Merle Norman Drives Sales With Customer-Centered Experience

Research shows that customer experience is the leading factor in business success

Potential Merle Norman Cosmetics studio franchisees may wonder how they’ll attract and keep customers and make sales once their studio doors are open. The good news is that, according to recently published research, Merle Norman Cosmetics franchisees already excel at this aspect of business: outstanding customer service. We’ve been delivering a customer-focused experience in our studios since Merle Norman herself began offering her cosmetics to her first clients almost 90 years ago. Serving the customer is at the heart of who we are and what we do at Merle Norman Cosmetics.

“Sure, we’re living in a digital age with online shopping and app ordering,” says Travis Richards, Vice President of Franchising. “But in our business, nothing replaces the hands-on, personal consultation. When a woman walks into a Merle Norman Cosmetics studio, she wants to be acknowledged and assisted. She wants to leave feeling empowered and more beautiful than when she walked in. It’s a terrific time for passionate entrepreneurs to join Merle Norman as studio owners because you can offer exactly what the women in your community need: a stand-out, personalized customer experience.”

How does Merle Norman Cosmetics deliver a great customer experience?

Susan Slamka, a New York studio owner, says that offering a great customer experience to the women in her community is one of the most rewarding aspects of business ownership. Slamka and her family have been in business for almost 50 years. She took over the studio when her mother died last year, and now she owns and operates it with her daughter and granddaughter.

“Most of my clients become friends and are repeat customers through the generations,” says Slamka. “Once you build a rapport with them, they trust you. You are not just a salesperson; you’re someone who wants to satisfy their needs. When you help someone to feel beautiful, their world becomes more beautiful.”

Our studio owners are invested in their communities. They become respected advisors who make personal recommendations on skincare and cosmetics; that level of knowledge and relationship is something customers won’t find at Sephora, Ulta, a grocery store makeup aisle or a department store makeup counter.

At Merle Norman, we carry an exclusive product line with components that are designed to work synergistically, and our owners and their staff members are specifically trained to identify customers’ unique needs and the products best suited for them.

“Because of our years of experience and our reputation, we have more authority on skin care and makeup, and our customers rely on that,” said Renee Hitt, a studio owner in Wisconsin.

“Twice last week I had someone come in I hadn’t seen in quite a while. The reason that they came back was because they said they knew that I’d give them the right product. In the skincare and cosmetics world, it’s a candy store out there right now! But if we continue to do what we do best — being the experts in our field and being consistent in the service and quality we offer — customers will come back to us because we’re the ones that have been around so long.”

Research supports Merle Norman Cosmetics’ focus on customer experience

According to a recent Econsultancy survey for Digital Marketing Trends, companies stated the single most exciting business growth opportunity for 2019 is customer experience, which beat out content marketing and mobile marketing. What happens when customers have a good experience with a brand?

The survey found that a good customer experience translates into more and higher sales, with:

  • 86% of buyers say they are willing to pay more for a great customer experience
  • 73% of buyers point to customer experience as an important factor in purchasing decisions
  • 65% of buyers find a positive experience with a brand to be more influential than great advertising

In a recent article for, writer Toma Kulbytė says:

Customer experience is your customers’ perception of how your company treats them. These perceptions affect their behaviors and build memories and feelings to drive their loyalty. In other words: if they like you and continue to like you, they are going to do business with you and recommend you to others.

In doing so, they will spend more.

How much, you ask?

Well, customers are willing to pay a price premium of up to 13% (and as high as 18%) for luxury and indulgence services, simply by receiving a great customer experience.

Bring the Merle Norman customer experience to your community today

Now is the time to capitalize on what research says is the driving force behind business success: a phenomenal customer experience! Join Merle Norman Cosmetics, a company that’s been excelling in this area for almost a century. We provide ongoing training and support for every studio owner, so our main requirement for franchise ownership is a devoted passion for serving your community through your small business. Find out more on our research pages or download a copy of our free Franchise Information Report.

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