Case Studies

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Company Background

Ice Design is a leading force in women's fashion in Australia. Taking inspiration from the world's main fashion centres, such as New York, London and Paris, they aim to get the 'in thing' to you fast. ICE Design has over 60 stores in 5 states and are still expanding, with many of their stores in shopping malls where they compete directly with national chains and independent retailers.

The Challenge

Peter Fullbrook, MD of Prosell Australia recalled, "ICE wanted to improve overall sales performance. They recognise that this performance was directly related to the skills and attitude of their customer facing staff. This was a difficult challenge for them, because many of the staff are temporary or part time, some are holiday workers. This meant the challenge was to achieve consistency of sales and customer service from a constantly changing workforce."

The Solution

Prosell implemented its Licence to Coach program for regional and store managers. This gave the sales management the skills to regularly coach all staff and to ensure their customers were dealt with in a uniform way. It also ensured all staff were coached on their ability to maximise every transaction. The key to this program was the way that Prosell stayed with the ICE management team over months and then years, to the point where their coaching was of a high standard and it became embedded in the business and happened regularly in all stores.

The Outcome

Over a two month period ICE saw a measurable improvement in the staff that were being coached and this translated to results in four key areas:

  1. Increase in store revenue (averaged at 14%)
  2. Increase in multi-sell achieved (68% increase)
  3. Improvement in mystery shopping scores
  4. Improved management effectiveness, measured by feedback

The Customer Experience

Jodie Gleason, National Sales Manager commented, "with 60 plus stores, sales training and development is key to our business success and Prosell have a unique formula to deliver development to all our team members in a positive and well-coached way. We've achieved real financial results by implementing the Prosell sales coaching process, not only in the average number of items sold to each customer, but also an increase in the value of each transaction."

About Prosell

Established in 1985 and with offices in Sydney, New York and London, Prosell is at the forefront of providing Corporate and SME Clients with proven, objective-led business performance improvement solutions. Our exhaustive knowledge of both business and consumer markets has helped define services aimed at creating and delivering measurable, sustainable improvement for our Clients.

To find out more about Prosell contact us. Australia call 1300 559 493, USA call 1800 484 3089, United Kingdom call 0870 855 3000 or visit our



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Prosell provides customised training, coaching, and program choices that cater to teams with expertise in sales, retail, corporate, call centres, and customer service. These options are specifically designed to meet the needs of clients and are accessible in Sydney, Melbourne, Brisbane, Perth, Adelaide, and Canberra, New Zealand, and the Asia Pacific area.

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