Are you ready to become the top-performing store or district manager, achieving exceptional results this holiday and establishing habits that will make you #1 year after year? Drawing on my three decades in retail, I’ve found that success stems from a strategic focus on key performance indicators (KPIs) and empowering your team to engage customers effectively. In this post, I’ll share insights to help you achieve consistent results and make a lasting impact on your retail store’s results this holiday.

1. Deliver Results: Set Your KPIs for the Holiday Season

One of the most critical aspects of retail success is understanding and strategically planning your key performance indicators (KPIs). With one less shopping week between Thanksgiving and Christmas this year, your year-over-year comparisons will need adjustments. To stay on track, here are some KPIs to focus on:

• Sales Targets: Determine how much you need to generate each week to meet or beat last year’s numbers. Adjust your weekly targets to account for the shorter holiday season.
• Conversion Rate: Assess last year’s conversion rate and set realistic goals for improvement based on this year’s traffic trends. Are you aiming to improve by a few percentage points? Establish specific targets and make sure your team understands their role in achieving them.
• Average Order Value (AOV): Understand your baseline AOV from last year’s holiday season. Setting a clear target can help you maximize each transaction, which is especially important during the high-traffic holiday season.

The numbers give you a roadmap, but the real question is: How will you drive these KPIs? This is where the behaviors that drive results come into play.

2. Deliver Results: Teaching Your Team Techniques To Engage Customers

Having well-defined KPIs is essential, but engaging your customers effectively drives results. Your team needs to be ready to assist and convert these customers. Here are some key strategies to help:

• Engage Authentically: Start by greeting customers with genuine warmth. A good way to begin is by asking, “Are you shopping for yourself or starting holiday gift shopping?” This simple question helps identify their purpose and opens the door for conversation.
• • If the customer says, “I am just looking”, give them something to look at. For example, say something like, “you came on the perfect day, we just set our holiday collection and my favorites are __________. I will be over here and will check back on you shortly.”
    
• Guide Holiday Shoppers: Many holiday customers, particularly men shopping for gifts, need extra guidance. For example, you could say, “Let me show you my favorite” or “let me show you our best sellers”. This approach subtly positions your team as experts, making it easier for customers to trust their recommendations.
  
  • Remember to ask if they have a budget in mind so that you show them something that fits their wallet.
    
  • Every retailer offers different wrapping options, but do your best to make it as special as possible. Think to yourself, how do I make this above and beyond what they are expecting? Give the customer something to talk about when they leave! Word of mouth is a great way to drive more traffic into your store!
    
• Use the ‘Who, Who, and You’ Approach: This approach encourages team members to ask:
  • Who are you shopping for? Help them select the perfect item for their recipient.
  • Who else is on your list? Offer additional options for others they may need gifts for.
  • What about you? What can I help you find for yourself? This focuses on the customer’s immediate needs.

These engagement techniques can significantly impact your conversion rate and the overall customer experience.

Remember, to do this right, you must know your products well!

Product knowledge is a powerful sales tool, especially during the holidays. Equip your team to answer questions about:

• Availability: Knowing what’s in stock, what sizes and colors are available, and if items are online-only or store-exclusive.
• Best Sellers and Personal Favorites: Highlighting popular or favorite items can make it easier for customers to choose.
• Pricing and Budgeting Tips: Asking customers about their budget upfront allows your team to suggest appropriate options, making the experience smoother.

Real-Time Practice vs. Role Playing

Employees usually hate role-playing, so I call it “real-playing.” This real-time practice with your team can improve their confidence and sales skills, helping to avoid generic statements like, “Let me know if you need anything.” Instead, they’ll be prepared to engage proactively with phrases like, “I just tried this on; it runs true to size,” or, “This piece just arrived—it’s perfect for holiday parties.”

Success during the holiday season requires preparation and practice. Real-play scenarios with your team to reinforce customer engagement techniques and product knowledge. When your team is ready and confident, they’ll feel empowered to help customers and achieve sales goals.

Final Thoughts

By strategically setting KPIs and focusing on effective customer engagement, you can achieve top performance as a store or district manager. Practice these methods with your team, and you’ll see a positive shift in both customer experience and sales. There are so many other factors that impact results, but at holiday, knowing your numbers and teaching your team the behaviors that deliver results should be your primary focus!

For more insights and resources to help you succeed, visit my website at Running Great Stores and download free resources.

In your corner,