The moment customers walk in, a greeter welcomes them and guides them to a custom-built community table where they can sample products. Inspired in part by the layout design and service Apple stores are known for, Coronado said she repurposed the desk-less concept for her salons.
“When thinking about the typical salon model, mine is completely different,” she said. “Standing behind a big desk, [greeters] almost feel like gatekeepers. That wasn’t what I wanted for my brand, so I created a new model that would get rid of the front desk, that barrier, and help us reconnect with our guests.”
In addition to cutting the front desk, 20 Volume salons use a call center so receptionists are not tied to the phone. They are also paperless. Traditionally, stylists used paper travelers to note formulas used and services rendered, but that system was inefficient and prone to error, Coronado said. Going paperless was a natural fit for 20 Volume, an Aveda Lifestyle Salon co-branded with the eco-conscious Aveda Corp.
“I was sitting in my office with literally stacks of travelers around me and thought, ‘There has to be a better way,’” Coronado said. “I partnered with SalonBiz, my [point of sale] system, and they built everything I needed. Then I introduced iPads to my stylists.”
Coronado continues to use technology to enhance customer service, recently adding mobile ordering to her salon’s app. Her efforts have resulted in brand growth: in the seven years since opening her initial Gilbert location, Coronado has opened three locations in Mesa, Ahwatukee and Queen Creek.
National recognition has followed, with Salon Today magazine naming 20 Volume a top 200 salon three years in a row. The award Coronado said she most appreciates is one closer to home—the Gilbert Chamber of Commerce named her 2018 businesswoman of the year.
“This is where I started my business,” she said. “That’s my proudest moment.”
20 Volume Salon and Spa
1464 E. Williams Field Road, Ste. 101, Gilbert
Hours: Mon.-Fri. 9 a.m.-7 p.m., Sat. 9 a.m.-4 p.m., closed Sun.