Driving Accessory
Attachment Sales in
Electronics
By: Laura Kavanaugh
Executive Intern
T1534
5 Steps
•
•
•
•
•
Research
Project Implementation
Communicate to The Team
Follow-up and Coach The Team
Drive for Results Everyday
1
Research and Findings
• eSupport
• Accessory Attachment Rate Reports
– Determined Weekly Top/Bottom
Categories (Pg. 8 & 9)
– Determined which stores are excelling in
the areas we are not
• Built Partnerships
– Internal
•Key Players: STL, ETL-HL, Team
Leaders, Electronics Specialist, ETLs at
T1534
– External
•T1940 and T1978 – Consistently Green
– MVP Program
•T1092 – Excelling in categories we
struggle with
– Specific products they try
to push 2
Implement New Program
• Electronics MVP Program
– Driving Sales in Electronics Binder
• Weekly Accessory Attachment Report
• Weekly Top/Bottom Accessory
Attachment Group Ranks
• List of Common Accessories
• Daily Follow-Up Sheet (Pg. 10)
• MVP Points
– Receive 1 point per attachment, ESP, or
REDcard sold
– Weekly/Monthly MVP
• Challenge Bin
– Updated Weekly
– 5 points
– Pictures of specific products that should be
pushed that week
• Main selling points
• On Ad
• Accessories pertaining to the Categories
we are struggling with
3
Communicate to The Team
• Drive Change
– Huddles
– Status With All Team Members
– Recognition
• Demonstrate Commitment
– Open to feedback
– Engaging and Inspiring Others
4
Follow-up and Coaching
The Team
• Electronics Observation Cards to be
completed each LOD shift
– Allows us to track progress from a
Guest Service Standpoint
– Challenge, Coach, or Give
Recognition when appropriate
• LODs status with Team Members in
electronics about Attachments and are
aware of current scores
5
Drive for Results
Everyday
• Impact: Increased sales in Accessory
Attachments
• Shift from a Red to Green Workcenter
in 3 weeks (Pg. 11 & 12)
–
–
–
–
7/11/09 -7/18/09 -7/25/09 -8/01/09 --
34.3% Red
48.5% Yellow
50.2% Green
56.7% Green
• As of 8/01/2009 (for the week)
–
–
–
–
56.7% GREEN
#1 in District
#1 in Group
#56 in Company
6
Suggested Improvements
– Store:
• Create a follow-up log for Team Members to
track progress
• Create a challenge bin
– District:
• District sponsorship to drive district results
– Take elements of project – hold district
accountable
– Higher Level:
• Prompt on registers in electronics to remind
Team Members about Accessories
– Accessories that go with specific category
• Track employee performance through
transactions with accessory attachments
– Similar to cashier speed and conversion
• Group/District-wide Challenges for Accessory
Attachments
– Specific products to push that week in the
Weekly Merchant Update
7
T1534’s Weekly Bottom Accessory
Attachment Rates
Week Ending
5/16/2009
Category
TVs
Wii
PS3
Group Rank
49 of 76
64 of 76
66 of 76
Cell Phones
PS3
Wii
54 of 76
61of 76
68 of 76
TVs
Wii
Cell Phones
60 of 76
71 of 76
74 of 76
TVs
Cell Phones
Wii
63 of 76
70 of 76
74 of 76
XBOX 360
TVs
Wii
47 of 76
66 of 76
71 of 76
6/27/2009
PS3
Wii
TVs
61 of 76
66 of 76
70 of 76
7/4/2009
PS3
Wii
TVs
63 of 76
68 of 76
72 of 76
7/11/2009
TVs
Cameras/Camcorders
PS3
66 of 76
66 of 76
66 of 76
7/18/2009
Printers
PS3
Cameras/Camcorders
59 of 76
64 of 76
68 of 76
7/25/2009
Cell Phones
Printers
Cameras/Camcorders
53 of 76
56 of 76
58 of 76
8/1/2009
Cell Phones
Cameras/Camcorders
Printers
55 of 76
55 of 76
72 of 76
5/23/2009
5/30/2009
6/13/2009
6/20/2009
8
T1534’s Weekly Top Accessory Attachment
Rates
Week Ending
5/16/2009
Category
Cell Phones
Cameras/Camcorders
MP3 Players
Group Rank
2 of 76
10 of 76
30 of 76
XBOX 360
Cameras/Camcorders
MP3 Players
6 of 76
15 of 76
37 of 76
PS3
Cameras/Camcorders
Cell Phones
6 of 76
20 of 76
20 of 76
PS3
MP3 Players
XBOX 360
8 of 76
10 of 76
17 of 76
MP3 Players
PS3
Cameras/Camcorders
11 of 76
13 of 76
23 of 76
6/27/2009
XBOX 360
Cell Phones
MP3 Players
6 of 76
14 of 76
18 of 76
7/4/2009
Cell Phones
XBOX 360
MP3 Players
22 of 76
24 of 76
31 of 76
7/11/2009
XBOX 360
MP3 Players
Cell Phones
3 of 76
35 of 76
50 of 76
7/18/2009
XBOX 360
MP3 Players
Cell Phones
2 of 76
3 of 76
24 of 76
7/25/2009
XBOX 360
MP3 Players
Wii
1 of 76
1 of 76
26 of 76
8/1/2009
MP3 Players
XBOX 360
Wii
1 of 76
1 of 76
2 of 76
5/23/2009
5/30/2009
6/13/2009
6/20/2009
9
Accessory Attachment Rate Follow Up Sheet
Date:
Goal:
Team Member Name
Items
Accessories
10
ESPs
Redcards
Told
Guest
about
Survey
-
-
11
-
-
12