A leading player in outdoor and trekking gear retail had specific SOPs set out for In store VM, product placement and staff interaction. Since the Target Segment was niche, a customized delivery formed a key aspect of In Store Experience
Approach
90 high performance and high potential stores were selected for customer experience journey mapping.
The focus of the audits was critically assessing the store infra including the exterior signage, VM, discounts communication and product placement (shoes, apparel and bag)
The staff was monitored and measured on the their communication, selling and closure skills
Trend analysis was showcased at individual store level to identify the good and bad operational parameters
Impact
Customer engagement and selling scores improved by 10% for majority of stores within first quarter
Staff was re-directed and re-trained to engage with customers who do not show purchase intent in the visit, as they could be the future buyers!
Increased brand affinity and loyalty among employees. In annual meeting, the store wise performers were invited to share their best practices
Case Studies
A suggested training program resulted into 13% increase in ticket size via Upselling