Beauty Store Business

DEC 2018

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Eric Audras/gettyimages.com 42 December 2018 | beautystorebusiness.com Creating sensory experiences in-store helps orge memorable connections with customers– and keeps them coming back. By Tracy Morin T ouch, taste, smell, sound, person-to- person interaction and irsthand sampling–these are experiences that a customer can't replicate while merely tossing products into an online shopping cart. And it's these areas where brick-and-mortar beauty retailers can shine, touching all o the senses to increase sales, connect with customers and keep your brand top-o-mind. "Retailers have to recognize that most in-store experiences are very underwhelming; I think ater years o cutting costs and labor, we've arrived at a diminished customer experience," says Susan McReynolds, retail strategy manager or CenturyLink in Broomield, Colorado. "The atmosphere must be visually appealing, with things the customer can hear, see and smell–delivering an awesome experience versus simply measuring success by sales per square oot." Here, experts explain the myriad ways stores can engage all o the senses to create a unique and immersive shopping experience. SENSE APPEAL

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