#Exciting Changes Sales Stories
2019.11.11
ETUDE HOUSE Myeong-dong Flagship Store
ETUDE HOUSE Myeong-dong flagship store is considered the No. 1 attraction even in Myeong-dong – a primary tourist spot. There are various things to enjoy such as experiencing different products, while at the same time take selfies, have video live time, and make a customized product that fits you perfectly. However, the biggest competitiveness of this store is not the space or the experience, but rather the Sweeties' capabilities. We took a look into the secret of the Sweeties, who deliver memorable service to customers.
Upgraded Space with New Experiences
ETUDE HOUSE Myeong-dong flagship store opened in 2017. It has already been two years since the store opened. Unlike when the store first opened when there were rows of beauty brand shops nearby, there are now many coffee shops and fashion brand stores giving off a trendier look. It is not only the external environment that has changed over time. ETUDE HOUSE Myeong-dong flagship store was also renewed. A new Puff Factory is made at the center of the 1st floor for customers to choose puffs themselves. The colorful waterdrop puffs and wedge puffs cover the entire wall, attracting customers visiting the store to buy.
The 2nd floor, which used to be a personal color studio, has been renewed into a lounge where customers can take selfies or create YouTube videos. The entire color line of Better Lips-Talk is offered for customers to experience. It is also a space for visitors to sit on sofas, relax and browse to allow many customers to stay comfortable. Popular YouTubers and Chinese celebs did their live broadcasts at this place. The colorful background and lighting details are making this space a social media heaven.
The 3rd floor Color Factory that allows customers to create their own customized product by being provided with a personal color diagnosis and selecting the color and design for themselves has also changed the experience program. Adding to the previous lipstick item, customers can now mix colors to create the perfect blusher that fits their skin tone and complete eyeshadow palette or foundation. They can also make different combination products such as lip & cheek, lip & eye, or lip & face. Unlike the previous Color Factory season 1 experience program that only offered one on one consultation, the store now offers season 2 program, which accepts a group of 2 to 4 customers to experience together. As the experience program become more diverse and accept groups of participants, many customers now visit the Color Factory more.
The 2nd floor, which used to be a personal color studio, has been renewed into a lounge where customers can take selfies or create YouTube videos. The entire color line of Better Lips-Talk is offered for customers to experience. It is also a space for visitors to sit on sofas, relax and browse to allow many customers to stay comfortable. Popular YouTubers and Chinese celebs did their live broadcasts at this place. The colorful background and lighting details are making this space a social media heaven.
The 3rd floor Color Factory that allows customers to create their own customized product by being provided with a personal color diagnosis and selecting the color and design for themselves has also changed the experience program. Adding to the previous lipstick item, customers can now mix colors to create the perfect blusher that fits their skin tone and complete eyeshadow palette or foundation. They can also make different combination products such as lip & cheek, lip & eye, or lip & face. Unlike the previous Color Factory season 1 experience program that only offered one on one consultation, the store now offers season 2 program, which accepts a group of 2 to 4 customers to experience together. As the experience program become more diverse and accept groups of participants, many customers now visit the Color Factory more.
"Customers now can utilize and enjoy the different spaces more as we have upgraded the experience contents of each floor. The Color Factory experience, especially, gets quickly booked. Even travel agencies now offer this as a course in their travel package. In the beginning, we had more local customers making reservations, while now foreign customers apply for the Color Factory experience through app or website. We are also seeing an increase in not only tourists from Japan, China or Southeast Asia, but also from the Middle East and Europe. We even had mania customers who brought their ETUDE HOUSE membership card from Singapore or Taiwan. As a flagship store that serves customers from various countries, we as Sweeties are dedicated to providing a more diverse range of experience and friendly service every day."
Sweeties Growing Every Day through Personal Development
There is unique culture at ETUDE HOUSE Myeong-dong flagship store. And that's finding what to study and focusing intensively on personal development. All 19 Sweeties strive in each of their positions, building on their abilities and talent. The store encourages the growth of Sweeties by even adjusting Sweeties' working time to accommodate self-development such as studying for a certification or taking a language course.
"We have a lot of customers who say, 'foreign Sweeties all speak good Korean' or 'Korean Sweeties speak good foreign language'. Due to the nature of the store's location, we serve many foreign customers. To communicate well with them, we believe that language skills are essential. There are many Sweeties who speak fluent English, Chinese, Japanese, or Thai, but we spare no effort in studying more to be able to introduce products well and approach customers with great service. We prepare for certificate exams during our commute or study during lunch hours. New Sweeties study ways to serve customers by learning more about new products and by comparing products of other companies using Beauty Campus Agora during their breaks. We study voluntarily, which makes us feel a sense of accomplishment as well as better focus and satisfaction at work."
Maybe it's because of this environment that encourages self-development. There are Sweeties who obtained makeup certificates at one try in a short period of time, while some new Sweeties show amazing skills in serving customers. They achieve work-life balance by taking more time studying themselves instead of having many get-togethers after work. They are quite busy with a high number of customers as it is the flagship store of the brand, but the store boasts low turnover rate with most of the Sweeties who started working since the opening still working today. This shows how much the Sweeties are happy with their work environment.
"With the economy struggling, there are many beauty brand shops that close down even here in Myeong-dong. Even in such circumstances, our flagship store has the highest number of customers. We are dedicated to making the store a store that leads the Myeong-dong area by studying harder, improving expertise and offering better service. We will do our best as members that promote K-beauty, or beyond that, spread beauty, not as people who just sell products."
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