C1 - Internal use

REFLECTION-VISUAL  TOP DOOR DEPARTMENT STORE STRATEGY

Challenge: Men’s fragrance department is being moved into an undesirable location which could be disastrous for my retail sales in my two biggest stores.

I work for a major Fragrance Company and my biggest Retail Account is making some mandatory floor plan changes. It doesn’t look like this will be beneficial to  my fragrance business in these stores. Mens fragrance does a significant amount more of my retail sales than Women’s Fragrance and this is the part of my  business that will be impacted. I have to find a way to continue to make my sales goals.

Problem #1 Mens fragrances is being moved from the Mens dept. to the Womens dept. Mens fragrances will be combining with Women’s fragrance on the  Women’s floor in the store

Problem #2 How do we get our male clientele to go upstairs to purchase their fragrance since there will be nothing to draw Men to shop upstairs because  entire floor is geared towards women shoppers.

Application: I needed to come up with a strategy to continue to grow my retail sales.

Since we no longer had representation in the Mens Dept. I partnered with Store Management to put together a floor plan complete with an event strategy for  every weekend in our original location in the Mens department using brand specific banners, alpha towers to place product to sell and tables so we had dual  exposure. We added Women’s fragrance testers and product to our Mens fragrance set up in Mens to show his and hers representations of the Fragrance.

In order to increase our average unit sale we asked every customer if they had someone special besides themselves that they like to buy fragrances for or any  upcoming birthdays / holidays etc and demonstrated it on the arm side by side. This strategy proved to be a huge success with nothing more than a suggestion  and demonstration.

In addition to the space that we secured in the Mens Dept. for our weekend events, we attended morning rallies to kick off the events.

We held monthly associate trainings and gave them gratis to take home and try in order to get the store associate involved in selling our fragrances.

Insight:  Once I learned about the move I was so concerned about the possible disastrous results this would have on my business that it was hard for me to  step outside of the box and think about creative ways to continue driving my business. I wasted some valuable time by not thinking outside of the box and  recognize that there was a great deal of opportunity to not only maintain, but growing my business. When we put this plan in place and executed this strategy  my business grew double digits.

Approach: Partnering with the Store Management was a crucial step in the success of rolling out this strategy. They were just as concerned about the  move and the potential loss of not only sales but clients that did not want to be bothered by going upstairs to buy their fragrance. Strategizing with the store  helped to build an even stronger relationship because we worked together to find a solution. I learned that staying positive and keeping an open mind, looking  for opportunities within obstacles and partnering with the store are crucial to running a successful business.


C1 - Internal use REFLECTION - VISUAL TOP DOOR DEPARTMENT STORE STRATEGY Challenge : Men ’s fragrance department is being moved into an undesirable location which could be disastrous for my retail sales in my two biggest stores . I work for a major Fragrance Company and my biggest Retail Account is making some mandatory floor plan changes . It does n’t look like this will be beneficial to my fragrance business in these stores . Mens fragrance does a significant amount more of my retail sales than Women ’s Fragrance and this is the part of my business that will be impacted . I have to find a way to continue to make my sales goals . Problem # 1 Mens fragrances is being moved from the Mens dept . to the Womens dept . Mens fragrances will be combining with Women ’s fragrance on the Women ’s floor in the store Problem # 2 How do we get our male clientele to go upstairs to purchase their fragrance since there will be nothing to draw Men to shop upstairs because entire floor is geared towards women shoppers . Application : I needed to come up with a strategy to continue to grow my retail sales . Since we no longer had representation in the Mens Dept . I partnered with Store Management to put together a floor plan complete with an event strategy for every weekend in our original location in the Mens department using brand specific banners , alpha towers to place product to sell and tables so we had dual exposure . We added Women ’s fragrance testers and product to our Mens fragrance set up in Mens to show his and hers representations of the Fragrance . In order to increase our average unit sale we asked every customer if they had someone special besides themselves that they like to buy fragrances for or any upcoming birthdays / holidays etc and demonstrated it on the arm side by side . This strategy proved to be a huge success with nothing more than a suggestion and demonstration . In addition to the space that we secured in the Mens Dept . for our weekend events , we attended morning rallies to kick off the events . We held monthly associate trainings and gave them gratis to take home and try in order to get the store associate involved in selling our fragrances . Insight : Once I learned about the move I was so concerned about the possible disastrous results this would have on my business that it was hard for me to step outside of the box and think about creative ways to continue driving my business . I wasted some valuable time by not thinking outside of the box and recognize that there was a great deal of opportunity to not only maintain , but growing my business . When we put this plan in place and executed this strategy my business grew double digits . Approach : Partnering with the Store Management was a crucial step in the success of rolling out this strategy . They were just as concerned about the move and the potential loss of not only sales but clients that did not want to be bothered by going upstairs to buy their fragrance . Strategizing with the store helped to build an even stronger relationship because we worked together to find a solution . I learned that staying positive and keeping an open mind , looking for opportunities within obstacles and partnering with the store are crucial to running a successful business .