Ice Design is a leading force in women's fashion in Australia. Taking inspiration from the world's main fashion centres, such as New York, London and Paris, they aim to get the 'in thing' to you fast. ICE Design has over 60 stores in 5 states and are still expanding, with many of their stores in shopping malls where they compete directly with national chains and independent retailers.
Peter Fullbrook, MD of Prosell Australia recalled,
"ICE wanted to improve overall sales performance. They recognise that this performance was directly related to the skills and attitude of their customer facing staff. This was a difficult challenge for them, because many of the staff are temporary or part time, some are holiday workers. This meant the challenge was to achieve consistency of sales and customer service from a constantly changing workforce."
Prosell implemented its Licence to Coach program for regional and store managers. This gave the management the skills to regularly coach all staff and to ensure their customers were dealt with in a uniform way. It also ensured all staff were coached on their ability to maximise every transaction. The key to this program was the way that Prosell stayed with the ICE management team over months and then years, to the point where their coaching was of a high standard and it became embedded in the business and happened regularly in all stores.
Over a two month period ICE saw a measurable improvement in the staff that were being coached and this translated to results in four key areas:
- Increase in store revenue (averaged at 14%)
- Increase in multi-sell achieved (68% increase)
- Improvement in mystery shopping scores
- Improved management effectiveness, measured by feedback
The Customer Experience
Jodie Gleason, National Sales Manager commented,
"with 60 plus stores, training and development is key to our business success and Prosell have a unique formula to deliver development to all our team members in a positive and well-coached way. We've achieved real financial results by implementing the Prosell coaching process, not only in the average number of items sold to each customer, but also an increase in the value of each transaction."