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Should You Add a Retail Expert?

August 2013 issue of Skin Inc. magazine
Retail advisor

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If you continually follow only what proves to be trendy without true knowledge regarding your retail offerings, your skin care facility will not be distinguishable from others. Although unconventional, adding a retail expert to your skin care team can bring about the sales insight that will provide a leg up on your competition. As Anne Saunders, former senior vice president of marketing at Starbucks and current president of Redbox, states, “You can be extraordinarily successful as a business using what people would call nontraditional means … It’s expanded my notion of how important experience versus information—or one-way communication—can be.”

Think back to the last time you had a memorable experience at a makeup counter or a retail store. Now, imagine an amazing experience you had at a skin care facility. How do you recreate those two feelings into a singular client experience as a skin care professional?

By adding a retail advisor to your team, every team member can gain the knowledge of a retail professional and, in return, can complete the client’s experience at your skin care facility.

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