the art of selling a lifestyle brand

7/29/2019 The Art of Selling a Lifestyle Brand

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The Art of Selling a Lifestyle B

Retail KPI's to Achieve Your Goa


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MEASURABLE GOALS ARE ACHIEV

HOW DO WE MEASURE RETAILS

PERFORMANCES?

KPI


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WHAT IS THE MOST IMPORTANT KPI?

SALESAchieving our target sales goal has to be an OBSESus every day of the year!

Sales are the results of :

NET SALES

FOOT FLOW x CONVERSION RATE x AVERAGE TRANSACTION


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CUSTOMER SERVICE KPIS

1. FOOT FLOW

2. CONVERSION RATE

3. U.P.T.

4. AVERAGE TRANSACTION VALUE


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HOW IS THIS MEASURED?

To measure FOOT FLOW, your store will need to have

counter installed at the entrance (software or manual system

FOOT FLOW is measured by the total number of visito

entering the store.

FOOT FLOW


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WHAT ARE THE VARIABLES THAT CAN INFLUENCE FO

Store accessibility

Exterior general appearance and window displays Impact of the window display

The customers expectation of our level of customer service

Effective local PR & Marketing activities

Development of customer loyalty

Impact of Trade & Retail Marketing campaigns National Holiday or Events (i.e.: Bank Holiday, National spo

Word of mouth of your general customer service standard

Major local events (i.e.: Music concert, political demonstratio


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WHAT ACTIONS CAN BE TAKEN TO INCREASE THIS

The door is always open

Keep the entrance Clear

Keep things clean and in good repair

Capture passers-by and browsers attention

Give them a reason to return!


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IF YOU GAIN YOUR CUSTOMER

LOYALTY THEY WILL VISIT YOU

STORE AGAIN AND AGAIN


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CONVERSION RATE is the total amount of customers

come into your store compared to how many really buy

something.

CONVERSION RATE


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Store A

100 people 15 transactions 15% con

Store B

100 people 6 transactions 6% con

HOW IS THIS MEASURED?


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HOW CAN WE INFLUENCE THE CONVERSION RA

Yourconversion rate can be affected by a number of factors

Level ofFoot Flow:

Low Traffic Stores

High Traffic Stores

Floor Coverage

Floor Replenishment

Product Knowledge

In Store Merchandising


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WHAT ACTIONS CAN BE TAKEN TO IMPROVE THIS

Work the floor

Better planning of your floor coverage

Hold a morning meeting

Customer service training

Individual targetsReplenishment and stock rotation

Give feedback


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1 Point

Conv Rate

Last PartFY12

NexF

+ 10 Million

Sales

+ 24

S


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CONVERSION IS DEPENDANT O

YOUR STAFFS ATTITUDE

YOU AND YOUR STAFF MAKE THEDIFFERENCE!


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UPT is absolutely key to driving and maxsales opportunities at your store.

UNIT PER TRANSACTION indicates how many ite

been sold to the same customer.

UPT UNIT PER TRANSACTIO


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HOW IS UPT MEASURED?

The formula below is used to calculate your UPT. It is m

Units (quantity sold for each transaction):

PeriodNumber of

units sold

Number of

TransactionsUPT

Daily 150 100 1,50

(150/100 = 1,5 UPT 1,5)


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WHICH ARE THE VARIABLES THAT CAN INFLUENCE T

Level of customer service

Floor coverage

Replenishment

Product knowledge

Total look Visual Merchandising


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Your presence on the shop floor

Product training

Total look Visual Merchandising

Issue daily individual sales target

Regular replenishment

Ensure your staff is respecting the dress code according to the curren


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0,5 UPT

Last PartFY12

NexF

+ 3 Million

Sales

+ 8

S


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ENSURE YOUR STAFF IS THE

IDEAL STYLIST BY CREATING

OUTFITS EACH TIME THEY SER

A CUSTOMER!


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AVERAGE PER TRANSACTION indicates on averagcustomer spends at your store.

PeriodValue of Net

Sales

Number of

TransactionsAVT

Daily 12.000 100 120

(12.000/100 = 120 AVT 120)

AVT AVERAGE PER TRANSACT


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WHAT ARE THE VARIABLES THAT CAN INFLUENCE

Quality customer service

UPT

Stock replenishment

Staff product knowledge

Visual merchandising


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Price point knowledge

Always create added value

Revise visual merchandising

Product knowledge

Floor replenishment

Increase UPT


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ENSURE YOU GIVE YOUR

CUSTOMERS EXCEPTIONAL

VALUE FOR THEIR MONEY!


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0,5 UPT

Last PartFY12

NexF

+ 13 Million

Sales

+ 32

S

1 Point

Conv Rate


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the art of selling a lifestyle brand

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