atv 01 operations pack
TRANSCRIPT
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On Target for ATV
ATV
Getting on Target for Driving ATV
The Company
Actions
The Managers
Actions
The Sales Staff
Actions
The Prize
TheVisual
Teams
Actions
Head OfficeActions
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Contents
1. Why is it important?
2. Making it part of your business culture
3. ATV focus for the Company
4. ATV focus for the Managers5. ATV focus for the Sales Staff
6. ATV focus for Visual Teams
7. ATV focus for Head Office Teams
8. Communicating the message
9. Promoting it to your teams
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Driving ATV is important because..
It maximises sales from existing footfall in the store
Increases your Average Unit Sales
Ensures sales staff are giving high levels of customerfocused service
Increases customer satisfaction
Builds customer loyalty / Repeat business
Allows you to measure store performance even iffootfall is decreasing as it shows that all customers
entering the store spent more money with you.
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Everybody in the Company has a
part to play in Driving the ATV in your
business
It is not just something that happens in stores
It is not a one-off training session for your salesstaff
It is not something you focus on short term.
It is not a job that belongs to somebody else
DRIVING ATV IS SOMETHING THAT HAPPENS
EVERYDAY
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On Target for ATV
ATV
Getting on Target for Driving ATV
The Company
Actions
The Managers
Actions
The Sales Staff
Actions
The Prize
TheVisual
Teams
Actions
Head OfficeActions
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Company Actions
Does your company
..have an agreed ATV target?
..have a report that shows the ATV figure?
..hold regular meetings to review your ATV result?
..have a way of showing the result by store/ division?
..communicate it within the whole operation?..make it an agenda point at sales meetings?
..use it as a part measure of a Store Managers performance?
..talk about ATV from the boss to the sales advisor?
..recognise Driving ATV success?
..actively seek employees with advanced Selling Skills?
..talk about it with your UK Business Manager?
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On Target for ATV
ATV
Getting on Target for Driving ATV
The Company
Actions
The Managers
Actions
The Sales Staff
Actions
The Prize
TheVisual
Teams
Actions
Head OfficeActions
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The Managers Actions
Do you.
.know what the ATV is for your store?
.know how you compare to other stores within your
company?
.have a strategy for increasing your stores ATV?
.talk ATV with your Operations Team?
.promote in-store services ( Bra Fit) to drive ATV?
.ensure shop floor stock levels reflect promotional activity?
.regularly visit your competitors?
.communicate the ATV result to your management team?
.make it an agenda point at every sales review meeting?
.talk personally to your Sales Staff about the ATV result?.actively seek opportunities in your store to increase ATV?
.use ATV as a way of measuring service levels in your store?
.review service levels and manage poor performers?
.recognise Driving ATV success within your sales teams?
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ATV
Getting on Target for Driving ATV
The Company
Actions
The Managers
Actions
The Sales Staff
Actions
The Prize
TheVisual
Teams
Actions
Head OfficeActions
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Sales Staff Actions
Do you.
..know the ATV figure for your store?
..know the ATV figure for your division?
..know your store/ divisional daily sales target
..talk to customers about the latest offers in the store?
..take time to find out what your customer really wants?..be proactive in offering solutions to your customer?
..think about and offer alternatives when items are out of stock?
..constantly update your product knowledge in all divisions?
..think about what add-on sale links to each product?
..encourage your colleagues to drive ATV?
..coach less experienced members of staff to be like you?..maintain option levels and recovery standards?
..know your best selling lines?
..use your time on the tills to promote further shopping in your store?
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On Target for ATV
ATV
Getting on Target for Driving ATV
The Company
Actions
The Managers
Actions
The Sales Staff
Actions
The Prize
The
VisualTeams
Actions
Head OfficeActions
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The Visual Teams Actions
Do you
.know your stores ATV figure?
.know your stores sales figures and targets?
.understand the importance of using the C.V. layout guidelines?.promote the use of C.Vs within your store?
.coach less experienced members of staff to use CVs
.use the appropriate ticketing at all times?
.maximise the impact of collateral to promote key events?
.ensure mannequins look exciting and are accessorized ?
.make sure window displays have a strong customer message?
.know the stores best selling lines?.support the Store Management in reviewing all divisions?
.support the Store Management to maintain layout and merchandising standards?
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ATV
Getting on Target for Driving ATV
The Company
Actions
The Managers
Actions
The Sales Staff
Actions
The Prize
TheVisual
Teams
Actions
Head OfficeActions
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Head Office Actions
HR
Learning and Development
Merchandising
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HR Actions
Does HR.
.review all vacancies to ensure staffing cover matches the store trading
pattern?
.have a method of testing selling skills in place as part of the interviewprocess?
.follow a set interview procedure to ensure consistency across new
employees?
ensure that all new starters receive the correct initial training?
ensure that all new starters are reviewed in their first 3 months of employment?
ensure that managers are supported to manage poor performing staff ?
.regularly review Labour Turnover figures (LTO)?.have a strategy to reduce LTO to keep good staff in the business?
.review levels of absence in the stores?
.support managers in the process of managing cases of persistent absence?
.have a clear succession plan to develop talent within their business?
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Learning and Development Actions
Do you..
train the importance of Driving ATV to all New starters?
talk about Driving ATV during Induction for New starters?
train customer service skills as part of till training for cashiers?train Driving ATV as part of Fitting Room Training?
train managers to challenge poor customer service in their stores?
support Store Managers with specific store training needs?
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Merchandise Team Actions
..Know what the ATV is for company / store?
..Know your winners?
..Ensure impulse buy products in stock and at till points?
..Correct equipment to display stock ( T arms etc)?
..Talk about ATV on store visits?
..Talk about ATV in your meetings?
..Talk ATV with the UK team?
.. Plan the marketing calendar to have ATV driven promotions?
..Ensure you back promotions / GWP with stock?
..Review the success/ missed opportunities of each promotion?..Action plan how to maximise opportunities next time?
..Keep Best Buys in stock?
..Back Best Sellers in depth?
..Allocate stock to CV right product right place right time
Do you.
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Communicating ATVDo you..
make sure figures are easy for staff to understand?
ensure part-time staff are fully briefed?
express ATV increases / decreases as % to make meaningful comparisons?
talk about Last Weeks ATV when you tell staff about Last Weeks sales?use your morning meetings to promote ATV awareness?
review ATV at your weekly management meetings?
discuss ATV opportunities as part of any store walk-round?
have an up to date ATV notice board in a staff area that staff have easy access to?
make sure you always know your current ATV and ATV target?
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Promoting ATV
Here are some ideas you might want to use to promote ATV in your stores
Company-wide ATV Event
Select a 5 week period in the
trading calendar. Use first week
to re-train in all stores. Use
weeks 2,3,4,5 for stores to drive
ATV in % increase terms against
each other against store ATV
Targets.
Driving ATV During Promotions
Target stores with an ATV
Increase during a specific
promotion talk about BASKET
SIZE more items in the basket.
In- store
Take the same week last year. Calculate
the ATV by division. Use that ATV as abenchmark. Have a Champion Division
of the week for % increase over that
figure. Publish on notice board ATV
Team of the Week
Sales Manager Challenge
Either within a store or across the
company by division. Result based
on % increase on individual target
Notice BoardsUsing Notice Boards in staff areas will
Keep interest alive and spread knowledge
Make sure they are fun and up-to-date
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Promoting ATV
When running team events add a fun element by staff choosing team names
Use photographs on notice boards of winning teams
Keep the message on notice boards simple and up to date
Make sure notice boards are eye- catching
Ask staff about results as you walk round to test for knowledge
In stores use divisional ATV as average selling price by division will affect the ATV.
Use Bra Fit on lingerie to drive ATV in that divisionHave a product of the week by division that all staff have to introduce to every
customer
shopping those product areas. ( example on lingerie in might be the pack knicker)USING INCENTIVES
It is not always about CASH.!
Use small locally bought prizes such as confectionary
Issue the winners with simple certificates ( processed on PC)
Make an event of the presentation of any prizes.
Big prizes can be subject to a winners draw ( all winners names in a hat)
Reward genuine success all winners subject to target being achieved!
MORE TIPS
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Managing ATV in your business
Set very clear ATV objectives for yourself and
your team.
Recognise good and bad performances
Manage those performances
Review your progress
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1SET T HE
OBJECTIVE
3MANAGE
PERFORMANCE
4REVIEW
PROGRESS
2RECOGNISE
ACHIEVEMENT
Managers Driving ATV through theTeam
ATV
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ATV the bigger picture
Driving ATV in your store means looking at
the bigger business picture
There may be many factors inside and outside
of your business that are influencing your result.
The successful ATV Manager recognises howall
these impact on the business and takes action!
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ATV
OPERATIO NAL YOU TEAM LOCAL
COMPETION
LOCAL
MARKETING PHYSICALFACTORS
INTERNAL
FACTORS
EXTERNAL
FACTORS
STOCK
Range Planning
Option ControlReplenishmentStatement OppsStock Levels
SPACE MGT
ReportingLinear Conv
VISUAL/ CV
ImplimentationTicketing ControlMaintenanceShopability
SALESSales Info AccuracyType of PrintEvent Execution
HR
RecruitmentInductionDevelopment
VISABLE
DemographicsInfrastructure
eather
VISIBLE
EvaluationTargetMessageShort termLong term
VISIBLE
hat?ho?
Regular UpdatesFutureEventsPromotionsRangesProducts
VISIBLE
Customer aware
Product knowl.CoachingNew StartersMotivation
AbsenceLTO
INVISIBLE
KnowledgeAttitude
VISIBLE
Role model
behavioursReward successCommunicationPerformance Mgt
AppraisalsCoachingMotivation
INVISIBLE
DesireKnowledge
Attitude
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Using S.M.A.R.T.E.R Objectives
For an objective to work for you it needs to be
Specific = is it very clear?
Measurable = can you measure the result?
Achievable = is it possible?
Realistic = can it be done within the business?
Time-bound = is there an agreed time limit?Exciting = does it engage people?
Reviewable = can you see how well you are doing?
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ATV
THE
PRIZE
Specific
Measurable
Achievable
Realistic
T ime Bound
Exciting
Reviewable
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Training Information
The following training material is available to support
your team development in this area of your business
Store Managers Training session notes
Store Managers Workbook
Supervisor Training 4 hour training session notes
Sales Advisor 2 hour training session notes
All Training Materials are available from the B2B site Follow Training - ATV
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Further Information
If you require any further information about any of the ideas
or actions outlined in this pack the UK team will be only to happy
to advise you. Please do not hesitate to contact either.
Your dedicated Debenhams International Business Manager
Your International Learning and Development Manager (UK)