The 4 Pillars of Experiential Retail for Aestheticians
If it wasn't so long, the real title of this post would be...
'How Perfecting the 4 Pillars of Experiential Retail Will Help You Sell More Skincare and Improve Your Credibility as a Skin Care Pro'.
Have you ever found yourself wandering around a retail area or sticking around a little longer than you normally would after a fantastic retail experience? When it comes to making a purchase, 64% of people find customer experience more important than price.
In the retail world, stores that level-up their experience are thriving while those who don't are now becoming extinct. As skin care therapists we are lucky enough to work within a field that already has what consumers are asking for in 2020...the experience is built in!
A 'selfie station' and 'instagrammable' retail area won't hurt, but there's much more to providing a great experience when it comes to skin.
Let's walk through the 4 pillars that create an excellent experience for your skin care clients, shall we? The kind of experience that has them asking..."now, where can I buy that product you mentioned?"
Pillar 01 | Sense of Purpose
To create an exceptional experience, your client should feel your enthusiasm for their care from the moment they walk in.
Obsessed with helping cure acne? Want to help your clients build confidence and mental wellbeing? Want to be known as the most prominent skin care expert in your community?
Whether you're a business owner or an aesthetician, keeping the reason you do what you do in mind from greeting to check-out will be paramount in providing an experience that stands out every time.
Pillar 02 | Consistency
Ever have an experience that wasn't quite as good as the previous one but you can't put your finger on it? Little things can really change the way we feel about an experience.
Different use of towels or massage techniques can have your client feeling like they didn't receive the same care as before. For those times when we need to make treatment adjustments, be sure to communicate openly providing an explanation. When you do this you turn the treatment into a personalized experience. Which leads us into Pillar 03...
Pillar 03 | Personalization
If there's one thing you take away from this article, I want it to be this. Never underestimate the power of 'YOU'.
We love hearing about ourselves and customization is the key to all personalization. Even if we have seen 5 other clients that day with the same skin condition, it's important to tailor your communication to the individual client. Questions about their diet, work environment, stress levels, and lifestyle will help your client feel heard and understood. Face-mapping is also a unique way to help your client visualize what is happening in their unique body and creates an extended experience of care.
Remember to make notes of techniques and products they enjoyed and the conversations you had (simple but overlooked often). Even add preferences to your intake forms such as massage pressure and scents! A client is much more likely to purchase homecare and rebook when they feel heard.
Pillar 04 | Surprise & Delight
A little gift or note on the treatment bed can go a long way (and make for a great Instagram story), but what's more important here is communication.
Educating your clients on something they didn't know before and how it pertains to their unique skin can 'wow' even the most skincare savvy clients. Keeping your knowledge updated by learning something new every day and being an effective communicator is the key to building credibility and trust.
An interesting ingredient fact or in-depth knowledge of the most trendy treatments can be fascinating to hear and delight your client in knowing they've made a great choice in choosing you or your business. The other benefit? They're likely to be asking what they should be buying for homecare instead of the other way around!
In our upcoming Retail Sales for 'Sales Haters' Mini-Course we'll be covering the step by step method of executing the pillars of experiential retail, client-centred care, building your communication confidence, and advanced consultation and analysis. You'll also gain access to our exclusive Ingredient Lab Membership to help build your ingredient knowledge bank!
If you'd like to learn more, click here: https://www.skincarelit.com/retail-sales-for-sales-haters
WRITTEN BY MARA JENKINS | FOUNDER & LEAD EDUCATOR
