Rieker Antistress Switzerland

We love to take interviews with our clients who use the Torgsoft program. In conversations with people who have built their business from scratch to the stage of automation, who have gradually scaled and successfully manage their business, there is a lot to learn. Torgsoft experts have automated many shoe stores, including the German shoe store chain Rieker. In an interview with the director of this chain, we found out what is important in the accounting of a shoe store and how to successfully manage a business in the footwear industry.

Please tell us about the peculiarities of the footwear business: what are the "pluses" and what, perhaps, are the minuses?

Of course, like any business, the footwear business has its specifics.
First, the footwear market is constantly changing – new materials appear, fashion trends are dictated, and what was popular this year may not be relevant next year. Therefore, it is very important to correctly select the assortment, match it with customer needs, follow fashion trends, and even react to changes in climatic conditions.

Secondly, the footwear business has a pronounced seasonal demand. Sales peaks occur in spring and autumn, which is understandable, as this is the time we prepare for a wardrobe change. Sales drop during the off-season, during holidays. Of course, this situation affects sales, staff workload, and the number of issues that arise. It is important to react correctly to the situation and even use a negative moment, like a drop in demand, as an opportunity – to outline a strategy, implement technical and procedural changes, and conduct staff training. After all, specifics exist in any business, it's important to just love what you do and try to do it with all your heart.

What routine processes take up most of the manager's time?

The most time-consuming tasks are those processes that are not well-established. This includes business processes, staff management, and technical infrastructure. Therefore, any processes must be adjusted to avoid situations of "firefighting".

How often does the assortment change? What to do if a pair is not available in the store?

The assortment update in shoe stores occurs twice a year – the spring-summer assortment arrives in stores in February-March, and the autumn-winter – in August-September. The selection of the assortment is based on demand analysis, needs analysis, and fashion trends. It is very important to understand that any opinion is subjective, and it is fundamentally wrong to rely only on your own taste. The goods are then distributed among the stores taking into account the characteristics of the customers of each. Our task is to create an offer that can satisfy any potential buyer. Each store receives a catalog at the beginning of the season, which contains the entire assortment. This catalog is available to the customer, and if a situation arises where a customer wants a pair that is not available in a specific store – we deliver the required pair with our internal logistics.

What are the particular features of shoe accounting?

When dealing with shoes, it is necessary to detail the characteristics of the goods: the same model can be in several colors, made using different materials, and also vary in sizes. This is important information because it forms a set of consumer properties. Without such detailing, it is very difficult to conduct analytics and determine the correct strategy for selecting the assortment.

How difficult was it to implement accounting in the store?

Accounting is an important component of the business, and its automation significantly simplifies the work of the staff and provides an understanding of the results of activities. When the whole team understands this, there is no resistance. Another issue was that it was necessary to devote time to training employees, showing them the possibilities, and developing clear work instructions.

Does your store have a discount system?

In the stores, we use a cumulative discount system, where the discount percentage depends on the total amount of purchases. This system is primarily aimed at strengthening the relationship with customers and allows for proper analysis of the situation. Such a system should not be considered only as a discount for the customer. It is also a marker of satisfaction with the assortment, service, and conditions. The more customers become regular, the easier it is to conduct such analysis.

Sales during quarantine, what has changed?

Quarantine has affected all areas of business and our business is no exception. Before this, we could not even imagine a situation where all work would be paralyzed. During such periods, it is necessary to mobilize and look for new solutions. Until this moment, we used the internet as an additional sales channel and did not consider it as an independent one. Quarantine forced us to reconsider our attitude towards online sales and stimulated the development of this direction. Now, in addition to retail stores, we have a well-developed online sales channel.

How have sales changed in relation to online and offline?

In each channel, there are its buyers. In the internet, people go for time savings – there's no need to be tied to the store's working hours, no need to go anywhere or drive, you can «visit» several stores in 10 minutes. This is very convenient and therefore online buyers are becoming more each year, especially among the young. However, there are also those who value live communication, for whom tactile contact with the product is important, for whom a trip to the store is a kind of «relaxation». For them, the internet does not fit. We value and love all our customers, and we try to meet all their needs.

Working with returns: what are the most common reasons and how to deal with them?

We try to help our customers choose the right pair of shoes for themselves. Shoes must be comfortable, and we emphasize this quality. If a client experiences even slight discomfort, we offer them an exchange or return. Of course, for such a return, it is mandatory that the shoes have not been worn.

Have you caught your employees in manipulations?

In our employees, we see part of the team, so we take the selection of personnel very seriously. As a result, the team is stable, and most employees have been with us for many years. We involve employees in the decision-making process, respond to their requests, and try to create conditions where they do not need to resort to manipulations. So far, we have been successful.

How often do you hold promotions, are there any favorites?

All promotions are favorites. It's like giving a gift, it brings joy to both parties. We hold promotions not often – 1-2 times per season. If held more frequently, it becomes usual, and the sense of celebration disappears.

How else do you attract customers to the store?

As we have already said, we emphasize comfort. And it's not only the comfort from the shoes, but also from being in our stores, interacting with our employees. And customers appreciate this, it attracts them.

Store before and after automation: what significant advantages appeared after implementing the accounting program?

When a business scales, automation is inevitable. It saves a lot of time, allows for quick access to necessary data, minimizes errors, and systematizes data. Torgsoft turned out to be simple in communication, easily mastered by employees, and intuitively understandable. Of course, questions arise during the work, but they are usually easy to resolve with the help of support specialists.

What features of the program do you use most often?

We try to utilize the full potential provided by Torgsoft. Some functions are simple to start using, others take time. From the latest that we implemented:

• Conducting inventories
• Goods on consignment
• Distribution of goods by accounting centers
• Synchronization with the online store
• Software RRO

What are your nearest plans? Are you thinking about expansion? What new would you like to implement?

We want to develop, so there are many plans. Currently, we plan to expand the retail network, optimize processes. Moreover, the mandatory implementation of RRO is a new stage for us, we were actively preparing for it. If we talk about what we would like to implement in Torgsoft – it's the expansion of financial reports.

About working with suppliers: how to find good ones, what to consider in relations with them?

We cooperate directly with representations of well-known brands. They all operate conceptually, i.e., everything is well-thought-out – from store design to service requirements, and these requirements are the same for all stores in the country. This is convenient because all interaction rules are clear and transparent. Our partnership relations are successful, primarily because we share the values and goals of our partners, respect their history, and strive to become part of it.

Why do you choose Torgsoft?

Firstly, we chose Torgsoft because the program is simple and does not require much time to learn. All issues are easily resolved through the support service.
Secondly, it's convenient to get a comprehensive program where all the main functions and reports are already thought out and included. Constant updates and refinements are based on the requests and needs of the business.
Thirdly, we grow and develop, and the Torgsoft team develops with us. The program changes taking into account new market requirements and considers the specifics of each business.