In April, a record sales figure for the entire history of the ALFAVIT shoe chain was recorded. So in April 2012, the retail chain "ALFAVIT", consisting of 33 stores, sold about 80 thousand pairs of shoes, 45 thousand of which are children's shoes. This resulted in a 40% increase in net profit for children's shoes compared to the same period last year. The calculation of retail indicators did not take into account the work of the ALFAVIT online store, which brought additional profit equal to the average turnover in pairs of one store of the chain.
“The plan was overfulfilled by 33%, which is the best result in the entire history of the company,” explains Yulia Lipatova, head of the retail network. In her opinion, the surge in trade was influenced not only by the sudden arrival of spring (it is worth noting that March, which is not happy with the onset of spring weather, was not the best month, but the chain coped with the sales plan), but also a change in the motivational mechanism of store personnel.
The sales consultants themselves, working closely with the buyer, associate such success in sales with the expansion of the assortment matrix, a change in the concept of forming collections of all groups of shoes.
It is worth noting that sellers are listened to by sellers, and when choosing models for subsequent seasons, they are guided not only by harmonious, automated sales statistics, but also by inviting store staff to take a direct part in selecting collections from suppliers.