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2016 Store Management Internship Project

Emanuel Ruiz

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AGENDA

IntroductionFOBSWOT Analysis: Women’s ShoesMagic Score OverviewArea’s of OpportunitiesFocus Area’s: Magic Selling & MyClientResultsSWOT Analysis: ResultsConclusion

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Northridge Fashion Center

Emanuel Ruiz

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FOB: Women’s Shoes

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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

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Magic Score3 MTD as of June 13th : 37.8 (-13 LY)

Opportunities: Magic Selling MyClient

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MAGIC SELLING

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MAGIC SELLING• M = Meet and Make a Connection• A = Ask Questions and Listen• G = Give options and Give Advice

Coaching #1Meet and Make a Connection:

Approach the customer. Do not have the customer approach you.

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MAGIC SELLING• M = Meet and Make a Connection• A = Ask Questions and Listen• G = Give options and Give Advice

Coaching #2Ask Questions and Listen:

Understand what customer is looking for and make sure to mention new ELS system.

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MAGIC SELLING• M = Meet and Make a Connection• A = Ask Questions and Listen• G = Give options and Give Advice

Coaching #3Give Options and Give Advice:

Always offer Search and Send. Follow up with MyClient.

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MYClient 2.0

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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

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MYClient 2.0

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AFTERBEFORE

As of Period 5 Week 4:

YTD: Total Sales = 1,288,919MyClient Sales = 11,600 (<1%)

Period 5 Week 1-4 Week: # of Potential ConvertedTotal: 17 Clients

# of Potential Added: Total: 70 (24%)

As of Period 6 Week 2:

YTD: Total Sales: 1,513,853MyClient Sales: 24,672 (1.6%)

Period 5 Week 5 - Period 6 Week 2: # of Potential ConvertedTotal: 31 Clients

# of Potential Added: Total: 105 Clients (30%)

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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 ReportPeriod 6: Women's Shoes Weeks 1-4

PTD-TY:

137.3

PTD-LY:

134.5

PTD-PL

141.4

4 DAYS LEFT!

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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

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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

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Questions

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