RETAIL
FION IPP Managing director, AmorePacifi c Hong Kong
Premier Korean skin- care brand Sulwhasoo, owned by AmorePacifi c, has retailed since 1972, but in 2009 we launched our fi rst day spa in Hong Kong. Our spa retail approach is not based on hard selling, but on our therapists’ understanding of our customers’ needs. It is most important that they provide a professional service which leaves our customers glowing from within. Naturally, they come back again and again and share their experiences with their friends. All new therapists benefi t from training led
by our Learning & Development department, qualifi ed by AmorePacifi c International – a representative of numerous beauty brands in Korea. Aspects such as product knowledge, sales, customer service, skincare analysis and treatment provision are carried out as separate modules during a three-month course. T is is consolidated by monthly product and
role-play training sessions to update product and treatment knowledge, and then evaluated by an examination carried out by the manage- ment team every six months. T e end result of this training structure is a comprehensive service fl ow, from greeting a customer and understanding their needs to recommending a treatment service and product. It allows our therapists to build good relationships with our guests. Customer details are then sent to our store beauty consultants, who telephone to encourage a follow-up skin routine. To monitor and maintain our service at the
highest level we also regularly conduct mystery shoppers to help us understand our strengths and where we can further improve.
www.spahandbook.com
Most of our spa guests are Sulwhasoo prod-
ucts users, so we’ve focused on encouraging our huge base of product customers to become spa goers, creating a natural synergy between our products and our spa service. T e Sulwhasoo range is based on Korean
herbal medicine, combined with modern tech- nology. Details:
www.sulwhasoo.com
spa business handbook 2011 91
Sulwhasoo spa customers are phoned by beauty consultants aſt er their visit and encouraged to take up a skincare routine
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