Retail Staffing

Recruitment

Challenge Recruitment of staff, particularly delivery drivers, is an ongoing challenge globally for Pizza Hut. Many people see the position as unglamorous, low-paid and difficult. Solution BT developed a series of communications to speak directly to a “Generation Y” target audience. In addition, BT re-designed the delivery vehicles to make the profession more glamorous and to drive desirability of the position.

Uniforms

Challenge Godfreys staff uniform has traditionally been a long sleeve collared shirt and tie. This is seen to be formal, out-of-date and makes staff less approachable for everyday shoppers. Solution BT developed a range of designs for Godfreys to discuss with store staff that varied from radically different through to a more conservative shirt. In all designs it was important that customers could easily identify a Godfreys’ staff member, yet the staff member was comfortable and confident in their uniform.

Internal Communications

Challenge Godfreys’ Marketing Bulletin was sent to 189 stores across Australia and New Zealand. This included 2 different versions (Franchisee & Company Owned stores) and outlined upcoming marketing activities. It was found that readership was as low as 54%. Solution BT re-designed the Marketing Bulletin and presented the information in a more fun and informative way.

Training & Incentives

Challenge Increase sales of genuine accessories for Subaru vehicles by 80% to an average sale of greater than $400 per new vehicle sold. In addition, educate and excite sales staff about accessories for vehicles and the important role they play in the sale of a new car. Solution By developing a two pronged strategy, BT was able to change the way Sales staff considered and sold accessories with new car sales. The program included: Developing consumer lifestyle bundle packages – to make the sales process simpler and weight purchases. Developing an online redemption program, where sales staff collected points for sales of genuine accessories and could exchange points for a range of desirable merchandise. Average sales per new vehicle increased by 106%.