Close
 

Retail rogues: Case study

  • News
  • November 12, 2015
  • Jai Breitnauer
Retail rogues: Case study

New Zealand icon Max Fashions first opened its doors to Kiwi women in 1986. Consistent application of their three core values - to be inclusive, innovative and inspirational – have seen the company grow to 36 stores from Whangarei to Invercargill, and they’re now an e-tailer as well. They challenged RedSeed to update their old paper-based training programme, and were seeking a dynamic solution that wasn’t about ticking boxes, but would really engage and empower their 230 retail staff nationwide.

RedSeed used their three-tier “Sell ‘em something; Sell ‘em more; Sell it faster” online programme as the basis of the Max Fashions retail training, and implemented their RedSeed Energy monitoring app to give store managers tangible data on training engagement at each store.

“But first and foremost, we had to overcome the fear factor,” says RedSeed marketing manager Ben Hogg. Training can be exciting, but it can also make staff nervous – especially when introducing a whole new system. RedSeed knew that reducing employee apprehension around training was the best way to improve engagement and get positive results.

“We identified three challenges,” says Hogg. “Firstly, the staff had a wide variety of skill levels. Secondly, the differing range of technological ability had to be considered. Finally, management buy-in was essential as the Max teams are small and close-knit.”

There was a clear focus on consistency, starting everyone at level one of the training programme, regardless of what training they had done before or how long they had worked in retail. This removed the pressure of expectation – everyone was on the same ground and could work through the programme on an equal footing. This was useful, not just in reducing the individual levels of anxiety employees may have felt, but also in encouraging camaraderie.

“Peer support is essential in successful training,” says Hogg. “Especially when some staff members might find technology a bit challenging.” Max encouraged team training sessions, with some groups even making a night of it over pizza.

It was also essential that the training programme was rolled through the organisation from the top. Senior management completed the programme first, before taking it to the store. “This has resulted in managers really taking ownership of RedSeed within their own stores,” says Hogg. “It has become so embedded in the culture that training expectations are now a focal point of the interview process during recruitment.”

The revamp of their training process with RedSeed has been hugely successful for Max, with items per sale increasing by over 80 percent, a growth in mystery dhopper results of around 10 percent nationwide, and in-house awards based on feedback from customers rising to at least six each week. Most importantly, Max staff are hungry for more. “Our teams are wanting to enhance their training further and are looking forward to new modules being released,”  says Karma Wetere, national retail manager for Max.

This article was originally published in issue 740 of NZRetail magazine.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Michael Hill International posts $17m profit

  • News
  • August 22, 2019
  • Radio New Zealand
Michael Hill International posts $17m profit

Jewellery retailer Michael Hill International has reported a lift in profit but is feeling the pinch of lower sales and squeezed margins.

Read more
 
 

Dylan Mulder explores new digital frontiers in the fashion world

  • Design
  • August 22, 2019
  • Findlay Buchanan
Dylan Mulder explores new digital frontiers in the fashion world

“What might a Louis Vuitton or Off-White digital piece of clothing be like?” Matthew Drinkwater, head of the Fashion Innovation Agency at London College of Fashion, mused to Vogue in April earlier this year. The question came in the wake of Carlings, a multi brand Scandinavian retailer, selling out its first digital-only clothing line. The process saw fashion designers manipulate photos of customers, so it appeared as though they were dressed up in Carlings' apparel. Customers would then go on to share the photos of themselves on digital platforms, Instagram, Facebook, and the rest, without actually having to wear the clothes.

Read more
 
 

Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

  • News
  • August 21, 2019
  • Sarah Dunn
Gem Retail Hotlist: Be Free Grocer flourishes in Palmerston North

Retail isn’t an obvious next step for a couple who met during five years’ volunteering at a Malaysian wildlife sanctuary, but Bronwyn Green and David Phillips’ passion for animals has led them to tackle waste management from the shopfloor. Green shared insights about their plastic-free grocery store Be Free Grocer with The Register.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

The bridal industry changes driving Karen Walker’s new Atelier range

  • Design
  • August 20, 2019
  • Sarah Dunn
The bridal industry changes driving Karen Walker’s new Atelier range

In the last couple of years, Kiwi fashion designers like Ingrid Starnes, Juliette Hogan and Paris Georgia have rolled out bridal ranges. Now they’ve been joined by Karen Walker. We asked Walker what’s behind the rise of designer bridal.

Read more
 
 
News

Are you on The Retail Hotlist 2019?

Join us in celebrating the vitality and innovation of New Zealand’s retail sector by voting for The Retail Hotlist. The NZ Retail team and Gem, ...

 

Shop with The Register: Dress up for New Zealand Fashion Week

  • News
  • August 19, 2019
  • The Register
Shop with The Register: Dress up for New Zealand Fashion Week

Retailers are busy, and busy people don’t have time to be constantly catwalk-ready. But if you’d like to shine a little brighter while checking out the new season apparel at New Zealand Fashion Week, here’s some great ideas for professional women.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}