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On Target for ATV

ATV

Getting on Target for Driving ATV

The Company

Actions

The Managers

Actions

The Sales Staff

Actions

The Prize

TheVisual

Teams

Actions

Head OfficeActions

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Contents

1. Why is it important?

2. Making it part of your business culture

3. ATV focus for the Company

4. ATV focus for the Managers5. ATV focus for the Sales Staff

6. ATV focus for Visual Teams

7. ATV focus for Head Office Teams

8. Communicating the message

9. Promoting it to your teams

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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 customerfocused service

Increases customer satisfaction

Builds customer loyalty / Repeat business

Allows you to measure store performance even iffootfall is decreasing as it shows that all customers

entering the store spent more money with you.

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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 salesstaff

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

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On Target for ATV

ATV

Getting on Target for Driving ATV

The Company

Actions

The Managers

Actions

The Sales Staff

Actions

The Prize

TheVisual

Teams

Actions

Head OfficeActions

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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?

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On Target for ATV

ATV

Getting on Target for Driving ATV

The Company

Actions

The Managers

Actions

The Sales Staff

Actions

The Prize

TheVisual

Teams

Actions

Head OfficeActions

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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?

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On Target for ATV

ATV

Getting on Target for Driving ATV

The Company

Actions

The Managers

Actions

The Sales Staff

Actions

The Prize

TheVisual

Teams

Actions

Head OfficeActions

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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?

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On Target for ATV

ATV

Getting on Target for Driving ATV

The Company

Actions

The Managers

Actions

The Sales Staff

Actions

The Prize

The

VisualTeams

Actions

Head OfficeActions

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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?

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On Target for ATV

ATV

Getting on Target for Driving ATV

The Company

Actions

The Managers

Actions

The Sales Staff

Actions

The Prize

TheVisual

Teams

Actions

Head OfficeActions

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Head Office Actions

HR

Learning and Development

Merchandising

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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 interviewprocess?

.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?

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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?

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Merchandise Team Actions

..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

Do you.

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Communicating ATVDo 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?

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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.

Driving ATV During Promotions

Target stores with an ATV

Increase during a specific

promotion talk about BASKET

SIZE more items in the basket.

In- store

Take the same week last year. Calculate

the ATV by division. Use that ATV as abenchmark. Have a Champion Division

of the week for % increase over that

figure. Publish on notice board ATV

Team of the Week

Sales Manager Challenge

Either within a store or across the

company by division. Result based

on % increase on individual target

Notice BoardsUsing Notice Boards in staff areas will

Keep interest alive and spread knowledge

Make sure they are fun and up-to-date

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Promoting ATV

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 divisionHave 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!

MORE TIPS

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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

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1SET T HE

OBJECTIVE

3MANAGE

PERFORMANCE

4REVIEW

PROGRESS

2RECOGNISE

ACHIEVEMENT

Managers Driving ATV through theTeam

ATV

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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 howall

these impact on the business and takes action!

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ATV

OPERATIO NAL YOU TEAM LOCAL

COMPETION

LOCAL

MARKETING PHYSICALFACTORS

INTERNAL

FACTORS

EXTERNAL

FACTORS

STOCK

Range Planning

Option ControlReplenishmentStatement OppsStock Levels

SPACE MGT

ReportingLinear Conv

VISUAL/ CV

ImplimentationTicketing ControlMaintenanceShopability

SALESSales Info AccuracyType of PrintEvent Execution

HR

RecruitmentInductionDevelopment

VISABLE

DemographicsInfrastructure

eather

VISIBLE

EvaluationTargetMessageShort termLong term

VISIBLE

hat?ho?

Regular UpdatesFutureEventsPromotionsRangesProducts

VISIBLE

Customer aware

Product knowl.CoachingNew StartersMotivation

AbsenceLTO

INVISIBLE

KnowledgeAttitude

VISIBLE

Role model

behavioursReward successCommunicationPerformance Mgt

AppraisalsCoachingMotivation

INVISIBLE

DesireKnowledge

Attitude

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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?

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ATV

THE

PRIZE

Specific

Measurable

Achievable

Realistic

T ime Bound

Exciting

Reviewable

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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

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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