Our client, a well established retail chain was starting to lose sales. At the same time a major competitor was experiencing record growth and new chains threatened further encroachment.
The ConversionModel was used to measure commitment, identify the underlying reasons for poor relationships, pinpoint problem areas and identify appropriate solutions.
Weak commitment to the client’s chain was clearly identified as the cause of the decline in sales. Customers were attracted to the competitor, whom they saw as superior in two key areas: customer service and store ambiance. These insights informed a new programme of customer service training and directed investment in upgrading store appearance.
Plans for growth
Competition remained strong, but the chain held its own. Commitment improved in the following year and annual sales grew by 8%.