The biggest vendors from the beauty industry engage our top sales reps down on Bourbon Street.
In the heart of New Orleans, Jinny Beauty Supply held its 2019 Sales Meeting on June 8th and 9th. The world’s largest multicultural and ethnic beauty supply distributor hosted two days of intense sales meetings, where vendors were given the opportunity to engage and educate the company’s top sales reps on their newest products.
The weekend kicked off with a Welcome Reception hosted by Coty. The next day, vendors updated the Jinny Sales team on their latest products and developments at the Royal Sonesta Hotel, located on New Orleans’ famous Bourbon Street.
Afterward, the vendors and Jinny Corp. team kicked off their shoes and relaxed on an unforgettable dinner cruise on the Creole Queen Padlewheeler, while floating down the Mississippi River.
Straight from the Manufacturers
During the 2019 Sales Meeting, Jinny Beauty Supply queried participating vendors about the state of the OTC industry. The goal was simple: to contribute worthwhile ideas that would provide support to OTC retailers. Out of the 40 participating vendors, three representatives gave the most insightful responses on how to enhance OTC store operations. The beauty supply industry is facing many challenges, but the responses from these three manufacturers offered helpful solutions for storeowners. These three people were selected by Jinny purchasers. OTC Beauty Magazine proudly congratulates Mr. Brian Mullenbach, Ms. Juli Moore and Mr. John Rim on their answers!!! Our ultimate goal is for our OTC stores to read their statements and implement their ideas in their businesses.
Q: Big Box Retailers have realized the potential of the Ethnic section of their stores and are putting more focus on this category. What can OTC stores do to minimize the loss of business to Big Box Retailers?
A: “The class of retailers that are now successful have developed a treasure hunt merchandising plan (Costco, TJ Maxx, Marshalls, Burlington). Develop a Treasure Hunt merchandising plan where consumers learn to go to the beauty stores because they know they will get a super-hot value on certain products. The treasures change every week/month while supplies last; change in brand, change in size, change in price. Outstanding variety.
Warm ambiance, lighting, cleanliness, good signage, well merchandised. Run Hot Special pricing in main aisles that are clearly communicated with signage and pricing. Run 1-Day sales that are communicated with signage outside the store. Example: Buy 1 Get 1 Free Tuesdays on certain brands.”
Brian Mullenbach of House of Cheatham – makers of Aunt Jackies, Africa’s Best, Africa’s Best Original and Texture My Way products
Q: Internet sales have grown at an incredible rate in recent years. Many more people are shopping online as opposed to visiting brick and mortar stores. What can OTC stores do to minimize the loss of business to Internet sales?
A: “One of the easiest ways to communicate your message and your products is via social media. Facebook, Instagram and Twitter have become invaluable in advertising. Make sure that is part of your marketing portfolio. Product demonstrations, new item innovation and promotions can all be communicated using social media. Once you get the customers in your store, you want them to return. How about rewarding them for their patronage? Customer Loyalty programs are a great way to say ‘thank you for your business.’ And last but not least, make sure your employees provide best in class customer service. Call your customers for no other reason than to thank them for their business. Call your customers to let them know about promotions. Seize the opportunity to communicate with them.”
Juli Moore of Henkel – makers of Smooth ‘n Shine and göt2b® products
Q: OTC stores have difficulty competing in their own market by any means other than price. What other options do OTC stores have to draw in customers in there market other than price? Also, how can they maximize the purchase amount of each customer that does come in?
A: “It is utmost importance for the manufacturer side that most of nationwide OTC stores carry our brand and products in every store. To make this happen, it is the support provided by Jinny Beauty sales force that we need. Each region’s sales team should blaze a trail and hustle every day to introduce our (brands that Jinny partners with) products to OTC store owners and managers so that our products will not lose our shelf real estate and keep selling well.
We, on the other hand, are continuously providing the consumer level and OTC retailers with the best products, advertising, social media marketing, events/pop up shows, beauty ambassador’s education sessions along with Co-op programs that we participate in with distributors like Jinny Beauty. OTC should compete with one-another by creating special marketing strategies so that their customers come back for more. If the customers see the ‘VALUE’ of the store and products (and) buy from the OTC (rather than going to the one across the street or purchasing online), then that is the key to success. Find out what the customers are looking for. Provide what they need, want and the wish list. Communicate with sales people and manufacturers consistently so we can focus on what we do best. Instead of trying to take a bigger slice, how about making a bigger pie and leave your competition with slices of the smaller one?”
John Rim of R&R Corp, makers of ON Natural and Next Image products