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The Swedish Steps of Ship Shop Shape

November 14th, 2013


Today we had a visit by Ben from Head Quarters to take a check on the store. We call it Ship Shop Shape or SSS. Ben Blackbeard is a tall young swede, he started by telling us about the five steps of retail.

The illustration is in swedish, but I think you can understand that the bottom most step is wares.

swedish steps 36

The 5 basic steps of retail: 1. wares, 2. prices, 3. exposure., 4.customer service and 5. active sales.

1. Wares
For a store to work you need the wares to be in their proper area in the store so the customer can find it on her own. Let´s use ropes as an example, we have a whole area with ropes in Ship Shop.

2. Prices
Next step is prices. The customer finds the rope she wants and the prices should be right there.

3. Expo.
How is the rope exposed? It should be clean, tidy and easy to access. No clutter or other wares should be on the floor or in the shelf.

These first three steps are mechanical sales. Ben says:
– If we get Wares, Price and Expo right a lot of customers will be able to take care of themselves. More customers who take care of themselves lives more time on step four:

4.Customer Service
Customer service is when the customer comes up to you and asks:
– What is the strength of this rope?

5. Active Sales
The fifth step is active sales, I will write more about that in a later blogpost.

– Ok, let’s go out into the store. Bring your Ship Shop Shape checklists, says Ben Blackbeard.
We go out.
– Now you check an area according to the checklist. After we compare notes.

We did.

The Book

swedish steps 35

The 5 basic steps of retail: 1. wares, 2. prices, 3. exposure., 4.customer service and 5. active sales.


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