Beauty Store Business

NOV 2018

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38 November 2018 | beautystorebusiness.com a model that Beauty Collection customers value. "For that reason, we're not •ocused on using incentives, coupons and discounts to draw in new customers." True to this strategy, Beauty Collection's end-o•-year promotions demonstrate appreciation •or its loyal customers, with incentives and o••ers tailored just •or them. "We've •ound that our Small Business Saturday customers are usually shopping •or themselves. They're coming in •or that one piece o• expensive skin care, or to stock up on replacement products." Beauty Collection also cra•ts its own VIP event •or existing customers during the holiday season. It's a practice touted by experts, who recommend creating specials •or VIPs to maximize Small Business Saturday and other sales events. This approach extends to some communities that participate in Small Business Saturday. It's not unheard o• •or customers to enter local business areas and •ind shops work- ing together to make the event special. All in the same neighborhood, one shop may woo customers with live music while another may provide treats and drinks, with the next stop o••ering wine and beauty services. These unexpected •estivities are part o• what makes Small Business Saturday so unique. It in•uses consumers with the joy and wonder o• shopping locally. And consumers are pleased. According to a survey by UPS and ComScore, in recent years they've o••ered the •ollowing motivations •or shopping local: • "They o••er unique product." (61 percent) • "I couldn't •ind what I needed •rom traditional sources." (49 percent) • "I want to support the community or small businesses." (40 percent) • "I like to try new retailers." (29 percent) • "They •eature a broader assortment." (26 percent) • "They provide an innovative shopping experience." (24 percent) Small Business Saturday also brings loved ones together. Seventy-three percent o• consumers who shopped the event did so with •riends or •amily, according to a 2017 American Express survey. NFIB–expects Small Business Saturday 2018 to be at least as strong as last year. "The economy is on pace •or 3 percent growth this year, largely driven by consumer spending," says NFIB policy analyst Paul Bettencourt. The •ollowing are a •ew expert tips •or Small Business Saturday success: 1. Take advantage o• the American Express Shop Small website, which has Small Business Saturday marketing materials and other support. 2. Do not imitate Black Friday by o••ering deep discounts. Trust consumers to shop the event because they want to support local businesses. 3. Spur on promotions by giving consum- ers rewards •or check-ins on apps such as Yelp and Facebook, and enlist their help with social media promotions. 4. Partner up. Align your shop with other participating local businesses. In the end, it's all about •inding the best holiday sales approach •or your store. "The holiday challenge •or us is an everyday challenge: How do you create an unparalleled experience that the consumer is willing to pay retail •or, rather than going on Amazon or seeking out a discount?" Tavakoli explains. "When you have places like Amazon garnering 50 percent o• online consumer tra••ic, winning that online consumer is a challenge. For the small beauty retailer, winning consumers away •rom the Ultas o• the world is a huge challenge. When you •actor in Amazon and Sephora, the online-shopper pie is very small unless you have a proprietary product that no one else has. So, stay true to your customers and create relationships with them so that they want to come into your store." ■ Manyesha Batist is a reelance editor and journalist based in Denver, CO. Fantasia Industries Corporation | fantasiahaircare.com | 800.426.3030 | Available at Fine Beauty Supply Stores & Major Retailers | MADE IN USA @ICFantasia Fantasiahaircare MEET THE JAMAICAN BLACK CASTOR OIL FAMILY! 1285,6+675(1*7+(15(3$,5 With Hemp Oil :LWK7HD7UHH2LO

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