Beauty Store Business

AUG 2019

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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Page 13 of 75

12 August 2019 | 3 Tips for Exceptional Customer Service Customer service has evolved. It now entails more than just a riendly sales associate that helps customers ind their way around a retail store. Today's beauty consumers want to sample their options and talk to someone who knows more than they do. As a result, customer service must comprise a blend o intuition and expertise to keep the salesperson a ew steps ahead o the customer. Here are a ew expert tips to boost your store's customer service. Get speciic. When customers ask or help inding a product, ask them about their hair type or other beauty concerns as you walk them to the shel. Take a moment to oer an option that may better suit their individual needs. Jessica Richards, owner o Shen Beauty in Brooklyn, New York, says that a majority o customers lack understanding about products, unsure about what they're using and why. Getting speciic with customers will help them purchase the most eective products or their unique needs. "We try to be simple but helpul," adds Richards. "It's important to empower them." Educate them. Make sure customers leave the store with more than just product in hand. Equip them with inormation, tips and tricks that will upgrade their skin, hair, liestyle and uture buying decisions. "Making people eel comortable with and knowledgeable about their own skin is a huge bonus," explains Richards. It also boosts the value o your beauty destination within the consumer's beauty network, as your store becomes more than a place to shop. Your sta becomes a valued resource. Invite them to play. Point out the nearest mirrors, wipes, hand sanitizer and any other resources they may need as they test product. By doing so, you're gently guiding them to give themselves permission to "play." Let them know you're available to oer both eedback and assistance. A Journal o Marketing study entitled "The Role o Within-Trip Dynamics in Unplanned Versus Planned Purchase Behavior" ound that the more time a customer spends shopping, the more money they're likely to spend. In part, the extended shopping time prompts them to recall additional product needs. Keeping your sta apprised o solutions to your customers' unique beauty concerns and intuitive to their in-store needs marks the dierence between adequate and exceptional customer service. The Retail Clinic Flooring That Minimizes Risks Flooring is one o the more subdued, but vital components o retail design. It inluences store aesthetics and may have an impact on how long customers shop. It may also aect sta productivity and well-being by precipitating atigue, physical injuries and other ailments o workers who stand on it all day. The journal Rehabilitation Nursing cites chronic venous insuiciency, musculoskeletal pain o the lower back and eet, and pregnancy-related concerns as major health risks associated with prolonged standing. Certain looring can exacerbate injury health risks or mitigate their outcomes. Nicole Migeon, the ounder o New York City irm Nicole Migeon Architect, whose specialty includes spa and salon design, says that some o the least supportive loor types common to retail and salon spaces are concrete and stone. She notes that they can be paired with vinyl mats and carpeting, respectively, to reduce negative outcomes. But she advises the best looring options or retail are carpet/carpet tiles and wood looring, as they're gentler on lower limbs, and as a plus, absorb sound. In addition, "Carpet tile is good i ood or dirt stains [may be a actor]. Wood looring provides a warmer environment. [And] cork looring is a good option in retail as it is a renewable resource, easy to walk on and provides sound-dampening qualities," she says. O course, retailers can urther minimize negative health outcomes by recommending supportive shoes, including inserts and compression hosiery, as well as exercises. An article published by Ergonomics explored the connection between low back pain and workers who spend their day sitting and standing. It concluded that "standing at work without reedom to sit down at will is associated with low back pain in both men and women." In addition to orgiving and aestheically pleasing looring, creative solutions or intermittent sitting within the retail environment should also be considered. For immediate looring solutions, remember carpet, wood and cork are best! From le : Westend61, Cherkas/

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