Comfy ShoeMakers P Ltd
objective
By the end of this module, you will have:
Basic information about the Brand
Aspire
Understanding about Store Operations
Retail KPI’s
Daily Tasks
Processes followed at stores
Achieving our sale targets
The Brand …..
HISTORY OF ADIDAS
3rd Nov’ 1900
Adi followed three guiding principles in his
development work:
- produce the best shoes for the requirements of the
sport,
- protect the athlete from injury,
- and make the product durable.
These principles guided him right up until his death in
1978.
The Miracle of Berne
1954 - Football World Cup, facing the seemingly
unbeatable Hungarians, a victory seemed out of reach
for Germany. Adi provided the German players with a
whole new boot made out of thinner, lighter leather
and screw-in studs. While the Hungarians struggled
during the rainy final wearing heavy rain-soaked boots
with studs too short to find grip on the muddy field,
the German team went on to score the game-
deciding goal with more grip and a better feel for the
ball. Still referred to as "The Miracle of Berne",
Germany's win of the World Cup and the innovative
football boots brought international recognition for
adidas and a market leadership in the football
business since.
INTRODUCTION TO THE GROUP
adidas mission
To be the BEST Sport & streetwear brands driven by PASSION &
EXCELLENCE
BEST
Means That We Design, Build & Sell The Best Sports Products In The
World, With The Best Service & Experience
Best
Is What Our Consumers, Athletes, Teams, Partners And Media Will
Say About Us. Once People Are Saying That We Are The Best –
Market Share, Leadership And Profitability Will Follow
Our mission
Our CONSUMER
Our Organization
CEO and Chairman of the Executive Board of the adidas Group is Mr.
Kasper Rorsted
MD Emerging Markets adidas Group is Mr. Dave Thomas
General Manager of adidas India is Neelendra Singh
The Organization
MD.
Neelendra Singh
Sean Van Wyk Manish Sapra Sidhant Ahooja
Senior Marketing Senior DTC National Franchise
Director Director Director
Amit Kumar
Regional Manager Regional Manager Regional Manager Regional Manager
Regional Manager
North 1 North 2 East West
South
Gunasekaran
Key Account
Manager TN & KL
Muhammed Imran M Anoop.
Key Account Key Account
Manager TN Manager KL
aRMS
Adidas Group Retail Management standards
It is a global standards checklist for all adidas Group stores which needs to be maintained monthly by
Store Manager with action plans and follow-up
aGRU
adidas group retail university
adidas Group Retail University, aGRU, is our Training Program There is a training
program for every level in the Retail Career Ladder and help you grow to your next role.
Mystery shopping
Our Mystery Shopper Program consists of
service evaluations conducted by professional
raters, who visit your store posing as actual
customers. During their visit, these mystery
shoppers, will rate your store’s performance
along the Customer Service Standards, among
other things.
Mystery Shopper reports provide your Store
Manager with insights about the store’s
customer service strengths, as well as about
potential areas of improvement.
Endless aisle
Endless aisle is an online mobile platform
provided by adidas which gives us an
omnipresent status in the market by combining
the best of online and offline selling.
This platform is very easy to use and very
beneficial for the stores, customers and the
brand.
Increasing conversion & sales in retail
stores
Prevent LOS
Ensure customer satisfaction and loyalty
Expand offerings/ inventory without space
constraints
Using ecommerce cross-selling & product
recommendations
Stock rotation for the organization
arena
An e-learning platform
Footwear specialist
Footwear specialist Program is an initiative to create and nurture
our best talent in our stores in selling footwear
Best RA from selected stores will be chosen based on a set
criteria and will be groomed as our champion sales person for
footwear
Footwear specialist program would enhance footwear sales and
create a better brand experience for the consumer
REWARD & RECOGNITION
A chance to be recognized by the entire adidas Group across
India
Part of the Elite Platform where you are directly identified
and have a chance to communicate directly with SMT
Special Training inputs to regularly enhance your skills
Regular Certifications to enhance job value
Reward if you emerge as the National Champion
icoach
Drive Training Culture in Stores for a Leading
Shopping Experience & create Opportunities for
Self-Development with adidas Group
He/she is the one who develops training culture
in the store.
Creates friendly atmosphere and ensures
Teamwork.
Seeks Excellence in Legendary Service.
REWARD & RECOGNITION
A chance to be recognized by the entire Reebok Group
across India
Part of the Elite Platform where you are directly identified
and have a chance to communicate directly with SMT
Special Training inputs to regularly enhance your skills
Regular Certifications to enhance job value
Reward & recognition
adidas Group recognition program “torchbearer”- to reward & recognize the
highest levels of performance amongst our partners
and retail store staff who are living adidas group standards ensuring flawless
execution and passionate to win.
Adidas Brand values
Innovative Passionate Honest
Inspirational Authentic Committed
Reebok Brand values
AUTHENTIC COURAGEOUS INNOVATIVE
INDIVIDUALISTIC EMPOWERING REAL
Introduction to originals
Originals Customers
Fast fashion is prevalent in wardrobes for all segments across
all markets. Sporty Teens, Trend Cadettes and Streetwear
Hounds like turn to stores for nicely styled but affordable
wardrobe fillers.
FOOTWEAR PRESENTATION
STEP 1: INTRODUCTION
Introduce the product with name.
Share the USP with consumer basis his/her need.
STEP 2: FAB
(FEATURES, ADVANTAGES & BENEFITS)
Share product benefits while you are offering trial.
As the customer tries the shoe, first thing seen/ observed is upper (FIT).
Once customer stands/ starts jogging, he/she feels the cushioning
(FEEL).
As the customer runs/ jogs, he experiences the grip (TRANSITION).
FIT (upper- forefoot, mid-foot, heel counter)
FEEL (midsole-cushioning technology
benefits)
TRANSITION (outsole- grip, durability)
APPAREL PRESENTATION
Gait cycle
gait cycle is the time period or sequence of events or movements during
locomotion in which one foot contacts the ground to when that same foot
again contacts the ground, and involves forward propulsion of the
centre of gravity. A single gait cycle is also known as a stride.
Each gait cycle or stride has two phases:
• Stance Phase, the phase during which the foot remains in contact with • HEEL STRIKE
the ground.
• Swing Phase, the phase during which the foot is not in contact with the
ground. After toe-off, the leg swings through for next heel strike.
• MID-FOOT STANCE
• TOE-OFF
pronation
Pronation:
It is one of the body’s natural abilities to absorb
impact and to adapt to the surface. To a certain
degree every runner pronates or his feet rolls
inward upon landing. Most runners with this
Normal Arch pattern can wear just about any shoe.
CONTACT
PHASE
Under-pronation:
TRANSITION
High Arch may lead to under-pronation. Under- PHASE
pronation is excessive lateral tilting of the foot.
We recommend you to use a well-cushioned shoe
with little or no arch support or stability features.
High Arch TOE-OFF
Over-pronation:
Flat arch may lead to over-pronation. Over-
pronation is excessive medial tilting of the foot.
We recommend you shoes with more stability, such
Flat Arch as internal wedges that build up the arch side.
Parts of the shoe
ASPIRE
Aspire Incentive Criteria
Minimum
S.No Description ProcessDrivers EligiblityScore
1 Aspire Target 100%(Sell Out) 100% Of Target
CM
2 75% Of Target
Endless Aisle Sales EA Sales Report
3 90%
Customer Data Capture Rate(Mobile Number & Email) Report
4 Store Staff Profile -Gender Mix(M:F=70:30)=100% Yes
Arena before 25th
5 Binning System(Heart Of House) Yes
Arena before 25th
Model Store(Communication, White Board,Wwf And
6 Yes
Other Update) Arena before 25th
7
Arena Learning Material Completion Rate Arena before 25th Completion Rate >100%
Store Operations ……
Retail KPI’s
KEY PERFORMANCE
INDICATORS
KPIs help to understand your performance
and store performance.
KPIs are:
Indicators of Retail Performance
• For self/store/brand
Important to evaluate to know whether the
store is doing good or not
Useful for external & internal benchmarking
or comparison
Helps in analytics – analyzing the gaps &
strengths
Useful for remedial actions
THE SALES EQUATION
TRAFFIC X
ASP X UPT
CONVERSION
X = NET
SALES
# OF TRANSACTIONS
ATV
(BILLS)
Store sales can be impacted by influencing any of the four factors mentioned
in above equation
KPI’S: Conversion
Conversion rate tells us the percentage of customers who enter the
store and make a purchase. For example, if 1000 customers visit
your store and 200 make a purchase, the conversion rate would be
20% (200 X 100 / 1000).
CONVERSION%= BILLS/ WALK-IN X 100
KPI’S: UPT
Units Per Transaction (UPT) is the number of items a
customer buys in a single transaction. For example, if the
200 people who made purchases in the previous example
purchased a total of 350 items, then the UPT would be
1.75 (350 / 200).
UPT = QUANTITY SOLD/ BILLS
KPI’S: ASP
ASP is the Average Selling Price. ASP = VALUE/ QUANTITY
We can calculate Selling ASP as well as Stock ASP
Ways to increase ASP:
1.Understanding customer’s exact need
2.Knowledge of high value products
3.Communicating the benefits and features of high
value products to customers
4.Effectively compare products, focusing on FAB to
offer good value for money logic to the customer
KPI’S: ATV
ATV is the average amount of money spent per transaction, or
total sales revenues divided by number of transactions for a
given period of time. For example, if the total money spent by
the 200 people who made purchases amounted to Rs.1500000,
then the ATV would be Rs. 7500 (1500000/200 transactions).
ATV = TOTAL SALE/ NO. OF BILLS
OR
ATV = ASP X UPT
Driving ATV - Higher priced items
You can improve ATV by improving ASP and
UPT of the store, by maximizing opportunities
MAXIMIZING OPPORTUNITIES
UP SELLING CROSS SELLING
We should always combine “cross selling” & “up selling” techniques in each sale
Up Selling - is suggesting products from our more Cross Selling - (“add on selling” ) is offering suitable
expensive range with extra features & benefits that suggestions to compliment the customers original
fit the customer needs and motivate them to spend product choice
more. To do this you will need to know the FABs of
your products. Tips for Cross Selling:
Tips for Up Selling: -Sell related merchandise
-Suggest more expensive items as an alternative -Show new products in store
-Explain clearly the extra benefits to the customer -Discuss current sales promotions
-Good value for money – it may cost more but it -Suggest accessories
gives them extra FABs
Merchandising Principles
Sell-through refers to the percentage of a product that
is sold by a retailer after being shipped by its
supplier .Review sell true to identify replenishment
opportunities …
Blackhole reports are useful for identifying the
slow moving articles.
There are 3 types of black hole
• Stock on shop floor with out any sales
• Stock on stock room instead of on sales floor
• System error: no physical stock, but in system
Daily Tasks
Day to Day Task
• Focus on service our consumers
• Consistent Standards and environment to serve consumers
• Clear task responsibilities and operating rhythms
• Increased sales and more efficiency
• Consistent compliance to the global & local requirement.
Serving consumers has the highest priority above all
Day to Day Task
Team Huddle and Briefing
Team huddle is a meeting of all store employee to encourage tem communities, align, plan and
motivate each other for the day. It ensures that store teams are well informed, are enable to sell
more and positively represent the brand.
• Consistent communications
• Opportunity to check proper recording of the time and attendance as well as correct outfit
and appearance of the store employees
• Opportunity to zone store employees and delegate tasks
• Opportunity to align all store employees an key focus areas for the day, new arrivals, best
sellers, promotions, and other news, in order to sell more.
Retail Associate Log Books
Retail associates have requisite knowledge of store and the personal business performance
and can identify the improvement opportunities this will also help in faster and more robust
performance analysis and quicker response to the sale trends.
RA Log Standards
• RA should have the RA log book with tem at all time wile on the floor
• The RA log book should be updated completely and accurately every day
• RA should understand and be able to explain the measures tracked
• Store manager should review the RA log books Daily and sign on them for having done so.
Processes
Achieving our sale targets
Achieving our sale targets – the 4 pillars
• Connect with the customer Getting ready for the customer
• Drive walk-in traffic to the store
• mprove selling skill
• Preparation • Improve RA confidence
• Script – what the caller will say
• Practice how you will say • Must have
• Track calls made, customer feedback • Record of role plays,
• Customer Purchase • Video
• Team feedback to improve
• Tele-calling / SMS / Whatsapp
• - New Arrivals
• - Promotion
• - Wishes for birthday / anniversary
1. Tele- 2. Role
calling Play
4. Focus
on ATV 3. Trial
& UPT
• Customer Approach – 3 box principal
• Focus on sale of socks - improve UPT • Probing
• Minimize impact of low walk in / conversions • FAB ‘ing
• Up selling
• ACHIEVE TARGETS! • Cross selling
THANKS
