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COSMOPROF PREVIEW 2017 volume 20 17 A 0 RIC ! 2 ME G A BI TH ’S OR IR F N EW B RO VI OP E SM PR CO CEOs must react to customer complaints By John R. DiJulius A NEWSLETTER FOR BEAUTY BUSINESS EXECUTIVES D ealing with customer complaints that make it to senior executives is a critically important strategy, one that most companies fail miserably at in three ways: 1. Not creating a CEO communication strategy nor giving it the attention it deserves. 2. Making it impossible for customers to get in touch with the CEO/president. highlights Mane St. 3. Too often, when someone does get in touch with the CEO, the CEO makes it worse; Ulta opens store #999 on Michigan Ave. 3 see PWC, Lululemon and United Airlines. by Jayne Morehouse How Accessible Are You? It is Appliance category grew 4.5% in 2016 4 CEO, Beauty Industry Report incomprehensible to me how many corporate offices and senior management teams do not How can brands survive? 5 elcome to Beauty handle it well when dealing with the WIndustry Report’s customer. Service Management Group did a J. White launches strategic partnerships 7 2017 Cosmoprof study and found that only 35% of customers North America Preview . were highly satisfied with the service Partner with the next big trend: Marula 8 We understand that recovery of senior leadership, due to them you’re busy. That’s why making excuses, spinning it and insulting BIR previews 500 CPNA launches 10 BIR has done the legwork, customers by not validating their challenges. uncovering 500 new products to help you However, there are exceptions. Umpqua ISBN builds the Ultimate Experience 28 experience a successful show and drive your Bank is aggressive at inviting customer business well into 2018. feedback. Every location has a phone in the Beauty Brands is making a difference 30 With so many interesting products, how lobby with a sign that reads, "Let's talk." Pick it do you choose? up and you get CEO Ray Davis’ office. You Royal Rhino Club plays to men 32 1. First, look at the trends. See what’s hot can tell him what you think the bank is doing in your market. Then, look at your portfolio. right and what you think it can do better, or See you at these CPNA special events 40 What’s missing? you can ask him anything. 2. Next, consider your brand. What Mark Cuban, the billionaire owner of the Visit bironline.com categories or products are consistent with NBA’s Dallas Mavericks, shares one of his your story and image? Which are a good fit favorite quotes in his blog Connecting to Your CHECK OUT BIR’s NEW! 2017 Show Calendar! and will add value to your brand? Customers: "Treat your Customers as if they 3. Study logistics. How much inventory own you . because they do. You have to re- This is your newsletter. Beauty Industry are you willing to carry? earn their business every day." Report welcomes your feedback! 4. Finally, add something fun that will It's interesting to watch how CEOs deal Tell us how we can help you. delight your team, and your customers—and with making customers happy. You can tell Jayne Morehouse, CEO [email protected] also sell. the ones who don't trust their products or Liz Messaro, Executive Editor [email protected] See you on the show floor! services. They protect themselves from any Mike Nave, Founding Editor, [email protected] possible interactions and they respond with facebook.com/BeautyIndustryReport form letters or assistants, if at all. linkedin.com/company/beauty-industry-report Guest column cont. on page 2 The Beauty Indust ry Re port Visit bironline.com • When Marvin joined JCPenney, some salons were being closed, but data show that salon customers shop JCPenney twice as often and are twice as profitable. Of the department store’s 750 salons, 123 have been Guest column cont. from page 1 re-branded as The Salon By InStyle, with 50 more rebranding this year. Changes include I make my email available to everyone and Regis Corporation (NYSE: RGS) recently updated graphics, photography, accent anyone. I make sure that all the customer announced that it is considering strategic lighting, new fixtures and furnishings, service emails get forwarded to me. If alternatives for its mall-based salons. elevated service areas and a revitalized space someone is complaining, I want to know what Those salons constitute one of the largest for prestige salon products, tools and about, and I want to get it fixed quickly. The shopping mall-based personal services accessories from Matrix, Paul Mitchell, best focus groups are your customers. retailers in North America, with more than Redken and other brands. Marvin said that Give your customers permission to 900 retail locations employing over 7,500 last year, the salon business recorded its first communicate with you and make it easy for stylists across the United States, Canada and positive comp in over 10 years. them to share. Ask for their advice and Puerto Rico. They provide services in a mall Marvin and his team have a big challenge feedback. Market to your customers on retail environment via two principal brands: ahead of them, but his leadership style— invoices, orders, emails, at checkout, on the one addressing a premium, upscale focused on getting management into the website and in restrooms. Here are examples: experience and the other addressing a value- stores weekly and listening to everyone— "Please tell us about your experience. It is based experience. The premium concept, might just turn this legacy company around. important for us to know how we are doing." operating under the Regis Salons brand, is The full article is worth a read. Find it here: "We want your advice. How can we be targeted primarily to young, suburban female http://bit.ly/2rGJNCo better?" guests and the value concept, operating "Did we hit the mark today? Tell us. Did we under the MasterCuts brand, is targeted The Independent Cosmetic Manufacturers miss? Tell us, please!" primarily to price- and time-conscious male, and Distributors is teaming up with "Was someone a hero for you today? We female and family guests. Regis has retained Bologna Fiere Cosmoprof Worldwide and want to recognize them." Huron Transaction Advisory for financial Corferias, the International Business and "Were we the best part of your day? If you advisory and investment banking services to Exhibition Center of Bogotá, to power a new can't answer yes, we need to know why." assist in its review. Visit regiscorp.com. international hall during Feria Belleza y Start a customer service revolution today! Salud, a beauty show in Bogota, Columbia, ______________________________ In the June 22, 2017 Women’s Wear Daily, on September 27-29, 2017. With an exhibition John R. DiJulius III is the author of The Customer JCPenney CEO Marvin Ellison discussed his area that hosts 279 exhibitors and 55,000 Service Revolution (Greenleaf Books). He is the roadmap. In addition to bringing in visitors, Belleza y Salud is for companies that president of The DiJulius Group— appliances and toys, expanding women’s are looking for business opportunities in a customer service consulting sizes and reviving the window covering South America, and for distributors, firm that works with leading business, he places a strong focus on beauty. suppliers, import/export companies and companies like Starbucks, Chick- • Because the Sephora store-within-a- beauty managers interested in trends in the fil-A, The Ritz-Carlton, Nestle, store concept helps drive incremental traffic, cosmetic industry. PwC and Lexus, and owns John in some cases, he is reducing apparel space The International Hall 7, powered by Roberts Salons & Spas. Register to add or expand a Sephora. Sephora shops Cosmoprof, will host international today for his Secret Service average 1,600 square feet, with some as large companies that want to take advantage of Summit, America’s No. 1 Customer Service Conference, as 2,600 square feet. In addition to 70 new specific initiatives and an international October 26-27, in Cleveland, at Sephoras opening over the next few months, communication plan to help them attract secretservicesummit.com. BIR will be there! Reach him they will expand 32 existing Sephoras by South-American distributors and retailers at [email protected]. nearly 50% for new products and services, and make networking and business such as Benefit Brow Bars, which will be relationships easier. BIR invites you to become a Guest Columnist and added to 25 Sephora shops. For more information, contact Pam give us your take on a relevant topic. For • A former Home Depot executive vice Busiek, CEO/president of ICMAD, at consideration, send your thoughts in 475 words, plus president, Marvin says that salons and [email protected] and visit icmad.org. Visit a one-paragraph bio and your headshot no smaller Sephora help “weatherproof” JCPenney’s https://feriabellezaysalud.com/ and click than 300 dpi at 5 x 7 inches to [email protected]. We business. the prompt to view the site in English. will edit your column for style and space . 2 2017 COSMOPROF NORTH AMERICA PREVIEW Redken, Matrix, Paul Mitchell, Kenra, The third Amazon Prime Day will take Living Proof, Sexy Hair, Flawless by place on Tuesday, July 11, (while most of us Gabrielle Union and more. are at Cosmoprof North America) and run for • Professional hair tools, such as CHI 30 hours. This “epic day of deals” will feature and Hot Tools. In addition, Ulta recently more than 100,000 new deals posted as added Paul Mitchell’s Neuro Tools frequently as every five minutes throughout collection at all stores and Dyson tools in the event, according to Amazon, and sales select doors, including this one.
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