Active listening to in-store teams to get it right with product selection

Perhaps you have received an item at your store that made you say to yourself, “I have a problem. This won’t sell because it’s not in style.” Another version of this could be “they could have asked us before designing this…whose idea was this?” Alternatively, the opposite could have happened, maybe you saw an article and thought, “I really dig it! They nailed it; this will sell out in two days.” If you are a store manager or a member of store staff who can identify with this, you must keep reading this post.

Our partner Iván Abad, a brilliant expert in Retail Operations, has often repeated something he experienced while recounting his travels visiting teams around the world. It is a situation related to the gap that exists in retail between the headquarters team and the sales staff. He described how, as he travelled and spoke with the in-store teams of any city (Milan, Shanghai, New York, etc.), nobody ever talked to him about IT, logistics, nor investments. The entire store staff talked to him about product.

Why do you think this common denominator can be found across all the different countries and cities? This is because the in-store staff is who is in daily contact with the customers. They receive feedback from them at all times while they are working the dressing rooms, the registers, etc. The reality is that this information and input has a hard time making it back to headquarters.

Wemuse was born to bridge this gap. We design a very intuitive and user-friendly communication tool so store teams can evaluate items before launching the collections. Clients who have bet on wemuse have used it to take advantage of all the potential of their in-store teams. They have been able to learn the level of acceptance for each article by geographical region, as well as possible suggestions, ideas, and changes presented in a useful and constructive way. It has also helped to bring teams closer together, as all store employees are involved in product feedback, or even other internal topics. Teams feel like they are being really listened to, considering how easy and fast it is to acknowledge their feedback or to display the final consolidated results with the average evaluation of each item along with questions on the pattern, price, entry date into stores, etc.

And this is without mentioning the financial implications of getting product selection decisions right. As you all know, making the right product decisions improves sales and sell-through while at the same time reducing stock and surplus, all of which has a direct restult on the company’s results. We will explain these numbers in our next post.

Write to us if you would like a demo, so we can show you how wemuse can help you make the right decisions.

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