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credit: istock Insight: Fragrance BA training A new approach An analysis of how BA selling techniques could be improved by Alvira Khan-Gordon or a brick-and-mortar retailer keen to information, which leaves a wide margin retailer Escentual’s team of sales advisors Fhold on to customers, a key asset in for error. “It is very hard for consultants are trained in Fragrance Foundation its fragrance department is the beauty to keep abreast of 1,600 launches every qualifcations and founder Rakesh Aggarwal assistant (BA). Yet, for the most part, in- year,” says Lorna McKay, co-founder of has prioritized education as a key factor in store service leaves much to be desired, UK-based association The Perfume Society. the company’s development. This involves with BAs ill-informed about the latest “But many of them want to learn more teaching them the basics of understanding launches and brands, never mind being about fragrance and should have the fragrance and its architecture beyond able to answer questions about ingredients, opportunity,” she continues. narrow limitations of brand-based product fragrance types or suggest similar scents to Gaps in BA knowledge are even more training and information. those that consumers already know noticeable today given that consumers New technology is also seen as a way to and like. are increasingly knowledgeable about help BAs navigate their way through Beauty assistants know they are perfumery, thanks to the wealth of fragrance and better advise consumers. overburdened. Comments left on blogging information online. Marionnaud for example, recently came out sites refer to long hours, constant launches with Code Beauté, an iPad app that BAs and the drive for sales leaving them with Retail improvement use to identify a consumer’s beauty profle little time to explore or educate themselves However, while most retailers have based on a questionnaire. The BA can then about the fragrances they are selling. cut training budgets, some are looking identify the fragrance (the app is for Without training built into their working to improve their BAs’ education and fragrance, skincare and make-up) that is day they are left to try and cherry-pick knowledge of fragrance. Online fragrance best suited to the consumer’s tastes. n n n November-December 2015 - N°24 - BW Confidential 53