As it turns out, it’s easier to browse unmolested in a Souk. I’ve recently visited Marrakesh, where a few years back, there was an initiative for stall sellers in Souks to see what happened when they stopped trying to force tourists to buy stuff. Well, although the concept of leaving people to browse is kind of against the whole cultural tradition of bartering etc, they gave it a go. And, guess what? People felt so comfortable that they browsed, then bought. There’s still a bit of haggling of course, but you can’t have it all. It just made me think that this ‘unconventional’ shopping concept might be something that the beauty halls would do well to adopt. The number of times I’ve heard other bloggers say they’ll never go back to such and such a counter because of the hard sell or the way they’re not allowed to even pick out a lipgloss without ‘assistance’ I’ve lost count of. The worst offenders by far are Benefit. When Benefit first arrived in the UK, it was ‘sold’ to the press as a really fun, women friendly brand that changed make up from being a serious, slightly dull duty to a liberating, experimental and innovative way to look and feel more pretty. Right from the packaging to the product, the message was glamour and fun. But there is nothing glamorous or fun about their forceful sales techniques that literally makes me cross the road to avoid. The fabulous Lipglossiping got an insider interview with a Benefit manager – anonymously. It makes for uncomfortable reading. Find it here: www.lipglossiping.com (run the search for Confessions of A BeneBabe). Although it’s hard, I don’t really hold the SAs responsible; they’re set ludicrous targets that would have the best salespeople in the world losing sleep over, and when that’s hanging over your head, you’ll do anything for a sale. People have to eat. But, where’s the long view on this? Where’s the thought that if you make your store or counter a pleasant, friendly, relaxing place that people just want to visit over and over, you’ll actually sell more, not less? Jane and Jean would be horrified I suspect to discover the real truth about Bathina.
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11 comments
Oh Benefit! Yep…this pissed me off good and proper a few weekends ago with one particular individual refusing “No thanks” for an answer. It grated me beyond belief as she was so irritating.
Having said that I was incredibly happy with the polite Benefit staff in Covent Garden. Friendly, polite and let me browse after saying “no thanks”.
Fab post as always 🙂
What an interesting article! I had the worst experience in Selfridges, Manchester a few weeks ago, and walked out saying that I no longer wanted to buy the product which I had gone in to pick up – a first for me! I was being pestered like you wouldn’t believe to book a follow-up appointment and fill in a customer card. When I said for the second time I didn’t want an appointment I got the customer address card I was filling in yanked out from under me. This was following totally rude behaviour (they only treated me well when I sat down on the seat and they whipped out 5 products for my face). I would never go back to this counter and it has put me off this brand. Benefit has A LOT to learn.
The staff in the Covent Garden store are a lot more relaxed; perhaps they aren’t under the same pressure as the counter girls?
I don’t think it’s shocking to learn that Benefit has sales tactics – it’d be more surprising if they didn’t. It’s more sad to learn how they treat the people who are there to sell the products. As a fair skinned lady, I’ve learned long ago that sales assistants aren’t trying to find something suitable for you. They’ll just try to sell you something no matter if it suits you or not. I only ever ask samples from foundation and if I don’t get one, I move on. 99% of the time I get a sample, though.
However, my worst make-up counter experience by far has been with Benefit. I asked if I could try a blusher (on my hand) and before I knew it, I’d been sat on a stool and the SA was slabbing on too dark orange stick foundation on me. I was truly shocked! Not only is stick foundation too heavy for me but the shade was just down right wrong. I left the counter feeling awful and the rest of the shopping day was ruined as I had to go home to clean up my face. Why would I want or even buy a foundation that dark when I clearly wasn’t even fake tanning? It’s not that I hadn’t been told to wear the wrong shade before but at least I had been asked if they can try the foundation on me. I haven’t visited a Benefit counter after that.
This is nothing new – every single cosmetic company gives this training – ‘traffic stopping’is part of the everyday language – trust me – I have the training manuals to prove it.
Even SpaceNK is targeted big time – inbiased much?? NOT.
I’ve been in the industry a LONG time and the ONLY brand I am aware of that specifically DOES NOT target sales staff is Liz Earle.
They are not even called Sales people – it’s Customer Relations. Kim Buckland is a marketing genius – n’est-ce pas?!
Good point! I don’t know about Benefit because I buy it only on-line but I never come back to the counter where they have S.A. who always want to “help” and ask too many stupid questions etc. That is SO annoying.
You are right about the sisters…I used to shop a a Benefit store in San Francisco, before it was snarfed up by Estee Lauder.
Benefit was a lot more fun then!
Ive not had a problem with benefit in my Local Boots store. they let me try out their products, let me write down the colours etc. I noticed she tried to show me a lipstick but when it was obvious thats not what i was interested in she left me alone.
Hey kiddies,
Just for peace of mind… they don’t show up for Organic Skincare in the US when you Google them, so that’s refreshing. Eminence, Sophyto, Lavera, Juice, etc. but no Liz Earle.
Clearly targeted to Google UK. Still not tres cool.
I worked on a Benefit counter and it was awful. The targets are really high. You have to get people sat down and you have to sell a minimum of two products per customers.
The company treats its staff really badly though. When I worked for them my father was terminally ill with Cancer. I was told by my area manager to look for another job as I wasn’t focused on my job and couldn’t meet sales targets at the time.