domain 3 : sales techniques

STORE MANAGER TRAINING

(LEVEL 5 CERTIFICATION IN THE PROCESS OF VALIDATION RNCP)
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This area discusses the keys to merchandising for store and window display. Sales pitches and handling customer disputes are covered.

AREA 03 - CHAPTER 01:

DISRUPTION ANALYSIS

Area 03 - Chapter 02:

FITTINGS
STORE SPACE

Area 03 - Chapter 03:

CUSTOMER LOYALTY
AFTER-SALES SERVICE

 AREA 03 / CHAPTER 01 - DISRUPTION ANALYSIS

Lesson 01 / DISRUPTION, A PERMANENT STATE

A - DEFINITIONS

  1. What are we talking about?
  2. Disruption is fashionable
  3. Disruption is part of the evolution

 

B - SYMBOLIC DISRUPTIONS

  1. Disruption as a symbol of a new era
  2. Political disruptions
  3. Disruptions in values
  4. The case of decathlon
Lesson 02 / DISRUPTION IN FASHION

C - TRENDS AND COUNTER-TRENDS

  1. Introduction
  2. Minimalism VS Maximalism
  3. Natural VS Synthetic

D - TECHNOLOGICAL DISRUPTIONS

  1. Disruption at the service of a technological revival
  2. Digital fashion
Lesson 03 / ANTICIPATING DISRUPTION

E - IDENTIFY POPULATIONS OPEN TO CHANGE

  1. Heterophiles and homophiles
  2. Heterophilic populations
  3. Locate where the cool is located

F - IDENTIFY EMERGING SIGNALS

  1. Identify emerging signals
  2. Identify sectors that are ripe for disruption
  3. Cross-reference the evidence

 AREA 03 / CHAPTER 02 - STORE FITTING

Lesson 01 / SHOPPING

A - SHELVING

  1. Definition
  2. Methods to be followed

B - FITTINGS

  1. Importance of the layout
  2. Optimizing the layout
  3. The different forms of merchandising

C - REASSORT

  1. Inventory definition
  2. Three methods for inventorying stock
  3. Management

D- DEFINITION OF THE PLV

E- TOOLS OF THE PLV

  1. Interior
  2. Outdoor
  3. Limitations

F- ISSUES OF THE PLV

  1. Attracting attention
  2. Involve the consumer
  3. Sell the product
  4. Be clearly identifiable and simply inform.
Lesson 02 / DIGITALIZATION OF THE POINT OF SALE

G- IMPORTANCE OF DIGITAL

  1. Definition
  2. History

H - WHICH SUPPORTS?

  1. Click & Collect
  2. Interactive fitting rooms
  3. Mobile checkouts
  4. Interactive kiosks

I - CHALLENGES FOR THE CUSTOMER EXPERIENCE

  1. Increasingly connected customers
  2. Added value proposition
  3. The benefits
Lesson 03 / SALES OBJECTIVES

J - CUSTOMER JOURNEY DEFINITION

 

K - HOT AND COLD ZONES

  1. The hot zones
  2. Cold zones

L - THE 5 STEPS

  1. Acquisition and consideration
  2. Purchase decision and retention
  3. Recommendation

M - WINDOWS

  1. Coherence
  2. Renewal
  3. Staging

 AREA 03 / CHAPTER 03 - LOYALTY / SERVICE

Lesson 01 / TRUST

A - BUILDING CUSTOMER LOYALTY / DIGITAL

  1. Strengthening customer relations
  2. Quality of service
  3. Giving voice to customers
  4. Selling more to those who buy!
  5. Evolution of the offer

B - BUILDING CUSTOMER LOYALTY / PHYSICAL COMMERCE

  1. Provide an experience
  2. Thank your customers
  3. Flexibility
  4. Flexibility - Example

C - LOYALTY PROGRAMS

  1. What is a loyalty program
  2. Loyalty software
  3. Creating your loyalty program
  4. Relational and social loyalty
  5. Loyalty cards
  6. Sponsorship programs
  7. Example of a loyalty program: NIKE
  8. Example of a loyalty program: NATURE & DECOUVERTES
  9. Example of a loyalty program: DEVIANE
Lesson 02 / CUSTOMER FILES & COMMUNICATION

D - THE CUSTOMER FILE

  1. What is a customer file?
  2. Building a customer file
  3. Processes for collecting information

E - CUSTOMER EXPERIENCE

  1. What is customer experience?
  2. Customer Experience: Optimization

F - COMMUNICATION

  1. Simplicity and immediacy
  2. Newsletter
  3. Social networks
Lesson 03 / CLAIMS / DISPUTES

G - COMMERCIAL PROMOTION

  1. Definition of a trade promotion
  2. Example of a trade promotion

 

H - BLACK FRIDAY

 

I - REBATE, DISCOUNT AND EXCESS

 

J - SALES

  1. Definitions of Sales
  2. Law in force
  3. Organization of sales
  4. Management of sales

 

K - PLANNING THE BRANDS

 

L - LITIGATION

  1. What is after-sales service
  2. A good after-sales service management
  3. Anticipate and manage possible disputes