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Strategic Retailing When Space is a Concern

By: Ryan A. Lombardo
Posted: May 31, 2012, from the June 2012 issue of Skin Inc. magazine.

page 3 of 3

Encounter 7. Teach your cashier how to educationally present each product to meet the clients’ goals.

Reward and replenish

In retail, one of the most important strategies is to continue the retail experience at home. Instead of just sending a thank-you card, write a detailed note about the clients’ goals, and set expectations for results based on the continued use of the products. Provide a timeline for when you will be contacting the clients again, whether or not they have already set up their next appointments. Send educational e-newsletters, promotions and rewards customized to clients’ goals, rather than a standard one to all clients. Always replenish clients with education pertinent to their goals, with the opportunity to take their results to another level through services, and allow them to have access to you at their fingertips. By providing clients with more opportunities, they will be more enticed to replenish their home-care products and spend more time enjoying your services, as well.

Ryan A. Lombardo is the founder of Five Phase Wellness Center, where he serves as a healthcare provider, and contributes his business development and management experience to Five Phase Medical as a consultant and presenter. He has worked with Chicago’s Tiffani Kim Institute as its wellness director and director of image enhancement and cosmetic medicine, and holds a doctorate degree in acupuncture and oriental medicine from Midwest College of Oriental Medicine in Chicago. He can be contacted at 847-905-0618 or ryan@fivephasemedical.com.