Out of the reviews I did read, I heard each of these claims ridiculed.
I do have to give this place the benefit of a doubt, being a future marketer and all, because I understand that most people are driven to write a review when they are upset and not so much when they are pleased. Reguardless to my opinion, studies have showed that 70% of consumers obtain information regarding information on brands from online communities and review sites, more than the company’s own website.
“In many cases, there’s merit to consumers’ complaints and many times they require acknowledgment, response, and a commitment to fix things in order to improve a product or service.” Hollywood has some serious considering and revamping to do to their customer service reps and nail technicians which is not easy to do once an employee is allowed to act a certain way for so long. Possibly reading the reviews might motivate the staff to reconsider the way they treat each customer. This salon needs to consider ways to build a relationship with each customer in order to retain their business. I do think that there is a terrible language barrier as well that needs to be overcome. I might suggest this salon hiring someone to monitor what people are saying and to actually read the reviews and comment back and create some sort of loyalty program through rewarding return customers. I think they can definitely afford to pay someone to do this judging by the “up scale” atmosphere at all three locations.
Solis, Brian; (2010-02-16). Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web
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