What happens on the floor.
WHAT CUSTOMERS WANT
To be acknowledged To find what they need To be helped when they want it To be left alone when they do not To pay quickly
WHY ACKNOWLEDGEMENT MATTERS
Being ignored on entry is the most common complaint about shops.
WHAT TO TRAIN
Greeting everyone who enters Being available without hovering Product knowledge Handling the till efficiently
WHY PRODUCT KNOWLEDGE
Staff who cannot answer questions lose sales.
WHAT TO ESTABLISH
That staff know the range and where things are.
WHAT TO AVOID
Staff on phones Conversations between staff while customers wait Following customers around
WHAT QUEUE MANAGEMENT REQUIRES
Opening additional tills when queues form Acknowledging people waiting
WHY ACKNOWLEDGEMENT REDUCES PERCEIVED WAITING
Substantially, and it costs nothing.
WHAT TO DO ABOUT ITEMS NOT IN STOCK
Offer an alternative, or to order it.
WHY
It converts a lost sale and it is remembered.
WHAT TO ESTABLISH ABOUT RETURNS
A clear policy, displayed.
WHAT IT SHOULD STATE
What can be returned Within what period In what condition With what proof of purchase What the customer receives
WHAT TO TRAIN
Handling returns without argument.
WHY
The cost of the item is less than the cost of the reputation.
WHAT TO MEASURE
Conversion, transaction value, and complaints.
