#Exciting Changes Sales Stories
2019.06.14
Sulwhasoo ∙ Goutal Paris Consolidated Store, Lotte Duty Free World Tower Store
A measure of closeness depends on the customer who experiences the service. That's because even if we approach a customer with all our heart, the service can be an uncomfortable service if the customer feels uncomfortable. The Mielles of the Sulwhasoo ∙ Goutal Paris consolidated store at the Lotte Duty Free World Tower Store approach each and every customer with true sincerity so that they feel close to the brand. Let's take a look into the secret of how the store is always full of warm, spring-like atmosphere.
Increasing Customer Satisfaction by Strengthening Customer Experience
Lotte Duty Free's World Tower Store, where hundreds of brands and stores are located, is situated on the 9th floor of the high-rise Lotte World Tower in Jamsil, Seoul. Among many of the stores on that floor, the Sulwhasoo ∙ Goutal Paris consolidated store is located across the luxury watch corner, boasting a much more luxurious feel compared to other cosmetics brands. This consolidated store, which opened in January, is the first dual-boutique store that opened in a duty-free store. It is a special store where customers can experience the two brands – Sulwhasoo and Goutal Paris – at the same time. Why did the two brands open together in one store?
"Of course, Lotte Duty Free World Tower Store records high sales volume. But it's more than that. It's because there are more Korean customers visiting the store. In general, foreign customers buy what they need as part of their travel to Korea and leave. But our local customers demand 'deep counselling' where they can really experience our products like at a department store. The previous Sulwhasoo-only store was designed as an 'island' type store, which made it difficult for customers to experience deep counselling. Here, at the dual-boutique store, they can sit comfortably as they get their skin tested and try different products one by one. Our customers are much more satisfied."
Because Goutal Paris is a fragrance brand, it is especially important that customers test the fragrances themselves. As there are many foreign customers who are not yet familiar with the brand, the Mielles start by promoting the brand. They spray Petite Chérie and Rose Pompon - Goutal Paris' most popular fragrances – on fragrance test strips in the shape of a flower and give them out to customers. They also talk to customers waiting in line to make their purchase at the Sulwhasoo store and gently bring them into Goutal Paris store to tell them about the story behind the brand and the fragrances as they test different fragrances. As a result of these efforts, customers who had not known Goutal Paris and customers who had been looking for a new scent showed positive responses, highly praising the brand.
"Because of the nature of fragrance products, customers' preference of perfumes is strong. So, anyone who recommends fragrances to customers must have a deep knowledge and expertise on the products. Four out of the total Mielles are dedicated to Goutal Paris to provide deep counselling to customers. Many customers marvel at how the Mielles offer their expertise on the brand and its different fragrances and how they delicately find the perfect fragrance that suits a customer's taste. The journey of finding that one perfect fragrance the customer seeks is not an easy process. But we approach our customers trying to understand them through their responses and tastes, believing that finding and offering the best product for them is the most basic service."
Eye Contact and Skinship that Brings Warmth into the Store
Deep inside the Sulwhasoo store to the left of the dual-boutique, there is a counselling zone designed to look like a secret room. Here, customers receive the 'holistic balance counselling', a customized skin counselling service provided at the Sulwhasoo flagship store. The service is a process of entering answers to questions about skin problems and finding the cause of the problems in balance, taking a picture of the customer's face with a tablet PC, and offering a solution and product recommendations according to the problem. Customers can sit comfortably while drinking a cup of OSULLOC tea during this counselling session, which allows them to enjoy a more relaxing and enriching shopping experience.
There is another exclusive service provided here at the dual-boutique, which is the complimentary fabric-wrapping service. The service offers to wrap Sulwhasoo gift sets in beautiful and colorful wrapping cloths. This complimentary and classic wrapping service is especially popular among engaged couples preparing wedding gifts and foreign customers. This is one of the special services the store offers, but the Mielles at the Sulwhasoo ∙ Goutal Paris consolidated store pick something else as their secret weapon – warm skinship in approaching each and every customer.
There is another exclusive service provided here at the dual-boutique, which is the complimentary fabric-wrapping service. The service offers to wrap Sulwhasoo gift sets in beautiful and colorful wrapping cloths. This complimentary and classic wrapping service is especially popular among engaged couples preparing wedding gifts and foreign customers. This is one of the special services the store offers, but the Mielles at the Sulwhasoo ∙ Goutal Paris consolidated store pick something else as their secret weapon – warm skinship in approaching each and every customer.
"One of the most important elements in customer service for us is 'eye contact'. They say a person's eye speaks the truth. We warmly welcome customers who approach our store with our eyes. We greet waiting customers and ask for their understanding even when we're short-handed and busy trying to provide service to a group of customers. Giving eye contact to customers so that anyone who visits our store feels a sentiment of closeness is our number one principle."
There are many family visitors at the Lotte World Tower due to surrounding attractions, including the Lotte World Adventure and Seoul Sky. The Mielles ask questions about their travel or family as a way to create a close and warm atmosphere. The 18 Mielles all have certificates on the Chinese language. Not only are they fluent in language, but also have a deep knowledge on the local trends in China and Chinese customers' propensity. Such expertise contributes to increasing the satisfaction of Chinese customers, who account for 80% of the entire foreign customers. In addition, regardless of whether a customer makes a purchase, all visitors are provided with the opportunity to test at least one product. When the Mielles gently apply the test product on the back of customers' hands explaining the product while maintaining eye contact, even customers who refused in the beginning saying they are busy express gratitude in finding a moment to relax.
Mielles also show customers out saying goodbye out loud even when they are too busy to send off each and every customer leaving the store. This closeness and skinship in approaching each customer one by one when they enter the store, when they look around, and when they leave the store, is the true strength of the Mielles at the dual-boutique.
Reflecting this sentiment of intimacy in customer service led to the Sulwhasoo ∙ Goutal Paris consolidated store at the Lotte Duty Free World Tower Store achieving record sales in March. Customer satisfaction continues to grow and grow in the warm eyes and friendly touch of the Mielles who say they are committed to making visitors remember this store when they hear the brand names Sulwhasoo and Goutal Paris.
Mielles also show customers out saying goodbye out loud even when they are too busy to send off each and every customer leaving the store. This closeness and skinship in approaching each customer one by one when they enter the store, when they look around, and when they leave the store, is the true strength of the Mielles at the dual-boutique.
Reflecting this sentiment of intimacy in customer service led to the Sulwhasoo ∙ Goutal Paris consolidated store at the Lotte Duty Free World Tower Store achieving record sales in March. Customer satisfaction continues to grow and grow in the warm eyes and friendly touch of the Mielles who say they are committed to making visitors remember this store when they hear the brand names Sulwhasoo and Goutal Paris.
-
Like
1 -
Recommend
0 -
Thumbs up
0 -
Supporting
0 -
Want follow-up article
0