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BE NICE TRAINING
1
2
Introduction
• PUMA is one of the leading
sports brands in the world,
and not only do we have high
media profile through our
advertising, but also through
our contracted teams and
stars in a variety of sports.
• The only way we can become
“the most desired brand in the
world” is through people like
you!
3
Objectives By the end of the training you will be able to:
• Explain the origins and culture of PUMA-
• Explain the importance of providing great service
• Use service and selling techniques to make shopping at PUMA a great experience
• Explain and follow the standards expected of your job role
• Use the procedures and resources to carry out your job to meet the standards required
• Understand the PUMA brand and how you can best represent it
4
Welcome to PUMA Agenda
• Mission statement
• PUMA values
• The PUMA story
• Job Description – your role
• Dress Code and Discount Policy
• Service Standards
• Store Tour
• Sales and Service Targets
• Communication
• Puma Products
• Policies and Procedures
• Health and Safety
• Loss Prevention
5
Mission Statement
PUMA has the long-term
mission of becoming the
most desirable and
sustainable sport
lifestyle company
Induction Presentation - Employee Guide
6
PUMA Cornerstones
• Be a leader
• Have passion
• Have belief
• Be an entrepreneur
• Have fun
• Keep pushing
Be a Leader
• We strive to be the leader in
everything we do.
• We keep surprising our
consumers.
• We take them in new
directions with the originality
of our product and designs.
• We aim to be ahead of the
game daily in our stores.
7
Have Passion
• We are proud of our sports heritage.
• We are passionate and hungry for new ideas.
• We love products we create and sell.
• We love our job, our stores and our customers.
8
Have Belief
• We are not afraid to challenge
the unknown, ourselves and
each other.
• We have confidence.
• We can offer our consumers
something:
• better,
• smarter,
• more enjoyable
9
Be an Entrepreneur
• We own ideas and take
responsibility to make them
work.
• We embrace new ideas as a
challenge. We are always on
the move trying new stuff.
• We have potential for growth
and areas for improvement.
• We are hands on
10
Have Fun
• We have fun while we work.
Our enthusiasm is infectious.
• We thrive on the excitement of
our stores and marketplaces.
• We can all have a voice and
freely express our opinions.
• Respect and understanding is
part of our culture
11
Keep Pushing
• We all have an opportunity to
mark and make the difference.
• We strive to move forward and
push boundaries.
• We never take the easy
option. We push each other
and ourselves.
• We never give up on great
ideas
12
13
The PUMA Story
In 1924, Adi and Rudolph
Dassler began manufacturing
sports shoes under the name of
the Dassler brothers.
The German company gained
world renown for new
approaches and manufacturing
quality.
In 1948 the brothers parted
company- one to form Adidas,
the other to form Rudolph
Dassler Sports manufacturing
under the name of PUMA………
14
PUMA Vision The 4 Keys
Fair . Honest . Positive . Creative
PUMA Vision - The 4 Keys
15
Fair
• balanced.
• We see both sides, and resist the
pressures that can push us into
extreme ways of thinking,
working or living.
• open to all, and refuse to
discriminate against people
gender, race, religion, political
persuasion, sexual preference, or
way of life.
• listening as much as we talk, and
giving back as much as we take.
Honest
• sincere.
• not faking it, walking the
walk as much as we talk the
talk
• putting our money, our time
and our energy where our
mouth is.
• admitting our mistakes, and
owning up to our
responsibilities - something
that applies to companies as
much as it does to
individuals.
PUMA Vision - The 4 Keys
16
Positive
• Constructive.
• building things - and people - up,
not breaking them down.
• suggesting rather than criticizing,
• working for solutions rather than
just complaining.
• supporting others when they try,
encouraging them when they fail,
and celebrating with them when
they succeed.
• “we can”
Creative
• imaginative.
• thinking outside the box
• finding a way around a
problem, rather than stopping
when the walls are too high.
• looking at new ways,
• listening to new ideas and
trying new strategies.
• striving for the most innovative
solution. Being
• having dreams, and then
making those dreams real
The 4Keys apply as much to the decisions
and actions of
• The CEO
• Our retail team members who interact with our
customers.
• Everyone in our company.
Eventually, PUMAVision and its guiding compass of
the 4 Keys will become an instinctive way of thinking
for PUMA as we work towards making our
contribution towards a better world.
Induction Presentation - Employee Guide
17
18
PUMA History
What is Puma? . Facts
What is a Puma?
• The word “Puma” comes from the Quechua (Native
American) language. In English Puma means Panther,
American Lion, Red Tiger, Ghost Cat, Mountain
Screamer, King Cat and Painted Cat…etc.
• Lives in North and South America.
• There is a considerable variation in color and size of
these animals across their range of habitats.
• Solitary cat. Avoids people. Driven nearly to
extinction.
• Recent conservation efforts have allowed their
numbers to grow. Vast range.
• Primary food is deer but also prey in a size range from
insects to Elk.
• Adult up to 200 pounds. Flying jumps to the ground
from a height up to 18 meter (60 ft.).
19
20
PUMA History - Facts
1924
Foundation of
“Gebrüder
Dassler
Schuhfabrik” by
Adolf & Rudolf
Dassler
Registration of
multiple patents
e.g. football boots
with lateral
support.
1936
Jesse Owens
wins 4 Gold
medals at the
Berlin Olympics
wearing Dassler
shoes
Athletes with
Dassler shoes
shatter :
• 2 World
• 3 Olympic
records
• win 7 Gold &
• 5 Bronze medals
1948
The brothers
parted company
• Adidas (Adolf),
• PUMA (Rudolf)
Introduction of
PUMA atom,
PUMA’s first
Football shoe.
21
PUMA History - Facts
1958
Brazil and
Sweden national
teams compete
for the first time
in PUMA shoes
with a formstripe
at the World Cup
in Sweden
1960
West Germany’s
Armin Hary wins
the 100 sprint at
the Olympics in
Rome wearing
PUMA track
shoes in 10.2 sec.
PUMA first to
introduce
“vulcanization”
production
technique
1962
Pelé win the
World Cup in
Chile for the
second time in a
row in PUMA
boots.
22
PUMA History - Facts
1967
The PUMA Logo
is designed by
the German
cartoon artist
Lutz Backes
1969
Quarterback Joe
Namath leads the
New York Jets to
Super Bowl III in
PUMA Shoes
1970
Pelé playing in
PUMA King boots
winning the 3rd
World Cup title in
Mexico
23
PUMA History - Facts
1974
Dutch football
legend Johan
Cruyff wins
“European
Footballer of the
Year” in PUMA.
1976
Bonanza
“Lifestyle” shoe
was born
1977
Argentina’s
Guillermo Villas
wins the US and
French Open
wearing PUMA
24
PUMA History - Facts
1982
Maradona of
Argentina plays
first world cup in
PUMA boots.
Armin Dassler
invents PUMA
Duoflex sole.
1984
Evelyn Ashford
wins 2 Olympic
Gold medals in
PUMA spikes
1985
17 year old Western
German Boris
Becker wins
Wimbledon using
PUMA shoes and
rackets
25
PUMA History - Facts
1987
PUMA becomes a
mass brand.
Frequent
management
changes
1992
PUMA sponsored
football team,
Werder Bremen,
wins the UEFA
European Winners
Cup in Lisbon
1993
Jochen Zeitz at age
30 is appointed
CEO and Chairman
of PUMA’s board of
Management.
26
PUMA History - Facts
1998
PUMA is the first
brand to merge
sports and fashion
&starts cooperation
with designer Jil
Sander to launch a
footwear collection.
1999
PUMA opens its 1st
Retail Concept
Store in Santa
Monica (California).
More stores opened
around the world
2000
Launch of
www.puma.com incl. regional e-
commerce
functions.
27
PUMA History - Facts
2001
Acquisition of
Scandinavian
TRETORN group.
Cooperation with
Japanese designer
Yashuhiro Mihara.
2002
Stores in London,
Rome, Tokyo, Boston,
Frankfurt, and
Melbourne open.
PUMA launches 96
hours collection for
business nomads.
2004
PUMA and Phillipe
Starck partnership.
PUMA and Mild Seven
Renault F1 sign a
multi-year supplier-
contract for team-,
foot- and racewear.
28
PUMA History - Facts
2005
PUMA becomes
official licensee of
Ferrari S.p.a. and
supplier of Ferrari
Marlboro F1 team and
official supplier of
Schumacher’s racing
shoes.
.
2006
PUMA is dominant
supplier at the
German World Cup
with 12 teams.
MORE
29
2007
PPR become the majority shareholder in PUMA (62%) & Jochen Zeitz joins
the PPR supervisory board PUMA becomes the official supplier of all four
Red Bull Motorsport teams: Red Bull Racing, Scuderia Torro Rosso, Red
Bull Nascar and Red Bull Air Race.
PUMA announces that it will enter the Volvo Ocean Race 2008-2009 with its
own boat. In addition, PUMA will be the official supplier and the official
licensee of replica merchandise for the offshore ocean race.
2008
As leading supplier of the 2008 Africa Cup, PUMA outfits nine of the 16
teams.
PUMA sponsors 16 national teams at the Olympic Games in Beijing
PUMA’s outstanding athlete Usain “Lightning” Bolt sets a new 100m world
record at 9.69 seconds, smashing his own mark from May this year, and
sprinted 200m in a world record time of 19.30 seconds PUMAVision is
launched.
2009
adidas and PUMA together for Peace: Employees play Football on Global
Peace Day (21st Sept)
PUMA smashes Sprint World Records with Usain Bolt at World
Championships in Athletics in Berlin (100m: 9.58s/200m: 19.19s)
• Before you can decide what type of
shoes to buy you need to know
what type of foot you have.
• There are different type of shoes
made for different types of feet
Introduction
• Buying for Looks
• Most customers are too concerned with fashion versus
function.
• Wrong Size
• Your foot changes over time and not all shoes are made
the same.
• The Shoe will “break-in”
• This is a misconception, the shoe should fit when you
buy it.
Common Mistakes
Ways on how to ensure fit is to
EXAMINE THE CUSTOMER'S OLD SHOES:
Check: = > wear lines
= > shape
= > sweat lines on insole
Kinds of Foot
• Neutral/Normal Foot
• Flat Foot
• High Arch Foot
Kinds of Foot
Neutral / Normal Foot
• Known as “efficient” foot
• Characterized by a stable arch that
properly support the motion of the foot
through the entire stride
• When we walk, our foot has a natural
tendency to roll inward (called pronation),
so that the force of impact is distributed
evenly throughout the entire foot
• You can wear practically any running
shoe.
Kinds of Foot
Flat Foot
• Known as “flexible” foot
• Occurs because the arch of the foot is too
weak, causing the foot to roll inward too
much (called over-pronation)
• Prolonged over-pronation can put
additional stress on your ankles, knees,
hips and back
• You need running shoes with strong
stability features in order to support your
weak arch
Kinds of Foot
High Arch Foot
• known as “rigid” foot
• The arch of the foot is too strong, causing
the foot to deflect off the arch as you walk
(called supination, or under pronation)
• The foot cannot then properly complete
the pronation process (see neutral foot)
• Prolonged supination results in a loss of
natural shock absorption
• You need shoes with lots of cushioning
Components of a Shoe
Components of a Shoe
Induction Presentation - Employee Guide
38
Upper
Midsole
Outsole
Components of a Shoe
Tongue
Tip
Collar
Collar Lining
Vamp
Quarter
Eyestay
39
Heel counter
Components of a Shoe
40
Shank
Medial Side
Lateral Side
• Traction
• Durability
• Variety of Patterns for
Sport Specific Needs
Outsole
• like tires of a car, is the part of the shoe that
comes into contact with the ground.
• It is the 1st layer that has to face the natural
wear-and-tear that occurs with normal use.
• The outsole pattern on shoes determines the
degree of traction needed for optimal
performance in that particular activity.
• Different sports require different movements.
• The outsole pattern is custom-designed to suit
the needs of the athlete, as well as the different
conditions that may affect them as well.
• The outsole material on shoes is designed to be
durable enough to withstand the demands of a
specific sport
Outsole
Outsole Materials
1 - Carbon Rubber
o Synthetic rubber + carbon = extremely durable outsole
o Black carbon doesn’t fully bond with the rubber, so it can leave marks on surfaces like a gymnasium (indoor court) floor.
Outsole Materials
2 - Duralon
o Lightweight, synthetic rubber with tiny air pockets
o Incredibly soft, smooth and cushioned ride
o Because it is so soft, it is not as durable as other outsole materials
o Primarily found in the forefoot region on running shoes
Outsole Materials 3 - DRC - Durable Rubber Compound
o 0ffers extra durability for rough and abrasive surfaces
o Solid rubber + additives
o Heavy, dense, very hard
o It is heavier but offers greater durability
o Mainly used for tennis, walking and outdoor basketball shoes
Outsole Materials
4 - Solid Rubber
o Synthetic rubber + natural rubber
o Will not mark the gymnasium/indoor surfaces
o Not as durable as DRC on rough, outdoor surfaces
o Mainly used for basketball and cross-training shoes
Outsole Materials
5 - Gum Rubber
o Natural rubber + synthetic rubber
o Appears as a tan, amber-yellow outsole
o Soft and provides excellent traction on indoor surfaces
o Not as durable on outdoor surfaces
o Mainly used for indoor court shoes, such as volleyball shoes and indoor football/soccer shoes
OUTSOLE FEATURES
o Traction/grip
o Durability
o First level of cushioning
o Custom-designed for specific terrain
• Most Important Part of Shoe
• Stability
• Shock Absorption / Cushioning
• First Part to Break Down
Midsole
• like the suspension system of a car, is the most
important part of the shoe.
• Its cushioning features absorb the forces
incurred during an activity, keeping the athletes
safe from joint injury.
Midsole
Midsole Materials
1. EVA
2. Polyurethane
3. Phylon
4. Phylite
Midsole Materials
1 - Ethylene Vinyl Acetate - EVA
o soft, light, flexible
o The least expensive midsole material
o Often used in entry-level shoes
o Once compacted, it does not return to its original shape and no longer provides cushioning
o Used to be state-of-the-art, but is no longer used
Midsole Materials
2 - Polyurethane - PU
o The most dense, durable and stable midsole material
o Provides maximum impact protection
o The heaviest midsole material, but also the most durable
o Smooth, rubbery feel and tendency to turn yellow with age
Midsole Materials
3 - Phylon
o lightweight, low-profile, responsive, “springy” cushioning
o Identified by their fine wrinkles
o Lighter and more responsive than PU, but not as durable
Midsole Materials
4 - Phylite
o 60% phylon + 40% rubber
o Lighter than rubber but heavier than phylon
o Functions as both a midsole and an outsole
o With the elimination of the full-length outsole, the overall weight of the shoe is lighter
o Flexibility also increases, as a layer of cement glue is removed
Midsole Features FOOTBRIDGE
1. Found in shoes created for those with flat feet
2. Sits near the inner arch to limit your foot from over-turning
too much as you walk
3. A flat foot means that your arch is too weak to withstand the
forces when you walk so the footbridge acts as a makeshift
arch to guide your foot through a more neutral walking
pattern
Midsole Features
TPU SHANK PLATE
1. Made out of thermoplastic urethane (TPU)
2. Found in the midfoot region
3. Enhances stability to the overall shoe
4. Provides torsional rigidity (controls twisting movements)
5. Provides firmer heel-to-toe tansition, so that the forces are
properly and equally distributed from the heel to the rest of
the foot.
FOREFOOT FLEX GROOVES
1. Allow the shoe to flex where the foot flexes
• Stability
• Secures Foot On Top of
Footbed
• Breathability
• Support
Uppers
• like the body of a car, acts as a protective shell to
keep rain, wind, dirt, and rocks from getting in
your way.
• It has the ability to withstand abrasion (rubbing or
scraping away).
• It secures your foot over the midsole.
• And it provides breathability so that even though
your body temperature rises, your feet are
adequately ventilated and you can continue
performing at your best.
Uppers
• Leather
• Synthetic Leather
• Mesh
Uppers Materials
Uppers Materials
1 - Leather
o durable, comfortable, supportive and breathable
o Form-fitting, will stretch overtime
o Identified by a grainy appearance and a rough edge that is left (after having been cut)
o Commonly associated with quality
Uppers Materials
2 - Synthetic Leather
o Stronger lighter in weight, more durable than natural leather
o Does not stretch over time
o Identified by a consistent grain pattern and a sharp, clean edge that is left (after having been cut)
o More expensive than natural leather
Uppers Materials
3 - Mesh
o Lightweight, breathable
o Nylon or polyester fibers
o Either knit or woven into a variety of patterns
o Its open structure has large or small holes that allow the free movement of air through the material
o Predominantly used in running shoes for its excellent breathability
• Lacing System
• Thermal Plastic Vinyl
Resin (TPRV)
• Zip and Velvet Closures
Uppers Features
NIKE
Uppers Features
1 – Lacing System
specialized lacing systems may be incorporated to provide a better fit, as well as providing an easier and faster lace-up of the shoe.
Uppers Features 2 – Thermal Plastic Vinyl Resin - TPRV
• Used as a structural element
• Provides lightweight support and stability
• Durable, flexible
• Commonly used to reinforce the toe of the shoe
• Incorporated within the shoe’s upper to increase durability and stability
Uppers Features
3 – Zip and Velvet Closures
• can be used alone or over traditional shoelaces
• Provides protection from debris
• Provides a more snug fit.
Insole
• The extra strip of material placed inside the shoe that comes in direct contact with the foot.
• Provides comfort and protection for the foot.
Shoe Types
• Stability
• Cushioning
• Motion Control
• Blend of cushioning, medial support (to limit
excessive inward rolling of the foot, which
can cause injury) and durability
• Often have a medial post or dual-density
midsole - these are features that provide a
firmer density under the inner edge of your
foot
• Usually built on a semi-curved last
Stability
• Softest midsoles and the least added stability
• Usually built on a semi-curved or curved last to
encourage foot motion, which is helpful for runners
who have rigid, immobile feet ('underpronators')
Cushioning
• Designed to slow down or limit extreme inward rolling of the foot and ankle, which can cause injury (this excessive rolling is called 'overpronation')
• May include features such as a medial post (a firmer section under the inner edge of your foot, for pronation control); a polyurethane midsole (for midsole durability) and a carbon rubber outsole (for outsole durability)
• Built on a straight last, which
offers stability and maximum
support on the inner side of your
foot
Motion Control
Footwear Shapes
( LASTS )
The fit of a shoe depends on the design,
shape and volume of the Shoe Last.
The shoe last must represent the
anatomical information of the foot, at the
same time giving the finished shoe a
pleasing and fashionable appearance.
LASTS
Mean shapes of footwear… They are:
• Shaped in different ways to accommodate
activity-specific demands.
• Dictating the fit, or how the shoe feels on
the foot.
• Different Designs on the same LAST can
fit differently. (design also plays an
important part )
• there are two meanings for the term “last”
in the world of the athletic footwear.
1. “last as shape”
2. “last as construction”
Types of Last Shapes
75
• Semi-curved Last
• Straight Last
• Curved Last
LAST AS SHAPE
Semi-Curved Last
• For individuals with natural
feet
• Most runners fall in this
category
• Most of Nike’s footwear is
made with this last
• Meets the flexibility and
support needs of the majority
of runners
LAST AS SHAPE
Straight Last
• for individuals with a flat foot
or mild flat foot
• Provides a stiffer, more stable
platform for the foot
• The extra motion control
comes at the expense of
flexibility but its is needed
with this particular foot type
LAST AS SHAPE
Curved Last
• for individuals with a high
arch
• People with this foot type
mainly contact the ground
with their heel and forefoot
• Since their foot is considered
rigid, this type of last provides
a more flexible platform
Gait Cycle
Gait Cycle – the rhythmic alternating
movements of the 2 lower extremities which
result in the forward movement of the body.
Simply stated, it is the manner in which we walk
Stance Phase
• Contact
• Mid Stance
• Propulsion
Swing Phase
• Initial Swing
• Mid Swing
• Terminal Swing
Gait Cycle
Gait Cycle - Stance Phase
Heel makes
contact with the
ground as you
attempt to move
forward
The foot is flat
on the ground
and body weight
passes over the
foot as the body
moves forward
When the foot
pushes off the
ground to
propel the body
forward
Gait Cycle – Swing Phase
When heel
makes contact
with the ground
as you attempt
to move forward
The foot moves
high off the
ground from
back to front
side of your
body preparing
to land again.
When the foot
pushes off the
ground with toe
off and the foot
moves higher to
the back.
Pronation
Pronation
The inward rolling of the foot during
normal motion and occurs as the outer
edge of the heel strikes the ground and
the foot rolls inward and flattens out. A
moderate amount of pronation is
required for the foot to function
properly.
Neutral
Stability Shoe
Supinator
Cushioned Shoe
Pronator
Control Shoe
CUSTOMER SERVICE
88
Service Standards
Our customer
Build rapport
Establish customer needs
Match Needs with benefits
Include additional items
Manage Concerns
Exceed expectations
BE NICE!
Our Store
• First impressions
• Overall standards
Build rapport
89
Use a
great
target
statement
Build rapport
• Compliment:
• “That top looks great on you.”
• “Your shoes are really cute.”
• Store Tour:
• “Have you shopped here before? Let me show you around!
• “Our ladies section is downstairs”
• Conversational:
• “It’s a great day for shopping.”
• “Looks like you have been in several stores already!”
• Merchandise:
• “We just received this new merchandise. It’s really exciting.”
• “Our ___X___ are on promotion right now.”
90
• Read the customers signals
• Re-approach within a reasonable timeframe
• Use one of the 3 approaches when re-approaching
• Service Approach:
• Conversational Approach:
• Merchandise Approach:
91
Build rapport
Service Approach:
• “Which size are you looking for?”
• “What specifically are you looking for today?”
Conversational Approach:
• “Where have you been shopping today?”
• “Great weather out there today!”
Merchandise Approach:
• “These are our new footwear styles that just arrived
yesterday. What’s your size?”
• “This is a very comfortable walking shoe with a special
story behind it.”
• “EVISU and PUMA have created these jeans in
collaboration.”
Induction Presentation - Employee Guide
92
Build rapport
Establish Customer Needs
93
Ask open-ended questions
Principle: Open-ended questions = gain
information from customer
• “Why, what, who, when, where, how?”
• “Tell me about, Explain, Describe”
Ask closed-ended questions
Principle: Closed-ended questions =
gain clarification for self
(answered with yes or no)
• “Have you, did you, were you, are
you, could you, would you, should
you?”
Pause Principles: Pause for 3-10
seconds. Don’t speak over the
customer Important when speaking
with customers in a 2nd language.
Listen actively Principles:
Pay attention, process what
the customer is saying
Paraphrase Principle:
In customer’s words
• “So what you are saying
is…”
• or “So, just to clarify what
you said you wanted is
Induction Presentation - Employee Guide
94
Match Needs with benefits
Benefits answer the questions
“Who cares?”
“So What?”
Always include a
• Description
• Features & Advantages
• Benefit
use the bridging phrases, “which
means that” and “so”.
EX. “This running shoe has a nylon mesh upper which means that
it will provide breathability so your foot maintains a comfortable climate
and you feel good during your run.”
“This stylish PUMA t-shirt has a longer back hem which means that
it stays in place and covers your lower back so you can sit down
comfortably without exposing your bottom to the world”
Induction Presentation - Employee Guide
95
Match Needs with benefits
List a mixture of Tangible and Intangible benefits.
• Tangible benefit One which is objective and can
be quantified or measured
Ex. Durable, comfortable, protective
• Intangible benefit . One which is subjective and
difficult or impossible to measure
Ex. Fashionable, makes you feel good, saves time
Escort the customer to the fitting room
96
Help the customer at the fitting room
Ex. “Are the sizes that you have ok?”
“Would you like me to bring anything else?”
Use alternative products if product requested is not
in stock
Ex. “That style is only available at selected stores,
what about this one from the same range?”
Use positive reinforcement.
• “That looks really good on you.”
• “This is a very popular item.”
Be honest with customers
Include additional items to increase sales
97
To assist in completing an outfit, use the rule of TABS.
This helps you keep TABS on your customer.
T Top
A Accessories
B Bottoms
S Socks and Shoes
Use a phrase to bridge:
this positions you as the advisor not the sales person
Ex. “Many customers also buy…” “You may also want to consider...”
With the additional items please include a Feature with an Advantage and a
Benefit, which match needs. This differentiates between SELLING and
HELPING
Ex. “Here is a vest to go over the golf shirt which means that you will have
extra warmth, so you can play early on Saturday mornings”
Include related and non-related items
• Related - Things that naturally go together: shoes and socks.
• Non-Related - An item such as accessories, watches, and glasses.
Manage Concerns
98
Always ask for status (sound, look, think, feel)
• How does that sound?,
• How does that look?,
• What do you think?
• How do you feel about that?
Acknowledge concerns
Principle: Concerns are a way of customers telling you
they are interested. Having concerns shows that the
customer cares and they want you to help them.
• “It sounds like you are a little concerned about…”
• “I can see that you have some worries about…”
Ask open-ended questions to understand all/new concerns
Overcome concerns by including a Feature with an
Advantage and a Benefit, which match needs.
Exceed expectations
99
• Walk your customer to the cash desk
• Use the customer’s name
• Focus on the customer
• Reinforce the customer’s decision – congratulate them on their
purchase
Ex.
“I know you are going to enjoy wearing those _______________!”
“That top is a really great color for you!”
• Handle credit cards with respect
• Say “Thank You”
• Walk purchase out to the customer
• Make it personal by referring to something you have learned during the
interaction
Ex.
“Come back and tell me how your trip went!”
“Have a great time on your vacation in ________________
FREQUENT BUYER PROGRAM (FBP)
After the customer purchases 5 pairs of shoes (Footwear Only) , the 6th pair is 50 % off the average of the previous 5 pairs purchased.
there’s no expiry date
This program doesn’t cover discounted items or other offers.
it builds customer loyalty since you have to purchase 5 pairs prior to discount.
DISCOUNT POLICY
5 4 3 2 1
Induction Presentation - Employee Guide
101
Store Tour
You will now go on a short tour
of your store. During your tour
you will need to find out the
answers to some questions to
help complete your workbook.
Answering the Phone
“ Good morning /
afternoon / evening,
“ Thank you for calling
PUMA (location),
This is (name), how
may I help you?”
Induction Presentation - Employee Guide
103
PUMA Products
• Footwear
• Apparel
• Accessories
• Niche Products
PUMA WILDERNESS
A SUSTAINABLE OUTDOOR COLLECTION
MADE IN AFRICA
105
MISSION
To produce an on-trend wilderness
collection in Africa using fair trade and
sustainable production with a clear Puma
point of view in support of the brand's
connection to Africa as outlined in puma
vision
Work with Wilderness Safaris a
sustainable Safari company to produce
their company uniforms in a sustainable
way
By 2050 Africa will have 2 Billion
inhabitants ,half of them under 25 to ship
products to them from China is not
sustainable therefore to make locally is a
MUST and we need to start that process
now
106
MISSION
The capability in Africa is not yet existent
Puma will assist transfer of know how to
Africa. ideally to pay a 6 month or 1 year
assignment for an apparel technician to
teach the factories we choose how to
make high quality apparel and footwear
sustainably.
Rukinga is the type of factory we would
target to work with and to transfer
knowledge to aiding them to develop their
manufacturing skills to meet future
demand of the African continent in a
sustainable way
Europe's demand for sustainable
products is growing we intend to service
this from Fair trade factories in Africa
producing sustainable product.
107
MISSION
That is why we FIRST have to transfer our
know how to them to be able to satisfy the
consumer demands of Europe. This has
happened already in the food industry
(coffee being one of the best examples ) and
it will happen in the clothing and footwear
industry.
Simple rule: the factory has to be able to
produce what the consumer wants and not
sell what it has traditionally produced.
Therefore we need to help the Sustainable
factory identify and match consumer
demand, and not , as with many Fair trade
organizations, just support and subsidize
non-commercial products through a sense
of guilt.
108
CREATIVE DIRECTION
(Apparel Graphics)
Combine the
African and
Sustainability
stories with the
Puma humor
109
FAIRTRADE
COTTON MADE IN AFRICA
FOR THE 1ST COLLECTION WE HAVE
ACHIEVED THE FOLLOWING:
• 44% of the Apparel is Fair Trade and
• 94% Produced In Africa,
• 25% of the Footwear is Produced In Africa.
• 30% of the ACC is made using recycled materials
• 50% of the collection uses Cotton made in Africa
What is fair trade ?
Fair trade is about better prices, decent
working conditions, local sustainability, and
fair terms of trade for farmers and workers in
the developing world. By requiring companies
to pay sustainable prices (which must never
fall lower than the market price), Fairtrade
addresses the injustices of conventional
trade, which traditionally discriminates
against the poorest, weakest producers. It
enables them to improve their position and
have more control over their lives.
Induction Presentation - Employee Guide
110
How is fair trade different to normal trade ?
Unfortunately in the standard trade process, the producer (e.g. the
farmer or craftsmen) is often under-paid for their product. This leaves
them unable to survive, as the cost of production and materials are
more than what they receive. Ultimately they do not have enough money
to live off or support their own families.
The conditions to which the workers are exposed are often also unfair.
They are given few or no workers rights, and ultimately are forced to
work long hours with no access to facilities, such as running water or
toilets.
Induction Presentation - Employee Guide
111
What are the benefits of fair trade?
• Fair trade supports social development projects,
such as the building of schools and health
centres, and therefore improves the lives of
some of the poorest and most disadvantaged
people in the world.
• It highlights the unequal system of world trade,
and supports simple human rights, such as
decent working conditions, eliminating the use of
forced or child labour.
• It encourages gender equality, by allowing
women to work, and by ensuring they are treated
and paid the same as men.
• Fair trade encourages environmental
responsibility and sustainability, and often lends
to more natural and organic means of
production, thereby reducing the impact on the
environment
Induction Presentation - Employee Guide
112
Why should I buy fair trade?
Supporting fair trade enables you to
contribute to developing countries. When you
buy a fair trade product you are standing up
for basic human rights and sending the
message that it is not acceptable to ignore
the human rights of producers who suffer
from the conventional trading system.
Ultimately by supporting fair trade you are
making a difference to the lives of others, and
therefore making the world a better place.
Induction Presentation - Employee Guide
113
Induction Presentation - Employee Guide
114
What is the difference between 'Fair Trade' and 'Fairtrade'?
• 'Fairtrade' (one word) refers to the mark given by the Fairtrade
Foundation to products they can verify adhere to strict
Fairtrade standards. Not all fairly traded products carry the
Fairtrade mark.
• 'Fair Trade' (two words) refers to products or
organisations that are Fair Trade or fairly traded and are
certified by fair trade organisations other than the Fairtrade
Foundation. This term is also used to refer to the wider Fair
Trade movement and to the Fair Trade Nation campaigns.
Faas Technology
116
Lightweight
117
More Natural & Responsive Ride
118
Used by OVER-PRONATOR
Lightweight, Foam Cushioning, flex and Stability.
119
Used by NEUTRAL RUNNER Lightweight foam, smoothen your toe-off & Strengthen your gait
120
Bolt Runner
• Breathable Air Mesh upper
• EVA/Blown rubber Combo
midsole
• Evertrack and EverRide outsole
• EVA and blown rubber that
provides optimal cushioning,
responsiveness and durability
Formlite XT Wn’s
Nike Free XT Quick Fit $70
UPPER
Mesh & Synthetic layered upper structure
allows breathability and support.
MIDSOLE
Lightweight EVA Midsole is made of Puma
Foam (proprietary composition of EVA &
rubber for ultimate cushioning & rebound.
CELL TRR technology in the heel provides
additional stability.
OUTSOLE
Feather-inspired flex grooves in outsole
enhance multidirectional movement. Strong
center flex groove promotes side-to-side
movement needed for cross-training.
Formlite XT provides ultimate cushioning and
stability to enhance fast, multi-directional
movement. The sleek design is stylish, modern
and feminine. The shape & fit are catered to
the female.
Formlite XT Wn’s
Dress Code
• Since PUMA is a lifestyle business, a
high standard of personal
appearance and cleanliness are
required. This is particularly
important when the team is in face to
face contact with the public. Wearing
of PUMA products that are currently
available for sale in the store is a
condition of employment.
• Some employees may be asked to
wear certain items from stock in
order to promote our merchandise.
Throughout the Company, all staff is
expected to adhere to the high code
of dress, hygiene and appearance
standards which prevail.
Induction Presentation - Employee Guide
123
Health and Safety
The Health and Safety of employees
is taken very seriously at PUMA,
however as well as this being PUMAs
responsibility, it is everyone’s
responsibility to take care of the
health and safety of themselves, their
colleagues and the customer within
reason.
Induction Presentation - Employee Guide
124
125
Loss Prevention
• Loss Prevention is the
protection of company
assets. A loss of any
asset is called shortage
or shrinkage. Shrinkage
happens in one of three
ways:
• External theft
• Internal theft
• Paperwork errors
CUSTOMER SERVICE:
Customers are
always judging the
quality of their total
experience with the
company – in terms
of both product and
service.
LOUSY
SERVICE
+ EXCELLENT
PRODUCT
= BAD SALE
EXCELLENT
SERVICE
+ LOUSY
PRODUCT
= BAD SALE
EXCELLENT
SERVICE
+ EXCELLENT
PRODUCT
= EXCELLENT
SALE
ALWAYS REMEMBER:
THAT A CUSTOMER
NEVER FORGETS A BAD SALE,
HE MAY NOT COME BACK AND
THAT WILL BE YOUR
LAST SALE.