The perspective makes the sell!

Continuing the retail advent calendar journey with reviewing Douglas Germany. Click here to find out more about this thinking positive project!

Douglas is a Parfumerie retail store. The one I reviewed is located in the central area of Berlin, Friedriechsstraße. The store placed on two floors ca 1000 sqm large, should be one of the top turnover generators from the chain.

Entering the Douglas store I was approached by a consultant, purposefully placed there, telling me about the weekend promotion, 15 percent off on shopping over 50€. I found it a plus that they were approaching customers and telling, because my experience shows that clients don’t read the banners that you place in their way and also ignore the announcements at the radio.

In the store I was approached by a consultant who noticed that I was standing (and looking) to eye brows products and asked me if I wish to experience something nice. Usually I refuse makeup offers, but because she was smiling and not pushy I trusted her.

Usually when noticing that I don’t wear any makeup, the consultants avoid to approach me to test. This make up artist saw an opportunity in the fact that I don’t were any. The perspective matters so much for selling!

She asked me to sit down, brought three eyebrow products, told me what she was going to do on each step and described the features of the product. After applying each product on one eye she showed me the mirror to check the difference compared to the other. I loved the result, because it was clean and not very flashy. I usually don’t wear any makeup, she obviously noticed that and applied natural products on me which didn’t scared me away, moreover I loved them and probably will buy.

A big plus for the makeup sales consultant which payed attention to what I was looking at, knew how to approach so I will engage, noticed that I don’t wear makeup and adapted her offering to my natural style. Further, the strategy of describing the features of each product and showing the difference towards the no makeup eye after applying it, makes the sell. Congrats!

Five things that I love:

  1. Entering the Douglas store I was approached by a consultant, purposefully placed there, telling me about the weekend promotion, 15 percent off on shopping over 50€. I found it a plus that they were approaching customers and telling, because my experience shows that clients don’t read the banners that you place in their way and also ignore the announcements at the radio.
  2. I liked a lot the combination between need and usability in brow powder product. It comes with visual instructions of how to apply it for a best look effect, which for me as a makeup freshman really helps.
  3. The branded products were placed as shop in shop boutiques with own makeup bars and artists. I would assume that the makeup artists are provided by each brand, so the cost of Douglas must be low for thet service.
  4. As most of the beauty brands they have a special Christmas collection of creams and shower gel packed as a gift. What they bring as a plus is that they also sell teddy bears on two price levels, matching the Christmas branding. Everybody loves teddy bears, it’s a nice add on to the gift and to their turnover. Clients who already made up their mind to buy an expensive product can’t refuse to add a nice touch, especially if the price is acceptable.
  5. They promote in advance products that they plan to introduce in the assortment, creating buzz and curiosity “COMING SOON! Lid lingerie eye tint”.

Did you enjoyed the article? If you want me to review your store, let me know. Follow me on LinkedIn, Facebook and Instagram to make sure you will get all the best practices and quick wins ideas of how to improve the customer experience and increase the sales for your retail business. If you like the thoughts I wrote and find them useful, share them to your network!

For feedback on customer experience in your stores, you can gladly contact me now on +40729039511 or coaching@oanavaideanu.com. I can support you with a review and some suggestions of how to improve the experience of the people entering your stores.

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