The partnership between Globe and Lancôme has been established over the years.
Communication actions, initially in the form of occasional highlights, evolving into a multi-annual program.
The challenge: how to stand out in a highly competitive distribution network (Sephora, Marionnaud, etc.), remove the seasonal effect and develop market shares. The solution: regain control of the sales force.
Lancôme’s Beauties are carefully selected experts, trained in the brand and products in all segments (skin diagnosis, brushing, scenting) as well as the specific characteristics of the distribution network, deployed in the different stores all year long.
The training of these ambassadors is the cornerstone of the process: benefiting from year-long support in the form of seminars and incentive schemes, the objective is to develop a spirit of cohesiveness and exchanges of best practices (selling difficulties, how to promote products on the shelf, deal with the competition, understand store managers’ expectations, etc.). This long-term partnership has helped develop technological tools via a platform of video CVs and e-learning, as well as a dedicated application for real-time processing of feedback from the stores (sales, conversion rates, average basket, routines, etc.).
The beauties, a program which raises Lancôme’s profile on the selective market, boosts sales while simultaneously focusing on recruitment, the average basket and loyalty.
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