Issue link: https://www.ascpskindeepdigital.com/i/1472077
76 ASCP Skin Deep Summer 2022 jeremy bezanger/unsplash ENGAGING THE SENSES To engage your clients' five senses, you need to provide a full range of sensory experiences to help gain client trust and confidence in your authority—the authority of your spa or salon—and the brand of skin care you are promoting. Sight: Your retail displays should be neat and clean, contain six of each product, and include bold marketing materials. Sound: Play slow, classical music, which will relax your clients and make them feel like they have time to peruse and shop. Touch and Smell: Have samples of each product in your retail area. Your clients will like that they can touch and smell the products before they purchase them. Be sure you are controlling the sampling process. If samples are not well maintained, products can get messy and contaminated. Taste: Offer your clients a beverage after their treatment. A drink will not only be a perfect end to their fantastic spa treatment, but it will also take your client a few minutes to consume. When considering the kind of consumer experience you want to create, it's important to keep several factors in mind. To be successful in e-commerce, you need to think beyond virtual and e-commerce. The core question retailers must ask themselves first is not "What e-commerce investments do I need to make?" but rather "What consumer experience do I need to offer?" because the consumer experience is rapidly evolving from one that's built upon the transactional process of in-store shopping to one that's rooted in deep, ongoing, and enriching relationships. 7 This means you need to create an interrelated experience that's meaningful to your target client by homogenizing and integrating your website, social media, and in-spa experiences so that all complement each other. In assessing post-pandemic retail sales, it has been found that 38 percent of consumers intend to do more shopping online and visit stores that provide great experiences. 8 While the shift toward online shopping will likely remain, the desire for post-pandemic social interaction will likely drive people back to stores, salons, and spas. Therefore, constructing mutually bolstering experiences is key to success. Factoring in client social needs (such as feeling a sense of community) is important when constructing a phygital environment, because it will impact client buying habits for both services and products. DELIVERING EXCELLENCE IN PERSON The client's physical experience in the spa or salon is paramount. This doesn't just mean a sublime facial or body treatment. It does mean anticipating a client's needs and going beyond expectations to create experiences that produce real loyalty and business success. A good customer experience has a tangible impact that can be measured in dollars and cents. In order to deliver impeccable service—and to truly delight your clients—you have to identify the demographic of your customer base, determine what they want, and understand how they wish to receive it. Today's consumers are less tolerant of excuses, especially when it comes to accessibility, affordability, and convenience. Only one in five (21 percent) US consumers say they are forgiving retailers and brands for service disruptions due 0 1 1 0 0 1 0 1 1 1 0 0 1 0