Mystery shopping data collected from venues worldwide provides an accurate account of current trends and the ability of venues to influence buying decisions, increase retail sales and improve overall profitability.
59club measures the retail Industry’s ability to approach a customer within a minute of browsing a specific product. It’s a well measured practice that allows time to browse without feeling neglected.
The Industry average (of Unaffiliated properties) sits 42% behind the 59club Podium (the three Best Performers overall). The way the approach is made has a devastating effect, and it comes down to the age-old question “can I help?” This phrase has no place in 59club’s sales process. Instead, employees should instigate open and engaging conversation, with questions about the customer’s golf to build trust and create rapport.
As the customer begins browsing in a certain area of the shop, that conversation can develop around the sale. For example, when someone is showing signs of interest in your golf shoes you could ask what brand they currently wear, how they like them and if there is anything they found disappointing – all naturally engaging conversation starters.
In terms of the ability to begin sales-related conversations, we see the Podium outperform the Industry by as much as 60%.
As the conversation develops, there is the opportunity to promote features and benefits. However, as we look to the Podium to set the tone, there is a difference of just 16% between the Best Performers and the Industry.
In contrast, when it comes to listening to the customers’ words, prising out and interpreting their needs, the difference between the Industry and Podium is vast. The ROI on getting this right not only makes a significant P&L effect but will lead to happy customers.
The Podium Performers enjoy a 54% lead over the Industry when it comes to actively listening and matching the benefits of the product to the customer in response to their needs. Upselling related sale items are easy add-ons to increase revenue. The Industry currently sits 88% behind the Podium Performers in this area.
Finally comes the moment the sales process has been building up to – closing the sale. Trends show the Industry remains 40% behind the Best Performers in this area, a significant gap that highlights the Industry’s hesitancy and ability to seize sales opportunities.
The Right People on the Bus
Perfect fit as 59club partners with leading sportswear brand Turtleson
