At my shop we saw an average 50% turnover each season, and a major contributor to that was $9/hr wasn't sustainable for most people.
Brands invest 100s of thousands of $$ into marketing, digital ads, and SEO, but lose out on sales because a shop staff being paid $9/hr hasn't had the time to learn their product yet. The kicker is a digital ad targets anyone, a retail employee is speaking to consumers most likely already in "buy mode"
I'm not saying any brand who isn't spiffing shop pros cash for every sale is doing it wrong, that wouldn't be sustainable either. What I am saying is that any brand solely relying on 1 PK clinic per year (or 0 in many cases) to build a relationship with shop folks is missing out on creating brand champion that can impact purchasing decisions when customers are already in "buy mode".
Also cash isn't the only route here. Most of these pros are gear junkies (takes one to know one), when they feel appreciated you'd be surprised the lengths they go to advocate for you!
Curious to hear Colin True & David Karstad & Eoin Comerford's thoughts on this sometime on the Rock Fight - cash spiffs, prodeal codes, free product giveaways; sharing the love or selfish detriment to society?
Thoughtful Friday 💭
"Why would I pay shop kids extra money to sell my products when it's their job?"
I heard this from a brand owner a few months back. 🤔
Is there a problem with rewarding store employees with cash incentives for achieving higher sales performance? 💸
Discuss...
I’m Sandy 🏔️
I talk with brands every day about driving in-store conversion 💸
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