By  on March 8, 2013

Living in a digital age, when product discovery and purchase is as simple as the click of a button, beauty advisers report they are challenged, more than ever, to sway customers to shop in-store. After speaking to sales associates across skin care, fragrance, cosmetics and hair care brands one thing is clear: A personal touch is the key driver of sales in the brick-and-mortar channel.

“Customers want services and they want to be pampered, even guys,” says one Midwest-based associate, a regional manager for a men’s skin care line. “They want to be recognized and called by their first name. That’s how you grow your business and get them to come back.”

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