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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. Join the mobile mania. She is using her smartphone to find you, research your business, shop, compare reviews on your services and carried brands, as well as price-check. Be sure that you have web and social media site visibility, and are hooked up to Yelp and all the rest.

2. Offer purchase on demand. Keep all of her details online so you can offer speedy curbside pick-up when she needs to replenish her essentials, such as cleanser and SPF. No parking necessary, just sign, grab a bag and go. Better still, know when she is going to run out of product or is off to the sands of Maui, and anticipate her needs by texting her that you have her very tailored, very personalized “vacay package” ready. Even offer free delivery for local clients. Now you really are getting somewhere in terms providing stellar customer service.

3. Your client may be showrooming, so be sure that you measure up. She may test and locate a product at a physical location, then comparison shop online. Be transparent in your pricing, give a 100% satisfaction guarantee, offer hassle-free returns and let her know you want her to buy from you. Be sure that you are offering her something she can’t get elsewhere, such as surprise add-on services, events, samples to try, highly educated and informed personal service, individualized and prescriptive selling, and lots of attention. When placed into this context, the $5 off the same products online doesn’t seem like such a bargain.

4. Apply high-end technology. This is the steely cold counterpart to all of the hands-on warm fuzzies supplied to your clients by your skilled team. Be sure that the sophisticated intel and R&D of your product line is available in an interactive way for her to click, scan and view in your physical location. For instance, in Nike stores, interactive displays demonstrate the biomechanics of each shoe in motion. Fashion brands, such as Burberry, allow the shopper to see herself wearing the specific garments that interest her. Virtual features and tutorial how-to videos, from greeters to eye exams, are offered by smart retailers to make the experience from online to on-the-ground seamless and rewarding.

5. Create a unique experience. Partner with like-minded local allies, and offer fun promotions and live events. Teach something new, serve refreshments, hold book signings, giveaways, Instagram contests, and offer pre-made kits and personalized service, which is impossible to replicate online.