DMI Dyatkovo (SteadyControl Human Resources Control and Management System)

2021: How furniture salons boost revenue without reducing margins and marketing investment

In 2021, the DYATKOVO furniture network connected the SteadyControl human resources control and management system, which made it possible to improve the financial results of 2022. The company's specialists shared the details.

A comparative analysis of the attendance of shopping centers where DYATKOVO salons are located showed a tangible drop in traffic in 2022. Even despite its sharp increase in October, the average drop for the second half of the year was 15%. At the same time, the number of incoming traffic to the DYATKOVO salon, on the contrary, increased by 19%.

This situation is typical for almost all cities of the brand's presence. The increase in the number of visitors was made possible thanks to a more accurate technology for monitoring, working out red lines (finding a store employee relative to the entrance group) and the standards for meeting the client with staff.

"In the salons where we have implemented the SteadyControl system, revenue growth amounted to more than 160% compared to last year without losing margin," said Pyotr Kazorin, General Director of DYATKOVO.

The difference in the fall in attendance was compensated by an increase in the efficiency of personnel at the first stage of the sales funnel and the establishment of contact with a potential consumer. Due to which the growth of a number of indicators was recorded:

• finding the employee on the red line + 30%;
• managers approach the client more often and faster than + 20%;
• The staff welcomes the client 40% more often;
• Proximity detection increased by 33%.

Key criteria that influenced the successful progress of the client through the funnel:

• A full tour of the assortment began to be carried out 60% more often;
• managers more often ask additional questions about the room by 20%;
• staff are 28% more likely to use sales techniques by offering related items;
• 26% more often the manager leaves the question of the value of the goods in the early stages;
• Employees are 35% more likely to use negotiation techniques to deal with rejection.

In 70% of cases, DYATKOVO sellers agree on further interaction with an existing or potential client. At the same time, thanks to the SteadyControl system, DYATKOVO sellers are 36% more likely to clarify the reason for the refusal to execute the transaction.^[1]

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