Since 2003, Fuego Stores have grown across the Pacific Northwest United States and beyond, selling an eclectic mix of jewelry, accessories, novelty items, and apparel. With 36 locations across the country, communication between stores and HQ has been a challenge.
Case Study: Fuego
Sales of the merchandise in store windows has increased by 25 percent as a result of more accurate merchandising execution. Now that the visual team at HQ has a way to verify that proper signage and merchandising is being implemented in-store, they are able to track store performance and say, “Displays looked the way they should this month, and that’s why our sales are strong.”
Since tightening up the feedback loop between stores and HQ, Leach estimates that she saves 4 full days a month in time she used to spend on emails. Merchandising compliance at each location has increased, while time spent by in-store associates taking and spending photos has been reduced by 50 percent.
Fuego is now able to verify store compliance once a week, instead of once a month. The visual team at Fuego HQ can review photos regularly each week and give feedback in real-time. “It’s a very direct process now, we’re able to ask for photos and give feedback much more quickly and easily.”