Relay

A station customer spends 10 seconds at the till. Is that enough to make a difference?
With Relay in French-speaking Switzerland, we certified area managers as Retail Coaches. Their first coaching sessions delivered results within 1 week: +8.6% items per customer, with the same footfall.

Area managers certified — in Retail Coaching, across Relay station stores in French-speaking Switzerland
+8.6% items per customer within 1 week — in Lausanne Maternité, with the same footfall: +CHF 400 in weekly sales for a cost of CHF 25
Lottery tickets: from 66 to 230 per week — in Avry, and twice the pace in Chêne-Bourg
+48% conversion in Bex and +80% sales of the Twix offer in Lancy Centre
First wins within 1 to 4 weeks — with one sentence chosen by the sales assistant, a display on the counter and a weekly team challenge

At a station Relay, customers have a train to catch: the time at the till is about 10 seconds. Marketing promotions kept coming, but stayed on the counter. We trained area managers to stop just inspecting stores and start developing their teams. In each coaching session, on one precise, measurable goal, the sales assistant found their own solution. 10 seconds is enough, as long as the sales assistant is prepared.

“Seeing the bond between the agent and his sales assistant, and how motivated they both were to reach the goal, is already a win for me.”

— Christophe, certified area manager, Relay

A key figure
At Lausanne Maternité, after a coaching conversation with each of the 5 sales assistants, items per customer rose from 1.98 to 2.15 (+8.6%) in one week, with the same footfall: +CHF 400 in sales for CHF 25 invested.

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