Retail has certainly evolved over the decades, starting with the dominance of shopper-centric, high-touch services and shifting with the introduction first of discounting, then a quantum leap with the dawn of the e-commerce era. Today, with shoppers’ demands for blended, seamless experiences across digital and physical touchpoints, it appears what’s old is new again, as retail is once again moving into an experiential age, where an emotional experience is at the core of the shopper journey, and the key differentiating factor is understanding what the customers really want when they shop.
On Thursday, February 23, Simon Turner of Miyagi and Afua Giles of Sun & Ski spoke to just that point in the first installment of the 2017 RetailNext Webinar Series, “Empowering Today’s Smart Store Sales Associates.”
The dialogue between Simon and Afua began with the changing nature of retail and the roles of sale associates, and delved deeper into the activations Afua has led across Sun & Ski stores from Texas to New Hampshire.
Afua and Sun & Ski place an emphasis on the trainability of new team members, from immersive “camp” experiences around specific outdoor activities like skiing, biking and water sports to specific training plans to get associates to “the next level.” And, of course, a big part of deployment is the integration of Myagi, not only as a training tool, but as a communication tool as well.
Results? I’m glad you asked. As a result of the various training initiatives at Sun & Ski, Afua has seen associates become more comfortable selling more item and higher-end products, and units per transaction (UPT) and average transaction value (ATV), two benchmark performance metrics at Sun & Ski, both increased 12 percent within weeks of deployment.
To view and listen to the full discussion between Simon and Afua, access the recorded webinar on demand today.