A top convenience store operator takes it up a notch by using the LIFT Station. The results were impressive…a 5% net increase in sales attributable to increased cashier suggestive selling.
Results & Key Insights
When compared to the control stores, the test stores realized a 5% lift in dollar sales for the test period.
- PERFORMANCE ENABLER – Technology-enabled suggestive selling increases sales – significantly.
- KNOW-HOW – Suggestive selling technology, like the LIFT Station, provides cashiers with suggestive selling know-how and improves their confidence and performance – telling cashiers what to sell and when to sell it.
- PERFORMANCE MEASURES – The technology measures cashiers on their suggestive selling success by tracking up-sell opportunities and conversion rates by cashier. These “scorecard” measures and reinforce performance.
- PERFORMANCE MANAGEMENT – The LIFT Station provides paradigm shift in cashier performance management. It allows retailers to reward cashiers based on positive contribution to sales. The system focuses on up-selling rather than cancels, no sales, or voids. And it helps retailers schedule top performers at peak business hours.
- RELEVANCE – Suggestive selling POS technology allows retailers to offer shopper-relevant promotions and offers that can build basket and drive margin.
Greg Parker, CEO of The Parker Companies, owns and operates Parker’s Convenience Stores in Savannah, Georgia. Mr. Parker is known in the convenience store industry as an innovator with his award-winning Parker’s Market Urban Gourmet and market-leading Parker’s Convenience Stores. He also serves on the Executive Committee of The Association for Convenience and Petroleum Retailing (NACS).
Parker’s Convenience Stores has implemented a variety of initiatives aimed at improving item count and average check. These programs include suggestive selling training and incentives for its cashiers. Such efforts have proved effective at driving results and employee engagement at Parker’s. Still, Mr. Parker, understood that it is even difficult for his trained and motivated cashiers to execute with consistency day-to-day and with promotional calendar clarity from month-to-month.
In early 2010, Parker’s Convenience Stores partnered with LIFT Retail Marketing Technology Inc. to test the LIFT Station – an interactive suggestive selling point-of-sale technology.
The LIFT Station system knows what the shopper is purchasing and therefore can suggestively sell based on the store promotional calendar and product affinity history. The shopper-facing display placed on the checkout counter shows targeted, digital point-of-sale offers. The cashier-facing touch screen display a selling script for the specific suggestive up-sell offers using the LIFT Smart Suggest feature.
Parker’s conducted a control store test to measure the net effect of the LIFT Station. The test, conducted June through August 2010, compared sales results fromm the test stores versus control stores. The 10-week test-period results were compared to a 11-week pre-period to isolate the “test effect” of 5% attributable to the LIFT Station.