Department Store Magic
For most of the 20th century Smithsons was one of Britains most successful department stores, but by the mid-1990s, it had become dull. Still profitable, thanks largely to a series of successful advertising campaigns, but decidedly boring. The famous were careful not to be seen there, and its sales staff didnt seem to have changed since the store opened in 1908. Worst of all, its customers were buying fewer and fewer of its own-brand products,the major part of its business,and showing a preference for more fashionable brands.
But now all this has changed, thanks to Rowena Baker, who became Smithsons first woman Chief Executive three years ago. Since then, while most major retailers in Britain have been losing money, Smithsons profits have been rising steadily. When Baker started, a lot of improvements had just been made to the building, without having any effect on sales, andshe took the bold decision to invite one of Europes most exciting interior designers to develop the fashion area, the heart of the store. This very quickly led to rising sales, even before the goods on display were changed. And as sales grew, so did profits.
Baker had ambitious plans for the store from the start. re playing a big game, to prove were up there with the leaders in our sector, and we have to make sure people get that message. Smithsons had fallen behind the competition.It provided a traditional service targeted at middle-aged, middle-income customers, whod been shopping there for years, and the customer base was graduallycontracting. Our idea is to sell such an exciting variety of goods that everyone will want to come in, whether they plan to spend a little or a lot. Bakers vision for the store is clear, but achieving it is far from simple. At first,many employees resisted her improvements because they just wouldnt be persuaded that there was anything wrong with the way theyd always done things, even if they accepted that the store had to overtake its competitors. It took many long meetings, involving the entire workforce, to win their support. It helped when they realised that Baker was a very different kind of manager from the ones they had known.
【BEC中级真题阅读精讲:第2辑T2P3 百货商店魔力】相关文章:
★ BEC中级真题阅读精讲:第3辑T3P5 更好的进行键盘输入
★ BEC中级真题阅读精讲:第4辑T2P3 Critical Path
★ BEC中级真题阅读精讲:第3辑T4P1 SunTours
★ BEC中级真题阅读精讲:第2辑T2P4 处理好与上司的关系
最新
2016-03-03
2016-03-03
2016-03-03
2016-03-03
2016-03-03
2016-03-03