best practices v7
TRANSCRIPT
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Merchandising + Food & Beverages, Touring Shows
July 2017Supervised by Marie-Josée Couture, Director of Retail Sales and Operations
Produced by Safira Entertainment
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TABLE OF CONTENTSo Contexto Best Practices
A. Training EmployeesB. Merchandise SalesC. Food and BeveragesD. HawkersE. Rewarding EmployeesF. Tools on Location
o Executive Summaryo Contacto Appendix
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CONTEXTo The Touring Shows have their :
Concessions built on a parking lot; set up in 4-5 dayso Employees hired for 4-12 week
• and attrition vary in each market• Premiere night is their• Sometimes 10-40% teams
o Working three sale stretches(before, intermission, after show)
o Ease of affects guest experience and mindset upon arriving
o impact guest consumption and experience
second day of workunderstaffed
parking
Weather conditions
unique store reality
Employee quality
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BEST PRACTICES
A. Training Employees
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A1. Hire “people person” employees
A2. Tell millennials their role in Cirque du Soleil’s vision
A3. Use SALES cue cards* to teach and remind employees
*see Tools on Location Section
S.A.L.E.S.–S - Say Hello, Hi or Bonjour! Smile. Make eye contact.
–A - Ask questions or engage in conversation • “It’s hot outside! Would you like a cold bottle of water or Pepsi?”• “Is this your first show?”
–L - Lead them to the product (have your add-ons ready!)
–E - Eliminate objections• “You can listen to the CD in the car on your way back home!” • “This reusable bag looks much better than the grocery store’s!”
–S - Seal the deal (compliment their choices, take payment, thank them)
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BEST PRACTICESB. Merchandise Sales
B1. ENGAGE
Welcome all customers with a
o “Bonjour! Is this your first Cirque du Soleil show?”o “Hi! Is this your first experience under the Grand Chapiteau?”o “Hello! Are you excited to see the show tonight?”
positive attitude
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B2. OBSERVE AND LISTEN
so you can
“I see you’re
hesitating between
t-shirts. Did you
know we have this
one in long sleeves?”
make an appropriate suggestion
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B3. SAY YOUR NAMEto create a personal connection
o “Who did you come with today?”o “How many Cirque du Soleil shows
have you seen? Which ones?”o “If you’re shopping for your
grandkids, I’d recommend these t-shirts and this puzzle”
B4. ASK OPEN-ENDED QUESTIONSto the shopping experience*
*See slide Appendix for examples
personalize
B5. KNOW YOUR PRODUCTS
Go around the store, look at and touch the items
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B6. SHOW PRODUCT VALUEPut items when appropriate
o “People love the feel of this fabric! Touch it!” o “This figurine is high quality; feel how heavy it is!”o “This is one of our best-selling t-shirts, because it is very flattering.”
in the customer’s hands
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B7. COMPLIMENT GUESTS CHOICES
and they might like
o “You picked a beautiful scarf! We have a very nice bracelet that would go well with it!”o “This is such a cute little boy’s t-shirt! Did you know that we have the matching cap?”
suggest other items
Provide a positive experience
B8. BE POSITIVE ALL THE TIME
Use the walk to the register to
B9. WALK AND TELL
in every situation
suggest combos and add-ons
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BEST PRACTICESC. Food and Beverages
HEADS UP
Customers expect a shortKeep it fun and simple in order to increase sales and minimize waiting lines.
transaction time.
C1. ASK SHORT QUESTIONS
and have a with the customer
o “How are you liking the show so
far?” “Awesome! Now, what can I
get for you?”
o “Is this your first Cirque du Soleil
show?” “This is great! Did you
want an ice cream with that?”
o “Love your red hat!” “Would you
like a glass of red wine to go with
it?”
fun interaction
C2. SUGGEST COMPLEMENTARY ITEMS
like pretzels with beer, popcorn with water or nachos with a Coke
C3. UPSELL TO A COMBO for a
“Would you like popcorn to eat with your soda?
You’ll save $3!”
price discount
C4. OFFER A CLOWN NOSE TO KIDS
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BEST PRACTICESD. Hawkers
D1.MAKE EYE CONTACT and smile. No need to yell
D2. WORK OUTSIDE when the weather is good
D3. KEEP AN EYE OUT
Always scan the crowd and findpeople looking for you
D4. FAST BUT FUN When selling to customers make , while still making a connection
D5. KEEP ALL ATTENTIONON GUESTS No chatting
transactions quick
between hawkers
D6. KEEP IT TIDY Keep register and bagging area
D7. BIG TOP, BIG MONEY Ideally, spend the in the big top
clean and organized
whole intermission
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BEST PRACTICESE. Rewarding Employees
E1. ACHIEVABLE Goals and rewards = focused employee efforts
Supervisors should:
o Have a quick pre-show meeting to
announce sales goals
o Teach employees how sales numbers
work to increase their accountability
o Work with them; walk the floor and talk
to customerso Give employees an incentive to go
beyond the minimum effort
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E2. SETTING GOALS
Vary sales goals for most benefit, like: o total saleso item saleso zero cash handling strikeo punctualityo etc.
E3. REWARDS
o Extra break or break from cleaning today.o Premium seats in the house, VIP entrance or intermission.o Ice cream, candies, popcorn or merch defect. o Ordering pizza as a group reward.o Backstage tour for the top performers.
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BEST PRACTICESF. Tools on Location
G1. MERCH EMPLOYEESshould have an of the sales steps and promotions. Here is an example on the back of their ID.
easy access reminder
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G2. ID REMINDER EXAMPLE_______
1. ENGAGE Smile, you are at Cirque du Soleil!
2. ASK open-ended questions
o Number of shows seen, which oneso Souvenirs they brought home, objects they collecto Who they’re shopping foro Appreciation/favorite act, character, clown, songo Who (friend, family) they thought of during show
3. SUGGEST products based on their answers
o Like art? Show maskso Clown made them laugh? Show prank toyso Sister? Would she like the music?
4. ADD-ONS (promo bundle)
Save $10 with a purchase of $60CD + Program + Reusable Bag = $30, you save $10Key chains are 25% offReusable water bottle for $5
5. CLOSE with a smile and a friendly Thank You! (or Merci!)
G3. BUTTONS Have employees wear buttons with messages
The employees can even choose from a selection of buttons they can
wear and interchange.
prompting for customer questions
G4. Button Examples
Ask me about Cirque Club
Ask me about my favorite
treat
Ask me about our deals /
combos
Ask me how you can hear
that nice song again
Ask me about show
souvenirs
Before the show
During intermission
the in wearing buttons too
G5. INVOLVE Ushers & Box Office
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BEST PRACTICESEXECUTIVE SUMMARY
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It is the Managers’ and Supervisors’ responsibility to reinforce these best practices at each show, on each tour, in each city.
BEST PRACTICESRETAIL OPERATIONS
BEST PRACTICES SUMMARYHiring and Training Employeeso Hire “people person” employees o Tell millennials their role in the Cirque du
Soleil show experience.o Use SALES cue cards* to teach and remind
employees
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o ENGAGE WITH CUSTOMERS AND MAKE EYE CONTACTo OBSERVE AND LISTENo SAY YOUR NAMEo ASK OPEN-ENDED QUESTIONS o KNOW YOUR PRODUCTSo SHOW THE VALUE OF THE PRODUCTSo COMPLIMENT GUESTS’ CHOICESo BE POSITIVE ALL THE TIMEo SUGGEST PRODUCTS AS YOU WALK TO THE CASH
BEST PRACTICES SUMMARYMerchandise Sales
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BEST PRACTICES SUMMARYFood and Beverageo Ask short questionso Suggest complimentary itemso Upsell to a comboo Offer a clown nose to kids
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BEST PRACTICES SUMMARY Hawkerso MAKE EYE CONTACT o WORK OUTSIDE o KEEP AN EYE OUT o FAST BUT FUNo KEEP ALL ATTENTION ON GUESTS o KEEP IT TIDY o BIG TOP, BIG MONEY
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APPENDIXEXAMPLE QUESTIONS
OPEN-ENDED QUESTION EXAMPLES• Introduction questions:
– “Who did you come with today?”– “How many Cirque du Soleil shows have you seen? Which ones?”– “What souvenirs did you bring home from those shows?”– “Who are you shopping for today?”– “Do you have a favorite act or character in the show?”– “Was there a song that caught your attention during the show?”– “How did you like the entertainers?”– “What kind of objects do you like to collect?”
• Possible offers after customers’ answer:– “Since you have a t-shirt and mug from other shows, perhaps you’d like an umbrella or this trendy
bag from this show?”– “This is one of our best-selling shirts because it is very flattering.”– “If you’re shopping for your grandkids, I’d recommend these t-shirts and this puzzle”– “Since you enjoyed the music so much, I would suggest that you take the CD home, along with the
program to relive the exciting moments in the show.”
• BUTTON QUESTION EXAMPLES− Ask me about my favorite act (show a mask used in this act)− Ask me anything about the artists “Haha, I don’t know that one, but here is the program. It probably has the answer!”
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ContactsMerchandising and F&B
Best Practices
Marie-Josée Couture, Director of Retail Sales and [email protected]
Annie Bélanger, Manager of Retail Sales and [email protected]
Thank you. Merci!