La Mer

Elevating The
At-Counter Experience

Elevating The At-Counter Experience

The Service Mission

Serve every client from your heart, guiding the client's personal healing journey and skin transformation in a caring, honest manner.

Engage every client in a personalized experience and regimen, giving their skin the energy to heal and renew itself.

Elevating The At-Counter Experience

The Service Ritual

LA MER ELEMENTS STEP 1
Welcome Ritual

Engage Client with Welcoming Service
STEP 2
Needs Assessment

Discover Client's
Lifestyle & Needs
STEP 3
Demonstration/Service

Engage with Service;
Offer Solutions
STEP 4
Closing Ritual

Reinforce Regimen
& Benefits
STEP 5
Follow-up

Follow Up on Regimen
& Build Loyalty

LA MER ELEMENTS

Opening Service

  • Warm towel
  • Lime tea
  • Other beverages

The Story

  • Brand Story Book
  • Full Line Brochure

Navigation Guides

  • Regimen Tear Pad
  • Client Recommendation Brochure

La Mer Rituals

  • At-counter services
  • Cabine services
  • Ritual booklets

Signature Crème Demo

Tray Demonstration

Smart Sampling

Closing Services

  • Application of The Lip Balm/ The Mist/ Skincolor de la Mer™
  • Delivery service

CRM

  • Surprise & delight

Follow-Up

  • La Mer Connections

STEP 1: Welcome Ritual
Engage Client with Welcoming Service

Greet the Client
(Smile with eye contact)

Invite Client to Sit
(VIP area for existing & HV clients)

  • Offer hot towel & lime tea
  • Determine if client is new to La Mer
  • Introduce yourself

Tell The Story

STEP 2: Needs Assessment
Discover Client's Lifestyle & Needs

Discover Today's Need, Personalized Skincare Habits & Lifestyle

Utilize Purposeful Questioning

  • USE: "Tell me",
    "How often do you travel?",
    "What is a typical day like?", "Describe"

Active Listening/
Power of Positivity

  • Listen carefully to what your client is saying; turn around any negative words with positives as you repeat key needs

STEP 3: Demonstration/Service
Engage with Service; Offer Solutions

Introduce Moisture
(New clients)

  • Prep skin with The Tonic & demonstrate 2 textures of moisturizer, then ask client which he/she prefers

Ritual Steps

  • Offer a La Mer service

Recommend Regimen

  • Regimen Tear Pad
    "I recommend"

Visualization

  • Help client visualize using product at home:
    "When you use this... you will experience..."

Sample Within Consultation

STEP 4: Closing Ritual
Reinforce Regimen & Benefits

Review Recommendations/ Visualization

  • (Ensure client is clear on purpose & usage of all products)

SAY: "You'll enjoy feeling... when you use..."

Closing Statement
(Allow time for her to think and do not give pressure to purchase)

Client Registry

Additional Sample

Thank Client

Closing Service
Hot towel; application of Mist + Lip Balm + Skincolor de la Mer™

STEP 5: Follow-up
Follow Up on Regimen & Build Loyalty

3 Days

  • Thank you card/call/SMS

3 Weeks

  • Touch base on regimen and/or samples
  • Invite back for at-counter service or cabine facial

3 Months

  • Invitation for service
    in-store, cabine facial or special event

Elevating The At-Counter Experience

Purposeful Questioning

Purposeful Questioning is designed to elicit information from clients that help you better understand their needs.

Part of Purposeful Questioning is asking questions related to their lifestyle.

Elevating The At-Counter Experience

Lifestyle Questioning

Lifestyle refers to asking the clients about their life, not about products or product usage.

Why is this so important?

The luxury experience is all about the connection you have with your client. Once you get to know your client, you create a heartfelt connection with them and will then be able to offer them relevant products and services.

Elevating The At-Counter Experience

Lifestyle Questioning

Some examples of lifestyle-related questions:

  • "What is your average week like?"
  • "How often do you travel? What kind of places are you traveling to?"
  • "What do you like to do in your down time?"

Elevating The At-Counter Experience

Lifestyle Questioning

Retention Check

Which of the following is considered a
lifestyle-related question?

  • A:How many products do you use in your regimen?
  • B:What is your primary skin need?
  • C:You mentioned you enjoy running -
    do you do that indoors or outdoors?
  • D:How would you describe your skin?

Elevating The At-Counter Experience

Lifestyle Questioning

Retention Check

Which of the following is considered a
lifestyle-related question?

The correct answer is C
You mentioned you enjoy running -
do you do that indoors or outdoors?

Elevating The At-Counter Experience

Lifestyle Questioning

Retention Check

Which of the following is considered a
lifestyle-related question?

The correct answer is C
You mentioned you enjoy running -
do you do that indoors or outdoors?

Elevating The At-Counter Experience

Visualization

Luxury products and services are driven by emotion and how they make a client feel. One way we do this is through Visualization – descriptive language that helps the client see themselves using the product at home, personalizing the experience.

What is Visualization? It is descriptive language that helps the client see themselves using the product at home and personalizes the experience.

Through Visualization, you create an emotional and sensorial experience that elevates the luxury experience and helps create a need for the client.

Elevating The At-Counter Experience

Visualization

How can you help the client visualize the experience at home?

  • Set the mood – encourage them to relax and close their eyes
  • Put the client in a familiar place (for example: at home)
  • Use descriptive language including sensorial experiences

Elevating The At-Counter Experience

Visualization

A simple phrase you can leverage to help your client visualize is:

"Tonight when you use your (new product) your skin is going to feel (descriptive language)... Tomorrow morning your skin is going to (descriptive language)."

Elevating The At-Counter Experience

Approachability At-Counter

Fact: Over 55% of our communication is through non‑verbal cues such as facial expressions and body language.

A client's experience at-counter begins at first glance. Your non‑verbal communication influences a client's decision to shop with you.

What is your body language communicating to others?

Elevating The At-Counter Experience

Approachability At-Counter

BODY LANGUAGE DO's

  • Maintain an open and relaxed posture
  • Convey confidence and genuine interest through your posture, gestures and facial expressions
  • Face clients as they approach you and throughout your interaction
  • Make eye contact and smile
  • Stand outside the counter with 'open' body posture

Elevating The At-Counter Experience

Approachability At-Counter

BODY LANGUAGE DON'Ts

  • Having a cell phone out during demonstrations – this creates a barrier between you and clients
  • Keeping a closed body posture, (standing behind the counter or folding your arms) – this indicates you are not interested in engaging with clients
  • Looking away or scanning the room as you speak – this makes clients feel devalued
  • Standing at an angle away from clients – clients may interpret this as you giving them the 'cold shoulder'

Have you experienced this before? How did it make you feel?

Next time you're back at counter, observe your own body language and see what you might be communicating to clients with it.

Power of Positivity

At La Mer, when we speak to clients about their skin needs, we want to keep the conversation positive by focusing on the benefits the client will see using their customized La Mer regimen, rather than the negative skin needs they are experiencing.

Review the two sample phrases on the next page and look for the difference as the Expert speaks to client benefits rather than skin needs.

Power of Positivity

  • "I understand you are concerned with lines and wrinkles and you feel your skin is sagging. Your customized La Mer regimen will help address these concerns."
  • "Your customized La Mer regimen will help lift and firm the look of your skin, improving your contours and giving you an overall more youthful look."
  • Do you see the difference? The second option ensures the conversation stays positive by explaining the benefits the client will experience, rather than focusing on their needs.

Power of Positivity

Match what La Mer Experts say in response to Clients

Client SaysLa Mer Expert Says
Red & sensitive
Large pores
Lines & wrinkles
Dryness
Rough
Dull
Sagging skin
Shiny, oily skin
Puffy eyes
Dark circles
Dark spots
Smooth eye area Radiant & luminous Moisturized skin Minimize pores Even skin tone Lifted & firm skin Smoother & softer Calm & soothed skin Brighten eye area Balance shine & reduce oil Smoother & plumper

Elevating The At-Counter Experience

Teaching Moments

In the digital age, the luxury consumer is changing.

Research shows that new clients do 60% of their research before they even engage with a sales associate.

What does this mean? It means that we need to add value to their in-store experience by:

  • Offering services so clients can better experience products
  • Creating personalized tips and teaching moments that help the client get more out of their product at home

Elevating The At-Counter Experience

Conversational Needs Assessment

The following steps will help facilitate the conversation between you and your clients, which will help you get to know them better:

Explain why you're asking lifestyle questions

Summarize your conversation using Positivity

Determine long-term skincare goals and invite client back for a specific reason

Elevating The At-Counter Experience

Conversational Needs Assessment

SOME EXAMPLES

  • 1

    Explain why you’re asking lifestyle questions
    "I'd like to learn a little bit about you so I can better recommend the right products and experiences for you."

  • 2

    Summarize your conversation using Positivity
    Hand the client a mirror and ask:
    "Tell me a little bit about your skin – what do you see?"

  • 3

    Determine their long-term skincare goals by asking:
    "How would you like your skin to look in a year?"

    Invite them back for a specific reason to encourage loyalty:
    "Because you travel frequently, I'd like to invite you back in one month for a Hydrating Facial. I suggest you experience this a few times a year to keep your skin hydrated, supple and plump."

Elevating The At-Counter Experience

New At-Counter Service Menu!

This new menu is benefit-driven and includes the 5 Looks, Total Transformation for Genaissance de la Mer™, Eye Transformation and The Hand and Arm Indulgence.

Elevating The At-Counter Experience

New At-Counter Service Menu!

We have simplified eye treatment demonstration into one technique that can be used with any La Mer eye treatment product.

Elevating The At-Counter Experience

Eye Transformation

Elevating The At-Counter Experience

New At-Counter Service Menu!

You should use the Service Menu to:

  • Pull clients to your counter
  • Introduce clients to La Mer
  • Personalize the client's La Mer experience