We recently did a store analysis at a lovely home decor shop that sells home bedding and lifestyle accessories located off the island of Montreal. The owners are home decorators and as a result, their design division is doing really well. However, store sales are not strong and recently suffered monthly loses due to a major anchor leaving the mall.
Our in-store analysis reveals several areas where the owners should invest to help increase store sales. For this post, we will highlight their part-time staff.
Add a training program for their part-time staff
We discovered that the part-time sales staff did not have the same obligations as the full-time staff in meeting daily sales quota or had to learn about the store’s product selection.
Train all staff. This will ensure that all areas of the store have the same level of importance such as, what is important to your brand, who is the client, product selection and so on. Training also ensures that your entire staff will share your brand vision.
Where is the Service?
Any customer wants service especially in a store that sells home accessories. And there’s more to great service than simply being courteous. If there are too many products to learn about then add honesty. Provide honest answers that you don’t know if this lamp will go with your bedroom but you will get a senior colleague to help you and your customers will return.
Manage all Staff Equally
Set a specific time during the day to hold your meeting, specifically when all your staff is there. Make sure meetings are always at the same time and when important decisions are decided. This allows part-time staffers to feel connected to the company especially if you hold meetings during the time they are supposed to be at the store.
Brand Consistency requires Discipline
Part of building brand reputation is consistency from vision, image, and mission statement to staff training.
The ability to have your staff deliver your brand message and present themselves as your brand statement will go a long way in making the difference between making the sale versus just browsing.
The brand discipline you cultivate today will be your best tool when it comes to competing with your competition.