We now live in a world where there is an infinite choice of products and a multitude of shopping channels. As you may know, the consumer has the power to dictate the circumstances of their shopping experience, whether it’s determining the level of human interaction they want or choosing the medium through which they want to shop. In this amazing, fast-paced and adaptable market, marketers, sales and education professionals must work together strategically and win over both the consumer’s “share of mind” and “share of wallet” in order to survive as a well-positioned brand.
For luxury brands, spas and retailers, this collaboration takes place at the level of the relationship between consumer and brand. A brand has the task of building a love affair with a consumer. Once the love affair is secured, its value is priceless, as this affinity often triggers “word of mouth”. Unsolicited recommendation is understood to be the fundamental heartbeat of all successful businesses.
Nancy Feetham, SVP/Managing Director – Natura Bissé
Nancy’s illustrious career of more than 30 years in the beauty industry can be attributed to her motivational leadership and strategic achievements. Nancy’s talent is reflected in her proven success in delivering sales and profit growth and developing long-term strategies to optimize brand equity and performance for several leading prestige and luxury brands.
She gained her first experience in the beauty industry in 1979 as a Clinique Counter Manager. After a series of company changes and progressive promotions, she eventually held senior management positions at The Estée Lauder Companies.
In 2017, Nancy relocated from New York to Dallas, where her family resides, and accepted a position as Senior Vice President/General Manager at Natura Bissé in July. She is currently leading the company’s efforts to accelerate growth in North America by optimizing existing channels and building new marketing and sales organizations to increase brand awareness and equity.
Interview
What kind of training do you offer your spa customers?
Natura Bisse’s training courses are specifically tailored to the individual needs of spa staff at each location. We recognize that each spa has its own brand identity and is looking to add value with its experience and profitability. Together with the spa management team, we identify opportunities for services and programs to exceed guest expectations. At Natura Bisse, we consider the estheticians and therapists to be the heart of the business; therefore, group and individual training is offered on an ongoing basis. We are committed to getting to know the spa team and promoting their expertise by upholding the FORBES TRAVEL GUIDE standards of excellence. In addition, we have invested in a digital library of training videos and content to support the treatment team and our partners have 24/7 access to these resources ‘on demand’.
What have been some of the most effective marketing tools that have increased retail sales?
The recommendation card is the most important marketing tool as the expert is able to make personalized product recommendations for each guest’s needs. At Natura Bisse, we know that every skin has its own voice, and guests want to know how to best prepare a regimen to bring the professional results they experience at the spa into their own homes. This card is the perfect foundation for a conversation where the esthetician can recommend a customized combination of products and treatments that the guest needs to achieve the desired results.
How do you define added value in a spa environment and how do you create differentiation from other brands?
Training at Natura Bisse is unique due to our individualized approach. The curriculum is customized to increase knowledge of the industry and reinforce best practices for experiences. In addition, we provide marketing support specifically tailored to the spa to increase engagement and promote awareness throughout the year.
Favorite spa treatment
My favorite treatment is the Diamond Life Infusion by Natura Bisse. I love this facial because it reveals a firmer, revitalized contour with every treatment. Afterwards, my skin glows and I have a perfect, polished finish – it feels like I’ve removed 10 years of aging! I truly think this facial is a scientific marvel of skincare innovation.
Interesting facts about you
In 2014, I survived an attack by a jumping cholla.
