This document summarizes an internship project at a store focusing on the women's shoes department. It includes a SWOT analysis of the department which found strengths in brand equity and advertising but weaknesses in lack of in-store promotion. Opportunities included heavy foot traffic and new technology. Threats were intense competition and lower prices online. Key areas of focus were improving the "Magic Score" metric and increasing usage of the MyClient customer relationship program. Through coaching associates on sales techniques and adding more customers to MyClient, the store saw a 14.5 point increase in the Magic Score over 5 weeks.

1. 2016 Store
Management
Internship Project
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2. AGENDA
Introduction
FOB
SWOT Analysis: Women’s Shoes
Magic Score Overview
Area’s of Opportunities
Focus Area’s: Magic Selling & MyClient
Results
SWOT Analysis: Results
Conclusion
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3. Northridge Fashion Center
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4. FOB: Women’s Shoes
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5. Strengths
• Strong brand equity
• Strong advertising
• Great variety
SWOT
Weaknesses
• Lack of in-store promotion
• Recovery/Appearance during Sales
• Magic Score
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Opportunities
• Heavy flow of in-store traffic
(Signature Business)
• Online retail spending
• AI Technology
Threats
• Intense competition: JC Penney, Saks,
DSW, & Nordstrom
• Lower price competition
• Online vs In-Store

6. Magic Score
3 MTD as of June 13th : 37.8 (-13 LY)
Opportunities:
Magic Selling MyClient
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7. MAGIC SELLING
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8. MAGIC SELLING
• M = Meet and Make a Connection
• A = Ask Questions and Listen
• G = Give options and Give Advice
Coaching #1
Meet and Make a Connection:
Approach the customer. Do not have the
customer approach you.
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9. MAGIC SELLING
• M = Meet and Make a Connection
• A = Ask Questions and Listen
• G = Give options and Give Advice
Coaching #2
Ask Questions and Listen:
Understand what customer is looking for and
make sure to mention new ELS system.
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10. MAGIC SELLING
• M = Meet and Make a Connection
• A = Ask Questions and Listen
• G = Give options and Give Advice
Coaching #3
Give Options and Give Advice:
Always offer Search and Send. Follow up with
MyClient.
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11. MYClient 2.0
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12. MYClient 2.0
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Step 1: MyClient Certification
Step 2: Who to add on MyClient:
- Repeat Customer
- Search and Send Customers
- Mismates Customers
- Customers who purchase 2+ items
Step 3: Follow-up / Notify Specific Sales

13. MYClient 2.0
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AFTERBEFORE
As of Period 5 Week 4:
YTD: Total Sales = 1,288,919
MyClient Sales = 11,600 (<1%)
Period 5 Week 1-4 Week: # of
Potential Converted
Total: 17 Clients
# of Potential Added:
Total: 70 (24%)
As of Period 6 Week 2:
YTD: Total Sales: 1,513,853
MyClient Sales: 24,672 (1.6%)
Period 5 Week 5 - Period 6 Week 2:
# of Potential Converted
Total: 31 Clients
# of Potential Added:
Total: 105 Clients (30%)

14. MAGIC SCORE: Results
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3 MTD as of June 13th : 37.8 (-13 LY)
3 MTD as of July 21st: 52.3 (+3.6 LY)
14.5 point increase in 5 weeks

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SALSUM DMM Sales Report
Period 6: Women's Shoes Weeks 1-4
PTD-TY:
137.3
PTD-LY:
134.5
PTD-PL
141.4
4 DAYS LEFT!

16. SWOT Analysis
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Strengths
• Associates willingness to
help each other
• Associates willingness to
learn and listen
• Associates have the
product knowledge
Opportunities
• Returning Customer
• Specific Products Customers Buy
(Specialist)
• Mismates
Threats
• No MyClient Sales due to no option on
Ringer Mode
• Lack of engaging w/ customers during
big rushes
• No increase while at Summit (Period 6
Week 3)
Weaknesses
• Part-time vs Full-time
• Weekends / Sales
• Ringer Mode

17. Conclusion
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- Associates where very engaging
- Becoming an Associate before a Sales Manager
- Guiding Associates rather than telling them
- Associates having a positive impact in my development
- Ability to increase MyClient usage among WSD
- Ability to increase Magic Score in WSD

18. Questions
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