Sales/Customer Conversion Improvement

CLIENT: A $200M+ multi-brand specialty apparel retailer

The challenge

After reviewing the client’s historical sales, customer traffic and key selling performance indicators (i.e. conversion, unit per trans, $ per trans), PwC Canada’s Retail Consulting Services was asked to develop a comprehensive sales improvement program that supported the successful achievement of sales and customer conversion goals.

Our approach

PwC Canada’s Retail Consulting Services conducted a current state review of all store selling / service practices and identified opportunities for improvement based on leading practice understanding and client current results. We determined in collaboration with the client a refined list of key performance indicators and determined requirements for report design, frequency and review process to most effectively measure performance improvement opportunities.

PwC Canada’s Retail Consulting Services also developed selling improvement opportunity list tailored to brand and store complexity, and developed store-specific goal ranges for key performance selling indicators. Detailed training material was developed and delivered to field organization to ensure improved consistency and execution of process change.

The result

• Developed a comprehensive sales training program that helped client achieve improved customer service levels that ultimately supported improved results during 6 month test period. (i.e. conversion rates improved from 15.6% - 16.1%, unit-per-transaction increased from 2.3 – 2.65 and average $ per transaction increased by 4%)
• Refined focus on behaviors that support improved conversion aided in the successful shift from a task-oriented store culture to one based on providing an enhanced customer experience (improvement illustrated with 8% improvement in mystery shop evaluation scores)
• Identified deficiencies in store associate compensation model that rewarded behaviors not supportive of company service goals