French beauty company, L’Occitane, opened their huge - the largest in the world - new flagship store on London’s Regent Street last night. This isn’t just another standard branch, it’s spacious, has a luxurious yet homely finish and even has a Pierre Hermé macaroon counter to boot. It feels like a cross between an airport lounge and a store. It’s definitely somewhere you could happily spend time in.
Left - Upstairs at L'Occitane Regent Street February 2018
Anyway, chatting away, somebody mentioned their boyfriend had come into the store previously and was looking for hand cream. The sales assistant said it was upstairs. As he went upstairs another sales assistant came over and said, “You’re looking for hand cream?”.
Mind reading is a skill that modern retail needs. Clearly, the sales assistant, downstairs, had radioed ahead. Not only is this great service, it’s also a form of human cookies - the chain of information your internet journey/history leaves behind allowing brands to track your movements and also recommend appropriate stuff.
It’s not magic, it’s just clever data, and I, for one, don’t mind having things recommended for me or being reminded I looked at something previously. You can clear your history every now and again if it becomes annoying.
What this shows is a linked up journey in a physical store. The customer is looking for something and rather being lost somewhere on the journey or not finding what they want, the sales links became strong and would obviously have more conversion in sales with the added bonus of wowing the customer and making them feel they had received great service.
Right - The flower filled ceiling installation from above inside the new L'Occitane Regent Street store
This is what physical stores need in order to compete with online: sales assistants quickly talking to each other, directing the consumer and having that want to please and fulfil expectation.
I understand many stores are too busy, some of the time, for this type of individual attention, but many luxury brands can offer this type of service if the sale assistants are motivated. It’s about a personal, human touch, which in the future we will miss from online shopping and something that can become a physical store USP.
‘Human Cookies’, as a concept, would definitely put new meaning into a physical store’s customer journey.