Optimized growth through an opportunity-oriented system

With increasing competition and declining footfall in brick-and-mortar retail, more and more retailers are turning to performance and labor analytics to make smarter decisions to achieve their goals. In this post, Alexander Mahler, Head of Retail Operations at Tom Tailor, gives an insight into how StoreForce enables its teams to maximize sales by leveraging real-time data.

Tom Tailor is expanding rapidly and consolidating its position as a leader in the mid-price segment of the fashion industry. Tom Tailor’s commitment to quality, authenticity and continuity remains strong. “Our customers are very connected to our products, appreciate the value and brand awareness, and expect first-class products at a good price and excellent service in store. We have been in business for 60 years because we consistently deliver on those expectations,” explains Mahler, who has been an integral part of the company since 2007.

StoreForce – An all-in-one solution for Tom Tailor

Today, Tom Tailor employs almost 3,000 people worldwide. Such growth brings with it challenges for HR management as well as an increased need for performance transparency. “In order to enable our employees to offer our customers the best possible service, I was looking for a tool that could create schedules taking into account customer needs and processes,” says Mahler. Before adopting StoreForce, Tom Tailor used manual processes to set and monitor KPIs for each of their stores. However, it has become increasingly difficult to obtain accurate and up-to-date data. Mahler adds that “StoreForce gives us a complete package that combines personal schedules, business intelligence, reporting and monitoring of relevant KPIs and transparency for the entire team.”

“We used to only be able to see how stores were performing on a day-to-day basis. In a very fast-moving and sometimes volatile industry, that just wasn’t detailed enough. There was a significant disconnect between what we were trying to achieve and what we could do because we couldn’t fully leverage the data to drive sales. So we decided it was more important to empower our teams to respond to new opportunities, rather than only looking back at performance when it’s too late That’s exactly what StoreForce offers.”

“One of the key advantages of StoreForce over other options we considered – including providers here in Germany – is that it’s an all-in-one solution that’s easy to use and has already been tested by successful retailers. This was important in our decision-making process as we wanted to reduce the many touchpoints for our retail teams to focus on the customer experience.”

Agility for retail

After successfully rolling out StoreForce across all German stores in 2021, Tom Tailor’s teams now have access to the real-time data they need to drive sales ‘at the right moment’. With visibility and AI-driven analysis of KPIs like units per transaction, average transaction values, and conversion rate, store managers can track their goals based on accurate information updated every 30 minutes. The system also eliminates the need for manual data collection and reporting, saving employees time through automation. “We have had a high level of alignment and engagement from teams following the StoreForce implementation,” says Mahler. “Because the tool was developed by a company with hands-on experience in retail, it’s a solution that puts employee engagement at its core. It supports business plans with business intelligence, reports and monitoring data that are relevant and actionable for employees on site,” adds Mahler.

“From my point of view, it was also a really smooth implementation, with all our needs met, including support and training. Above all, the convenience that we are now able to check work performance instantly at any time – even on my phone when I’m on the go – is a key benefit.

The StoreForce system now also serves as an internal communication tool in all Tom Tailor stores, allowing teams to quickly and easily share insights, ideas, best practices and know-how with other stores, creating a private social network with added value for the company and its employees.

Performance powered by data

Introducing a tool to monitor productivity and labor costs can face resistance, but thanks to its transparency, accuracy, and intuitive interface, Tom Tailor employees quickly adopted the tool, realizing it helped them be more successful.

“Before, managers often had to rely on subjective opinions and observations when it came to making decisions and reporting performance, while the StoreForce system gives them the facts and figures they need to run their store and their team more effectively. It provides the know-how and has helped us move to a fact-based performance culture,” says Alexander.

“Our teams are highly engaged and motivated by the system, which has made a huge difference in embedding lasting change.”

Results that speak for themselves

The implementation of StoreForce not only changed the company culture by enabling Tom Tailor to work data-oriented, but also brought significant financial benefits.

“We are very pleased with what we have achieved so far. We are focused on maximizing the opportunities that arise from the customers in our stores and as a result we are much more confident about future growth, despite the economic downturn, which is a major challenge for all retailers. I recommend StoreForce to any customer-centric retailer who wants to successfully run their brick-and-mortar stores. It is an indispensable tool for anyone who wants to maintain – and especially grow – their business,” says Mahler.