Ignite The Christmas Spirit!


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Christmas trade can be up to 60% of a retailer's annual sales. This slideshow is designed to ignite you and your team, ensuring you have a highly profitable and fun Christmas!

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Ignite The Christmas Spirit!

  1. 1. Ignite the Christmas Spirit! <br />Ignite the Christmas Spirit!<br />Debra Templar: Retail Check ups, Tune Ups & Makeovers....It’s in the bag! <br />
  2. 2. 2<br />Most people <br />find Christmas <br />shopping <br />a <br />*yawn*<br />
  3. 3. 3<br />Any retailer who can successfully promote their business will attract more customers at this festive time and, importantly, generate more sales.<br />
  4. 4. 4<br />Consider<br />
  5. 5. Most customers will spend their gift-giving $ with retailers they’ve established relationships with over the past 46 weeks.<br />Level of service during “slow times” determines if customers will shop with you in December.<br />5<br />
  6. 6. Relationships are built when floor traffic is manageable.<br />Salespeople must have ability to handle multiple customers.<br />Recruiting & hiring should be done prior to December.<br />Selling at Christmas is often about getting <br /> to customers as quickly as possible.<br />6<br />
  7. 7. 7<br />Prepare <br /> Your Shop<br />
  8. 8. Ensure your store is not so crowded with stock that customers can’t move around<br />You may need to consider a queuing system over the peak Christmas period<br />Consider a separate area for giftwrapping rather than clogging your POS area<br />8<br />
  9. 9. 9<br />Windows<br />
  10. 10. Windows are not about money, but PRIDE and ENERGY!<br />Change your windows at least once a fortnight – weekly if possible over Christmas.<br />Light your windows at night.<br />Don’t over-clutter your windows.<br />10<br />
  11. 11. © Australian Retail Services. 2005<br />11<br />
  12. 12. 12<br />Create Atmosphere<br />
  13. 13. Focus on all the senses to make an impact on the Christmas customer:<br />Taste <br />Fragrance <br />Noise<br />Touch<br />13<br />
  14. 14. 14<br />Build <br />Christmas <br />Displays<br />
  15. 15. Animated<br />Fun<br />Zany<br />Interesting<br />Unusual<br />Newsworthy<br />Educational<br />Magical <br />15<br />Animated displays: Research carried out in the US shows a 43% consumer recall from static displays and a 94% consumer recall from animated displays, plus 80% of consumers could remember the product.<br />
  16. 16. 16<br />Ticketing<br />
  17. 17. Research has revealed that during the same sales period, if 100 products were sold with no signage, then 170 were sold with handwritten signs were used, and 265 products were sold when signs were professionally produced to sell the <br /> product.<br />17<br />
  18. 18. 18<br />
  19. 19. 19<br />Motivate the <br />Team<br />
  20. 20. Involve team in the planning stages. <br />Be objective in terms of precise goals:<br />Targeted total sales<br />Average sale per customer<br />Number of items per transaction<br />Conversion rate<br />20<br />
  21. 21. Holiday Countdown Campaign<br />Have a Christmas countdown campaign where each day everyone can compare results against targets. <br />21<br />
  22. 22. 22<br />Raise <br />Security <br />Awareness<br />
  23. 23. Be aware of collusion.<br />The more you create a culture of honesty, the more difficult collusion will be.<br />Train staff on your security standards.<br />Increase customer service.<br />Focus on your cash handling procedures.<br />Do NOT accept fake $$. [Quietly ask customer if they have another form of payment as you think the note could be fake. Advise them to go and check the note with their bank asap. Do NOT accept the note.]<br />ALWAYS check credit card signatures.<br />23<br />
  24. 24. 24<br />Monitor <br />Information <br />Flow<br />
  25. 25. Good quality, succinct information transfers.<br />Control both the volume + content.<br />Mid-November – reschedule regular compliance items.<br />‘Sense-check’ all communication.<br />25<br />
  26. 26. Keep people informed<br />Christmas ‘Tip’ Sheets.<br />What’s ‘going on’ in the shopping precinct.<br />Newsletter – Seasonal.<br />Latest arrivals emails.<br />Bag Stuffers.<br />26<br />
  27. 27. 27<br />Set a Christmas Marketing Calendar<br />
  28. 28. Marketing Calendar of Promotions, Bag Stuffers, Events, Sales, Offers, Advertisements – Radio, Newspaper, Magazine, TV, Online, Other.<br />Prepare for each event.<br />© Australian Retail Services. 2008<br />28<br />
  29. 29. 29<br />Christmas <br />Promotions<br />
  30. 30. Take up a local charity cause over the Christmas period and be visibly seen to promote it.<br />Network promotions with local retailers.<br />Have a Christmas Party for senior citizens and toddlers. [Note: 2 separate parties...]<br />30<br />
  31. 31. Organise special customer events during the lead-up to Christmas.<br />Have a value-added promotions period, featuring lucky dips, balloons with gifts in them, and the like.<br />31<br />
  32. 32. Low Cost Holiday Promotions<br />Dear Santa Program<br />Trim a Tree<br />Colouring Contest<br />Toys for Tots<br />Cross Promote<br />Give Away<br />New Year’s Party<br />32<br />
  33. 33. Send Christmas cards to your regular customers and put a handwritten note of thank-you in the card.<br />33<br />
  34. 34. 34<br />Dear Diary<br />
  35. 35. Targeted total sales vs actual <br />Targeted average sale per customer vs actual<br />Targeted number of items per transaction vs actual<br />Targeted conversion rate vs actual<br />35<br />
  36. 36. Write down the unanticipated: “ran out of hams”; Hail + snow – Heatwave – Bushfires..<br />Casual recruitment start date:<br />36<br />
  37. 37. 37<br />Train the Team<br />
  38. 38. How to remain cool and calm in times of stress.<br />Induction for new casuals.<br />Gift suggestions – Have you provided your team with lists of such suggestions?<br />38<br />
  39. 39. The 10 Most Commonly Asked Questions<br />Does it come with batteries?<br />Can I return it if it isn’t suitable?<br />Will it work overseas?<br />Have you a follow-up service?<br />What happens if it’s the wrong size?<br />Is it guaranteed?<br />What instructions are provided?<br />Can we change colours if they don’t like it?<br />Do you have other sizes if it has to be changed?<br />Do you gift wrap?<br />What are yours? Train your team on the answers…<br />39<br />
  40. 40. 40<br />Reduce <br />Team <br />Stress<br />
  41. 41. Employ someone to do the cleaning at the end of each busy day, leaving shop clean and fresh for the next day’s trading.<br />Hire a masseur to give complimentary massages to staff (and even as a Christmas service to customers).<br />Schedule time off for staff to do their own Christmas shopping.<br />Make an effort to catch team members <br /> “doing something right” and reward them publicly.<br />41<br />
  42. 42. Keep an eye on the temperature to avoid discomfort.<br />Respect staff breaks even when busy.<br />Losing sight of taking care of your staff could leave you with a BIG retail hang-over!<br />42<br />
  43. 43. 43<br />Staff Employment Needs<br />
  44. 44. Change rosters.<br />Hire Christmas casuals early.<br />Deal with poor performance as it occurs. If you leave it until after Christmas, your high performers may well become disillusioned with those who aren’t pulling their weight.<br />44<br />
  45. 45. 45<br />Make Christmas Special<br />
  46. 46. I’ll make you glad to talk with me<br />Welcome your customers<br />Care for the elderly<br />The male shopper<br />Giftwrapping<br />Make it easy<br />46<br />
  47. 47. 47<br />Christmas Selling<br />
  48. 48. Staff should not wait for customers to approach them, they need to approach the customers. Christmas selling is:<br />Welcome <br />Use open questions<br />Sell during busy periods<br />Add on sell<br />Ask for the sale<br />Work multiple customers<br />48<br />
  49. 49. 4 Easy Measures to Monitor<br />49<br />
  50. 50. 50<br />Recognise me.<br />Make me feel comfortable.<br />Help me get what I need and want.<br />Did you see this?<br />
  51. 51. 51<br />Have an enjoyable, profitable Christmas season!<br />
  52. 52. One of Australia’s leading retailing experts, Debra Templar just hates bad customer service and stupid business practices. So… she’s on a mission to change them – one slideshow, presentation, book, or training session at a time:<br />&quot;I don&apos;t just want to improve how we do business for the customer’s sake but also that we, as business owners, sell more stuff, make lots more profit, and love our businesses back to life!“<br />E:   debra@thetemplargroup.com.auMobile: 0417 532383<br />Skype: debra.templar<br />www.linkedin.com/in/debratemplar<br />www.thetemplargroup.com.au<br />www.twitter.com/DebraTemplar<br />Pic Credits: http://www.istockphoto.com and http://shoppologist.blogspot.com<br />
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