Ella Baché was founded in 1936 and is one of the oldest family-owned skincare companies in the world. Starting out with one salon in Rue de la Paix, Paris, it now has salons in 40 countries worldwide to help clients create “skin good enough to eat!”.
Ella Baché’s range of skincare is distributed through independent salon owners and leased counters at David Jones, and provides ongoing training and development support through its network via its area managers and trainers. Results from mystery client audits and customer feedback have proven that training in treatments and product knowledge has been a worthwhile investment – however there was a missing link in converting the service experience into sales.
From experience, Amber Scott, National Training Manager, knew it was critical to find a link between the culture of the company training and the Ella Baché identity, as one of the core strengths of the network is the brand identity. This would ensure maximum uptake of training by salon owners and manage the misconception that a stronger retail focus would dilute the focus on service, which therapists identified with.
“…now more than ever, having superior customer service is essential. Our brand is based on a loyal client base, so it's not just a once-off service”
Amber, National Training Manager
From in-depth experience in the retail and hospitality sectors, i perform understands that sales and service go hand-in-hand in creating customer loyalty. This gave Ella Baché the confidence to work with i perform on a solution for its network.
To determine and develop the best program for Ella Baché, i perform:
The program has now been rolled out in principle salons across NSW, VIC and QLD. The program has:
Having proven its credibility as a partner, i perform has developed a second training phase to create internal champions for the service program. This coaching program is targeted at senior therapists and salon leaders who will play a bigger role in driving better sales and service behaviours.
Seen as a strategic partner, i perform is playing an increasingly visible role across the franchise network, as evidenced by its contribution to Ella Bache’s franchise magazine and assistance with its Annual Franchise Conference.
“i perform created a program perfectly tailored to our business. There has been phenomenal feedback from our salon owners and trainers, increased client satisfaction, and larger sales per transaction, now that we are taking the time to ask the right questions and closing with more confidence.”
Amber, National Training Manager
"Your ability and talent as a trainer and moderator are unique and provided a perfect environment for a successful retreat. I hope we will have the chance to work together again."
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