A Wren Says

I was doing a deep dive to learn more about the initial launch of Victoria’s Secret Rapture, and then I landed in a pile of marketing info. While there I came across a 2003 article in Brandweek about Victoria’s Secret Beauty.

Writer Christine Bittar interviewed executives in Victoria’s Secret Beauty and made this observation about the brand’s approach to selling their growing beauty assortment at the time:

“Reps at the beauty stores are trained on the products similar to department store counter salespeople, but they are also chosen for their ability to connect with people. In the aftermath of Sept. 11, Victoria‘s Secret emphasized the importance of the ‘touch factor,’ a rapport that can mean anything from making eye contact to offering a hand massage with a test of a hand lotion, for those who are receptive.”

The terrorist attacks of September 11 had changed the retail landscape. Weary shoppers were turning to online retailers at higher rates. For a store to succeed, there needed to be something different. Connection became the key. They relied on sales representatives who were not only knowledgeable but warm. They used literal touch and other techniques to build rapport with customers.

The brand took an approach to growth that I’ll summarize as this: Know your products, know your customer.

Knowing your customer means more than just keeping a profile of everyone who shops with you. It means also taking the time to learn how the market has changed, the way social trends are moving, and what the general public is feeling about the times. It means getting to know what people need now and how you can help with your offerings and your services.

Source:

Bittar, Christine. (Feb 17, 2003). Spreading Secret. Brandweek, 44(7), 14-16.