{"id":1684,"date":"2019-01-07T17:06:51","date_gmt":"2019-01-07T16:06:51","guid":{"rendered":"https:\/\/globe-group.com\/?post_type=case_study&p=1684"},"modified":"2021-07-12T13:00:01","modified_gmt":"2021-07-12T12:00:01","slug":"animation-commerciale-beauties-lancome","status":"publish","type":"case_study","link":"https:\/\/www.globe-shopper.fr\/fr\/case-study\/animation-commerciale-beauties-lancome\/","title":{"rendered":"Les beauties de Lanc\u00f4me"},"content":{"rendered":"

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Les beauties de Lanc\u00f4me<\/h2>\n

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<\/span><\/span><\/div>\n\n [\/vc_column][\/vc_row][vc_row][vc_column][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Les beauties Lanc\u00f4me : un nouveau challenge pour Globe<\/strong><\/p>\n

Le partenariat qui unit Globe et Lanc\u00f4me s\u2019est forg\u00e9 au fil des ann\u00e9es. Des prises de parole d\u2019abord sous forme de temps forts ponctuels pour \u00e9voluer vers un programme multi-annuel.<\/p>\n

Le challenge : comment se distinguer dans un r\u00e9seau de distribution hautement concurrentiel (Sephora, Marionnaud\u2026), lisser la saisonnalit\u00e9 et d\u00e9velopper sa part de march\u00e9. La solution : reprendre la main sur sa force de vente.<\/p>\n

Les Beauties Lanc\u00f4me, ce sont des expertes tri\u00e9es sur le volet, form\u00e9es \u00e0 la marque et aux produits sur tous les axes (diagnostic de peau, pinceau, parfumage) et aux sp\u00e9cificit\u00e9s du r\u00e9seau de distribution, d\u00e9ploy\u00e9es toute l\u2019ann\u00e9e dans les diff\u00e9rents magasins.<\/p>\n

Les beauties Lanc\u00f4me : une formation compl\u00e8te<\/strong><\/p>\n

La formation de ces ambassadrices constitue la cl\u00e9 de vo\u00fbte du dispositif : accompagn\u00e9es \u00e0 l\u2019ann\u00e9e au travers de s\u00e9minaires et programme d\u2019incentives, l\u2019objectif est de d\u00e9velopper un esprit de coh\u00e9sion et d\u2019\u00e9changes de best practices (difficult\u00e9s de la vente, comment d\u00e9fendre un lin\u00e9aire, vivre avec les animatrices de la concurrence, comprendre les attentes des responsables de magasins\u2026). Le partenariat long terme a autoris\u00e9 le d\u00e9veloppement d\u2019outils technologiques via une plateforme de CV vid\u00e9o et de e-learning ainsi que d\u2019une application d\u00e9di\u00e9e permettant d\u2019op\u00e9rer en temps r\u00e9el les remont\u00e9es en magasins (ventes, taux de transformation, panier moyen, gestes d\u00e9clin\u00e9s\u2026).<\/p>\n

Les beauties, un programme qui donne de la voix \u00e0 Lanc\u00f4me en s\u00e9lectif, booste les ventes, et qui travaille en simultan\u00e9 le recrutement, le panier moyen et la fid\u00e9lit\u00e9.<\/p>\n

#casting #beauties #formation #In-store #ventes[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]\n

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KPI<\/p><\/div>\n\n

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98%<\/div>\n <\/svg>\n <\/div>\n\n
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des objectifs de ventes atteints<\/div>\n <\/div>\n<\/div>\n \n
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x3<\/div>\n <\/svg>\n <\/div>\n\n
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taux de transformation<\/div>\n <\/div>\n<\/div>\n \n
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100%<\/div>\n <\/svg>\n <\/div>\n\n
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de taux de service<\/div>\n <\/div>\n<\/div>\n <\/div>\n\n <\/div>\n\n [\/vc_column][\/vc_row][vc_row][vc_column]\n
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\"Lanc\u00f4me<\/div>\n
\"Lanc\u00f4me<\/div>\n
\"Lanc\u00f4me<\/div>\n <\/div>\n <\/div>\n <\/div>\n\n\n [\/vc_column][\/vc_row][vc_row][vc_column]\n
\n En savoir +<\/a>\n <\/div>\n\n [\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<\/p>\n

D\u00c9COUVREZ NOTRE SAVOIR-FAIRE ET NOS AUTRES M\u00c9TIERS<\/p>\n

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