David Marsella, Vice President and General Manager for Kmart’s Great Lakes Region recently discussed how our store associates are helping to drive profitable sales by embracing our company’s culture.
As a leader, what do you think is the key when encouraging associates to rally around our culture in order to improve our store experience?
It’s important to surround yourself with a team of associates who deliver results on a daily basis and share the same passion for the business as you do. Our stores are focused on hiring individuals who are execution-oriented and understand our member-centric model. The training and development of our associates plays a big part in how we drive profitable sales in our stores and online. This development includes learning the fundamentals around financials, Shop Your Way, integrated retail, member experience and operational processes.
How do you execute these processes?
We train associates to understand that efficiency is fundamental. Associates are not only valuable to our members in our stores but also through our integrated retail model and the technology on Shop Your Way. Both play a huge part in our members experience online and in stores. If associates aren’t being utilized by members in the store, they can help those online. Our members have access to our associates for all of their research, questions and shopping needs. We are proud to offer this to our members and make their time with us a seamless experience.
Can you talk more about the programs that help create a seamless experience?
Our stores focus on a few core processes daily. Each one of these core processes have a direct effect on our sales and profit results. The management team reviews and adjusts as needed to deliver the best results. This includes:
- Educating our members on the benefits of Shop Your Way. Our associates continually promote the program to non-members and members. Our Shop Your Way team has worked hard to develop mobile applications to make the shopping experience of our members fun and interactive. Our store associates have the opportunity to show these feature and share information on applications like Member Assist or Shop Your Way Sweeps.
- Delivering Integrated Retail excellence. Through Shop Your Way and perks like Buy Online Pick up In-store, members get to experience integrated retail first hand. Customers who are members and use these types of services shop more frequently than those who do not.
- Making sure our stores are well maintained. Associates do this in a number of ways. We review the shelving and products to makes sure all items and stock are available to members or by driving new items to the sales floor. Associate also do this by finding items that are selling and maximizing sales with off-shelf displays.
- Delivering a WOW member experience. Associates accomplish this by engaging our members through all the programs listed above. Our goal each day is to create an environment in which members feel valued and enjoy their shopping experience. Our processes are important in providing a consistent experience every time our members visit our stores or shop online.
How do you think these processes help impact results?
Each of these processes is tied to specific metrics which enables us to track, monitor and address any opportunities. Our goal in stores is to deliver the best possible experience for our members daily.
As a retailer we are clearly focused on what drives the business and how each one of us can impact our results. Every day I ask myself, “What am I going to do to drive a different result?” We are always looking for ways to learn and innovate in order to serve our members better.
Lastly, what will you focus on moving forward?
We will continue to focus on executing these programs/processes flawlessly, which will lead to the positive results we work hard for every day. It’s always a relentless pursuit for excellence.
David Marsella is the Vice President and General Manager for Kmart’s/Sears’ Retail Services in the Great Lakes Region of the United States.