Five Customer Categories

Working Person’s Store cares about customers and their attitudes toward shopping with us for their work footwear and clothing.

Market researchers have placed shoppers into five categories based on customer attitudes.

The first category is the Quality Shopper. This customer puts quality and fashion ahead of price. They comprise 10% of the market. These shoppers prefer a moderate degree of personal service, take pleasure in the shopping experience, and are usually only loyal to a few well-selected stores.  Working Person’s Store provides all of our shoppers with excellent quality.  For example, Chippewa Boots showcase work boots that are built with quality materials and workmanship.  Chippewa boots are a perfect choice for the Quality Shopper.

The second category is known as the Specialty Shopper. These shoppers are marked by their deep faithfulness to a store. Like Quality Shoppers, price is not as important to them as quality and fashion. They too prefer a reasonable level of personal service and make up 15% of the market. Continue Reading…

Managing To Customer Expectations

“Find out what customers want and give it to them.”

Remember when a retailer could compete through pricing or unique product?  Those days are long over.  Now, companies are faced with the challenge of finding creative ways to distinguish themselves from the competition. Perhaps offering a superior service would work, such as being able to know exactly what the customer wants and when they want it.

Customer value management thinking means that we at Working Person’s Store have worked so that we can keep everything current, including products, prices, processes, and services. While it may be considered a radical thought, it is our goal to understand what our customers want and to provide that for them by aligning our business based on their needs. That also involves earning customer feedback to provide the best experience for our customers.

The most important aspects of communication a business uses to convey its message to customers revolves around store location, store design, store layout, assortment, and, of course, its advertising.

In this process of bettering our business for customers, we have focused on seven (7) rules to achieve beneficial return on advertising expenditures:

1. Executing a sufficient ad budget
2. Targeting the market with extreme accuracy
3. Selecting proper media outlets (PPC, cable, TV, radio, etc.)
4. Supplying quality of advertising materials- branding
5. Advertising consistently
6. Combining imagination and innovation
7. Maintaining advertisement performance records to measure ROI

With these seven rules, Working Person’s Store is able to better concentrate on what our valued customers need and deliver a better experience that is leaps and bounds above the competition.

The Value Of Knowing Your Customers

Customers Pay Wages

“It is not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages.” – Henry Ford

At Working Person’s Store, we know that the foundation of our business is our customers. Since they are what keep us afloat, it is essential to understand them. Keying in on what they do, where they are, and behavioral shopping patterns is a necessity. Gone are the days of mass marketing, where everyone is lumped into one. Working Person’s Store identified seven sub markets that have been segmented and categorized. The key factors that shape a market include the following:

1. Age
2. Income level
3. Gender
4. Education level
5. Geographic location
6. Life style
7. Ethnicity

In the past, retailers were told to focus on consumers in general. With the market breakdown into seven subcategories, we are able to focus on the needs of specific customers within each group. When we look at the market now, no longer do we see consumers, those who are just a statistic and part of that one mass market. Instead, we see our customers and recognize them as unique personalities that fit into varying categories. As a result of this break-down, we can better aide customers to find what individually suits them and understand personal preferences and buying habits. For example, if you are a male in Texas that works outside, Double-H Boots: Crazyhorse Leather Western Work Boots 1600 are what you would need.

With all of these advances in how retailers identify with their customers, specialization will continue to increase. Partnered with that market adaptation, a company’s identity will also become more important than ever before. At Working Person’s Store, we understand that our customers “[pay] the wages.” Thus, we will continue to strive for market excellence to better our company for our valued customer base.

Holiday Shopper Types 2011

2011 Holiday Shoppers

Between November and December 2011, U.S. retail sales generated $469.1 billion in revenue, a 3.8% increase from 2010. According to the National Retail Association, holiday sales account for 19.4% of all retail sales. In light of these staggering figures, it is important that WorkingPerson.com takes sufficient time to plan for this retail season. Holiday sales are on the upswing and can account for 20-40% of an independent retailer’s sales. An estimated 40% of Americans begin this shopping behavior after Halloween.

Planning for this holiday shopping season requires WP.com defining the core customer types. They have been broken into four categories so that we can plan for excellent product delivery, pricing, promotions, and returns.

The first and most widely recognized holiday shoppers are known as the Bargain Hunters. These consumers are driven by price and are in search of the best deal available. While some have already begun shopping, bargain hunters have trained themselves to postpone it until annual events, such as Black Friday, arrive. They believe that by waiting for sales post-Thanksgiving and post-Christmas, they will find the best deals, and rightfully so due to advertising campaigns. At WorkingPerson.com, great discounts are offered on many of our products, including outerwear, something that is always a great gift for the holidays.

At WorkingPerson.com, we are especially cognizant of day-after sales and making sure to have enough product stocked. Our workwear section is full of discounts.  Checking for buying trends and current products is also a key, as well as price comparing with similar companies to win business. We want our customers to have the best bargains around.

The second type of shoppers are similar to the first in the sense that they are on the prowl for a bargain. These consumers are known as Door Busters. On Black Friday, these customers in search of a deal are encouraged to take advantage of door buster and limited-time offers by shopping at midnight. A poll taken by the National Retail Federation showed a jump from 15% to 24% of all shoppers on Black Friday who opted to shop at midnight. This is because more retailers are finding it to their advantage to get traffic at 12 A.M. as opposed to 4 A.M. In addition, 37% of these midnight Door Busters are between the ages of 18 and 34.

The third holiday buying group has shoppers known as the Returners. These are consumers once enchanted by holiday bargains who merrily bought more than was necessary. Perhaps they stocked up on marked down tablet computers, reduced clothing items, or holiday novelties early in the season. Soon after, though, many had regrets on their purchases and decided to return goods they had previously thought were great deals.

Elizabeth Yamada, 55, of Fort Lee, N.J., admits to being a returner lured by a 50% price reduction. She returned an coat that cost $175 saying, “It was nice… (but) it was impulsive shopping.”

This is occurring more often; according to NRF, for every dollar stores take in this holiday season, it is projected that they will have to give back 9.9 cents in returns, up .1 cent. The reason is listed as the economic recession. In more stable conditions, the rate is only 7 cents on the dollar. Because the number of deals has increased as early as October, stores gave shoppers more time to feel buyer’s remorse.

Buying workwear from WorkingPerson.com is something that won’t give that remorse. Our products are long-lasting and will keep you content for a long time. But if your Uncle Bernie doesn’t like something, we understand. That’s why we offer our customers free return on product exchanges.

The fourth and last type of holiday consumers are known as the “Me” shoppers. These spenders held off during the recession and became more focused on buying for themselves rather than others.   An NRF study shows that spending for self will increase 16% this holiday season to $130.43 per person, the highest number yet recorded.

Betty Thomas from Raleigh, N.C., confesses she spent $1,700 on herself because she felt she “earned it.”

Companies have promoted this indulgence with various ad campaigns, including Ann Taylor’s “One for you. One for her” slogan and another that had a “Treat Yourself Tuesday” campaign after Thanksgiving weekend. These promotions for the self-focused have brought more consumers to stores around the holidays than ever before.

Working Person’s Store understands that as a hard worker, the opportunities for spending on self may be few and far between. With all the great discounts we offer around the holidays, you are sure to find a little extra something for yourself, whether it’s a pair of new Wolverine work boots or a comfortable Dickies work shirt from our Workwear page.

No matter what type of shopper you are, Working Person’s Store has something for you and yours around the holidays.

Company Leadership

Company Leadership

“Through shared vision and good values, common people can accomplish extraordinary things.”

A job shouldn’t just be a means to an end; it should be a partnering of life purpose with productive work.  At WorkingPerson.com, our leadership understands the natural need to know life’s significance, especially in relation to daily work. Our quality products and staff reflect this need and seek to provide customers with merchandise that has purpose.

Because our leadership at WorkingPerson.com wants to help employees grow in the Company, we work to understand their perspectives. It’s our goal to be great encouragers; thus, we strive to help them pursue loyalty, dedication, and ongoing employment with us.  Just as much as we care that our Carhartt jeans will last customers many years, we care about each employee on a personal and professional level. We don’t want anyone to be a nameless face in a crowd. Great companies who have lost this understanding have not remained great for very long.

As a result of this individual attention, we expect effective leaders to support and be as well supported as their feet in a pair of our Ironclad Rocky work boots. In order for any collaboration to work, a frontrunner is needed.  The leader we need is someone whose traits separate them from the rest of the pack. What Working Person’s Store requests leaders to exhibit follows:

  • Healthy disposition toward others
  • Ability to embody constant integrity
  • Desire to achieve short and long-term goals
  • Attitude that is pleased but never satisfied with present results
  • Skill to promote and teach personal talents to others
  • Responsibility to find others’ strengths and push them to succeed as a result
  • Capacity to make decisions based on the company’s core philosophy, values, and beliefs
  • Able to guard against company bureaucracy
  • Adept at understanding that some work on the business and some work in the business
  • Gifted at ensuring the business provides to customers what it has told them it would

Effective company leaders, by the very nature of the work they are to accomplish, must be developers of people, risk takers, and continuously striving to learn and grow themselves. Like the exceptional quality of our products, so must our leaders be.

Working Person’s Store 2001 Plan

Working Persons Store In Lakeville

Working Person’s Store PLAN 2001-2005

Working Person’s Store business plan for the years 2001-2005 is intended to become the official document used by company leaders to understand the business, manage the business, develop new company policy and update existing materials. Attempting a macro reading of the entire plan can be overwhelming.  Each section is intentionally comprehensive and written to be stand-alone.

Frequent plan updates are recommended. Updates make it easier through time to identify areas of strength, spot signs of weakness, pinpoint needs which might otherwise be overlooked, identify opportunities early and most importantly, set a workable strategy to achieve the necessary business goals.

As we enter our second five-year business cycle, we do so with the need to continually develop new ideas, try new ways to do things and test new services and products.  Unlike the first five years, this business plan is based on hard earned knowledge and experience.

The original V&J shoe repair and new footwear sales business was purchased by Denmar in July 1995 from Virgil and Joanne (V&J) Waltz whose business was located within the Broadmore Shopping Center located at Ireland and Miami roads in South Bend, IN.

At the time, Denmar leadership wanted to cross-sell between V&J and the other Denmar based businesses: Mary’s Resale, Mary’s Furniture Stripping Co. and to share existing leadership and back office functions and overheads. Continue Reading…

Training Session Planning

Session Planning

Put The Students In The Center Of The Learning Process

Session Planning

One of the Working Person’s Store employee level training goals is to include very job specific content in each training session. This is often material of a technical nature that must be known by the employee in order to serve the Working Person’s Store customer well.

The best content and the most professionally designed materials however are not enough to accomplish our training goals!  Working Person’s Store trainers therefore must do more than organize and present the subject matter well. You might ask then, what else is needed?

The answer: Place the learner at the center of the learning process.

This means the learner must be just as active and involved in the session as is the presenter.

Placing The Learner At The Center Of The Learning Process Continue Reading…

360 Degree Review

360 Degree Reviews
360 Degree Review

The more honest you are, the better we become.

Company

  1. The Company is going in the right direction.
  2. I understand what the company’s objectives are for the next six months.
  3. I am proud to be a part of the Company.
  4. The reputation of the Company is positive in the community.
  5. The Company maintains high ethical standards. Continue Reading…

Call Center Metrics

Call Center Measurement Questions 

Call Center Measurements To Consider:

Questions To Ask:

  1. How quickly can the customer reach the right person?
  2. How many holds or transfers did it take to get there? (Hopefully only one at most.)
  3. How knowledgeable was the agent about the customer request?
  4. How long did it take the agent to access the information needed to satisfy the customer’s request?
  5. How knowledgeable was the agent of the customer’s preferences and interests?
  6. How many times did the customer call back to resolve the same issue?
  7. What percentage of total requests require escalation to be resolved? Is there a dollar figure or policy that limits the ability of the agent to resolve the problem?
  8. What is the level of professionalism with your agents’ telephone etiquette?
  9. Was the customer satisfied with the resolution? Continue Reading…

Serving Our Customers

Serving WorkingPerson Customers
Serving Our Customers

  1. The Purpose of a Business.
    1. To create new customers and maintain existing customers.
  2. What Do We Value That Separates Us From the Rest?
    1. Fanatical Customer Service.
      1. Comfort and Fit story.
      2. 20-10 rule.
      3. 5 second rule.
      4. Offer one-stop solutions.
      5. Take customers to product; never point. Continue Reading…
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