"Children's" seller of shoes. Features of the staff of the children's shoe store
The children's segment is developing rapidly, despite political and economic upheavals. We will not go into the probable causes of what is happening, but rather think about how to "catch this wave."
Maria Gerasimenko - CEO of Fashion Advisers and the first online school for fashion business Fashion Advisers School, expert in business management and development, business coach. Fashion business management experience - more than 12 years. Successfully defended 2 MBA dissertations (Mirbi International Higher School of Economics, Russia, Moscow, 2013) and London Metropolitan University (Great Britain, London, 2017)
Main areas of activity: strategic and anti-crisis management of the shoe business, assortment matrix management, development of motivation programs, conducting trainings in the field of management, service and sales. Clients include: Unichel, Tamaris, s'Oliver, Kotofey, Rieker, Sinta Gamma, Helly Hansen, Rusocks and others.
As you know, 80% sales success depends on the seller. How well he knows the features and advantages of the product he sells, how well he understands the psychology of customers, he knows how to listen, ask the right questions, direct the conversation, and finally, how much he loves his work, the store and the assortment he works with. In the children's store, all of the above is supplemented with love for children and the ability to get along with them. Indeed, according to psychologists, at the age of three, children can influence the purchase, and five-year-olds can completely abandon the clothes and shoes that adults choose for them.
Who is he - the ideal seller, where to find him and how to motivate?
The search for a suitable candidate begins with a job description. Agree, it’s strange when an employer publishes an ordinary vacancy in the spirit of “We invite sellers from 25 years to work, 15 000p salary +% of sales, responsibilities: working with customers, accepting goods ... etc.” and wants to find a unique, customer-oriented, A trained and cheerful salesperson? Boring employees will come to a boring vacancy. Start with the right, and most importantly, unique job design. Describe in detail the very ideal employee you want to see in your store.
Further - carefully study the received resumes. It is worth paying attention to the terms of the employee in previous companies. An employee changes jobs more than once a year - a serious reason to think. Does the employee smoke? So, everywhere he will be accompanied by an unpleasant smell, and about 1 hours a day he will go to smoke breaks. Does the employee have children under the age of 3? This means that it is possible that the employee will often go on sick leave. All this must be taken into account and taken into account, you can put up with something, but something categorically does not suit you. But it’s not worthwhile to judge the candidate for the position of seller by education, age and work experience. There are young employees with no experience who are only worth a little training - and they are tearing up sales! In my practice, mature sellers with no work experience also showed a high level of sales and loyalty to the company. And there were those employees who were ideally suited to all points of the resume, with extensive experience in sales and at the same time - untrained, rude, dissatisfied with life, but who consider themselves to be professional in sales. Yes, everything has its extremes. Therefore, the main thing that a good seller working with children's assortment should have is:
-
high level of empathy;
-
communication skills;
-
the ability to get along with children and glow from the inside in a good mood. The rest - you can teach!
How to interview with a candidate and what is such a projective question?
At the interview, try to avoid direct questions like: “Have you encountered cases of theft at your previous job?” Any sane person will give the socially expected answer “No”. But if you ask the question this way: “Why do you think some employees in the company can steal?” - your chances of getting an honest answer increase. This is called a projective question, when you ask the candidate not directly, but in general about the problem, what he thinks about it. And oddly enough, you will receive a true answer and information about whether the employee is prone to theft. With the help of projective questions, you can find out anything about the candidate: “Why do you think there are conflicts in the team?”, “What motivates people to come to work every day?”, “Why do some people like children, while others try to stay away from them away? "
Be sure to find out about the development plans from your future employee, is he interested in learning about related specialties (merchandising, assortment analytics, purchasing, etc.). And what kind of development does he want.
Test with suitable candidates. The most informative, in my opinion, are the Myers-Briggs test and the Thomas test. The first test will show what is the true calling of the employee, and the second will tell you how the candidate tends to behave in conflict situations.
Internship will help to join the team
After completing all the selection tests and the final selection of employees, we proceed to the internship. At this stage, it is important to teach the standards of work adopted by the company, sales psychology and customer-oriented services, as well as describe in detail the work that the trainee must perform and the results he must achieve. Prepare a single adaptation plan for new employees. This will allow recruits to quickly join the team and active work, and you save time and money.
And finally, a few life hacks from my training on selling shoes in a children's store:
#life hack1: Mom baby is your ally!
Mom has a goal - to buy a pair of shoes for her child. And preferably soon. We usually hear mother’s requirements immediately: “only natural materials”, “comfortable shoe”, “breathable”, “I have a limited budget” and so on. It remains to understand how to win the trust of the child, and find out his needs.
#life hack2: Contact by name!
I say this at every training, regardless of its focus. Name - a powerful amplifier to influence the interlocutor. Get to know your client and his child. Do not believe it, but it can be done organically! Consider a short selling algorithm:
The buyer enters the store - Eye contact / smile / greeting - Give the opportunity to look around in the store - Start a conversation with an open or alternative question ("What colors of sandals do you prefer?", "Do you prefer closed or open models?", "Do you choose shoes for a holiday or for every day? ”and others) - Acquaintance by name (“ By the way, my name is Daria! And how can I contact you? ”“ What is your name, little princess? ”)) - Next, we go on to find out the need and move on according to the algorithm.
#life hack3: Children of different ages have different shoe needs:
Children age 1-3 years old choose shoes adults. So, the preferences of an adult and his type of buyer are the main thing that the seller should focus on. Contrary to the fact that in this case the child does not choose shoes, communicate with him, call by name, and contact him even if he cannot answer, for example: “Well, little princess / fairy, do you like these shoes?” . Make sure that the baby does not get bored or cry - to help you cartoons and toys.
3-5 kids already express their opinion and may influence the decision to purchase. Kids prefer bright colors, cartoon characters, lighting effects, tweeters and so on. Cartoons and toys do not lose their relevance. Do not forget about comparisons: toddlers like when their choice is compared with the characters of modern cartoons.
6-9 years old they begin to look back at their peers, try to choose something unusual, vibrant, fashionable, popular and, preferably, it is advertised in the media.
Teens 10-14 years tend to buy models that look like adult shoes; collaborations with celebrities, especially popular among teenagers, have a great influence. You need to communicate with teenagers as if you were an adult buyer. Including, call it exclusively on "You."
#life hack4: When communicating with children, it is important to be at their level of growth.
In other words, before you say anything to the child, sit down on his level and create a visual contact.
# Laihak5: Music, aromas and lighting are important tools in your store’s atmosphere.
They should complement the exceptional service of sellers. If the store plays radio (albeit for children) - this may adversely affect sales. Pick the right selection of tracks, choose the best flavor and ensure the right lighting.
Summing up, let’s say that when working in a children's store, the main thing is sincerity and customer focus. Children, like no one else, feel a real attitude.
This article was published in the 147 issue of the print version of the magazine.
Difficulties in recruiting personnel and how to deal with them
MUNZ Group: Five common mistakes when searching for line personnel
How to differentiate yourself from competitors and earn more?
What decorative items can be used as retail equipment to effectively present shoes and bags?
Current techniques in lighting a shoe store
We are waiting for you at the Euro Shoes exhibition on August 26-29
The international exhibition of footwear and accessories Euro Shoes premiere collection starts in Moscow next Monday. Euro Shoes will be held in the capital's Expo Center from August 26 to 29 in alliance with the leading international clothing exhibition CPM Moscow. In one place and on the same dates, both exhibitions will bring together a large number of visitors, buyers and fashion industry professionals from Russia and the CIS countries.
EXTR4 - a new shoe brand from Italy at the EURO SHOES exhibition
Imagine a world where the barriers between urban style and athletic performance disappear, where shoes become more than just an accessory, but an integral part of your personality and lifestyle. This is the world of EXTR4, a new shoe brand from Italy created for men and women who live active, full lives.
Euro Shoes was a huge success in Moscow
The international exhibition of footwear and accessories Euro Shoes premiere collection was held in Moscow from August 26 to 29 at the Expocentre. Organizers and participants of the professional exhibition note the high level of attendance and business activity. Euro Shoes has once again become a center of attraction for professional buyers from different cities and regions of Russia and from the CIS countries.
Heading towards Moscow - development of the MASCOTTE chain in a new concept
The brand of shoes, clothing and accessories Mascotte continues to actively develop the network in a new concept. Updated spaces appeared in Moscow in the VEGAS KASHIRSKOE shopping center on the 1st floor (area more than 300 m²) and the Vesna shopping center on the 1st floor (area more than 400 m²). By the end of 2024, openings are planned in the Botanica Mall mixed-use complex on the 1st floor (area more than 400 m²) and in the ODIPARK shopping center on the 1st floor (area more than 300 m²). In 2025, the brand plans to continue to expand its network of branded salons in a new concept through consistent and methodical openings in new shopping centers and rebranding of current salons with relocation to larger areas.
How to differentiate yourself from competitors and earn more?
Online shoe sales are increasingly competing with offline stores every year, but they still cannot count on even a 20-30% share of sales on the Russian market. With rare exceptions, the cost of shoes on marketplaces is lower than in retail stores; for some reason, most buyers prefer to purchase a new pair, albeit more expensive, but personally choosing from the assortment presented on store windows and shelves. This illogical behavior of buyers can only be explained by the fact that each of them has individual characteristics when choosing purchases. SR expert on increasing sales in fashion Evgeny Danchev talks in detail about three options for a marketing strategy for positioning retail in the market, their advantages and benefits.
MUNZ Group: Five common mistakes when searching for line personnel
Mistakes in personnel selection are costly for companies. The time spent on searching, the investment of money in organizing recruitment and the lack of salespeople in the store increase the value of each correctly selected employee and increase the cost of an error. Munz Group HR Director Ekaterina Ananenkova talks about the most common mistakes.
Euro Shoes will be held in pavilions 2.5, 2.6 of the Expocentre Fairgrounds
Dear partners!We inform you that the Euro Shoes premiere collection exhibition will be held from August 26 to 29 at the Expocenter, pav. 2.5 and 2.6.
Time-tested and new collections
PETER KAISER SPRING/SUMMER 2025
Global footwear production down by 1,5 billion pairs in 2023
According to statistics from the World Footwear Yearbook 2024, the annual analytical bulletin of the Portuguese Footwear Association, global footwear production fell by 6% last year to 22,4 billion pairs. And global footwear exports decreased by 9,1% year-on-year, to 14 billion pairs, writes Worldfootwear.com.
A fashion buyer's checklist will expand your capabilities in creating an assortment for a shoe store
On the eve of the purchasing season, the buyer’s main task is to prepare for the formation of a new assortment. If we pass this stage efficiently, then we increase the efficiency of our work by at least 2 times, reduce the risk of outsider models appearing in the collection and increase overall liquidity and the share of hits. SR expert on purchasing and sales in the fashion business, Elena Vinogradova, shares recommendations based on her extensive practical experience as a fashion buyer, and has also compiled a checklist especially for readers of the magazine to assess your readiness to purchase a new collection.
The business program of the EURO SHOES exhibition will take place on August 28
After a break, the business program returns to the EURO SHOES premiere collection exhibition. It will take place on August 28 in pavilion 8.4 of the Expocentre, from 12:00 to 17:00.
Difficulties in recruiting personnel and how to deal with them
Many managers believe that by providing decent wages and good working conditions, potential employees will come to work on their own, and each of them will become an excellent salesperson. Unfortunately, this is not the case: applicants come reluctantly, and in most cases, none of them are suitable for the position of salesperson. Therefore, personnel selection requires a professional approach. SR expert in the field of fashion business management and development Maria Gerasimenko talks about the employee selection algorithm and non-standard methods of searching and interviewing candidates.
HIT OF THE SEASON: THE MOST CURRENT MODELS FOR SUMMER FROM THE GERMAN FOOTWEAR AND ACCESSORIES BRAND TAMARIS
The German brand Tamaris presented the Hot summer line with light and weightless models that are ideal for the hot season.
Working with an active audience on Telegram and VKontakte. Mistakes brands make when moving to new local social networks
We already wrote about how to work in the Russian social network “VKontakte” and the Telegram messenger, about the features of these platforms in the 195th issue of the magazine; the expert was digital expert from Fashion Consulting Group Katerina Diveeva. In this issue we return to this difficult topic again, as it is still relevant. Companies have a hard time mastering new platforms and tools through trial and error, but continue to work through them with their target audiences - with existing and potential clients, since there is no alternative: traffic and coverage in prohibited networks is steadily falling. With Katerina Diveeva, we analyze the most common mistakes that are made when moving to new local networks.
Louis Vuitton opens a new factory in Italy
Louis Vuitton has opened its second shoe factory in Italy. After opening the first one in Fiesso d'Artico in Veneto, the LVMH flagship brand has just opened a new production site dedicated to this category of footwear in the industrial zone of Civitano in the Marche region. There is also another brand production facility in Tuscany, where bags and leather accessories are produced, writes fr.fashionnetwork.com.
Effective methods that will help improve the effectiveness of sellers
Many store managers face the problem of staff burnout who work on the sales floor. Previous motivation schemes for salespeople - “salary +%” no longer work today, and therefore new ways are needed to motivate employees to work better, more and sell more effectively. SR expert in fashion business development management Maria Gerasimenko shares her knowledge and tells what motivation schemes are effective today, how to implement a new motivation program and accustom a sales team to it.
Results of the round table of shoemakers with the Ministry of Industry and Trade of the Russian Federation, CRPT, NOBS and Wildberries
On September 15, a strategic meeting of representatives of the Ministry of Industry and Trade of the Russian Federation, CRPT, the National Shoe Union (NOBS) and the largest Russian marketplace Wildberries was held at the Holiday Inn Sokolniki hotel in Moscow. Representatives of the Russian footwear industry also took part in the meeting.The event was aimed at discussing key issues of interaction between sellers and the Wildberries platform. Every aspect of the work was analyzed in detail, including news on product labeling from the CRPT. Questions sent in advance from companies received detailed answers from authorized Wildberries employees. The discussion was very lively and productive.
Health and comfort in Relax Anatomic dress shoes
For many years, the Greek company Relax Anatomic has been producing innovative anatomical shoes that meet the requirements of orthopedic doctors. The Relax Anatomic design meets all the needs of the modern woman who seeks style and comfort. Relax Anatomic shoes offer a wide range of sporty and classic shoes for all ages in high heels, mid heels and flats.
CAPRICE acquired PETER KAISER, one of Europe's most traditional footwear brands
Shoe manufacturer CAPRICE from Pirmasens has acquired the PETER KAISER brand, one of the oldest and most respected women's shoe brands in Europe. Caprice will continue the unique history of the PETER KAISER brand and preserve the essence of the brand. At the same time, maximum comfort and quality of materials will be maintained, a younger audience will be attracted, and prices will become more attractive.
A new look at Giotto. Interview with the head of the company Vladimir Timofeev
The corner of the Russian women's shoe brand Giotto in the fashionable metropolitan department store Trend Island became the first application of a famous Moscow shoe factory to develop and promote its own brand. Until now, the company has focused on sewing shoes for third-party customers and large retailers. Shoes Report spoke with the head of Giotto, Vladimir Timofeev, about its new strategy and the prospects for domestic production.
The international footwear exhibition Euro Shoes premiere collection was successfully held in Moscow
Russia's largest exhibition of footwear and accessories, Euro Shoes, was held in Moscow from February 19 to 22 and again became the main meeting place for fashion brands and buyers.
How the mule became a mule. A very feminine and relevant model of women's shoes today appeared in ancient Rome.
We continue the joint educational and educational project of Shoes Report magazine and the State Historical Museum (GIM), dedicated to the history of shoes and shoe craft. Women's mule shoes are fashionable footwear for rich city women for going out. The pointed-toed shoe was cut equally for the left and right feet, had a high heel and a durable sole covered in leather. Where did the fashion for mule shoes come to Russia?
How to correctly apply category management when managing the assortment of shoes for the marketplace
The assortment management tool “Category Management” is gaining momentum, and almost every fashion businessman has either implemented category management or outlined a plan for its implementation. Category management (CM) is exactly the tool that is useful offline and can guarantee an increase in sales in this direction. But is it possible to apply and implement CM to work with assortment on marketplaces? The question is answered by a regular author of SR - an expert on work and assortment management in fashion retail, analyst and consultant Emina Ponyatova.
Shoe educational program: what shoe soles are made of
“What is the difference between TEP and EVA? What does tunit promise me? Is PVC glue? What is the sole of these shoes made of? ”- the modern buyer wants to know everything. In order not to smash his face in front of him and be able to explain whether such a sole suits him in soles, carefully read this article. In it, process engineer Igor Okorokov tells what materials the soles of shoes are made of and what makes each of them so good.
How to set prices that will earn
Some businessmen still confuse the concept of margin with the concept of trade margins and set prices for their goods, guided solely by the example of competitors. No wonder they go broke! Analyst at the Academy of Retail Technologies Maxim Gorshkov gives several tips and formulas with which you can set not only ruinous, but also profitable prices.
Sales of shoes and accessories: effective techniques for business rhetoric
Which speech modules are effective in communicating with potential and current customers of shoe stores, and which are not, Anna Bocharova, a business consultant, knows.
We form the salary of sellers: expert advice
“How do you charge your consultants for personal or general sales?” Is one of the most popular questions causing a lot of controversy and gossip on the online forums of retail business owners. Indeed, how to properly form the earnings of sellers? But what about bonuses, where to get a sales plan from, do employees allow them to buy goods at discounted stores? In search of truth, the Shoes Report turned to a dozen shoe retailers, but no company wanted to disclose its motivation system - the process of its development was too complicated and individual. Then we asked four business consultants, and finally became convinced that the topic of seller motivation is very complex, because even our experts could not come to a common opinion.
Technology Selling Issues
There is nothing worse than meeting the buyer with the words “Hello, can I help you with something?”, Because the seller works in the store just to help. Criticizing this well-established pattern of communication with the buyer, Andrei Chirkarev, business coach for effective sales and the founder of the New Economy project, shares the technology of truly selling issues with readers of Shoes Report.
The whole truth about Bayer. Who is he and how to become one?
Bayer is no longer a new, but still a popular and sought-after profession. It’s fashionable to be a buyer. Buyers are at the origins of the emergence and development of trends. If the designer offers his vision of fashion in the season, then the buyer selects the most interesting commercial ideas. It is on buyers that the policy of sales of stores and what, in the end, the buyer will wear depends on. This profession is surrounded by a magical fleur, often associated with a lack of understanding of what exactly is the work of a buyer.
Fur, and not only: types of lining
In the production of winter footwear, various materials are used that are designed to retain heat and meet the requirements of consumers: natural sheepleather, artificial fur, artificial fur from natural wool and others. All types of lining fur have their own advantages and disadvantages. Let's consider the properties of each of them.
The best models of Czech shoes of the past
In Soviet times, for shoes from Czechoslovakia sold under the Cebo brand, customers stood in line for four hours and did not regret it, because Czech shoes were considered to be of high quality, comfortable and fashionable. Shoe designer Juraj Shushka shared a photo archive of his collection with Shoes Report magazine, which contains the most interesting Cebo models from the 1940's to the 1980's.
Retail Arithmetic
Before you begin to solve specific problems, you need to find out how accurately all the leaders of your company understand the basic terminology of retail.
How to fire a worker without tears, scandal and trial
Sooner or later, any manager is faced with the need to part with an employee. Properly and on time the dismissal procedure will save the company money, and the boss himself - nerves and time. But why sometimes, knowing that a break in relations is inevitable, we put off the decision for months?