The purpose of comparing sales performance of individual stores within a chain is to identify the reason for differences and apply the learning. An interesting current case proves how even a single person can contribute disproportionately and the value of word-of-mouth.
One of the big box home improvement retailers in Canada with stores in the US as well, is located in a town of approximately 6,000 people. The sales of 1000+ Stain Remover in this outlet are consistently higher than the average of the chain as a whole. It does not benefit from advertising. It has not been visited by us. Yet in a given week, where an average store of the chain might sell a few bottles (mixed sizes), this particular store has been delivering over 20 per week. So what’s the reason? That’s what Deberah was researching.
Today we learned that it’s as simple as the fact that one young “Lead Hand” in the Paint Department actually studied Culinary Arts at college and remembers that his professor always recommended to students that they use (Winning Colours) 1000+ Stain Remover on their Chef’s Aprons. When this young man was hired at the home improvement retailer instead, he recognized the bottle of 1000+ on the shelf and proceeded to share with others how much he liked the product. He even organized, on his own initiative, live demos in their store and printed material from our website for their use.
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How many other opportunities will there be for local surges when a single person, “by the thousands”, becomes a fan of 1000+ Stain Remover. How many culinary classes in North America are there that we have never reached out to? The opportunities just keep getting better for the World’s Most Versatile Cleaning Solution as thousands of additional product contacts will result from recent account breakthoughs.
Thanks for the research, Deberah. Thank you as well to shareholders for their research too, of various kinds, and submission of ideas of benefit to their company.
