Non-verbal communication, the key to reaching the beauty customer

Shopping is experiential. Especially when it comes to a sector such as perfumery and cosmetics. Buying a cream, a shampoo or a fragrance is much more than the act of paying for it. In fact, the pandemic reminded us of this. After months of being practically forced to consume online, the return to the physical shop was a big event. According to a report by the payment platform Ayden, physical points of sale have since become an inseparable complement to online shopping: as a shop window or fitting room, as well as a collection and return point.The traditional X-ray of the sector[iii] that publishes annually Stanpa collects this phenomenon. In 2022 the on-line channel contracted a -0,5%. Something that according to the Association of Perfumery and Cosmetic does not leave to be an indicator of the stability and maturity of this segment. Although it also reflects a corrector effect fruit of the recovery -and the wish- of the face-to-face purchase. However, in this return to the face to face something has changed. The customer values, more than ever, obtain an experience. Receive personalised attention, feel listened, have information detailed of the product that goes to purchase… A new form to buy where the no verbal communication (all the messages that receive without doing use of the speech) has turned into a key appearance so that the transaction arrive to good port.According to Stanpa, in 2022, each Spanish spent, of average, 185 euros in products of perfumery and cosmetic.Photo: Pexels (Porapak Pichodilok)The first impression explainsAlthough the communication or language no verbal always is present, when there is a sale of by half takes more importance if it fits. "In this case, as it can happen also in a labour relation, the active brain even more the 'way alerts', trying guess quickly if the person that have in front is reliable or no", explains Alicia Martos, psychologist, popularising and expert in Communication No Verbal. Therefore it is fundamental that the seller -or the hairdresser, facialista etc.- take it into account since the customer goes in by the shop. It is more, according to Martos, author of the book 'did the silence' (ed. Alfar), "there are not second opportunities to cause a good first impression to our customer". The expert refers to studies that signal that only we have an average of seven seconds to achieve present us of positive form or refusal to the another. "Even some investigations[i] bet even more strong by this initial period of the communication, and have showed that a simple 'hello' (a pair of second) is sufficient to take out conclusions on the personality of our speaker. The psychologist shares a simple recipe that works like letter of presentation of universal form: "Present of authentic form, keep the calm, posture heaved and without forgetting the smile".Accompany, listen, adviseIf, as it said Alicia Martos, the no verbal language earns special importance in the sale. When centring us in cosmetic or perfumery becomes decisive. We can not forget that we move us in the terrain of the emotions. Even of the privacy. There is the one who looks for a special gift. Customers that need to treat problems in his skin. Others that see the make-up like a form of self-expression… The consumer beauty takes into account, of course, the price and the quality of the products, but, besides, looks for to thrill. "Our brain understands that that that causes us a strong emotional impact (for well or for bad) is important for us and registers it in our memory on a long-term basis. The experience in the purchase and the feelings of a good service can cultivate the loyalty us like customers for ever", adds the psychologist.But what thrills to the customer beauty? What looks for when it goes to buy a cream or a perfume? Especially, personalised attention. Sandra Juan, CEO of the Spanish mark Etnia Cosmetics, has converted this point in a differential value of his points of sale. They have 63 spaces in El Corte Inglés, but always with own personnel. "The personalised advice is part of our identity and one of the points that more value our customers", stands out the directive. This translates no only in giving a council or a diagnostic, but in accompanying, advise, listen of active form… A group of attitudes that reflect much more during a conversation in the no verbal communication that in the words employed.Photo: Pexels (Porapak Pichodilok)A question of body (and more)The posture, the direct visual contact, a sincere and natural smile -never forced neither exaggerated-, avoid rub the hands or gesticular in excess, bet by a neutral tone, but warm are some tips basic for any sellor. The psychologist Amy Cuddy[i] even says that the corporal language is so powerful that no only influence in how see us the other but also in how see us to us same. So much that they can alter the cerebral levels of cortisol and even improve the possibilities of success.Alicia Martos adds other useful elements to favour the final purchase, "already connect us better emotionally with the customers. When showing physically a real friendliness can obtain a greater reward". Give a light touch in neutral zones (shoulders, arms) can strengthen the bond in the process of purchase-sale. Say the name of polite form and professional also does that the consumer empatice. "Do open questions on the tastes, elogiar the decision and have some details, like adding some free sample or inform of a future discount also are very effective", adds. Although always -and this also values a lot of- from the maximum naturalidad.Bibliography:[i] https://www.ted.com/talks/amy_cuddy_your_body_language_may_shape_who_you_are/c?language=es[i] https://pubmed.ncbi.nlm.nih.gov/24622283/[i] https://www.caad-design.com/la-tienda-fisica-renace-tras-la-pandemia[ii] https://www.adyen.com/es_mx/press-and-media/la-aceleracin-del-retail-y-las-tendencias-que-resultaron-de-la-pandemia[iii] https://www.stanpa.com/sector-en-cifras/radiografia-del-sector-de-la-cosmetica-y-la-perfumeria-en-espana/

Non-verbal communication, the key to reaching the beauty customer

Having become, almost by force, experts in online shopping, the experience of buying our cosmetics and perfumes in the shop has taken on a new value. The attitude of the shop assistant (gestures, looks, listening...) is more important than ever

Cristina Martín Frutos