One year approach is tested in San Francisco

They make their re-entry of classes: 12 vendors "talents" hear high-potential Sephora teaches arrived this morning, at 9 a.m., in a small lovely house in red brick in the 16th arrondissement of Paris to follow four days of training on the "Sephora Attitude." They will leave a month and a half in the store and then return to complete a cycle of four days. Sign which gives to at the outset the tone: accessed instead through the shop of the rue de Passy.

Of course, there was already long trainings for the staff of the sign. New arrived spent four days in integration, whose two-day sale. The sign spent 2.3 of its payroll in training in 2007.

Develop a marketing concept

But again, this is less of a pure objective of human resources to improve the marketing of a concept aspect already very successful. If the stores and their graphical lines are the same everywhere, "it was more to work the human element." "We want to develop a Sephora Attitude that is identical throughout the world," said Sandrine Becaud, Director training of Sephora. The young woman has criss-crossed the United States with 3 regional directors of the sign for a week to achieve a benchmark with other stores, while playing the mystery client. Every evening, notebooks in hand, they established the list of what they had enjoyed or hated in their customer experience. Their best memories FAO Schwartz, Disney Store, Apple, and Nature & discoveries. They have established the attitude that they wanted to adopt in their stores.

One year approach is tested in San Francisco. There, the first Sephora University hosted 4,000 people a year. But the large international convention of the sign, which will take place early in October, should lay the foundations for genuine impeccable client service standards. All behavioural codes will be passed to the moulinette blender. Personal development experts have helped build the modules. The trainers are from the Seraglio and have all experienced the world of the store. In the course of seven days, three will be dedicated to self-confidence and psychological approach to customer relationship. The rest will be for this first session on the beauty skin care.

But it probably still deal with the vendors of the brands present to each stand in very large stores, and responsible for promotion. Eventually, the sign reflects to equip its vendors of different outfits to help clients to differentiate them from those of the marks, but considering also allow partners in its training centre. "As one of the fundamental values of Sephora is let free to touch and try the store, client our commitment is to accompany him in his choice and to show him it seen it and that in case of need we're here," explains Marianne Gauthier, responsible of the Sephora University.

Find talent

Indeed, the sign is also developing emulation in his breast. This year, it launched a make-up competition Make up Masters in all his sales network to find his "talents". Some stores used as animation of the sales, organizing of castings for the ready models to deliver their frimousses to sellers-makeup artists brushes. Winner of this trophy, Aurélie Cullus is now the "star" of its store salesperson at Lens (Nord - Pas-de-Calais): "clients call me for advice or ask to disguise my care for an evening or a marriage", says the young woman. A true martingale marketing if suggests the results: "I present always a record to the customer with the products." One day, a couple bought everything I had noted. "There for 700 euros", she added. Today, his company award as a miss: will be present at the opening of the Hong Kong Sephora store, these days, as make-up artist of talent, Dior will he make his own lipsticks, and she will live with his lover a "weekend Dior" at the Plaza Athénée, with presence in the parade haute couture. What do a salesperson fulfilled and the very efficient time to customer!

"We're ahead." Louis Vuitton teams came to see us, those of Dior Couture want to make an appointment with us. "We cultivate our difference in the group," admits not without pride, Sandrine Becaud. She hopes well to recognize its training by the State centre and term offer "and students" a genuine degree.