The Company
What is a human being’s largest organ? If you guessed the skin, you are correct! We are in a constant game of how much skin is too much to show. Our quest for healthy youthful skin adds up to an estimated $102.3 billion dollar business by 2018. This month’s Customer Experience spotlight is on a skin care retailer. Is it ready for its close-up? Beauty is more than skin deep, so we need to get to the core of this retailer’s splendor. What makes this brand so darn attractive?! Let’s break it down!
Who Says You Can’t Be Attractive AND Have a Good Personality?
It’s a powerful combination and one that hooked our submitter for a lifetime. She was tattered and torn during a last-minute holiday shopping excursion. She was disheveled from a long work day and forced to fend off pushy shoppers and grouchy employees. It was a perfect storm for disappointment. But just as she was about to give up hope, she entered a retail space bathed in Technicolor. Glinda the good witch was her guide and with three clicks of her ruby slippers all that she desired was before her. She was more than eager to swipe her card. And swipe her card she did, spending much more than she budgeted! So, what went right?
- An immediate and welcoming greeting by the store employee
- The employee was calm and assertive, but not too pushy
- The employee was very knowledgeable
- The employee encouraged sampling – lots and lots of feeling, smelling and enjoying
- The service was delivered with a customer-pampering undertone, which was the perfect tactic to upsell
And, it all worked beautifully! Money was spent and an excellent brand memory created a strong emotional imprint.
It’s Okay to be a Copycat
If you want the same for your company, it is all about making memories and positive bonds with your customers which will translate into a positive brand for you. An experience like this can create a lifetime of loyalty and additional purchases. These 3 easy aspects of this experience can be translated to any environment.
- Deliver your brand promise every time
- Understand your customers’ needs before they do
- Remove the handcuffs from your employees and let them be happiness facilitators
Stay tuned for the next installment in our Customer Experience series where we break it down and dish out our thoughts on how to improve your own Customer Experience.
