Pulse July 2017 | Page 8

I remember when I was a writer for Rue La La. I worked in the company’s huge warehouse distribution center. It was a convenient place to house the studio where we photographed and wrote about product because all the product was right there. It was interesting to be able to see the back end of the ecommerce machine. In that dark studio, we were tasked with guessing what the customer wanted to see, hear, buy and know. We had to convey a story or advice to someone we had never met. As you can imagine, it was quite the challenge! How could I tell someone how a night cream was going to make their face feel? I didn’t know anything about their personal needs. It was all a guessing game. And that’s why internet retailers will never take over the spa world; they’re constantly playing a guessing game. You, however, know exactly who your customer is and exactly what they want, because you know them. You’ve actually met them in person. What a concept! You just have to harness that relationship into sales success. Ugh, I know. Sales is a dirty word, but this issue 6 PULSE ■ July 2017 is chock-full of sales and retail tips for you to use and share with your team (check out How to Handle Sales Rejection on page 34 and 7 Steps to Rocking Your Next Event on page 40). We also asked your fellow ISPA members to weigh in on the future of retail (Trending Retail, page 26) and asked retail futurist and author of Reengineering Retail, Doug Stephens, a few questions about the new retail experiences consumers crave (Ask the Expert page 62). But between all this talk about work and selling, be sure to take some time for yourselves this summer. There’s something about a sunny summer afternoon that makes you want to hop on a plane to St. Somewhere and forget all your troubles. As I write this, I’m both recovering from a week-long trip to Los Angeles, California for our West Coast Media Event and June board meeting (check out the fun photos in See + Be Seen on page 32) and preparing for a quick trip to the Jersey Shore to celebrate my grandparents’ 60th wedding anniversary, and it’s only mid-June! Top: The entire Kelly clan together in one place to celebrate our grandparents’ 60th wedding anniversary, which, of course, is the ultimate adventure! Bottom: Experiencing what it is like to be the queen of Mardi Gras on a trip to New Orleans last summer. Travel can spark innovation and open our minds to new ideas and possibilities. I have a feeling this summer is going to be full of eye-opening experiences and opportunities, and I can’t wait! —KELLY HEITZ, EDITOR What are y’all up to this summer? Share your adventures with me! FOLLOW KELLY @PulseEditor @ISPAPulseEditor