Presentation on theme: "Marketpoint | Green Rd Pharmacy Sept| Oct | Nov Behaviours Review RETAIL PERFORMANCE METRICS."— Presentation transcript:
Marketpoint | Green Rd Pharmacy Sept| Oct | Nov Behaviours Review RETAIL PERFORMANCE METRICS
IMPORTANCE OF BEHAVIOURS Critical Ancillary Important Customer Lifetime Value (ATV, Loyalty, Expectation) Low High Pharmacy Jewellery Telco FurnitureElectrical Footwear Pet Fashion Sports Home|Gift Entertainment Forecourt Discount Grocery
BEHAVIOURS LADDER LADDER ACKNOWLEDGEMENTOFFER OF HELPQUALIFYINGKNOWLEDGERECOMMENDATIONUPSELLINGCLOSING VOID 1 The customer was not acknowledged as they enter the store or during the first few minutes of arrival. There were no staff members to be seen in the store for the first minutes or so. There were no staff members on the store floor to approach. There were all back of house. The customer waited for a suitable period of time to be proactively offered help but was not. There was no interaction to allow qualifying questions to be asked. Staff member knowledge was not checked as there were no staff members available on the store floor. There was no staff member available to make a recommendation. There were no staff members available to link sell or up sell. There were no staff member available to close the sale. 2 There was no acknowledgement of the customer as they entered the store or during the first minutes of arrival. The staff members were towards the back of the store and were oblivious to customers in the store. Staff were on the shop floor and were not busy but no proactive offer of help was given. The staff member did not ask any questions. The standard of product knowledge was non existent. The customer was taken aback with the complete lack of knowledge. No product recommendation was made. The customer was left to decide for themselves. No effort to link sell/ upsell. It was not even considered by the staff member. There was no effort made to close the sale. The customer was left to their own devices. UNDER PERFORM 3 There was no acknowledgement of the customer as they enter the store or during the first minutes of arrival. Staff were task orientated and not customer focused. Staff were on the shop floor and were task orientated but no proactive offer of help was given. The staff member asked a couple of question but not enough to qualify what the customer really wanted. The staff members standard of knowledge was poor but the tried to bluff their way by giving the incorrect information to customer. They didn't read instructions or tried to attain the correct information. Although a selection of products were presented by the staff member they did not identify an exact product as a solution. No effort to link sell/ up sell was made. The staff member came across as rushed and indifferent to suggestion a complementary, more expensive product. There was an effort made to close the sale but it was awkward and ineffective. 4 There was no acknowledgement of customers as they enter the store or during the first few minutes of arrival. The store was moderately busy. Staff were dealing with other customers. However, there was an opportunity as the staff member traversed the store (for example) to acknowledge the customer. The store was moderately busy and staff were dealing with customers. However, proactive offer of help could have been given in a timely manner. None was received. The staff member asked questions but the questions asked didn't establish exactly what the customer required. The staff member's standard of knowledgeable was poor but they made an effort to advise the customer by going online, by reading the side of the box or reading the usage instructions on the product. The recommendation did not breed confidence in the customer. A tentative product recommendation was made by the staff member. However the customer did not have confidence in the recommendation. No effort to link sell/ up sell was made. The staff member came across as being lacking in ability/knowledge to suggest a complementary or a more expensive product. There was an effort to close the sale but it was mechanical and uninspiring. AVERAGE 5 There was no acknowledgement of customers as they entered the store or during the first few minutes of arrival. The store was very busy and staff members were very busy with other customers and queues. No proactive offer of help was made because the store was very busy and staff were preoccupied with customers. A minimum number of questions were asked but key questions were missed. The staff member did grasp what the customer required but important background information was missed. No rapport was made with the customer. The staff members standard of knowledge was poor but the found another staff member what could correctly advise the customer. The staff member made a product recommendation. The staff member was confident in their recommendation. However, their recommendation did not seem credible! An effort to up sell and link sell was made but the attempt came across as mechanical and unfounded. The staff member asked for the sale by asking if the customer was happy with the suggested product. 6 Eye contact was made by staff members but it was cold and unwelcoming. A proactive offer of help was given but the offer was rushed and not appropriate. The customer felt that they are a distraction to the staff member. They felt unvalued. A standard number of questions were asked. There was no real extra effort made to build a rapport or to really qualify what the customer required. The standard of product knowledge is average. It does not meet the expectation of the customer. The customer was underwhelmed by the standard of product knowledge. The staff member made a product recommendation. The staff member was confident in their recommendation. However, when the staff member was questioned further their replies left the customer unconfident in their recommendation. An effort was made to up sell and link sell was made but the attempt was timid and weak. The staff member suggested that there was limited stock available and that this product was a suitable solution. PERFORM 7 Eye contact was made by the staff member and perhaps a nod - the gesture was warm and welcoming. A proactive offer of help was given. Staff were friendly and the offer of help was suitable. However, the offer of help was delayed and should have been made sooner. A substantial number of questions were asked but the quality of questions asked was poor and did not establish the exact needs of the customer. The standard of product knowledge was good. The staff member was knowledgeable but was limited in their ability to communicate their knowledge with the customer. The staff member made a product recommendation and backed it up with knowledge but could have been more passionate and convincing. An attempted was made to upsell and linksell. The recommendation seemed credible. The staff member listed the benefits of the product to the customer and reiterated that the product in question was suitable. 8 Substandard oral acknowledgement was made. The customer was greeted but it felt like a distraction for staff. An offer of help was made in a friendly, timely and suitable manner. The customer felt welcome in the store. Good insightful questions were asked. A good effort was made to establish what the customer required. The standard of product knowledge was good and the staff member was a good communicator. They were engaged and helpful. The customer felt pleased with the information received. The staff member made a product recommendation. They came across as credible and knowledgeable. An up sell and link sell was attempted. The suggestion was credible but lacked urgency. The staff member created a real sense of urgency thus encouraging the customer to purchase the product. EXCEED 9 A good proactive acknowledgment was made. The customer felt welcome to the store. The offer of help was very friendly and timely. Very positive interaction was made. The customer felt very welcome to the store. Very good, insightful questions were asked. The staff member made a good effort to find out what the customer really required and built a good rapport with the customer. The standard of knowledge was very good. The staff member was engaged and communicated clearly about the subject in question. The customer was confident in the information that they received from the staff member. The staff member made a product recommendation and they were very convincing in their conviction and did breed confidence in the customer. The staff member was passionate in their link and up sell suggestion. They impressed the customer but the customer could take it or leave it. The staff member put the product in the customers hand and escorted them to the counter. They asked for the sale. 10 Excellent proactive acknowledgment was made. The staff member made good, warm eye contact and gave a friendly welcome. The customer felt valued and very welcome to the store. The offer of help was extremely friendly and timely. The customer found it very personal and the interaction to be very positive. They felt like a treasured customer. Excellent, knowledgeable and probing questions were asked. The staff member went to great lengths to find out what the customer really required and built a good rapport with the customer. The staff member had a comprehensive understanding about the needs of the customer. The standard of knowledge was excellent. The staff member amazed the customer and they were engaged and passionate about the subject in question. The went above and beyond the expectations of the customer. The staff member made a product recommendation with such intelligence e and passion that the customer was extremely confident I the product recommended and had no hesitation in purchasing the product. The recommendation demonstrates credibility and authority. The staff member made a passionate attempt to link sell or up sell in this occasion. Their passion was infectious and their intelligence and credibility forced a link sell/ up sell. The staff member's enthusiasm about the product was infectious and convincing. They put the product into the customers hand and pointed out the positive aspects of the recommended product. They asked for the sale. They escorted the customer to the counter reiterating the good choice made and commended the customer of their excellent choice.
RETAIL BEHAVIOURS Sept | Oct | Nov Marketpoint | Green Rd Pharmacy Versus Sector
In Summary for Retail Behaviours – Status Retention – Marketpoint | Green Rd Pharmacy is outperforming the pharmacy average by a huge differential across all behaviours. Customer awareness, proactive offers of help and linkselling in retail is significantly above the pharmacy sector average. All Service Interventions – With regards to all seven behaviours Marketpoint and Green Rd Pharmacy is 31% above the Pharmacy sectors average in retail. Marketpoint | Green Rd Pharmacy – 9.26 | Pharmacy Average – 7.07 COMPANY VERSUS SECTOR - RETAIL BEHAVIOURS AcknowledgeHelpQualifying KnowledgeRecommendLink SalesClose TOTAL SERVICE Marketpoint | Green Rd Pharmacy Behaviours 9.679.839.33 9.677.839.17 9.26 All Pharmacy Sector Behaviours 6.93 7.467.907.874.957.45 7.07 All Independents Behaviours 6.656.857.307.70 3.707.25 6.74 All Multiples Behaviours 6.997.037.567.967.905.147.45 7.15 Boots Behaviours 5.745.006.227.157.363.227.24 5.99 Differential is 2.742.901.871.441.802.891.712.19 Marketpoint | Green Rd Pharmacy Differential 39%42%25%18%23%58%23%31%
OTC BEHAVIOURS Sept |Oct| Nov Marketpoint | Green Rd Pharmacy Versus Sector
In Summary for OTC Behaviours – Status Retention – Marketpoint / Green Rd Pharmacy are outperforming the pharmacy average in OTC with regards to all 7 behaviours. The pharmacy particularly excels at approaching the customer and offering help. Customer awareness is very good. Linkselling skills are excellent and exceed the market by 37%! Overall Service –Marketpoint / Green Rd Pharmacy has out performed the OTC market by 14% with regards to all behaviours. Excellent work! All Service Interventions for OTC – Marketpoint | Green Rd Pharmacy – 8.86 | Pharmacy Average – 7.85 COMPANY VERSUS SECTOR - OTC BEHAVIOURS AcknowledgeHelpQualifying KnowledgeRecommendLink SalesClose TOTAL SERVICE Marketpoint / Green Rd Behaviours 8.1710.008.839.009.337.509.178.86 All Pharmacy Sector Behaviours 7.657.888.078.518.845.488.507.85 All Independents Behaviours 6.767.247.908.389.053.817.67 7.26 All Multiples Behaviours 7.807.968.128.498.795.788.60 7.93 Boots Behaviours 6.597.067.478.718.104.22.168 7.13 Marketpoint / Green Rd Differential7%27%9%6% 37%8%14%
Marketpoint | Green Rd Pharmacy Net Promoter Score
The Net Promoter Score is based on the fundamental perspective that every company’s customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question — How likely is it that you would recommend your company to a friend or colleague? — you can track these groups and get a clear measure of your company’s performance through your customers’ eyes. Customers respond on a 0-to-10 point rating scale and are categorized as follows: Promoters (score 9-10) are loyal enthusiasts who will keep buying and refer others, fuelling growth. Passives (score 7-8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. Detractors (score 0-6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth. To give an indication: according to Reichheld, creator of the NPS concept, the average American company scores less than +10 on the NPS, while the highest performing organizations are situated between +50 and +80. These values may however vary considerably from sector to sector and from culture to culture.
NPS TABLE PharmacyNPS Marketpoint100 Green Rd67 Boots8