On Target for Driving ATV in Your Business ATV Operations Pack

On Target for ATV

Getting on Target for Driving ATV The Company Actions The Managers Actions

The Visual Teams Actions

ATV

Head Office Actions

The Sales Staff Actions

The Prize
On Target for ATV

Contents
1. 2. 3. 4. 5. 6. 7. 8. 9. Why is it important? Making it part of your business culture ATV focus for the Company ATV focus for the Managers ATV focus for the Sales Staff ATV focus for Visual Teams ATV focus for Head Office Teams Communicating the message Promoting it to your teams

On Target for ATV

Driving ATV is important because..

It maximises sales from existing footfall in the store Increases your Average Unit Sales Ensures sales staff are giving high levels of customer focused service Increases customer satisfaction Builds customer loyalty / Repeat business Allows you to measure store performance even if footfall is decreasing as it shows that all customers entering the store spent more money with you.
On Target for ATV

Everybody in the Company has a part to play in Driving the ATV in your business
It is not just something that happens in stores It is not a one-off training session for your sales staff It is not something you focus on short term. It is not a job that belongs to somebody else DRIVING ATV IS SOMETHING THAT HAPPENS EVERYDAY
On Target for ATV

Getting on Target for Driving ATV The Company Actions The Managers Actions

The Visual Teams Actions

ATV

Head Office Actions

The Sales Staff Actions

The Prize
On Target for ATV

Company Actions
Does your company
..have an agreed ATV target? ..have a report that shows the ATV figure? ..hold regular meetings to review your ATV result? ..have a way of showing the result by store/ division? ..communicate it within the whole operation? ..make it an agenda point at sales meetings? ..use it as a part measure of a Store Managers performance? ..talk about ATV from the boss to the sales advisor? ..recognise Driving ATV success? ..actively seek employees with advanced Selling Skills? ..talk about it with your UK Business Manager?

On Target for ATV

Getting on Target for Driving ATV The Company Actions The Managers Actions

The Visual Teams Actions

ATV

Head Office Actions

The Sales Staff Actions

The Prize
On Target for ATV

The Managers Actions

Do you.
.know what the ATV is for your store? .know how you compare to other stores within your company? .have a strategy for increasing your stores ATV? .talk ATV with your Operations Team? .promote in-store services ( Bra Fit) to drive ATV? .ensure shop floor stock levels reflect promotional activity? .regularly visit your competitors? .communicate the ATV result to your management team? .make it an agenda point at every sales review meeting? .talk personally to your Sales Staff about the ATV result? .actively seek opportunities in your store to increase ATV? .use ATV as a way of measuring service levels in your store? .review service levels and manage poor performers? .recognise Driving ATV success within your sales teams?
On Target for ATV

Getting on Target for Driving ATV The Company Actions The Managers Actions

The Visual Teams Actions

ATV

Head Office Actions

The Sales Staff Actions

The Prize
On Target for ATV

Sales Staff Actions

Do you.
..know the ATV figure for your store? ..know the ATV figure for your division? ..know your store/ divisional daily sales target ..talk to customers about the latest offers in the store? ..take time to find out what your customer really wants? ..be proactive in offering solutions to your customer? ..think about and offer alternatives when items are out of stock? ..constantly update your product knowledge in all divisions? ..think about what add-on sale links to each product? ..encourage your colleagues to drive ATV? ..coach less experienced members of staff to be like you? ..maintain option levels and recovery standards? ..know your best selling lines? ..use your time on the tills to promote further shopping in your store?

On Target for ATV

Getting on Target for Driving ATV The Company Actions The Managers Actions

The Visual Teams Actions

ATV

Head Office Actions

The Sales Staff Actions

The Prize
On Target for ATV

The Visual Teams Actions

Do you
.know your stores ATV figure? .know your stores sales figures and targets? .understand the importance of using the C.V. layout guidelines? .promote the use of C.Vs within your store? .coach less experienced members of staff to use CVs .use the appropriate ticketing at all times? .maximise the impact of collateral to promote key events? .ensure mannequins look exciting and are accessorized ? .make sure window displays have a strong customer message? .know the stores best selling lines? .support the Store Management in reviewing all divisions? .support the Store Management to maintain layout and merchandising standards?

On Target for ATV

Getting on Target for Driving ATV The Company Actions The Managers Actions

The Visual Teams Actions

ATV

Head Office Actions

The Sales Staff Actions

The Prize
On Target for ATV

Head Office Actions HR

Learning and Development

Merchandising

On Target for ATV

HR Actions
Does HR.
.review all vacancies to ensure staffing cover matches the store trading pattern? .have a method of testing selling skills in place as part of the interview process? .follow a set interview procedure to ensure consistency across new employees? ensure that all new starters receive the correct initial training? ensure that all new starters are reviewed in their first 3 months of employment? ensure that managers are supported to manage poor performing staff ? .regularly review Labour Turnover figures (LTO)? .have a strategy to reduce LTO to keep good staff in the business? .review levels of absence in the stores? .support managers in the process of managing cases of persistent absence? .have a clear succession plan to develop talent within their business?
On Target for ATV

Learning and Development Actions

Do you..
train the importance of Driving ATV to all New starters? talk about Driving ATV during Induction for New starters? train customer service skills as part of till training for cashiers? train Driving ATV as part of Fitting Room Training? train managers to challenge poor customer service in their stores? support Store Managers with specific store training needs?

On Target for ATV

Merchandise Team Actions

Do you.
..Know what the ATV is for company / store? ..Know your winners? ..Ensure impulse buy products in stock and at till points? ..Correct equipment to display stock ( T arms etc)? ..Talk about ATV on store visits? ..Talk about ATV in your meetings? ..Talk ATV with the UK team? .. Plan the marketing calendar to have ATV driven promotions? ..Ensure you back promotions / GWP with stock? ..Review the success/ missed opportunities of each promotion? ..Action plan how to maximise opportunities next time? ..Keep Best Buys in stock? ..Back Best Sellers in depth? ..Allocate stock to CV right product right place right time
On Target for ATV

Communicating ATV
Do you..
make sure figures are easy for staff to understand? ensure part-time staff are fully briefed? express ATV increases / decreases as % to make meaningful comparisons? talk about Last Weeks ATV when you tell staff about Last Weeks sales? use your morning meetings to promote ATV awareness? review ATV at your weekly management meetings? discuss ATV opportunities as part of any store walk-round? have an up to date ATV notice board in a staff area that staff have easy access to? make sure you always know your current ATV and ATV target?

On Target for ATV

Promoting ATV
Here are some ideas you might want to use to promote ATV in your stores

Company-wide ATV Event Select a 5 week period in the trading calendar. Use first week to re-train in all stores. Use weeks 2,3,4,5 for stores to drive ATV in % increase terms against each other against store ATV Targets.
In- store Take the same week last year. Calculate the ATV by division. Use that ATV as a benchmark. Have a Champion Division of the week for % increase over that figure. Publish on notice board ATV Team of the Week

Driving ATV During Promotions Target stores with an ATV Increase during a specific promotion talk about BASKET SIZE more items in the basket. Sales Manager Challenge Either within a store or across the company by division. Result based on % increase on individual target
Notice Boards Using Notice Boards in staff areas will Keep interest alive and spread knowledge Make sure they are fun and up-to-date

On Target for ATV

Promoting ATV
MORE TIPS When running team events add a fun element by staff choosing team names Use photographs on notice boards of winning teams Keep the message on notice boards simple and up to date Make sure notice boards are eye- catching Ask staff about results as you walk round to test for knowledge In stores use divisional ATV as average selling price by division will affect the ATV. Use Bra Fit on lingerie to drive ATV in that division Have a product of the week by division that all staff have to introduce to every customer shopping those product areas. ( example on lingerie in might be the pack knicker) USING INCENTIVES
It is not always about CASH.! Use small locally bought prizes such as confectionary Issue the winners with simple certificates ( processed on PC) Make an event of the presentation of any prizes. Big prizes can be subject to a winners draw ( all winners names in a hat) Reward genuine success all winners subject to target being achieved!
On Target for ATV

Managing ATV in your business

Set very clear ATV objectives for yourself and your team. Recognise good and bad performances
Manage those performances Review your progress
On Target for ATV

Managers D riving AT V through the T eam

1 SET T H E O BJ ECT IVE

4 REVIEW PRO GRESS

ATV

2 RECO GN ISE ACH IEVEMEN T

3 MAN AGE PERFO RMAN CE

On Target for ATV

ATV the bigger picture

Driving ATV in your store means looking at the bigger business picture There may be many factors inside and outside of your business that are influencing your result.
The successful ATV Manager recognises how all these impact on the business and takes action!
On Target for ATV

AT V

IN T ERN AL FACT ORS

EX T ERN AL FACT ORS

OPERAT ION AL

YOU

T EAM

LOCAL COMPET ION

LOCAL MARKET IN G

PH YSICAL FACT ORS

ST OCK
Range Planning Option Control Replenishment Statement Opps Stock Levels

VISIBLE
Role model behaviours Reward success Communication Performance Mgt Appraisals Coaching Motivation

VISIBLE
Customer aware Product knowl. Coaching New Starters Motivation Absence LTO

VISIBLE
What? Who? Regular Updates Future Events Promotions Ranges Products

VISIBLE
Evaluation Target Message Short term Long term

VISABLE
Demographics Infra structure Weather

SPACE MGT
Reporting Linear Conv

VISUAL/ CV
Implimentation Ticketing Control Maintenance Shopability

IN VISIBLE
Desire Knowledge Attitude

IN VISIBLE
Knowledge Attitude

SALES
Sales Info Accuracy Type of Print Event Execution

HR
Recruitment Induction Development

On Target for ATV

Using S.M.A.R.T.E.R Objectives

For an objective to work for you it needs to be Specific = is it very clear? Measurable = can you measure the result? Achievable = is it possible? Realistic = can it be done within the business? Time-bound = is there an agreed time limit? Exciting = does it engage people? Reviewable = can you see how well you are doing?
On Target for ATV

Specific M easurable A chievable Realistic T ime Bound Exciting Reviewable

On Target for ATV
AT V THE PRIZE

Training Information
The following training material is available to support your team development in this area of your business Store Managers Training session notes Store Managers Workbook Supervisor Training 4 hour training session notes Sales Advisor 2 hour training session notes All Training Materials are available from the B2B site Follow Training - ATV

On Target for ATV

Further Information
If you require any further information about any of the ideas or actions outlined in this pack the UK team will be only to happy to advise you. Please do not hesitate to contact either. Your dedicated Debenhams International Business Manager Your International Learning and Development Manager (UK) ashley.pearce@debenhams.com

On Target for ATV