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BA training Insight: Fragrance n n n Similarly, a few years ago, Sephora Retailers could also consider having a who say, ‘Please don’t feel you have to launched mySephora, a tool run on specialist fragrance sales team within make a purchase now,’ because customers intelligent algorithms that enables BAs to their stores, as opposed to BAs who are are much more likely to return to them.” customize product recommendations to expected to know everything about make- Indeed, industry watchers say more consumers who have a Sephora loyalty up, skincare and fragrance. attention needs to be paid to what the card. In North America, the company’s Intelligent retailers could take this trend consumer is asking for and what she Fragrance IQ, which is based on a quiz to further by training their sales team to wants, rather than on implementing the fnd out more about consumers’ tastes, understand and respect the time it takes for strategy of the retailer. “In the 1970s, takes on the role of curator in a similar way a fragrance to develop on the skin and by vogue perfumeries were places where the by offering personalized recommendations. viewing sampling as an obvious way for a customer was known. Now, no attention “It is a great tool for our in-store beauty is paid to what is essential to me and advisors to better deliver pertinent that is where niche began to make a information and tailor-made fragrance business,” says fragrance industry expert recommendations,” says Sephora Europe “ Chantal Roos. In the 1970s, vogue marketing director Elizabeth Anglès New technology and the adoption of d’Auriac. These new tools are likely to make perfumeries were places more of a niche approach could see the BA feel more empowered to sell as she where the customer was mainstream retailers up their game when has a wealth of fragrance knowledge at her known. Now, no attention is it comes to BA training. This may also fngertips, rather than be intimidated by a result in a change in perception of the role consumer who knows more than she does. paid to what is essential to of the BA—from salesgirl to fragrance As companies begin to better exploit me and that is where niche expert or curator. However, high staff big data, offering fragrances suited to began to make a business turnover and pressure to make a sale are individual consumers is set to take on unlikely to go away, and will continue to more importance. “The future of retail make any new training program diffcult will become completely consumer centric, to implement. n and we will all develop a complex and ” personal profle enabling brands to offer Fragrance industry expert Chantal Roos a more personal product and service,” says Philip Handford, creative director of CampaignDesign and creator of Selfridges’ consumer to test three to fve scents. They Staff empowerment 2014 Fragrance Lab. could then let the consumer come back to Analysts say that retailers should put make their choice and offer them only the more value on their staff and perhaps Niche techniques fragrances they are interested in, rather single out one or two BAs in a store Analysts say that techniques used in niche than trying to sell juices according to the as the equivalent of a fragrance retailing are likely to make their way in to store’s promotional schedule. sommelier. This would give the BA the mainstream market, which will be good Indeed, the key to effective curation is more time to concentrate on learning for the industry. Many of these niche selling losing the goal-oriented interaction of just about fragrance (rather than also approaches are based on specialization and making a sale or promoting a specifc being expected to know about skincare customization or center on BAs curating a brand at a particular time. This is a feature and make-up). It would empower and range of fragrances for a specifc customer that is becoming increasingly important motivate the BA, which would likely and letting them make the choice. as customers strive to discover fragrance result in better sales. In addition, such A more specialized offer, such as Dublin’s rather than buy in to a sales pitch. a role would provide more of a career niche fragrance boutique Parfumarija, offers For fragrance blogger Persolaise, it is path, which could help with staff a glimpse of the future of in-store fragrance a change that is long overdue: “Give retention. Beauty retailers often employ advice. The brainchild of Grasse-trained consumers time to think and make trained make-up artists to impart advice perfumer Marija Aslimoska, the boutique reasoned judgments. Don’t put pressure on or hold demonstrations, why not also a offers one-to-one service for customers them to make a hasty decision,” he advises. fragrance artist? keen to explore the world of fragrance. “The wisest sales assistants are the ones 54 November-December 2015 - N°24 - BW Confidential