4 Lessons Retailers Can Learn from Top Beauty Brands in 2023
The beauty industry is pushing the boundaries of retail. From innovative product development to enhanced customer experiences, today’s leading beauty...
Article originally featured on Masterclassing.
Luxury retailers have invested so much to create a premium experience inside the store, with a specific focus on personalized service from their most valued asset: sales associates.
Think about shopping for a Mother’s Day gift at a premium department store. If you were to visit a store, you would be greeted by a friendly, helpful sales associate ready to assist you with expert advice. The objective would be to find the right gift based on your particular set of needs. This dedication to personalized service is the cornerstone of shopping at a luxury store.
Now consider the same shopping scenario, online. Regardless of your needs, the website would likely feature the typical Mother’s Day merchandise to all visitors: lingerie, perfume, spa products, etc. But what about the premium experience? Where is the personalized service? How is it that in today’s omnichannel world of ‘supposed’ seamless experiences, that customers are driven to what essentially resembles ordering from a product catalogue 30 years ago?
Until recently, retailers have not leveraged their most important asset when it comes to online shopping. Although the sales associate is what connects the in-store experience seamlessly to a premium web experience, the sales associate has been excluded from serving the online customer.
With the help of the right technology partners, today’s leading omnichannel retailers are creating new ways for customers to shop online with their local store and associates. In order to achieve this, they are redefining the role of sales associate to be as responsible for the online customer experience as they are the in-store customer.
In the last year, customers have demonstrated that they want to shop this way and retailers have proven how valuable their associates are when it comes to online shopping. The result has been an increase incremental sales, online conversions and new customer acquisitions.
Your sales associates are your greatest asset in generating loyalty, reviews, and repeat sales from online sources. Give them tools that not only increase in-store traffic and generate higher sales across channels, but also increase higher job satisfaction for associates.
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