FOLLOW THROUGH WITH ALPHA O-TAGS
Believe it or not, summertime is here. That means most people will be taking it outside while the kids are out of school. Historically speaking (for my company anyway), this is when shoplifting seems to spike. Maybe it’s the long days, or the sweltering heat, but our records always indicate a giant spike this time of year. Now, more than ever, we’re faced with the challenge of increasing our sales all the while trying to prevent shoplifting.
One area of business that really picks up between spring and fall is golf. Why not, really? The sun’s out, the grass on the course is green and the sweat tea tastes mighty fine this time of year. What better way to spend a relaxing Sunday afternoon than with a game of golf with your buddies? (Fishing, maybe?) Do you know who else knows this time of year is big business for golf? Thieves operate within organized groups that not only steal, but are in the game specifically with the intent to resell those stolen goods for a profit; your profit. It’s a good thing you bought those O-Tags to better secure those high end golf clubs!
Just last year, one of my stores conducted their annual inventory. Usually if an inventory is a shock, there’s a problem. I was reviewing the line items with the General Manager when we got to his golf department. There was an enormous loss in single golf clubs. I’m talking several thousand dollars in missing golf clubs. At first, we thought there may have been a shipping error from the warehouse, but after some digging, found that everything was delivered to the store. The only other explanation to such high shrink would be theft. I asked the GM if he was positive that he was following the company policy of using O-Tags to secure all golf clubs over $50. His response was a long, blank stare back at me. I knew what the answer was and he didn’t have to say it.
LP-101: in order to prevent shoplifting, you actually have to use the tools that the company gives you to do so. A box of O-Tags sitting in the warehouse will do you absolutely no good. In fact, you have to apply them to the product if you want to see any type of success. I, unfortunately, see this very often. Managers are simply assuming that their teams are doing everything right and often fail to inspect their own expectations. I gave this GM a good deal of grief (he’s really a great guy and an overall exceptional manager), it really shows a larger problem; department managers failing to adhere to LP standards.
If you have a sales manager that consistently falls below sales numbers, you’d coach that manager. If, over time, there still is no improvement, most likely there would be documentation. Even after a coaching or two (or three… maybe 4) and a written corrective, this manager doesn’t improve, chances are, you’d be in the market for a new manager. So why is it any different when it comes to the back side of sales; shrink. By not following the controls in place, isn’t this manager taking sales dollars off the table? Of course they are. If the product is stolen, it’s not available for a customer to purchase, which equates to a lost sale.
Using the tools given in order to prevent shoplifting is just as important as add-on sales, up-charging or any other sales tactic used to bring in more dollars. So if your mangers are focusing on their sales, always remind them to focus just as much attention on shrink. It could help boost their sales without them even knowing!
Get more information on O-Tags, contact us or call 1.770.426.0547 today.