The Brief
Ice Design is one of Australia’s leading forces in women’s fashion. Taking their inspiration from the world’s main fashion centres such as New York and Paris, they strive to get the ‘in thing’ to their customers fast. With competition increasing and a declining retail trend, Ice needed a way to change the skills and attitudes of their staff in order to improve their overall sales performance. However, the challenge was difficult because many of the staff were temporary, part-time, or holiday workers. For Prosell, it meant being able to achieve consistency of sales and customer service from a constantly changing workforce.
The Solution
As a result of their workforce being made up predominantly of temporary and part-time, Prosell implemented its Licence to Coach program for Ice Design’s regional and store managers. This meant management were given the skills to coach all staff on a regular basis and to ensure the service given to customers was always high valued and consistent. It also ensured all staff were coached on their ability to maximise every transaction. Prosell stayed with the Ice management team over months and then years, to the point where their coaching was of a high standard and became embedded in the business, occurring regularly in all stores.
Measurable and Sustainable Results
Business improved in less than two months, with a clear improvement in the staff that were being coached. The staff were observed and recorded prior and post implementation with the following results:
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Average increase in store revenue of 14%
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68% increase in multi-selling achieved
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Improvement in mystery shopping scores
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Improved management effectiveness, measured by feedback
Jodie Gleeson, National Sales Manager, commented on our methodology saying “with 60 plus stores, training and development is key to our business success and Prosell have a unique formula to deliver development to all our team members in a positive and well-coached way. We’ve achieved real financial results by implementing the Prosell coaching process, not only in the average number of items sold to each customer, but also an increase in the value of each transaction.”