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The retail ski industry has a lot of moving parts, including a try-before-you-buy segment designed to avoid creating unhappy customers. If not managed properly, it can be a headache for everyone.

Even a beginning skier can tell the difference between two different pairs of skis, and no ski shops wants customers returning gear because it didn't perform as described. So to avoid these scenarios, there are "Ski Demo" programs which allow consumers the opportunity to test skis before they buy.

But imagine a dozen impatient customers filing into a small ski shop with usually young and inexperienced staff fielding questions like, "What skis do you have?" and "What ski is best for me?" It can be a hot mess.

Dead saw this happening in real time, and recognized a lackluster response to the issue. Dead recognized the problem, dipped in to its library of images and designed a solution, and then measured the benefits.

The above files include the bulk of information customers are looking for, printed as large laminated pieces which occupy and inform customers long enough to allow staff members to work their way through to them. Digital files were also created to text and email, allowing the business to satisfy customers instantly where they would otherwise tie up staff on the phone with questions staffers likely didn't have answers to anyway.

 

They also communicate how the programs work, and can be used to suggest other sales opportunities throughout the business. Creating well-informed customers will create confidence on both sides of the counter.

Prior to Dead recognizing this problem, the business saw the demo program as only .01% of profits, and so gave it negligible attention. However Dead saw that the issue was easily 80% of the workload of the staff at times, and arguably an equal percentage of the ski-buying experience for customers.

© 2021 by Dead Serious MM