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Debenhams InternationalLearning and Development
Delivering Excellent CustomerService
To prevent Stock LossOn the
Shop Floor
Trainers Notes(60 mins)
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notes
Produced: 22.03.09
Time Content Materials9.00
9.07
Welcome and Introductions
INTRODUCE yourself to the participants and welcome them tothe session.
EXPLAIN that for the next 60 minutes you will be going
through all the Customer Service Actions you would expect tosee them doing on the Shop Floor.
ASKwhy is it important that we offer excellent customerservice on the Shop Floor?
Expected answers to include..
Part of the customers positive shopping experiencewithin your store
Gives the sales advisor a great opportunity to build a
relationship with that customer.
Great opportunity to get add-on sales through suggestingalternatives or additional co-ordinating garments.
Helps to confirm in the customers mind that they arebuying exactly the right product
Prevents unnecessary refunds and exchanges.
High level of service reflects the quality of the store and
the products
.add
Not every customer in the store is honest.
Unmanned areas of the Shop Floor are a perfect place forshoplifters to hide unnoticed
Poor or no customer service on the Shop Floor createsstock loss.
..therefore
Delivering Excellent Customer Service on the Shop Floor
creates sales and improves store security.
Write
answers onto wipeboard or flipchart.
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notes
9.17
EXPLAIN that once you have looked at the Customer Servicesteps they will have the opportunity to see how each step helpsto improve Shop Floor security.
ASK when they are shopping in stores what sort of service dothey expect to receive from Sales Advisors?
Expected answers to include
Friendly service with a smile
Eye Contact
A greeting when they arrive
Sales Advisor interested in me as an individual
Sales Advisor knows their products
Find me exactly what I am looking for
Check stock rooms if my size / colour is not available
Tell me about promotions
Sales advisor advising me on fit/ colour/ style etc
Sales advisor suggesting additional items
Escort me to the Dressing Room
Escort me to the Service Centre
A THANK YOU and a GOODBYE.
Demonstration
Ask for 2 volunteers to role play a short typical shop floorscenario.I volunteer to be the sales advisor.1 volunteer to be the customer.Rest of the group to make notes on the actions that the salesadvisor does during the role play.
Run the demonstration
Ask the rest of the delegates to feedback what the salesadvisor did well.
Ask for any feedback on what they could have done better.
ISSUE Handout 1
RE-CAP the role play showing the delegates all the steps togiving Excellent Customer Service on the Shop Floor.
Writeanswers onto wipeboard or flipchart.
Make suredelegateshave pens
and paper
Handout 1
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notes
9.27
Stage 1 Smile and Greet the customer
Stop doing the task and focus on the customer
A genuine warm greeting Make eye contact
Stage 2 Interact with the customer
Find out how you can help them
Ask further questions to establish exactly what theyare looking for
Stage 3 Escort to item
Show options available
Use your product knowledge Talk about the features and benefits of the various
options
Stage 4 Option Availability
Check stockroom if size / colour is missing
Stage 5 Increasing ATV
Suggesting co-ordinating / add-on items
Informing customer of promotions
Stage 6 Concluding the transaction
Compliment customer on their choice
Escort to Dressing Room
Escort to Service Centre
Ask if they have any other shopping to do in the store
Thank them for making their purchase
Look forward to seeing them again
ASKfor
examples of a good greeting examples of offering additional help
examples of a personalised parting comment
Examples could include
enjoy the rest of your shopping
hope the wedding / party/ celebration goes well
Final Demonstration
Using 2 more volunteersRun the same scenario only this time it must include all the
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notesstages and actions 1 - 6Rest of delegates to feedback.
REMIND the group that we have already mentioned howexcellent service on the Shop Floor also helps to reduce stockloss
SAYthat whilst most of our customers are honest some of ourcustomers enter our stores with the intention of stealing andnot buying.
ASKwhat sort of things will shoplifters try to do to steal itemson the Shop Floor?
Answers to include..
Try to find areas of the store where there are no staff.
Hide themselves in blind spots behind pillars and around
corners.
Look around them all the time
Carry large empty bags or holdalls.
Position bags under merchandise ready to drop productin when nobody is looking.
Keep returning to the same fixture they are trying tosteal from.
Refuse the sales advisors offer of help
Try to get the sales advisor to go off and get something.
Engage the sales advisor in a discussion whilst anaccomplice steals the items
Distract the sales advisor by pretending to be ill or someother emergency
Conceal items under babies in pushchairs
Conceal items under pushchairs
Conceal items in pushchair hoods. Hide small expensive items inside handbags and pay for
the handbag at the till only to return it later.
Swap their old shoes for new ones and leave their oldones behind.
Swap their old coats and wear new ones out of the store
Wear sunglasses OUT of the store
ASKhow do they think Sales Advisors can let Stock Losshappen on the Shop Floor?
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notes
9.47
Answers to include.
Gathering round the Service Centre
Being so focused on tasks that they dont notice the
customer. Chatting to each other
Not paying attention to the job
Not greeting every customer.
Leaving customers to find the Dressing Room.
Leaving customers to find the Service Centre.
Not reporting suspicious customers to security staff/
manager
Leaving rails and totes of stock unattended.
EXPLAIN to the group that they are going to do a shortexercise reviewing how they can stop all these thingshappening by using the Customer Service Actions from Stages1 6.
ISSUE Handout 2 and either
split into smaller groups
allow 10 minutes for the groups to decide whichaction will resolve each potential stock loss attempt
collect feedback on each point allow 5 minutes for feedback
or.
ISSUE Handout 2 and use for a group discussion to decidewhich action will resolve each potential stock loss attempt.
EXPLAIN that you are now going to look at some other actionsthey will need to do to prevent stock loss occurring through theDressing Room
ASKwhat they would do to prevent stock loss in the followingsituations.A customer enters the shop carrying a large empty bag orholdall?Answer to include
Smile meet and greet the customer?
Find out what it is they are looking for
Handout 2
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notes
10.00
Escort them to the correct product
Hand them over to a colleague if it is not your area of the
store
Alert your Line Manager as soon as it is safe to do so.
A customer says they are only looking and do not need yourhelp?Answer to include
Smile
Find out if there is anything they are particularly lookingfor
Reassure the customer that you will be available to help
when they need you
Keep your eye on them
You have to go to the stock room to find a missing optionAnswers to include
Let another colleague know you are leaving the shopfloor
Bring back more than one of the missing option to saveyou having to go again.
You see a customer stealing / concealing an item.Answers to include
Get a colleague to alert your Line Manager/ security staffas soon as possible
Approach customer smile meet and greet
Offer help
Remain in area and observe customer.
FINALLYensure that all staff are briefed on your local securityarrangements to include the following.
What to do if they spot a theft taking place
What to do if they suspect anybody of theft
What to do if they see anybody acting suspiciously
REASSURE delegates that they are never expected to putthemselves in a situation where they accuse the customer oftheft OR put themselves in any situation where their personalsafety is at risk.
ASKif anybody has any further questions
THANKall the delegates for their work during the session and
remind them that everybody has a part to play in preventing
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notesstock loss occurring in their store.
CLOSE the session.
Handout 1
6 Stages of Shop Floor Customer Service Excellence
Stage 1 Smile and Greet the customer
Stop doing the task and focus on the customer
A genuine warm greeting
Make eye contact
Stage 2 Interact with the customer
Find out how you can help them
Ask further questions to establish exactly what they are looking for
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notesStage 3 Escort to item
Show options available
Use your product knowledge
Talk about the features and benefits of the various options
Stage 4 Option Availability
Check stockroom if size / colour is missing
Stage 5 Increasing ATV
Suggesting co-ordinating / add-on items
Informing customer of promotions
Stage 6 Concluding the transaction
Compliment customer on their choice
Escort to Dressing Room Escort to Service Centre
Ask if they have any other shopping to do in the store
Thank them for making their purchase
Look forward to seeing them again
Handout 2
Actions used by shoplifters on the Shop Floor
1. Try to find areas of the store where there are no staff.2. Hide themselves in blind spots behind pillars and around corners.3. Look around them all the time4. Carry large empty bags or holdalls.5. Position bags under merchandise ready to drop product in when nobody
is looking.6. Keep returning to the same fixture they are trying to steal from.7. Refuse the sales advisors offer of help8. Try to get the sales advisor to go off and get something.
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Debenhams InternationalCustomer Service on the Shop Floor
Trainers notes9. Engage the sales advisor in a discussion whilst an accomplice steals the
items10. Distract the sales advisor by pretending to be ill or some other
emergency11. Conceal items under babies in pushchairs /under pushchairs/ in
pushchair hoods.12. Hide small expensive items inside handbags and pay for the
handbag at the till only to return it later.13. Swap their old shoes for new ones and leave their old ones behind.14. Swap their old coats and wear new ones out of the store15. Wear sunglasses OUT of the store
How Sales Advisors can let Stock Loss happen on the Shop Floor
16. Gathering round the Service Centre17. Being so focused on tasks that they dont notice the customer.18. Chatting to each other19. Not paying attention to the job20. Not greeting every customer.21. Leaving customers to find the Dressing Room.22. Leaving customers to find the Service Centre.23. Not reporting suspicious customers to security staff/ manager24. Leaving rails and totes of stock unattended.
Produced March 2009