Front-end Re­tail Ex­ec­u­tives & How They Can Help In­crease Sales

Iden­ti­fy­ing the prob­lem and giv­ing a so­lu­tion is the big­gest job op­por­tu­nity for the re­tail as­so­ciate. The re­tail as­so­ciate is now em­pow­ered to solve the prob­lem of a cus­tomer and give them an al­ter­nate so­lu­tion…

Images Retail - - CONTENTS - – By BS Nagesh, Founder, TRRAIN

BS Nagesh, Founder, TRRAIN, on how help­ing iden­tify con­sumer prob­lems and pro­vid­ing them with so­lu­tions is the big­gest op­por­tu­nity for in-store em­ploy­ees

The power of the Re­tail As­so­ciate is not un­der­stood in most re­tail busi­nesses, with the ex­cep­tion of a few ser­vice busi­nesses, like beauty par­lors, restau­rants, high end elec­tron­ics or made to mea­sure ap­parel.

To­day, ev­ery cus­tomer, whether on­line or off­line, is look­ing to solve some prob­lem of their own. Iden­ti­fy­ing the prob­lem and giv­ing a so­lu­tion is the big­gest job op­por­tu­nity for the re­tail as­so­ciate. Ar­ti­fi­cial In­tel­li­gence and on­line tech­nol­ogy is solv­ing the prob­lem by of­fer­ing mul­ti­ple so­lu­tions to an un­known prob­lem by ask­ing the cus­tomer to choose the so­lu­tion as per her needs. The re­tail as­so­ciate is now em­pow­ered to solve the prob­lem of a cus­tomer and give them an al­ter­nate so­lu­tion.

Note­wor­thy is the story of an in­ter­na­tional win­ner of the IGDS 2017, Se­gio Diaz from Har­vey Ni­chols, Dubai. Diaz helped a busy cus­tomer do up his en­tire house over a pe­riod of time. He un­der­stood the cus­tomer’s re­quire­ments, kept sug­gest­ing various al­ter­na­tives on e-mail, get­ting the cus­tomer’s ap­proval to place or­ders and then get­ting the same in­stalled in the cus­tomer’s house, thus help­ing him re-dec­o­rate the en­tire house and in turn build­ing a huge rev­enue for the re­tailer as well as a big com­mis­sion.

For his ini­tia­tive, Diaz was ad­judged the win­ner of the pres­ti­gious award for the Best Sales As­so­ciate in the World.

Re­tail as­so­ci­ates like Diaz help build trusted brands, all the while aid­ing the com­pany in gain­ing the trust of cus­tomers and in­creas­ing busi­ness across the chain.

The na­tional win­ner of the TRRAIN Re­tail Awards 2018 – from Ti­tan Eye Plus – has a story a lot like Diaz’s. When Juthika Tala­p­a­tra – a cus­tomer – vis­ited the Kalkaji out­let of Ti­tan Eye Plus, Nitin, the as­so­ciate who was help­ing her, no­ticed that she could not open her eyes prop­erly. Hav­ing lost nat­u­ral elas­tic­ity in her eye with age, the cus­tomer’s eye­lids slouched to cover more than 60 per­cent of her eyes. She had to con­sciously lift her eye­lids with her hands to keep her eyes open, which was an or­deal for her.

Nitin dis­cussed this with his col­league Mohd. Ir­fan and came up with a so­lu­tion for Juthika Tala­p­a­tra. Af­ter mu­tu­ally dis­cussing many ideas, and re­ject­ing most of them, the two of them came up with a de­sign of adding a sup­port sys­tem for the eye­lid in the frames it­self. It was chal­leng­ing for the team as

this was a prod­uct in­no­va­tion and they had never at­tempted some­thing like this.

It was time con­sum­ing, yet they did not stop try­ing and even­tu­ally were suc­cess­ful in fi­nal­is­ing a de­sign. Cor­rect mea­sure­ments were taken and Juthika Tala­p­a­tra re­ceived a new pair of spec­ta­cles that not only en­hanced her vi­sion, but also sup­ported her eye­lids and pre­vented them from drop­ping. She says Nitin and Mohd Ir­fan gave her back her old hobby of “writ­ing” with their in­no­va­tion.

Two cre­ative re­tail as­so­ci­ates to­gether solved the prob­lem of an el­derly lady cus­tomer through prod­uct in­no­va­tion although it was not part of their job. But for them it was their duty to help the cus­tomer buy and solve her prob­lem. Their story got them a stand­ing ova­tion and Ti­tan Eye Plus brand en­dorse­ment.

We can only get the best from our Re­tail As­so­ci­ates if we be­lieve their role and ac­cept the fact that they are the best and the most im­por­tant last mile con­nect for our com­pa­nies.

Re­tail­ers need to train and skill their em­ploy­ees to get into con­ver­sa­tion with their cus­tomers so that they un­der­stand the prob­lem they are try­ing to solve or the need they are try­ing to ful­fill. Once the re­tail as­so­ciate is equipped, there is no stop­ping and the till will keep ring­ing for­ever.

RE­TAIL­ERS NEED TO TRAIN AND SKILL THEIR EM­PLOY­EES TO GET INTO CON­VER­SA­TION WITH THEIR CUS­TOMERS SO THAT THEY UN­DER­STAND THE PROB­LEM THEY ARE TRY­ING TO SOLVE OR THE NEED THEY ARE TRY­ING TO FUL­FILL.

The na­tional win­ner of the TRRAIN Re­tail Awards 2018, Nitin & Mohd Ir­fan from Ti­tan Eye Plus Gold re­ceiv­ing award from Kishore Biyani & B S Nagesh

In­ter­na­tional win­ner of the IGDS 2017, Se­gio Diaz from Har­vey Ni­chols, Dubai

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