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 15 of 75

14 August 2019 | Retail Clinic Servicing the Professional As an independent beauty retailer, it's natural to position your merchandising, marketing and in-store design to capture the attention o your primary customer–the beauty consumer. You train your sta to answer their questions and provide space or them to test your wares. But how about your other customer–the beauty proessional? Is your sta trained to answer the unique questions that beneit their clientele? Is your store designed to elevate their customer experience? Jennier Haddad, a retail consultant or independent boutiques, says maximizing your position as an independent beauty retailer means appealing to all possible clients, and not missing out on the big potential sales to proessionals. "As an independent retailer, you can show more lexibility, more individual service and more knowledge and support than bigger retailers and wholesale suppliers. Use it to your advantage." Haddad oers the ollowing tips or capitalizing on your position as a retailer to proessionals. Oer them a dedicated section. Make your proessional customers' visits eortless by creating a space that provides or their proessional interests and shopping needs. Make sure to include a consultation area within that space. "Show them that you take their business seriously and be ready with the right inormation or them," says Haddad. Display signage and other marketing elements that appeal directly to the proessional. This lets them know your store is primed or their business: You've got the products they're looking or, and you've got a sta that is trained to help them, the beauty proessional. "Make it obvious that you service both types o customer and that you understand the dierences in decision-making [between] the proessional and the consumer," says Haddad. Establish online and social presences that are geared toward proessionals. "Asking proessionals to ollow your consumer pages won't convince them that you are seeing things rom their perspective and understanding their needs. It also won't necessarily help you ind proessional clients." Haddad also suggests that your proessional social and online platorms promote an option or them to set up a meeting with your advisors in-store. Today's customers–and this includes proessionals–desire personalization. So meeting proessional customers' unique shopping and customer experience needs will drive their loyalty. ■ Hero Images/

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