Today’s ‘Word to the RetailWise’ is: Take responsibility for providing Buyers with merchandise feedback.
The Buyer’s in your retail operation may be incredibly talented…but they are not mind readers. Whenever they purchase goods that will be available for sale in the stores, they rely on their skills, talent and experience. It’s their job to get the right merchandise into the stores at the best margin they can make on it. Let’s face it…that’s got to be tough. Their mistakes will always be noticed.
So, store personnel need to do their part to help out.
How often have you heard a Sales Associate complaining that the Buyer’s don’t know what they’re doing and the Buyer’s complaining that the Sales Associates don’t know how to sell? It’s very common .
Anyway, from a Store Operations perspective, know that once the goods arrive in your store you must take ownership of them. What else are you going to do? The company owns the merchandise and it’s your job to get them sold.
First, and foremost, store personnel need to be up to speed with product knowledge; all the features and benefits. The merchandise needs to be displayed properly, etc. Ideally, you sell out at first price!
In that case, the Buyer’s will likely get the picture without much feedback from you. They have numerous reports that show them what is moving and what isn’t. Of course, it’s still a good idea to let them know why a particular item was so popular.
However, if you have difficulty moving the merchandise after all of your best sales efforts, it may mean that there is something about it that the customer is not happy with. Your job is to figure out what that something is and ensure the feedback gets to the Buyer. After all, you’re in the best position to know.
If you don’t provide credible feedback and more of that same merchandise is purchased, the company will be less profitable than it could be. And no one wants that.
So, keep notes regarding the merchandise offered for sale in your store – good and bad – and make sure it gets to the right people. Remember to give honest, unbiased feedback; be impeccable with what you say. The Buyer has a big job to do, too!
All the Success!
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Retail Selling Skills & Customer Service Fundamentals: http://www.dmsretail.com/retailsellingandserviceskillshs.htm
Retail District Management: http://www.dmsretail.com/retaildmstudycourse.htm
Retail Operations Management: http://www.dmsretail.com/RetailOperationsCourse.htm