KEY POINTS:
There are no obvious simi- larities between Botany Town Centre in Auckland's newly minted eastern suburbs and the south of France.
But a touch of Provence has just helped one of its retailers become Auckland's top shop. And it's not just because they sell flash products to well-heeled
customers.
L'Occitane en Provence has beaten 300 other entrants in 11 categories to take the New Zealand Retailers' Association award. Manager Shirley Luan drops words such as "authenticity" and "respect" to describe what sets the store apart.
It stocks all-natural, all-French products - skincare, body care and fragrances.
The way the enthusiastic Luan tells it, working at L'Occitane should not be considered a job at all.
"I think that's because we're a really good company, have excellent products and we're really happy to work in this company," she says.
"We like giving you the ideas for what you should choose."
Unless you hear this directly from a worker, you may be inclined to dismiss the company's philosophy as phoney marketing speak. But it's re-freshingly honest and genuine.
"We make a lot of friends with the customers, it's not just 'you come in and we try to let you spend money and then you leave'."
Luan, manager for three years, says being away from the CBD means her staff spend more time communicating with customers.
"The most important thing is the passion - it's more than a job. You have to have the passion of serving the customer, of talking to the customers.
"The most important thing is I like the staff who like L'Occitane as well. You really have to know all about it if you work here. I think that's why we won the Top Shop - we're really proud of our products."
Having a friendly atmosphere and a good product have helped keep staff turnover down.
"It's important when you start hiring, whether you can see the potential - they really want to stay here, not just because of the money."
And it's not the promise of big bucks keeping them at L'Occitane either, because Luan says they pay fairly "average" retail wages.
"Our girls work really hard because they want to achieve something for themselves."
One staff member is a nurse at Middlemore Hospital but took on a second job at L'Occitane because "she loved the product and wanted to talk to the customers".
Staff have to be pretty smart, says Luan, because customers know their stuff. "Everything has to be the truth and not just something you make up.
"Training is very important in this as well. You have got the knowledge, so when you're talking to the customer, you know."
Rachel Smith is part owner and managing director of L'Occitane in New Zealand. She accepts the "high-end" nature of the products helps achieve the kind of outside recognition reflected in the Top Shop award.
"But the best thing I have is amazing staff," says Smith.
"They are just so passionate about these products and put so much heart and soul into it. They really do care.
"Shirley has been with us four years now. It's amazing she's still putting that much effort into it four years down the track, and it filters down to the team.
"Basically I'm lucky I've got a passionate team."
The products and store attract a certain type of worker to L'Occitane.
"I think because the products have conscience and lovely stories, and they are working with their products, it's a great place to work and people attracted to the brand are like-minded. I think that it works just as a whole."
The products, the stores and the staff feed off each other, she says.
"The philosophy is respect for tradition and respect for different cultures and countries and history.
"We try to have a lot of respect for our staff and our team. It's respect for our customers as well."
Is this kind of approach to picking staff good for business?
"I think so," says Smith. "I'm around retail stores all the time. How many times do you go in and see people chatting behind the counter, or not saying hello? It's getting harder and harder to find good service.
"I think it makes a big difference. People are sometimes overwhelmed by good service and they are not used to getting it everywhere."
