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Lifestyle and Lifelong Retail Engagement
By: Kimberley Matheson Shedrick
Posted: March 1, 2014, from the March 2014 issue of Skin Inc. magazine.
page 4 of 5
Internet presence matters. It just does. Global e-commerce sales are growing 19% per year, and worldwide retail Web sales are anticipated to reach $1 trillion in 2013. It is imperative that you cultivate loyalty by having ongoing conversations, such as e-newsletters that include healthy tips and expert advice, as well as dynamically organizing targeted specials, social media, trunk shows, lecture series and other relevant events. Have your team participate in providing expertise and techniques via blogs, videos and/or social media on topics from rosacea to smoky-eye makeup techniques to mindful eating. Build e-commerce capabilities and create strategic relationships with affiliates to extend your reach.
If you want to improve results, it’s essential to understand where your business’s shortfalls are. Start with a comprehensive approach that measures performance, and commit resources to ensure success. Consistently monitor and make adjustments based on the metrics and the results they reveal. Determine which key performance indicators (KPIs) are on your dashboard. See Spa Retail KPIs.
A beautifully articulated presentation and artful retail setting of products entices clients and encourages impulse buys, as well as repeat purchases. Authentic execution of the concept drives good spa retail programs. If your clients aren’t purchasing their beauty and well-being products through you, they’re doing it elsewhere and with less expertise to support their buying decisions. Developing some non-skin care, locale-appropriate retail offerings will increase revenues and client satisfaction.
Solidifying your reputation as an expert with customized guidance for clients’ needs will allow you to compete with other venues. Take charge of the opportunity presented by a lasting relationship, provide personalized service and coaching to your clients, and ensure that you will be turned to when they are looking to buy.
- www.internetretailer.com/2013/02/05/global-e-commerce-tops-1-trillion-2012 (Accessed Jan 9, 2014)