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She’s Gotta Have It—Now! Decoding Omnichannel Retailing For Your Spa

By: Annet King
Posted: April 1, 2014, from the April 2014 issue of Skin Inc. magazine.
She’s Gotta Have It—Now! Decoding Omnichannel Retailing For Your Spa

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1. Be sure that your team members look happy. Their apparent attitude does influence sales.

2. Be sure that your team members look busy. Perhaps a primary reason that traditional bookstores have tragically failed—the retail bookselling environment became too much like a 19th century library. Silent, churchlike stillness, and stacks of dusty, musty merchandise with one bored clerk sitting behind the cash register, glasses perched at the tip of the nose, reading a book. Even libraries today are dynamic in the online sphere.

3. Be sure that your skin care facility looks unique, active, alive, lit-up, and provokes curiosity and interest. Change your theme often—your clients want to see something fresh each time they visit, so that’s at least once a month. Play music, create and offer events, get your team members out on the floor. It’s a party, and they should be dancing—not absorbed in a screen or worse, looking into a mirror at their own skin or hair.

One thing the in-store experience clearly offers is immediacy. Even the best online retailer needs a day or two—or more—to get it to a buyer. This is the key advantage of the in-store experience: You are live and in her physical presence with the ability to give her what she wants within a few minutes of her locating, identifying and committing to her purchase. Build upon this immediacy.

6 trends to hop on today

Following are six current trends, and the ways in which you should be interacting with your omnichannel clients in order to compete with online retailers.