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How to Really Succeed at Retail

By: Callie Lushina
Posted: February 28, 2011, from the March 2011 issue of Skin Inc. magazine.

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Make sure you have fresh, clean testers ready. Place them everywhere: at stations, on the retail shelves and at the reception desk. Assign team members to check and clean testers throughout the day. Plus, make sure you have product samples ready to hand out if requested.

6. Give them what they want.

When you have a retail promotion, work with the brand you support to obtain travel sizes and deluxe mini-sized products available to give away. Long gone are the days when clients were happy with tchotchkes. Tote bags have their time and place, but when you sell a product, you always want to promote another product at the same time. Entice customers with a free travel size; if this is not a set promotion from the manufacturer, then supply it bundled up in a package from you.

As Bioelements’ vice president of marketing, Callie Lushina has been leading promotions, marketing and social media initiatives for the professional skin care company since 1998. She oversees a staff of dedicated marketing, creative and communications experts at Bioelements’ Office of Strategy and Support in Chicago.