Zaenab Mabifa University of North Carolina

Greensboro

Macy’s Store Management Internship Project

Summer 2015

Internship Program Location • Region: Southeast• District: Carolinas • Store: Hanes- 792 Winston- Salem, NC • FOB: RTW

Project Topic Options:

1. MyClient

2. Plenti Rewards

3. Wildcard *Objective: Drive sales in the Juniors/MStyleLab FOB, by fostering customer engagement and staying on top of recovery/visual merchandising

COACHING Coaching Objectives • Based on MAGIC scorecards, associates needed to work on

MyClient, in order to drive sales

• Holistic approach (all associates)

• Associates also needed to make sure they were available

*If a customer is welcomed and helped while shopping, she is likely to spend an average of 95% more!

• Associates also needed to work on inspiring to buy, by suggesting additional items at POS, pointing out new, and/or EDV merchandise, and giving advice

COACHING OBJECTIVES • I chose 3 associates to help coach, as they worked in MStyleLab most

frequently:

• Diane• Sonia• Portia

• All associates struggling with the same issue: MyClient • Reasons for lack of participation are different

• Weekly conversations will help motivate associates to use MyClient and drive repeat business in MStyleLab

• Advised all associates in common FOB to share each others’ top 10 MyClient customers

COACHINGDiane• Associate Scorecard for Period 5: 68

• Surpassing sales: 135.6% to standard 200 SPH for Period

• Surpassing loyalty: 340% to stand 2 apps/ 40 hours for Period

• MyClient: 0.1% to 3.0% goal

• MyClient program does not resonate with associate; she does not like using it

• Diane makes great customer connections but does not use MyClient

Actions/Behaviors performed

• Constantly remind her to use the tool as it a valuable part of attaining customer loyalty, total satisfaction, and establishing customer/associate relationships

• Communicate the value of program to associate

CoachingResults • Scorecard increased to 76

• No MyClient sales were still not made for period 6

• Diane did add 5 people to MyClient

Future SM Tasks • Continue to remind her to add at least 3 clients/ week

• Remind her to call her existing clients, to get them back in for a 2nd visit

COACHINGSonia• Associate Scorecard = 38

• performs well at Making a Connection and Asking Questions, needed to improve on Giving Options and Inspiring to Buy

• Has trouble getting MyClient customers to return

Actions/Behaviors Performed:

• Practiced adding customers in MyClient

• Role Played and walked her through the steps so she could get comfortable with it

CoachingResults • Scorecard increased to 64

• Sonia has performed $62 of MyClient Sales for Period 6

• Sales percent of 0.5% to 3.0% goal; improvement has been made

• Has not converted any potentials, but has added 2 to MyClient

Future SM Tasks • Continue to remind her to add at least 3 clients/ week

• Continue to celebrate her progress with MyClient

• Remind her to call her existing clients, to get them back in for a 2nd visit

COACHING Portia• Associate Scorecard for Period 5: 58

• (Surpassing) Sales = 114.6% to goal of 200 SPH

• (Surpassing) Loyalty = 270 % to goal of 2 apps/ 40 hours

• MyClient= 0.0% to 3.0% goal

• Portia uses MyClient, but has room for improvement

Actions/Behaviors

• Make notes in MyClient, to call customers back and maintain relationships

• Work on introducing MyClient prior to Point of Sale, during connection on sales floor

CoachingResults • Scorecard increased to 67

• Portia made $8 in MyClient Sales for Period 6

• Added 8 Potentials to MyClient

• Converted 1 Potential

• Sales % did not improve significantly, but coaching did motivate her to use MyClient more frequently

Future SM Tasks • Continue to remind her to add at least 3 clients/ week

• Continue to congratulate her on her progress with MyClient

Business Plan Business Objectives/Goals Get all FOB merchandise out of Black Box

Material Girl BCX American Rag Junior Bottoms

Meet sales plan for period 6 in all segments with FOB

Action Plan to Meet Goals• Be available to customers

• Greet and Assist all customers

• Maintain a neatly, organized FOB (including floor & fitting rooms)

• Maintain a consistent recovery schedule

• Size racks throughout MStyleLab, to make area more shop able for customer

• Wardrobe merchandise, to add value and gain customers’ attention

• Coordinate hangers with sizes on garment to prevent customer confusion and frustration

• Do everything possible to ensure a customer satisfaction and increase MAGIC score

Business Plan• #41 Report Analysis (Total Regular Status)

P5W4 P6W2 P6W40

2

4

6

8

American RagBCXMaterial Girl

American Rag improved, and retracted

from Blackbox after week 4, during period 5, but fell

back into Blackbox during Period 6, week 2. However, improved and became un- blackboxed during week 3. Currently Blackboxed for Week 4

BCX was also blackboxed during

P5W4, but improved for P5W5. As of P6W2, BCX was no longer

blackboxed (3.0 LOC to 4.6 DIV) and by P6W4,

BCX surpassed the division with a s/o % of

8.3

Material Girl has been blackboxed throughout the 5 week Average, only improving during the first two weeks of

Period 6. The brand fell back into Blackbox

during Weeks 3 and 4.

#41 REPORT ANALYSIS (TOTAL REGULAR STATUS

P5W5 P6W2 P6W401234567

Jr BottomsJR Dresses Social Dresses

Jr Bottoms was blackboxed during P5W5 (4.1 % LOC/ to 6.1% DIV) but improved after P6W1, even though the graph shows a decline, in comparison to the DIV s/o%, Jr Bottoms has made significant improvement

JR Dresses fell into blackbox during P6W2 with a s/o % of 1.4 to DIV’s 3.0; improved during P6W3, with a s/o% of 2.5 to DIV 3.3; As of P6W4, still not blackboxed

Social dresses became blackboxed during P6W2 with a s/o% of 1.4% to DIV 2.6%; and improved during week 3 (6.1% LOC to 2.7% DIV). As of Week 4, Social Dresses still not blackboxed

#12 SALES ANALYSIS (% EOP PLAN)

LOC TSL 0.00%

20.00%40.00%60.00%80.00%

100.00%120.00%140.00%160.00%180.00%200.00%

MStyleLabJr SportswearJr Dresses

#12 SALES ANALYSIS = % EOP (6) PLAN

BCX

Materia

l Girl

MStyleL

ab D

resse

s

Fashio

n Top

s

JR B

ottom

s

Social

Dres

ses

0

100

200

300

400

500

% EOP Plan TSL % EOP Plan- LOC

Challenges / Opportunities• Coverage For MStyleLab

• Use resources we have to ensure associates are available

• Customers Under 18 Y/O (Loyalty) • Good candidates for charity coupons

(Reading Is Fundamental & Fashion Pass)

Mstylelab Informal Modeling Project:

SATURDAY, AUGUST 8

12:30 PM- 2:00 PM

2ND FLOOR- HANES MALL

Plans For Continuous Growth In FOB

MstyleLab Informal Modeling Showcase• Three Looks x Three Models

• BTS: “Deck the Halls”

• BTS: “Dress for Success”

• BTS: “Dress to Impress” Major Brands/FOBs Promoted:

1. Materal Girl

2. BCX

3. American Rag

4. Social Dresses

STYLE INSPIRATIONS

What Would I have Done Differently?

• One-on-one coaching with more associates within FOB.

• More firm and adamant with associates working on MyClient

• Scheduled modeling showcase earlier to actually see results

THANK YOU FOR YOUR TIME!

Any Questions/ Feedback/ Advice?