Should You Add a Retail Expert?

Contact Author Christine Perkins August 2013 issue of Skin Inc. magazine

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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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The result is twofold: The skin care professional is able to go on to their next client without making the previous client feel rushed, and she can feel confident that clients will be leaving with the necessary products to enhance their routines at home. Secondly, the client not only had a longer and more thorough appointment, but they also experienced the added value of undivided attention.

Pyara Spa and Salon owner, Christine Perkins, is an advocate for environmental and sustainable business practices. With two locations in Cambridge and Burlington, Massachusetts, Pyara is the largest Aveda day spa in the Northeast.