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DOCUMENT NUMBER: 15-01-01

SECTION:FRONT END OPERATIONS

TAB: SUBJECT:THE FRONT END FRONT END - THE IMAGE CENTER

_________________________________________________________________________________________________________________________________________________________________________________________________

DATE:NOVEMBER 7, 2002 PAGE:

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FRONT END THE IMAGE CENTER

IMITATION BY

COMPETITORS

Typically, the first and the last thing customers may noticeduring their shopping tour of a Supermarket is the Front End

operation. The last store associate the customer will deal

with is at this location. Often, it is only here that manycustomers will actually interact with one of the stores staff

members. If a cashier is doing her/his job correctly, this

person may be the only store associate who speaks directly to

hundreds of the stores patrons week in and week out. It

may well be that the Front End may be the only place that

these hundreds and hundreds of customers receive a friendly,

Hello, how are you today? - and an important, Thankyou for shopping with us come back soon!

While a customer may interact with someone in the Meat

Department or in one of the Service Departments (Deli,

Bakery, Seafood, etc.,) and this is the way it shouldbe it

is at the Front End where the greatest amount of time is spen

between customer and store associates. This is especiallytrue in stores that provide carry out service.

With competition so intense in most areas of the country, fewSupermarkets can claim a great advantage over their

competition in such areas as price or varietyand qualityof

product. Even the services offered to customers show

striking similarities check cashing, handling money orders

or utility bills, etc., are commonplace. Even the service level

at the check stand is comparable from one store to another in

the same community. This is why the Front End is so

important as an image center for the entire store.

Imitation is the b word in the Supermarket industry. If one

store draws customers by giving one service or installing a

new style department, it is not long before competitionfollows suit especially if it is successful and draws

business. Such advantages are almost always of a temporary

nature because no competitor is willing to hand over

customers to its competition.

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DOCUMENT NUMBER: 15-01-01

SECTION:FRONT END OPERATIONS

TAB: SUBJECT:THE FRONT END FRONT END - THE IMAGE CENTER

__________________________________________________________________________________________________________________________________________________________________________________________________

DATE:NOVEMBER 7, 2002 PAGE:

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A SERVICE OPERATION

PUBLIC RELATIONS

Aside from the merchandise displayed there, the Front End isnot a moneymaker, but it is a necessaryservice operation

through which all customers must pass. It is a part of the

stores overheadjust like the cost of rent, electricity or heat.

The Front End includes the checkout counters and various

other customer services grouped together in the Service Des

or Customer Service Center.

The Front End staff handles sales and other transactions.

Cashiers (or Checkers) complete the exchange ofmerchandise for payment. The associates at the Service Desk

cash checks (not handled at the checkout), issue money

orders, process and pay refunds, and so on.

As alluded to earlier, in its public relations function the

Front End is by far the major image-making center in the

Supermarket. It is the first area that customers see as theyenter the store and, usually, the last stop they make before

they leave the store. Although the product displays and the

individual products must sell themselves in a self-serviceoperation, in a sense, the Front End is the sales force for

the entire store. Customers experience the effects of these

transactions at this point of their shopping trip, which last

long after they leave the store.

Important also, is the fact that what happens at the Checkout

can negate a favorable impression the shopper may have

gotten from associates in other departments, the stores

attractive decor, low prices and quality products. A surly or

inattentive cashier or a careless bagger can detract from

everything the storeowner has done to warrant gaining the

customers business.

On the other hand, the courtesy, friendliness, accuracyand

consideration a shopper encounters at the Front End can

improve on an already favorable image gained throughout the

store.

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DOCUMENT NUMBER: 15-01-01

SECTION:FRONT END OPERATIONS

TAB: SUBJECT:THE FRONT END FRONT END - THE IMAGE CENTER

__________________________________________________________________________________________________________________________________________________________________________________________________

DATE:NOVEMBER 7, 2002 PAGE:

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IDEAL MODE OF SALE FOR

SALES ASSISTANT

Thank & Farewell

Pack the Order

Return of Change

Place Amount Tendered

Receive Payment

Announce Amount of Purchase

"PLUS" Selling

Scan/Key in Accurately & Effectively

Ask for IGA Privilege Card

Greet Customers

A similar concept is applied to the Sales Assistant.

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DOCUMENT NUMBER: 15-01-01

SECTION:FRONT END OPERATIONS

TAB: SUBJECT:THE FRONT END FRONT END - THE IMAGE CENTER

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DATE:NOVEMBER 7, 2002 PAGE:

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Below is a list of various situations that may be difficult:

Customers changing their mind about a productright when they are checking out;

Customers demanding for more shopping bags;

Customers complaining that a product is notgood or does not work properly, after buying

it;

Customers claiming of being overcharged foran item;

Customers keeping from watching theirchildren, while they run around the store and

blaming associates for any caused damage;

Customers experiencing lack of patience withstores new staff (in training);

Customers using abusive or foul languagewhen addressing the staff.

Customers may feel upset, feel angry, feel negative towards

the store or the staff, and ultimately to think of not coming

back and shop again. Associates must be trained to knowhow to handle these types of situations by following these

steps:

Put themselves in the customers shoes;

Acknowledge the customers feelings;

Give the customer your undivided attention;

Ask questions and pay close attention to whatthe customer has to say;

Have a positive attitude;

Never take the customers actions or wordspersonally;

Stay calm and be friendly.

Source: Parkson: The Best Place to WorkThe Best Place to ShopSelf-Study Program in Retail Food Operations, The Quaker Oats Company, 1995