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by Adriana Galgano | |||||||||||||||||||||||||||||||||
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After having verified the sales professionalism in the most famous clothing stores in the main European capitals, it was time for New York. We identified the most important shopping streets and chose the shops to visit there. Some of the shops belong to the international chains we have already visited in Europe, others are truly American. We took into consideration the following market segments:
We selected:
We were very careful not to run our mystery shop at the busiest time of the day. We wanted to observe the sales skills of the shop assistants under the best conditions not to verify what their behavior was under pressure. Our aim was to clearly understand how they welcomed customers, if they had a pattern for the needs analysis, if they were skilled in presenting the advantages of their proposal, in overcoming objections and closing the sale. In addition we were very insterested in how they run cross selling and loyalty actions. 62 shops were visited in
New York and this brings the overall number of shops screened up to
286.
We will present the results of our Mystery Clothing Shopping at the
special edition of the Course "How to train to sell clothing", dedicated
to Training, Retail and Store Managers. Click
here for the Course
"How to train to sell clothing", for Training,
Retail and Store Managers.
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Adriana Galgano is an
Ottantaventi senior partner, instructor in Italy and abroad for companies of National and International importance. 