Why are skin diagnostics devices needed at the point-of-sale?
Do you think that the job of a beauty advisor is easy? Guess again! The offerings of a cosmetics shop are abundant and sometimes excessive, and each consumer who enters will have their own individual skin characteristics. Not all products work equally on everyone. For the consumer, it is hard to select between options or even understand the differences between products. For the beauty advisor, it can be difficult to understand the complexity of skin and its individual nature.
Some consumers have a dry skin, whilst others might have oily or mixed skin. On top of that, there are great number of other skin characteristics to consider, including wrinkles, pigmentation spots, pores, skin cleanliness, elasticity, redness, or superficial spider veins. The time that a beauty advisor has with an individual consumer is always limited, so there is often not enough time for a thorough discussion or examination of the consumer’s skin. Therefore, product recommendations are in many cases based on the preferences of the consumer or preferences of the beauty advisor, rather than the actual skin characteristics of the consumer.
Many beauty advisors have a broad understanding of the skin care products displayed in their shops, but what they typically lack is a tool to diagnose and analyse individual skin characteristics. This information, combined with the knowledge of the beauty advisor, allows better product recommendations and service for the consumer. Skin measurements at the point-of-sale could make the difference between choosing to buy products at a cosmetics shop rather than purchasing everything online. And it can make a big difference in customer loyalty and retention.
A skin diagnosis at the point-of-sale is above all a guarantee of quality of individual cosmetics shops and a sign that they really care about how they service their customers. Even if the counsellor is often more competent than a diagnostic device, a technological solution can give the consumer more confidence than basing the decisions on the know-how of the beauty advisor alone. From the consumer’s point-of-view, it is almost impossible to know how competent the beauty advisor is during the brief encounter at the shop, but what the consumer can trust is the measurement technology. A skilled beauty advisor will be able to apply her knowledge even more thanks to a skin diagnostic device.
As stated above, a diagnostic device can be very useful even if the beauty consultant is an expert who understands skin well. Where the beauty advisor is a beginner, the diagnosis is also very useful when the knowledge and know-how are still being acquired. A diagnostic device can direct the beauty advisor towards products that are suitable for the consumer without the fear of giving false advice or having to admit that they lack knowledge to give recommendations.
How skin diagnostic device works at the point-of-sale?
Typically, upon entering a cosmetic shop a consumer may have no intention of purchasing more than one or two products, perhaps a moisturizer and/or anti-aging cream. A skin diagnosis using a device will allow the consumer to discover that in addition to an anti-ageing treatment, her skin needs better moisturization from carrying out exfoliations on a regular basis and the application of night care depending on the problem encountered (i.e., redness, pigmentation spots, elasticity). If the skin diagnosis is carried out quickly and smoothly, the consumer will appreciate the professionalism and extra care provided by the beauty adviser. Therefore, it is important to understand that skin diagnosis has not been invented to sell products that the customers do not need but in fact, just the contrary. The skin diagnosis makes it possible to analyse the skin and highlight the imbalances and personal characteristics that need care.
A skin diagnostic device can also be accompanied with product recommendation software. A product recommendation software can interact effectively with brand marketing to allow creation promotion campaigns for selected products. The product recommendations provided by the systems can be shared with consumers increasing interaction between the brand and the consumer. Adding product recommendation software to skin diagnostics and the knowledge of the beauty adviser gives additional security for providing good customer service.
Finally, the diagnosis makes it possible to measure the skin, apply care for one or two months, and then to return to the point-of-sale to check that the care has been effective. The diagnosis is an ideal loyalty tool, because even if the result is not perfect every time, it creates customer retention, and the beauty advisor has chance to recommend alternative options the next time. In long run, this will create strong customer relationship, built on trust between the consumer and the brand.
Why to select point-of-sale skin diagnostic device?
Point of Sale (POS) skin analysis has been developed
- To increase the number of consumers shopping in the store
- To improve consumers loyalty
- To attract new customers
- To enable better customer service
- To help beauty advisors to succeed and display their expertise
- To increase the sale of cosmetic products
Delfin Technologies Ltd