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Issue link: http://beautystorebusiness.epubxp.com/i/141850
I dive too deep into—we have very limited space and a customer base that simply isn't interested in synthetic scents. We do have a nice selection of essential oils as well as an artisan fragrance that is local to our Northern California stores. I'm always on the lookout for skincare lines with a great marketing and PR plan, natural haircare lines, hair accessories and bath products. Suncare lines are also a very important category for us. With brick-and-mortar stores and an ecommerce site, how do you handle marketing to consumers? Janowicz: We speak and market to "We're slowly expanding our facial-waxing services ... We also have five stores that offer brow services." Beauty and Wellness Exchange for the spa brands. It's a must that I also attend [Natural Products] Expo West to see what's fresh and exciting in our industry. If a company is producing natural and organic skin care or cosmetics and is interested in having Pharmaca carry its products, it can contact me by email at tukleja@pharmaca.com. I'll follow up directly with any candidates I feel are a good fit for Pharmaca. What types of salon products do you carry? Ukleja: We carry John Masters Organics, Peter Lamas and MOP. You'll see the products we carry mostly in natural and organic salons. Are you actively seeking prestige beauty brands, fragrances or any other specific categories of products for the stores? Ukleja: I'm always looking for prestige beauty brands, but we have such limited space that it requires us to be very selective. Fragrance is not a category 74 August 2013 | beautystorebusiness.com our customers in many different ways. In many instances, we're able to deliver the same message and promotions to both our ecommerce and in-store customers, but depending on the brand, competition and offer, promotions may vary between the two. There are unique factors that can create the need to differentiate. On ecommerce, there are different factors that may be more important, such as free shipping, gift-with-purchase offers, or free samples in each order. In our stores, the customer experience may be more reliant on education, practitioner or pharmacy interaction, sampling or demos, or immediate need and convenience. How long have you been running the blog at your website, and what type of information is typically found there? Panzer: We've featured educational content on our site since it was launched in 2009. But the blog itself has been in existence since early 2011, and has really expanded the types of content we're able to include on the site. We have guest practitioners and estheticians writing about different health and beauty issues, answering common customer questions, exploring new brands and products, and updating customers on in-store events and activities. Do you offer any how-to video content? Ukleja: We leverage content from many of the brands we sell in the stores—brands that work as actively as we do at educating and informing the consumer. We currently feature videos from lines such as MyChelle and Jane Iredale about their lines, including how to use many of their products. We are also working to expand our own video content to include our estheticians providing more how-to content in the beauty arena. How does the Pharmaca Feel Better Rewards loyalty program work, and how many members are there? Panzer: Our loyalty program has been in existence since 2010 and now has more than 100,000 members. Members receive 3% back on their retail purchases, and $1 for every prescription filled at our pharmacies—provided they reach a minimum spending threshold each quarter. They also receive special members-only coupons and promotions; it's been a great way to learn more about our customers and to keep them coming back. What are your future plans for expansion/growth? Panzer: We're continually searching for new expansion opportunities in our current markets, and considering a move to new states further east in the next few years. We expect to open three stores in our next fiscal year and up to eight stores in each of the next three years after next year. How do your goals for Pharmaca today compare to when the company first began? Panzer: We have gone from a limitedgrowth company in tough economic conditions to being able to implement an aggressive five-year growth program that will move us to more than 50 stores. As a company, we have experienced four consecutive years of outstanding sales and operating results that were the product of our store associates, field supervisors and home-office support teams. That has allowed us to think bigger for the next phase. ■ Liz Barrett is an Oxford, MS-based writer and editor.