My friend runs the make-up counter for a national cosmetic line at a major San Francisco Bay Area department store. She confided that her counter made a whopping $70,000 in December '08. On blush, eyeliner, lipstick, shadow, and mascara. I don't have to tell you that for most of the U.S., and for much of the world, December was a lousy month for business.
I asked myself, "How'd she do it?" Why did her business boom, but the nail shops remain empty, retail clothing sales slump, and my hairdresser lose loyal customers? Maybe there are no clear cut answers to these questions in this volatile economy.
But, upon closer inspection, my friend does bring subtle differences to her counter. Incredible perkiness. Lots of special offers tied to very personal service. Fantastic products, priced in the middle. Main aisle, centrally located.
The lesson here: Find more subtle sweet spots and pay attention to them too.
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