When the impossible becomes the reality, we call it a miracle. Critical to achieving a miracle is to never lose belief in oneself. Lee Myung-hee, BA working for primera counter at Shinsegae Department Store, Yeongdeungpo Branch has driven stable growth despite low brand recognition and the poor location of the counter. Such has been her success, she took the No.1 spot on the sales chart for the primera counters in department stores in Korea. She also received the grand prize in the retail capability strengthening category at the 2015 ABC Awards, which is an in-house innovation case contest. Here is her story of how she made a miracle with strong belief – despite all the difficulties.

The department store is usually quiet on weekday afternoons, but if you look, you will find one store full of laughter and good cheer. Welcome to the primera counter in Shinsegae Department Store, Yeongdeungpo Branch. Though she is busy, Lee gives a big smile to every single customer – those who stepped into the store, who ask about products and make payment. They all leave the store with warmth in their heart like they've been treated with an extra gift.
"Our store was located at the quiet corner on the 1st floor of the department store when we first opened in 2012. We had no choice but to settle right next to the information desk at the innermost corner because the arrangement was done by the time we opened the store. Not even staff members could find our store. What's worse was that we were new to the department store and it was difficult to attract customers."
The result of the first year was a disaster. The store was ranked 32th among 33 cosmetic stores. But there was no time to feel discouraged. She believed that there was nothing insurmountable. She started to work things out one by one. Together with other BAs, she handed out hundreds of handbills every day right next to the escalator and gave away samples to department store staff who she saw as potential customers.

"I never doubted that we would achieve our goal despite several handicaps. I had confidence in our products. Customers did not come because they did not know about our brand, but I knew that they would come back once they experienced our products. That's why I kept promoting the brand."
Her sincere efforts came to fruition slowly but steadily. By 2015, sales had quintupled from the first year and the ranking jumped from 32^nd to 9^th. The store saw a miraculous result taking the No.1 spot among all primera stores in the department store channel.

"She makes me feel good. Though I live far away, I come all the way here to meet her and buy primera products."
This is what Lee hears and likes most. There is no special trick, but only kindness. She always treats customers in a friendly way so that they feel comfortable in the store. She answers customers with a smile and gives a full description of products to raise customer satisfaction with the primera brand, store and products – even though they do not buy products, but only get samples.

"Our job is about serving customers, but teamwork is important as well. We can be more sincere to customers when we are merry and happy."
BAs working with her have find teamwork, pride in their work and desire for self-enrichment. They analyze products and discuss promotions every day, which helps them take a more professional attitude toward customers.
"Expertise is the No.1 qualification required for BAs. Saying this product is popular is not good enough when it comes to customer communication. Plus, the strength of primera lies in its good ingredients. It's important to analyze the skin type and preference of individual customers and recommend the right product for them."

Lee talks with customers and offers a good recommendation that they always agree with. She believes that BAs are not mere sales representatives, but people who put sincere effort into making customers more beautiful through good products.
"Customers are like family to me. I have built a relationship with them through the primera brand. Many talked about what a miracle we made, but we aren't done yet. We will continue to grow. As primera experts, we will improve sales and customer satisfaction and help the brand go global."