Devraient détaillants repenser les incitations ventes ?
Shoppers rarely make a purchase based solely on one salesperson’s efforts during one visit to the store. Meeting today’s customer expectations involves many contacts across multiple channels because most consumers are browsing online as well as browsing the aisles. In this increasingly techno-savvy retail world, does human contact matter? Roberto Ramos of The Doneger Group thinks so. In his blog post titled, “Debloquer au détail ’ s Human Touch” he makes some interesting suggestions:
- Vos collaborateurs sont votre principal atout de la marque
- Former votre personnel d'être des experts de mode de vie
- Indicateurs de performance clés devraient être repensés afin de réduire les moyens de pression
- Tirer parti des plates-formes centrés sur le consommateur à offrir une technologie humaine
- Tourner les magasins en se félicitant des destinations
Indicateurs de performance clés qui Don ’ t importuner les visiteurs
Un des problèmes avec un indicateur de performance clé comme “augmenter les ventes de 10 %” is that pressure is on individual sales staff to influence the shopper into buying something. But sales are actually a team effort. The final sale is usually the result of the accumulated effect of friendly staff and answered questions (online or off) along with the desired product at the right price.
Dans Roberto Ramos’ post, he suggests key performance indicators that prioritize customer satisfaction. This can be quality time spent with customer, insights gathered from interactions, or solutions provided during contact. Each customer-staff interaction is part of the sales funnel, and it takes team effort to make it happen rather than one pushy salesman.
The challenge for rethinking sales incentives includes how to measure and keep track of KPIs where the effort is split among staff members. This is similar to the challenge of the Grand magasin, where sales commissions can be split among multiple employees with the right software.
A software solution that can be customized for innovative KPIs can add the human touch to sales incentives and revitalize retailing. ChainDrive offers that potential. Request a formulaire de demande de démonstration and see what’s possible today.