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Business Background:
Type: DTC Brick & Mortar
Ownership: 2 Owners
Workforce: 6-12 Employees
Operational Duration: 10+ Years
Revenue: $250/Sq Ft
Challenge:
The primary challenge was declining sales, which showed a consistent downward trend on a monthly basis. The initial sales per square foot stood at $250, low for a brick & mortar location 10+ years in business.
Implementation:
1st Implementation:
Team building exercises in conjunction with NEW standards for team.
On time
Weekly sales training
Monthly meetings including training
Updated close ratio standards
Additional operational support (sales floor floater, etc.)
New pre-sell system & follow-up system
Updated automations
Use of SMS
Use of video
Accountability on staff to follow up
2nd Implementation
Current inventory analysis
Introducing new product lines that best represent expanded customer need
Reducing products that no longer served the customer or represent the brand
3rd Implementation
Revamp training programs
Refresh current on-boarding program
Building continued education program
Monthly, weekly, daily training on sales days
Incentive programs for team
Close ratio, samples, reviews, etc.
Clear monthly & weekly goal setting & focus
Weekly 1-on-1 team support
Creating additional layers in company org chart to bridge gap between owners, management & team
4th Implementation
Community & Events
Hosting charity fashion show for 250+ ticketed guests
Quarterly open houses & sip & see’s
Seasonal styling nights
Result
$342/Sq Ft in Sales in 12 Months
Analysis of Implementations:
Team Development and Sales Training: Implementing team-building exercises alongside new standards significantly impacted staff efficiency. Weekly sales training, monthly meetings, and updated close ratio standards likely enhanced sales techniques, improving overall performance.
Inventory Analysis and Product Line Expansion: Analyzing and revamping the inventory to match customer needs was a smart move. The introduction of new product lines while reducing outdated ones likely attracted a broader customer base.
Training Program Revamp and Employee Incentives: The focus on training, both during onboarding and through continued education, is a crucial investment. Incentive programs and goal-setting fostered a motivated workforce, leading to increased productivity and better customer service.
Community Engagement and Events: Hosting various events and engaging with the community helps build brand awareness and customer loyalty. The charity fashion show and other events likely created buzz around the store, attracting new customers and retaining existing ones.
Key Takeaways:
Adaptation to Customer Needs: The ability to adapt and cater to changing customer needs is pivotal for any business. Introducing new product lines and reducing outdated ones aligns offerings with customer preferences.
Employee Development is Key: A well-trained and motivated team significantly impacts sales. Continuous training and incentives foster a culture of growth and excellence.
Community Engagement Drives Growth: Engaging with the community through events and charitable activities not only boosts brand visibility but also creates a loyal customer base.
Regular Evaluation and Adaptation: Constant evaluation of strategies and subsequent adjustments is vital. Businesses need to evolve with changing market demands and consumer behavior.
This case study demonstrates the power of strategic planning, employee engagement, customer-centricity, and community involvement in driving significant growth for a brick-and-mortar business.