#Exciting Changes Sales Stories
2019.07.11
eSpoir Myeongdong UNESCO Store
They say that a genius cannot win those who work hard, and those who work hard cannot win those who enjoy. The driving force of infinite growth is to truly enjoy what you do and work hard. Makeup artists at eSpoir Myeongdong UNESCO Store never get tired even in the face of recession and competition. Rather, they keep building their capabilities while enjoying every day at work. Let's have a look into their daily lives filled with burning passion like July's scorching hot sun.
Our Unique Strategy to Respond to Market Changes
The road leading up to Myeongdong Cathedral from Korean National Commission for UNESCO in Myeongdong, Seoul is called 'sacred avenue of beauty shops' as it is filled with all kinds of cosmetic shops ranging from Korean and foreign brand shops to H&B (Health & Beauty) multi-brand shops. As the number of online shops and multi-brand shops increases in recent days, beauty partners working at one-brand shops start to have more concerns. The artists at eSpoir Myeongdong UNESCO Store, however, continue to add more diverse colors to the shop without worrying too much about fierce competition. They welcome customers with confidence while truly enjoying their work. What is the secret?
"Customers are more dispersed these days because eSpoir products are now available at multi-brand shops or online shops, but we are developing eSpoir Myeongdong UNESCO Store's specialty in a way only single-brand shops can do. We have found ways to efficiently manage the store's small space and deeply touch each and every customer's heart."
When you enter eSpoir Myeongdong UNESCO Store, 'BEST Seller for Foreign Customers' counter will first catch your eyes.
By presenting popular products, the store can boost customers' interest in the brand and the store. Many foreign customers do not know eSpoir as a brand, so when makeup artists explain eSpoir as a Korean brand under Amorepacific that represents K-Beauty, customers show positive responses and start to look around the store with interest. The store features wall counters to display products by type and a separate island counter for easy trial of representative products for lips, eyes and facial makeup. It allows artists to efficiently guide customers in a small space.
Foreign customers visiting this store are mainly from the Greater China region such as China, Taiwan and Hong Kong, so it is important to captivate their hearts. 4 out of 3 makeup artists at eSpoir Myeongdong UNESCO are Chinese nationals and they promote new and promotional products and upload tutorials and product texture on 'WeChat', a popular messenger among Chinese customers to encourage customers' visit.
Foreign customers visiting this store are mainly from the Greater China region such as China, Taiwan and Hong Kong, so it is important to captivate their hearts. 4 out of 3 makeup artists at eSpoir Myeongdong UNESCO are Chinese nationals and they promote new and promotional products and upload tutorials and product texture on 'WeChat', a popular messenger among Chinese customers to encourage customers' visit.
"Chinese customers culturally value loyalty, so they open their mind to the staff members of the same national. Some customers make orders on WeChat then pop in later to collect products or receive via overseas delivery. Product explanation and testing only for one person and in-depth services are the advantages only we can have and we make efforts to touch customers' hearts every day in new ways."
Last month, eSpoir Myeongdong UNESCO Store promoted the shop in a new way by distributing free makeup coupons and samples in cooperation with guesthouses in Myeongdong area. Making a breakthrough with a more detailed idea in difficult times – that is the secret for the artists at eSpoir Myeongdong UNESCO Store who are always smiling at work.
Winning with Free Makeup, the Most Powerful Weapon
Myeongdong is a touristy area, but Korean office workers also frequent the store because of many neighboring companies. The store's artists offer free makeup correction to office workers who visit the shop after work while giving them information on products and beauty tips.
"Free makeup service is the biggest specialty and weapon we have. Many customers visit the shop to test a product they saw on social media. As there are dozens of colors for a product, different products fit different customers. Because of this, so many customers are disappointed or puzzled after trying the product they wanted. When it happens, we approach them and recommend a product that befits their skin type and color. At first, customers look doubtful because it is not the product they were looking for, but they are soon amazed how such unexpected products could look good on them. It is the most rewarding feeling when a customer who bought a recommended item revisits our store."
The makeup artists at the store study makeup products of other companies via YouTube and social media. A new makeup look is made based on research on trending or new products. The artists build their makeup skills by completing makeup look charts on makeup design sheets with eSpoir products. The finished charts are hung on the wall so that they could be used later for makeup demonstration for customers. New charts are reviewed together at the store and the artists commend well-designed looks while sharing ideas for some improvements. Through this process, the artists can improve their skills and find joy.
"We have all joined eSpoir because of our love for makeup. We enjoy every process and everything that is happening within the store including studying and teaching makeup, introducing and recommending products. We can always keep our passion hot because we all work with the same mind. Rather than stressing out about fierce competition, we prefer to find better ways to do our job as we do now and move forward."
Every mountain has more than one path to the peak. There are also many ways to achieve a goal. When a road is blocked, the artists at eSpoir Myeongdong UNESCO seek for different ways and discover new paths. We support their dream as they grow and shine with passion in multifarious colors.
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