#Exciting Changes Sales Stories
2019.06.17
ARITAUM LIVE Pyeongtaeksosabeol Store
Challenging oneself to explore a new realm is no longer an option but a necessity. A long-term perspective and bold decisions are required to survive in an environment where customers want to experience more diverse brands and products and where trends change fast. Reading the new changes, ARITAUM LIVE Pyeongtaeksosabeol Store was renewed in April. What are the customers experiencing at this same store that has been transformed with a new setup?
Transforming Atmosphere through Store Renewal
Today, beauty content becomes richer and more diverse every day. The millennials seek to experience diverse products and brands than ever before. ARITAUM LIVE is a new-concept multi-brand shop platform that offers, as its name suggests, 'new and lively customer experience contents'. To fulfil the fast-changing preferences of customers, the store delivers not only the products of Amorepacific brands but also some 50 external brands.
ARITAUM LIVE Pyeongtaeksosabeol Store is the second store to be converted from a privately managed ARITAUM store to an ARITAUM LIVE store following one in Gwangju. It is not easy to change to a LIVE store because it is different from the existing ARITAUM store space structure and there are many brands to bring in. Then, what was the reason for Manager Lee Gyuho to make this bold decision?
ARITAUM LIVE Pyeongtaeksosabeol Store is the second store to be converted from a privately managed ARITAUM store to an ARITAUM LIVE store following one in Gwangju. It is not easy to change to a LIVE store because it is different from the existing ARITAUM store space structure and there are many brands to bring in. Then, what was the reason for Manager Lee Gyuho to make this bold decision?
"Pyeongtaek Bijeon-dong, where our store is located, is a new area with a shopping mall and many restaurants. There is an apartment complex nearby, so many customers seek the location. We especially have millennials in their 20s and 30s visit our store.Before we renewed the store, we analyzed customers who visited our store and found that our customers were older than the average customer in the area and that the time they spent in the store was short as they left shortly after buying what they came for. We realized that it was completely different from today's trend of younger customers and an emphasis on diverse customer experience."
He confirmed the possibility to transform into multi-brand shop platform ARITAUM LIVE and went ahead with the store renewal with the belief that 'we won't survive if we don't change'. And in only two weeks since the store changed to ARITAUM LIVE, the store atmosphere changed completely from before.
First, the average age of customers dropped. Customers in their 20s and 30s as well as students in their teens who came to the store after school were happy and satisfied to see different brands of cosmetics around the store, which also led to customers spending more time at the store.
First, the average age of customers dropped. Customers in their 20s and 30s as well as students in their teens who came to the store after school were happy and satisfied to see different brands of cosmetics around the store, which also led to customers spending more time at the store.
"I realized as I saw how much the store changed in only a short period that 'we cannot change customers; it is us who must change'. The store that was once sluggish due to economic recession became lively and as a result, sales is gradually growing."
Smart Beauty Platform for Smart Customers
Manager Lee Gyuho tells us there were concerns when he first considered to transform the store to a LIVE store. The biggest concern was the increase in brands and products and how he would have to manage the store following the changes.
"There were already many new products we had to be aware of every month when we only carried Amorepacific brands. I was worried how we would manage so many brands. But my concerns that two families would not be enough to serve customers and how we would deliver product information to customers, I found, were all just fears when we changed to LIVE."
There were many unfamiliar brands and more than several hundreds of products, but most customers only asked for where a product is or whether a product was in stock – there were almost no customers who asked for product information or how to use them. Customers who wanted to know more about a product searched for info and content on their smartphones. Manager Lee realized that a new and diverse product lineup is the advantage of a multi-brand shop platform and that it would be okay to add even more brands and products.
He also worried that Amorepacific brands might lose their positions due competition with other products. Lee considered whether to change the display to favor Amorepacific brand products because there were so many other brands known through word of mouth. But he soon found out that there was no need for that.
He also worried that Amorepacific brands might lose their positions due competition with other products. Lee considered whether to change the display to favor Amorepacific brand products because there were so many other brands known through word of mouth. But he soon found out that there was no need for that.
"Customers already know Amorepacific's product quality.Customers repeatedly seeking and choosing other brands and other products is a process of finding the best product. It is only necessary that they experience various options before deciding a purchase. I realized that this means that our brands can stand out and co-prosper with other brands, not that we are losing our brand customers to others."
ARITAUM LIVE Pyeongtaeksosabeol Store does not spare investment in facilities and fixtures that allow customers to experience beauty in a more pleasant and exclusive environment. If you step into the store, the lively and three-dimensional sound one would hear at a concert captures the ears of the listener. The store installed a high-quality sound system so that customers' eyes and ears are both satisfied. It also offers an expensive hair styler for hair styling without heat damage, offering a satisfying beauty experience from head to toe.
"Many people compare ARITAUM LIVE to a health & beauty (H&B) store. But our store structure is different in quality as we are a store specializing in cosmetics. It is much more specialized and exclusive. We want to grow together with Amorepacific as it expands its reach into the global market. We will continue to take a step forward with the belief that we cannot win by having the same mind with others."
ARITAUM LIVE Pyeongtaeksosabeol Store has turned a crisis into an opportunity by making a bold decision. We support the store's next step that has turned into a 'beauty hot place' in Pyeongtaek in only a month.
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