Estee Lauder Shopper Study

COUNTER EXPERIENCE STUD
Sep, 2016

DY

Prestige brands deploy s
lasts for 30-40 minutes

1 2 3

Greeting Identify Consultation
needs

similar service process that

4 5 6

Product Facilitate Registration,
trial sales offer free
samples



“However BA doesn’t looked at me, or
even frowned at me”

“There was normally one question, one
answer from BA“

“Recite the book without really listening
to what I said”

- The traditional pattern of
TV advertising driving traffic
to counter and BA offering
service to sell has been
changed

- Consumers actively
explore and capture product
information from social and
digital before visit counters



The digital generation les
making decision

ss likely rely on BA while

‘I prefer to chat with my friend what
is the best color for me”

Shoppers bring along an a
browsing and self-try the i

agenda to retail, making self-
integral part of the journey

Digital habits largely influe
counter design and servic

Less need of full Stress-free
service consultation and prod

but help on call

ences the expectation to
ce

browsing Easy to find the
duct try product learned

from social

Young and elder consum
needs to the counter an

Young & Source of
Sophisticated information

Digital and social
influence what to buy
before visiting the
counters

Mature Women Counter still remains
essential part for
decision making

mers have different types of
nd service

Needs to Gaps
counter & BA
BA doesn’t seem to
Easily find the products like me
learned from social BA doesn’t offer help
Try product texture BA or MUA don’t tend
Learn MU skills to have better MU
skills
Learn more about the
product details Routine introduction is
Guidance on product good, but I need more
usage targeted consultation
Seek for advice to skin My needs or skin
problems problem are not
understood

The priorities of shopping

1 2 3 4
Greeting C
Self Identify
Browsing needs

Facial skincare
Makeup- lip
Makeup- face

g trip vary by Prestige categories

4 5 6 7
Consultation
Product Facilitate Registration,
trial sales free samples

FSC Detailed
Needs and
Expectation



Needs Expectat

“You like me to be here and you A welcom
won’t push me to buy” greeting m

“I feel respected by the staff • At the
here” Not fro

• It is ok
stuff.

Attention
by hearin

Implication

1 Smile to deliver a welcoming gesture, avoid staring a
2 Attitude gentle & warm
3 (for younger consumers) Keep a distance but mana
4 (for mature consumers) Assure your presence imme

Above can apply to both FSC and MU

1
Greeting

tion to BA

ming gesture is more important than standardized
message
first sight, BA looks delightful, cheerful and helpful.
owning as if to push me away
k if you fail to greet me while you are busy with other

n on me when I have arrived. I need to assure this
ng your greeting message.

at customers

age BA’s presence visible
ediately

Needs

Allow me to try out what I have in mind

I can find out things easily

Feel relaxed & free

Answer my inquire when I have problems

“I need to learn more about the brand and
product with your assistance ”

Teach me but don’t make me feel stupid

Implication

1 Assure assistance once shopper asks for it
2 Acknowledge your presence before following her
3 (for younger consumers) pose a gesture of willingn
4 (for mature consumers) Be attentive, sensitive and

2
Self-
browsing

Expectation on BA

Encourage shoppers to try in a delightful
mood. Don’t push to sell.

Strong willingness to help me when I reach
out to you. Don’t turn on a cold face.

Don’t keep blah blah blah…Only talk when
you see me have real interests

Offer highlight information on the product

Be with me while I am browsing and be
attentive and sensitive to my interests

ness to help in a light-hearted mood
respectful

Needs

“Impress me with the skin problem that I
don’t know”

“Don’t judge me for the issues I have”

“Show me you are happy to help”

“I might not know about the issues precisely
and I need your help.”

“Tell me more about what I don’t know”

Implication

1 Be subtle and gentle when communicating the issues
2 (for younger consumers) Impress me with your profes
3 (for mature consumers) Need to dig deeper for the p

3
Identify
needs

Expectation on BA

Precise diagnosis with professional
approach & solution

Imply rather than point out issues
directly

Be patient when I share with you
fragmented information about what I
need

s shoppers have
ssional precision
precise issues

3
Identify
needs

“At Origins, she looked at
me and asked did you
put on blushes today? I
said no. She confirmed I
had sensitive skin around
my cheek. I was
surprised about her
knowledge”



Needs

Tell me what I need, not what’s your
hero product

Tell me why I need your brand which
can deliver better efficacy over the
others

Want to know the best application of
the product to achieve the efficacy

Want to judge its efficacy on my own

Implication

1. Acknowledge the current product choices
2. Relevant ingredient story to highlight the superiority
3. Demonstrate your confidence at how good the prop
4. Showcase efficacy, for instance texture spread-abili

4
Consulta
tion

Expectation on BA

Don’t criticize my current choice

Affirm what shoppers need first

Gently yet confidently propose to the need.
Begin with one as focus to gain trust

Highlight superiority with relevant
ingredient story. Make customers believe
how special it is

y of product over that of competitor
posed product efficacy is
ity, quick absorption, deep moisturizing , lifting, etc.

4
Consulta
tion

“I’m looking for advanced
aging products.
Sulwahsoo’s BA told me
that it took one thousand
year to produce “松茸精
华”matsutake essence.
Rare in this world and it
is highly efficacious to
solve any visible aging
signs”



Needs

“It could be embarrassing to remove the
makeup in public. Yet, it’s difficult to tell the
texture with cream on hand.”

“It’s difficult to judge the effect if I try only
one single product”

“I might concerned about the texture, e.g.
sticky, thick, oily

“I may not know the proper procedure and
rituals”

Implication

1 Make hygiene efforts visible to shopper
2 Trial with entire range that make the efficacy more o
are visible)
3 Promote and teach the technique to emphasize the r
4 (for the mature) Look after their sensitive ego while p

5
Product
Trial

Expectation on BA

Clean your own hands first to ensure hygiene
Use wet tissue to wipe off hand cream for me
so that my naked skin can truly feel the
texture
Have the patience to try the entire range
(lotion, serum & cream or emulsion)
Demonstrate the efficacy behind the texture

obviously (moisturizing amplified, firming and glow

ritual
passing on the knowledge

5
Product
Trial

“Sulwhasoo BA applied
entire regime. And the
cream melted into my
skin quickly. It was so
easy for it to spread
around, not like those
leaving a layer on top of
my skin.”



5
Product
Trial

Assure the efficacy by
explaining how gently
exfoliation works
“您对去角质的概念可能
有点误区, 我们的澄糖面
膜是靠吸的,是溶解角质,
10分钟以后洗掉就可以
了,因为我们不是靠揉搓
的去角质方法, 所以对皮
肤没有伤害.” - Fresh



Needs

I like it and yet I want to think over it

I like it and yet I want to see the possibility of
getting the best deal

Make purchase when it is a pleasant shoppin
trip for me. Don’t want to buy only because I
feel guilty

Implication

1 Avoid pushing to sell
2 Make sales an happy ending of the pleasant shoppin
3 Loop the shopper in with future promotion/event if t

Above can apply to both FSC and MU

6
Facilitate
sales

Expectation on BA

Freedom to think over it. Don’t push to sell
Pass on relevant information about mall/store
promotion/event. Help me register if possible
ng Keep the dynamic engaging, fun and pleasant.

ng trip
they need to think over the purchase

6
Facilitate
sales

“La Mer invited to attend the
afternoon tea next week. It made me
feel quite happy about it. At least you
knew I did belong to the exclusive
club of customer. Also, she told me I
would be entitled to multiple times
of bonus points if I made purchase
on the dates of 5th or 6th. That’s
really thinking for me. ”



MU Lip Detailed
Needs and
Expectation



Needs

“I want to identify the products of specific
efficacy easily, i.e. matte, pearlescent, etc…”

“What’s your latest color launch? I am eager t
check it out.”

“I have color codes/names in mind and I
want to get it quickly! I need help if I fail to do
it myself”

“It’s a habit to use my phone while looking for
product”

Implication

1 Ask call on help immediately once shopper asks fo
with shopper

2 (for younger consumers) Offer freedom and space,
environment

2
Self-
browsing

Expectation on BA

Tell me where different product categories
are displaced at if I have trouble finding it

to Tell me which is the latest color and invite
me to try it

Take initiatives in help identify the color
o code/name when seeing me look confused

Keep a distance from me and don’t “spy” on me

r by “sticking” to me closely. Don’t’ rush me along
when I am getting online reference.

or it. It makes the golden chance to start engagement
and allow digital habit extend to the shopping

2
Self
Browsing

“Don’t stare at me as if I
were a thief. Help me
when I need you.
Don’t stop me when I am
sending the colors to my
friends to see it on
Wechat. ”



Needs

“I cannot make decision as which one to buy
among the few items I have picked up.”

“After trying hard for a long time, I still cannot
find that particular special color for myself.”

“Any color fits me well yet I am not aware of
it? ”

“How will the lipstick go with eye shadow?”

Implication

1 Confusion makes the golden chance to engage sho
2 Recommendation should stay focused to help shop
3 (for younger group) Professional skills to impress so

4

Consultation

Expectation on BA

Highlight the differences between them but
focus recommendation on one single item

t Take initiatives in picking up color for me.
Hot sales or latest new color launch usually
works

Impress me with professional expertise. Give me
a color which can surprise me!

Impress with professionalism, i.e. telling me in
great details as how these two colors match with
each other aesthetically

oppers with color recommendation
ppers simplify the decision making
o as to engage