Case Study - Ella Bache

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!”.

The Challenge

To drive retail sales while preserving a culture of service.

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

The Approach

Designing a unique service experience program that could be delivered by Ella Baché’s training team.

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:

• Conducted service quality audits to define the sales opportunities lost in the service process, and identify specific areas for training and development.
• Designed a unique program breaking down Ella Baché’s service sequence into specific training sections, each exploring practical skills to optimise the sales opportunities at each customer touch point.
• Delivered the training using a train-the-trainer format, to address the geographical disparity of salons and to leverage the relationship Ella Baché’s Area and Training Managers had with their regions. This allowed each region to receive customised training from a consistent service process.
• Handed over the project and bespoke training materials to Ella Baché for roll out throughout 2011, in line with its new skin diagnostic tool.

The Outcome

Widespread internal acceptance of the program, improved rebooking rates and improved sales in key salons where training has begun roll out.

The program has now been rolled out in principle salons across NSW, VIC and QLD. The program has:

• met trainer expectations, being a comprehensive, flexible and contextualised sales and service training program for the business;
• helped therapists improve their retailing skills as shown by better rebooking rates and higher average sales transactions;
• met with the approval of salon owners, who are seeing their beauty therapists contribute more effectively to the bottom line.

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