Go Back to www.IndependentRetailer.com NEWS Retailers Miss Sales Opps


A RECENT study from NY based ICC/Decision Services shows that while retail associates are focus- ing on their customers, they’re not taking the extra steps needed to close or add to a sale. ICC/Deci- sion Services, which designs and executes customer experience management programs, visited more than 50 retailers across the categories of apparel, department store, electronics, home improve- ment, toy, specialty and sporting goods, to measure their readiness for the recent holiday season. From October 26 through November 18, ICC/Decision Services conducted 1,621 nationwide store visits to as- sess sales helpfulness and employee service. In areas such as greeting


and thanking customers, and clean- liness, for instance, the majority of retailers scored well, which indi- cates store associates are focusing on the customer experience. Yet in other key areas, such as


explaining promotions, suggesting additional items, and determining customer needs, many retailers were found to be underperform- ing. For example, suggestive selling occurred only 43.7 percent of the time, on average, across all store visits, the report found. “Associ- ates may be handling customers graciously,” David Rich, president and CEO of ICC/Decision Services, said in a statement, “but they are not converting that relationship into sales.” Consequently, Rich added,


“Retailers are still leaving millions on the table.” The top performing retailer


was Yankee Candle Co., which earned an overall score of 92.8 out of a possible 100, achieving a selling score of 87.8 and a service score of 97.8. The lowest perform- ing segments of the marketplace included: sporting goods, depart- ment stores and toy departments. Among the major retailers visited were: Aeropostale, Ann Taylor, Best Buy, Build-A-Bear, Dick’s Sport- ing Goods, Game Stop, Gap, J. Crew, Kohl’s, Macy’s, Nordstrom, Offi ce Depot, Sears, TJ Maxx, Tar- get and Toys “R” Us. To see the complete benchmark study, go to www.iccds.com/benchmarks. ■


Toll Free: 866-795-7990


Below Wholesale. Above Expectations.


Women’s Overstock Apparel & Accessories Wholesale & Overstock Specialty Items Wholesale Clearance Sale Brand Name Children’s Overstock Overstock Pallets & Truckload Shipments


We are a wholesale overstock distributor specializing in purchasing & liquidation of high-end overstock, quality merchandise from the nation’s leading upscale department stores and specialty retailers.


We carry overstock clothing and apparel, lingerie, accessories, and more… all at prices well below wholesale!


www.MadisonAvenueCloseouts.com 16 January 2011


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