tailieunhanh - Beauty Only as Deep as the Customer Experience

The overall fragility of the marginal wine drinker segment is highlighted by the long-term trend among them for growing preferences of other forms of beverage alcohol over wine. In the 2003 Merrill Research study, only 50 percent of marginal wine drinkers stated that they actually preferred wine over beer and spirits. Marginal wine drinkers have trimmed their wine consumption levels overall in the past three years. Some of this is due to a segment of marginal wine drinkers achieving core wine drinking status, but increased marketing efforts by beer and spirits brands are also claiming a share of the. | Executive Agenda ATKearney Beauty Only as Deep as the Customer Experience In beauty care and cosmetics the customer s experience is where the sale is won or lost where the brand comes to life and where the seeds of loyalty are planted. Executive Agenda As the beauty and cosmetics industry continues its global growth spurt there is more of every-thing more competition from new entrants in luxury and mass prestige more distribution channels and more customer touch points. While similar issues are plaguing most other industries beauty is different. As a . marketing executive in the beauty care industry so aptly puts it the time has passed when consumers were intrigued by brand alone. In today s beauty environment consumers are demanding a higher level of in-store services and retailers are delivering it. In beauty the experience at the point-of-sale POS remains the most important. It is where the sale is won or lost where interaction with the brand comes to life and where the seeds of loyalty are planted. To differentiate beauty products in a crowded and competitive environment best practice companies have several things in common. There are five beauty secrets1 1. Understand all aspects of the point-of-sale experience and its impact on brand performance 2. Know what matters most to your end customers and retailers 3. Identify the specific touch-and-feel experiences across geographies 4. Ensure a consistent experience in all distribution channels 5. Use the right organizational model and competencies to maximize the point-of-sale experience This article discusses all five in more detail. 1. Understand the POS experience and its impact on your brand The point-of-sale experience can affect brand performance in three ways Improve brand image and consumer satisfaction. The general POS atmosphere and design can have a direct impact positive or negative on a brand s overall perception among customers and their loyalty to it. This is particularly true for premium and .