SFR - Managing SFR retail stores with a single tool
Customer experience & Service Design / Consulting
Objectives – Strengthen the management of SFR retail stores and streamline interactions between the various departments involved in store operations
The goal was to develop a tool for store managers and sales advisors to assist them in managing and running SFR retail outlets. This management covers various aspects such as business, through sales targets for example; administrative, such as stock management; auditing; and human resources, including daily team management and career development within SFR.
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1
field study phase to understand user behaviors, needs, and expectations.
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5
user groups: Sales Managers, Retail Store Managers, In-store Advisors, Human Resources, and Audit & Quality.
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6
target processes: Store operations, Store management, HR management, Quality. In 2022, we will focus on simplifying performance-based compensation for in-store advisors.
Challenges – Creating a solution adapted to real-world store conditions and implementable across all SFR stores
The primary challenge was delivering the project in the context of the 2020 health crisis. We were able to complete part of the field study and then adapted our research methodology by collaborating with user groups to build the most suitable solution for their needs and daily tasks.
In parallel with the user-focused work, the second challenge was developing a solution that could be seamlessly integrated into SFR’s IT ecosystem. Our ability to understand and anticipate technical constraints was crucial. We developed a collaborative methodology with the technical teams to advance the design of the new solution together.
The third challenge was gaining buy-in from the field teams, understanding their operations to ensure the solution would be user-friendly and its value clearly understood by its future users.
Our solution – A unified tool for all stakeholders involved in managing SFR retail stores
Our Solution – A unified tool for all stakeholders involved in managing SFR retail stores
To simplify the tool ecosystem in SFR retail stores and enable teams to monitor information and interact with each other without switching between different interfaces and tools, we developed Store Manager.
Store Manager is the retail management tool for SFR, designed for all user groups involved in store operations:
- Team management: It meets the need to share goals, brief in-store teams, and engage with them throughout the day.
- Store management: Manage stock, documents, track administrative tasks—all in one place.
- Human Resources management: A tool for retail managers and teams to track objectives and manage career development.
- Quality management: Interact with support teams to monitor store quality, for example, through audits.
To build this solution, we followed a 3-phase methodology:
- Understand the needs and expectations of field users
- Build the solution with the technical teams
- Support the technical teams to ensure the solution is successfully implemented
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“Ekino was able to adapt throughout this project in the midst of a health crisis. Their methods for gathering user needs are a real strength that aids in the creation of a new application. The presentation of the future solution with the help of wireframes (UX and UI) helped reassure users and overcome some barriers, especially for those who needed to visualize it in order to adopt it. The teams who supported me during this phase of the project were attentive, available, responsive, and proactive. Store Manager is a structural tool for our sales force, and Ekino’s support has been key to its success.”
Results – No more paper archiving, a single and centralized data source, accessible securely and transparently by all teams
The 5 user groups of Store Manager participated in building this solution, which helped create strong support for the tool. User satisfaction is the most important outcome in a user-centered approach.
The business impact has not yet been measured, as the tool has only recently been deployed, but we believe in the importance of aligning goal management with SFR’s overall strategy. Store Manager creates a bridge between headquarters and the retail network. We are continuing to evolve the tool in this direction.
Technical feasibility is a key aspect of our commitment to users. We ensure that what is designed can be developed by the teams. This helps maintain a relationship of trust with users.
A renewed trust: We continue to simplify the tool ecosystem with SFR teams to improve the employee experience, allowing advisors to spend more time on their core responsibilities.
