With 650 stores, YVES ROCHER is the cosmetics leader in France and the first chain of beauty institutes in Europe. With many new brands created in the last five years (HEMA Beauty, KIKO Milano, Make Up Story’s), YVES ROCHER know that direct marketing, which until now was one of the pillars of customer acquisition, is reaching its limits when it comes to providing for tomorrow’s boom. The development of all sales opportunities in-store is becoming a necessity.
The challenges
YVES ROCHER has a very strong training culture with a solid internal training service. Several training projects with the aim of developing sales have already been conducted. These projects have aroused team enthusiasm during the deployment phase but results did not last in the long term.
The main goal of the mission is to offer a project in which 70% of efforts must be oriented toward application and in-store follow-up, as well as the commitment of the store managers, all independent partners.
The DARDELIN CONSEILS solution
Concentrating the action on the ability of sales managers to boost their sales teams during the 25 hours a week when over 70% of the turnover is made.
Testing and timing
A method to sell in under 5 minutes on the stopwatch and that corresponds to the reality of in-store customer flows.
Coaching
Coaching the managers in-store and in a real situation with customers and teams to achieve the set results at the end of the day.
Adapting
Training all the advisors in professional sales adapted to the rise and fall of customer flows.
Guaranteeing
Training regional managers to guarantee the application and results in the longer term.
Boosting
Training all the store managers and assistant managers to boost the sales teams over an 8-hour day and then repeat these rituals every day.
