The client wants to redesign his whole chain of stores (11 stores), considering how to actively create needs and fulfill demands at the point of purchase. Over the past few years, his stores have grown flat, and it is time to make drastic improvements to drive growth.
About redesigning stores
Every great business is built on exceeding customer expectations at the point of purchase. In-outlet standards are designed to pull the brand products out of the outlets by triggering shopper demand at the point of purchase. Pre-defined outlet execution standards embrace every touch point where shoppers interact with the brands’ products.
The master plan
TPC Consulting’s objective was to develop effective “look-of-success” and service systems to attract consumers’ and shoppers’ desired attention at the point of purchase. The look-of-success represents the rules and guidelines for how the company wants its product categories and services to be presented at the point of purchase. In addition to communicating clear direction for service staff and assessing execution performance against the standards, service systems, and execution excellence standards serve as a foundation for measuring service performance against the standards.
The point of purchase is defined as where consumers or shoppers decide to buy or pass without buying. One must remember that the look of success and the sales and service systems must be planned as one unified whole. As a result, the sales and service systems must maintain a look of success to ensure that the most effective look-of-success standards are implemented seamlessly and effectively.
- The buying process rationale
- The “look-of-success” – Create needs
- Category management
- The sales and services systems – Fulfilling demands
- Outlet planogram drawings
- Measure and monitor key performances
Results
Since the implementation kick-off, all activated stores have generated above-normal annual growth. The “look of success” has become a part of the selling culture, and continual improvements are carried out daily to drive sales and shopper satisfaction.
All stores that focus on outlet sales activation as part of their sales cultures have delivered significant, sustainable sales increases. They do this by implementing their proactive “look-of-success” execution principles.