Em tempos trabalhei com uma empresa em que a gerência não queria que os comerciais soubessem o que se vendia e quanto se vendia. Juro!
Entretanto, ontem no WSJ, "Why a Zara Bet Big on a Maxi Dress":
"The Zara store in London's Chelsea neighborhood received a new range of maxi dresses in various styles. After just one week, store manager Ana Oliveira analyzed the sales data and saw that the dresses with prints were selling much better in her shop than those in solid colors. So she moved the print designs to the tall rails by the entrance. They would be the first thing shoppers would see as they came into the store, she said.
Zara is going local, giving store managers control over their shops' inventory, displays and designs.
The strategy relies heavily on its proprietary data system and a willingness to break the standard fashion-chain practice of making centralized decisions on stores' behalf.
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"It's my kingdom, ," said Oliveira. She credits the new tech with giving her a level of control that wasn't previously possible.
Especially useful, Oliveira said, is her ability to crosscheck what's happening regionally, using data compiled from a basket of comparable U.K. stores. If a top-selling item at other British stores isn't doing so well in Chelsea, that is her cue to change up her displays, move unpopular items to storage or request new designs from Zara's headquarters.
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After a warm weekend in June, her store's data showed a rise in demand for linen menswear, Oliveira said. Sensing the beginning of a trend, she quickly rearranged the layout of the men's section to put linen shirts and trousers in the most visible display areas.
It doesn't make sense to keep commercial data locked away at headquarters when store employees can use it to maximize sales, said Inditex Chief Executive scar García Maceiras. He said the mirror system was developed in response to managers requesting access to more data to help them oversee their stores, crediting managers as the key ingredient to Zara's success: "A store manager is the CEO of their store."
When Oliveira saw a drop in demand for blazers and a corresponding bump in T-shirt purchases relative to the week before, she interpreted it as a sign of a seasonal shift as summer arrived. As a result, she changed the displays to give more space to warmweather clothes."
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