– We can influence how we meet our customers, and we have proof that customers perceive us as being good at what we believe we’re good at. Store Manager Susanne Rammelt and Head of Retail Kim Lundvall at the Polarn O. Pyret store in Täby.Christer Runde/Grillefenger
“The key is to build long-term relationships with our customers”
Polarn O. Pyret has, since its founding in 1976, been selling high-quality outerwear for children. They were early adopters of sustainability in design. The garments were designed to endure children climbing trees, crawling on asphalt, and rolling around. The clothes are so sturdy that they can be handed down multiple times.
– Our vision is to have three children in each
garment. We have made significant progress in durability, and we are proud of
that. The feedback from our customers about this is absolutely magical. The
feedback has been the key to our development, says Kim Lundvall, Head of Retail
Manager.
The vision of Polarn O. Pyret is to have three children in each garment.Christer Runde/Grillefenger
Earlier this year, Polarn O. Pyret started
using Maze for collecting customer feedback directly in the store and shortly
after the customer interaction, and they have already gained valuable
experiences.
– We can influence how we meet our customers,
and we have proof that customers perceive us as being good at what we believe
we’re good at. At Polarn O. Pyret, we have a very strong belief that the key to
success is to build long-term relationships with our customers, right from when
the child is in the mother’s womb until they are 7-8 years old, Kim Lundvall
explains.
Customers respond to the service and their
interaction with the specific salesperson. Kim Lundvall is pleased to report
that customers say the service exceeds their expectations. The vast majority of
customers give positive feedback, but Polarn O. Pyret also receives
constructive criticism.
– We might think we are good at something and
set goals together, but Maze concretely tells us what each store is good at,
and what they can improve on. Then we take specific action on what we want to
improve. This has definitely increased our upselling, says Kim.
– Satisfied customers return more often. We
rely on them coming back to our physical stores, she adds.
Pride and Engagement
Positive customer feedback boosts the
confidence and pride of the staff at Polarn O. Pyret stores.
– We have a lot that we are proud of, and we
want to get better and continue to exceed expectations. It’s the pride that the
salesperson, team, and store manager feel that makes us want to meet customers
with joy, inspiration, and commitment, says Kim Lundvall.
Christer Runde/Grillefenger
Within the store chain, they share kudos. Not
just with the specific employee and the team in the store, but visibly so that
the entire store chain can see the feedback, for example in their internal
weekly newsletters.
In May, they decided to focus together on the
number of articles per customer.
– We succeeded, and we saw that both in the
feedback from customers and in the concrete results. Maze has been the key to
the good figures we have for articles per customer, average purchase, and hit
rate, measured against last year, says Kim Lundvall.
Kim Lundvall further shares that for several
years, they have been working on developing their sales culture.
– Building a stronger culture and engagement
means that employees stay longer. Getting confirmation that customers are
satisfied makes us willing to fight. Our store staff give of themselves every
day,” concludes Kim Lundvall.
Creates positivity and and engagement
– I check the app every morning, says Susanne
Rammelt, the store manager of Polarn O. Pyret’s store in Täby Center in
Stockholm, Sweden. She explains that it has become easier to develop sellers
with Maze.
– I have some girls who are right on and are
super sellers. And then there are some who are more cautious. It’s very
important that we see each customer. Our sellers approach all the customers who
come into the store. With Maze, I can prove in black and white what the
difference is. The sellers have been uplifted by seeing how good we are, she
says.
The store manager says that she trains with
her store staff every day.
– They have become much more proactive. I
involve everyone, and it has become more positive.
Long-term Relationships
Susanne Rammelt is clear that they want to
have long-term relationships with their customers. Such relationships increase
engagement.
– That we have ambassador customers is
confirmed by several customers coming into the store and actively telling us
that they have responded to the customer survey and written positive responses.
That we predominantly get positive feedback shows that we are doing a lot
right. Positive feedback creates engagement, she says.
Sharing Feedback
– When we get a lovely comment, I share it in
our group, continues Susanne Rammelt. She emphasizes that Maze is not just for
the store but a tool for the whole region.
– Every week, I print out all customer
comments. We receive many personal and good comments. I post them with my
comments in our WhatsApp group. This way, all the sellers in the team can see
them.
Regional managers work in the same way towards
store managers, giving them kudos and uplifting comments on a job well done.
– It’s about having a good attitude, and we
have that. What we set as our goal, we achieve. In Polarn O. Pyret, we have
developed a very positive attitude throughout the entire company, says Susanne
Rammelt enthusiastically.
The Right Direction
The store in Täby focuses on the points where
they can improve. Susanne Rammelt says that they always have some selected
focus areas, and she confirms that the store’s KPIs are moving in the right
direction. Currently, the store focuses on offering more.
– And turnover automatically increases. It
goes hand in hand, says Susanne Rammelt.
Another focus area is to offer more products.
The store manager believes that offering upsells is caring for the customer.