OVERALL CONTEXT AND TRANSFORMATION STAKES
DISTRIBUTION: A changing environment combining emerging and challenging competitors from mass and luxury brands, as well as a shift from a wholesale distribution model to omni-channels (Standalone, Wholesale, Trade, e-commerce).
THE CLIENT: The client journey becomes more complex and unexpected, along with new client expectations focused on experience (beyond products and services), based on a quest of singularity and self-construction.
DIGITAL: The customer journey becomes on and off line, with access to information at any time, at any place, and on any device. The POS integrates connected devices and a digital-in-store strategy.
OVERALL F&B BUSINESS CHALLENGES: Becoming a retailer and offering a memorable and unique omni-channel experience. Strengthening the fragrance business, re-affirming our leadership in make-up, and earning credential in skincare.
POINT OF SALES CONTEXT AND TRANSFORMATION STAKES
THE CLIENT COMES FOR MORE THAN PRODUCTS: the focus is on the relation, with the BA creating a unique, genuine and long-lasting bond with the client. Attentions, services and products become tools to design a made-to-measure experience for each client.
THE CLIENT IS WELL-INFORMED, CONNECTED AND DEMANDING: in a quest for their own identity, they are looking for inspiration when coming to the POS. The BA has a role of influencer, a "curator", aware of the beauty and shopping trends and able to share them with the client.
THE CLIENT IS OMNI-CHANNEL, AND FREE TO CHOOSE THE POINT OF CONTACT AND THE RELATION WITH THE BRAND: the BA should offer guided freedom at POS, adapting to the client's pace, mood and desires. Being able to discover and read the client is key, to connect at the right moment and to ensure consistency in the Brand experience throughout all distribution channels.
THE POINT OF SALES BECOMES A KEY CONTRIBUTOR TO THE BRAND: it is where the experience is created, nourishing the Brand image and building the business. The BA must understand and contribute to business objectives, be able to measure and analyze performances on a daily basis, and be pro-active in creating engagement and retention.
THE BA transformation = from product sales expert to a brand experience creator
In line with the F&B vision and mission, the Beauty Advisor creates a unique and memorable experience for each client, at every moment and at every point of sales.
Combining a business orientation and a passion for the client, the Beauty Advisor is an artist of relation who contributes to the Brand image and helps to build retail leadership in the market.
CHANEL Ambassador: the Beauty Advisor embodies the values of the Brand.
Experience creator: the Beauty Advisor surpasses client expectations.
Business driver: the Beauty Advisor is performance-minded in order to achieve our objectives.
Team player: the Beauty Advisor acts interdependently and demonstrates team spirit
EXPERIENCE AND QUALIFICATION