Retail Store Manual

Effective Date: May 1st, 2023

Applicable to the retail store Di Moda European Lingerie situated at 461 Eglinton Avenue West, Toronto, Ontario, M5N 1A7. Di Moda European Lingerie is a trade name of Dimikan Inc.

 

DISCLAMER

"This Retail Store Manual and its enclosures are confidential and intended for the exclusive use of the addressee. If you are not the intended recipient, please notify the sender immediately and destroy this manual and its enclosures. Any unauthorized use, disclosure, or copying of this manual and its enclosures is strictly prohibited and may result in legal action."

 

 

PURPOUSE

This Retail Store Manual details the procedures necessary for the efficient daily operation of the retail store situated at 461 Eglinton Avenue West, Toronto, Ontario M5N 1A7 and specifies the protocols needed to maintain a safe and healthy working environment.

 

TABLE OF CONTENTS

1. COMPANY AND STORE INFO

2. RETAIL STORE DAILY OPENING PROCEDURES

    2.1       Building Inspection

    2.2       Store Inspection

    2.3       Setting up the store

3. RETAIL STORE DAILY CLOSING PROCEDURES

    3.1       Daily Closing Procedure

4. STORE APPEARANCE & DISPLAY

5. CUSTOMER RELATIONSHIP

5.1       Positive customer relationship

5.2       Difficult customers

5.3       Other visitors

6. STORE EQUIPMENT AND FIXTURE

6.1       Alarm System

6.2       Telephone and Internet

6.3       Hydro and Gas

6.4       Other Store Equipment and Fixture

7. PARKING
8. SAFETY AND SECURITY

8.1       Injuries

8.2       Incidents

9. EMERGENCY PROCEDURES

9.1       General          

9.2       Medical Emergencies

9.2       Fires

10. CELL PHONES AND OTHER ELECTRONIC DEVICES
11. VENDORS AND SUPPLIERS
12. CONFIDENTIALITY

 

1. COMPANY AND STORE INFO

The legal name of the company is Dimikan Inc. (the ”Company”). The company operates within the apparel industry, and scope of the operations includes importing, brand management, wholesaling, retail, and e-commerce in Canada.

The retail store operates under the banner of Di Moda European Lingerie, (the “Store”) and it is a trade name of Dimikan Inc. This retail store is located at 461 Eglinton Avenue West, Toronto Ontario, M5N1A7, in the Forest Hill neighbourhood, widely known as one of Canada's most prestigious districts, since 2005. It's a trusted source of high quality intimate apparel products and the perfect place to find something unique and special. The customer service provided is widely recognized for its excellence and incomparable quality. It stands out from the competition, providing the best in class customer service experience. Unrivalled quality and attention to detail ensure satisfaction of our customers.

2. Retail Store Daily Opening Procedures

All employees are expected to arrive to their shift punctually. Arriving after the beginning of the shift is not permissible.

2.1       Building Inspection

Upon arriving at the Store, the employee on opening duty should examine all windows and doors to ensure security. In the event that any signs indicating interference with locks or alarm systems are visible, the supervisor must be notified prior to entering the premises.

2.2       Store Inspection

Upon first entering the building, lights should be illuminated while the alarm system should be deactivated, and a general scan of the establishment should be conducted. Additionally, ensuring that closing staff abided by all guidelines correctly and noting any discrepancies that may be undiscovered.

Verify that the entire store is neat and orderly, including the changing rooms, restrooms, and back areas. Wet spots on floors, ceilings or along walls could be a sign that you have HVAC, roofing or plumbing problems.

2.3       Setting up the store

Verifying the store readiness, starting the computer and/or, launching the Shopify POS program, connecting the printer, activating the audio system, and setting the air-conditioner to the desired temperature are all necessary steps. When applicable, raise the front window blind and arrange the cash drawers for the day.

The front entrance must remain unlocked throughout the operating hours, with no exceptions. Both front doors can be utilized; the exterior one is equipped with a doorbell, whereas the interior does not have one. When feasible, one door can be kept open while the other remains closed.

Back door access and the inside-gate to the premise must remain closed at all times. Entry is only permitted through the front door. Under no circumstances should the rear entry be opened in response to a knock.

Ascertain any unfinished tasks from prior day that still need attention. This is an ideal moment to verify all in-store signage is up-to-date and any stocking or housekeeping issues have been fixed.

3. Retail Store Daily Closing Procedures

All employees must be at their workplace by the designated end time. Premature departures are not permissible.

3.1       Daily Closing Procedure

The front entrance must remain unlocked throughout the operating hours, early closure is not permissible. Prior to closure, ensuring items are in their rightful place, arranging the workspace, and dusting and mopping the floor must be carried out before the end of the shift. Moreover, it must be ensured that the Store is empty by confirming that it contains no customers, even if none are visible.

Completing cash counting, closing the register drawer, and reconciling sales receipts should be done promptly. The subsequent steps involve:

• Exit the Shopify POS application.
• Shut down the computer (desktop or tablet) and printer.
• Turn off the audio system and air-conditioning unit.
• Confirm the back door is closed and locked.
• Lower the front window blind (if applicable).
• Activate the alarm system.
• Securely close and lock the front door.

The door should be locked at the scheduled time for the day. ALWAYS DOUBLE-CHECK THE FRONT DOOR TO ENSURE THAT IT IS CLOSED AND LOCKED. 

4. Store Appearance & Display

An appealing, clean, streamlined retail atmosphere is not solely a desirable trait, but rather a necessity for modern retailers. To accomplish this, both the interior and exterior of the Store are designed with consideration to attract potential customers and encourage extended store visits.

When a customer visits a store, their initial opinion is formed by different elements. Everything from the lighting, interior design, type of music, and the items on show can affect it - and of course, tidiness too. Ensuring the Shop front looks inviting and presentable is fundamental in getting more customers inside. Empty cartons, unpacked goods, various objects on the working table, and any auxiliary tools and supplies should be kept out of sight from the customer.

5. CUSTOMER RELATIONSHIP

Our stance is that sustaining customer relationships is a more advantageous approach than frequently recruiting one-time customers in today's ever-evolving retail landscape. At all times, the representatives of Di Moda must exhibit professional conduct to build strong relationships with customers. Di Moda upholds a standard of integrity and professionalism that guarantees quality and exceptional customer assistance.

5.1 Positive customer relationship

Maintaining positive customer relations yields mutual benefits for customers and the business (including employees as a key aspect of the company), creating lasting relationships. Establishing positive customer relationship requires critical steps:

          a) Listen to customers

Communication is fundamental for any relationship to be successful; understanding is impossible without two-way communication. Hear out the customer’s requirements and desires, and try to address them. Interactions with customers should focus on their demands and goals. However, observe appropriate limits; never discuss personal matters. All communication with customers should be focused on our products.

          b) Building trust by embracing transparency

Gaining customer loyalty is the most dependable way to build trust in a relationship. The most reliable way to gain customer loyalty is through transparency, from providing appropriate products to honestly assessing if they meet the customer's needs, letting the customer make an informed final decision. Never encourage customers to purchase a product without their express approval or due to your individual preference for the item. Never disregard the opinion of customers regarding their preferred fashion trend.

          c) Unique shopping experience

Shopping in-person has become more than simply acquiring unique items or scoring the best bargain — it’s about having a satisfying experience. Establishing a pleasing shopping atmosphere, acknowledging customer requirements and aspirations, and fostering trust all contribute to the memorable shopping experience.

For creating a positive customer relationship, it is essential to differentiate the selling and helping process – stop selling, start helping. By helping customers, demonstrating trustworthiness, honesty, and open communication, existing customers reaffirmed their loyalty, and occasional shoppers were significantly more probable to become loyal patrons. This led to a consistent rise in customer retention as well as a continuing boost to the company's overall success.

5.2    Difficult Customers

When working in the retail store, one may occasionally encounter customers who seem difficult or challenging to handle. In such cases, it's important to maintain composure and employ strategies to de-escalate the situation while looking for a positive solution. With the right approach, these discussions can be successfully navigated, allowing employees to excel in their role. These are some essential tactics to bear in mind when dealing with difficult customers:

• Maintain professional communication
• Practice self-control
• Stay calm
• Practice active listening
• Let the customer talk
• Consider their point of view
• Find solution
• Ask your supervisor for support
• Paraphrase what the customer is saying

5.3    Other Visitors

To foster productivity in a retail store, interactions with non-purchasing visitors should be kept minimal for optimal efficiency. Sales staff should quickly identify customers and limit interactions with non-purchasers, achieving greater efficiency and higher sales. Non-purchasers, such as prospective buyers, local shopkeepers or their employees, friends, and family members, should be exposed to the store's products instead of socializing.

6. STORE EQUIPMENT AND FIXTURES

The Store carries a variety of equipment and fixtures, such as computers, screens, point-of-sale hardware, tables, shelves and wall-mounted fixtures. This equipment and fixtures are integral to the successful functioning of the Store on a daily basis. Under no circumstances should any of the Store's equipment or fixtures leave the premises or be maintained by an unauthorized person.

6.1       Alarm System

The Store features a burglar alarm system, activated/deactivated through a personal 4-digit code. These codes are unique and not team-shared, so it's important to not share them with other staff.

To utilize the alarm system, input your 4-digit code to activate it and re-enter the same code to deactivate it.

Should the alarm system become loud while you are still in the store, input your 4-digit code to deactivate it. In case of need for assistance, reach out to your supervisor.

6.2       Telephone and Internet

BELL CANADA provides store-wide phone and internet services. Connection is typically reliable and unhindered. Customers are not able to access the internet, with it being solely for business needs.  Questions or issues related to the store's telephone and internet should be directed to the supervisor, or if required, contact BELL CANADA (www.bell.ca) at 310-BELL or 1-800-668-6878.

6.3       Hydro and Gas

The store typically maintains a consistent and uninterrupted supply of hydro and gas. In the event that the provision of these resources is disrupted, resulting in business interruption, lock the door and contact the supervisor.

In the event of a gas odour or electrical malfunction being detected in the building, secure the premises and alert the supervisor immediately.

6.4       Other Store Equipment and Fixture

All Store equipment and fixtures must be handled with care and in accordance with safety protocols acquired through specialized training. If you require assistance or guidance for specific store equipment or fixtures, contact your supervisor. 

7. PARKING

This store location does not provide complementary parking for either its employees or customers, so they must organize parking accommodations independently.

8. SAFETY AND SECURITY

The retail store management places the highest priority on ensuring the safety and security of everyone at all times.

8.1       Injuries

In a retail store, potential risks can manifest in multiple ways, both on the shop floor and behind the scenes. Adhering to a set of established safety measures provides protection for both employees and customers.

The most common potential injury situations in the retail sector include:

• falls
• slips on wet surfaces
• damage to limbs from sharp edges
• falling products or merchandising fixture/equipment

Implement the following items to mitigate potential risks within the store: 

• Make people aware of the dangers that exist in the store (uneven floor, sharp corners)
• Monitor the condition of the store shelves and fixtures regularly.
• Always keep closed all drawers in the store.
• Avoid placing boxes and other objects on the ground.
• Activate the lights during operating hours.
• Prevent children from running and coming into contact with store products, fixtures, and equipment.
• All areas of the store must be kept neat, orderly, and safeguarded from potential risks.
• Walkways, shop-floor and stairs should always be kept tidy and free of debris.

Employees are urged to adhere to the company's policies and procedures, practice vigilance, and implement the correct method when manipulating the store's devices or materials, like lifting a heavyweight object, ascending a ladder, or operating label guns. Also, caution should be exercised when navigating the store, especially while descending the stairs to the basement.

Any accident that results in a workplace injury, or that could cause a disabling injury or property/equipment loss, must be reported immediately to the employee's immediate supervisor.

8.2       Incidents

The store has been crafted to create a secure, welcoming environment for staff, customers and visitors alike, while also hindering any potential unlawful activities. Management tirelessly strive to advance safety measures and make the premises more resilient to crime and disruption. All store employees must take part in these efforts.

The most common potential incident situations in the retail sector include:

• Shoplifting
• Fraud
• Intoxicated Person
• Suspicious Individual

Store personnel should be mindful of likely conduct that could arise from the previously referenced incidents. Typical examples of such behaviours involve:

• Selecting multiple goods quickly and without looking at prices.
• Wearing bulky clothing items, especially when it does not match the season (i.e., having a winter coat on during warm weather).
• Customers carrying large bags or backpacks.
• Individuals looking around at the ceiling for cameras, watching staff or hanging around particular parts of the store near high value or high theft items.
• Person(s) frequently visiting the store and not making purchase(s).
• Customer tests multiple blocked cards in order to complete the purchase.
• Individual is under the influence of drugs, alcohol, or any other intoxicant.
• Blood shot eyes, excessive sweating, or pacing in a particular area of the store.
• Asking questions that go beyond merchandise and curiosity such as asking about shift changes, personnel, security procedures, etc.
• Paying unusual attention to the activities of employees, looking for security cameras, exits.
• Loitering outside the store or close to the cash registers without purchasing any items from the store.

In these situations staff should focus on behaviours as opposed to an individual’s profile (i.e, age, ethnicity, clothing, etc.). Moreover, staff should employ a customer service-oriented strategy instead of a physical confrontation.

Store floor space and the entire store environment must remain under constant surveillance at all times. Constant surveillance helps to ensure the safety of employees and customers, as well as protect merchandise. Employees must promptly report to management any unsafe or insecure circumstances they observe. It is mandatory for all employees to complete a course regarding safety and security in the workplace.

In any instance in which employee sense a lack of security, they should immediately lock the doors and alert management; in the event of an emergency, dial 911.

9. EMERGENCY PROCEDURES

9.1       General

Emergencies can be identified as Medical, Fire, Severe Weather, Bomb Threats, Chemical Spills, Terrorist Attacks, Criminal Acts, Extended Power Loss, etc. Personnel should identify these emergencies and report them to the Supervisor and/or CALL 911 to alert Emergency Services (Police, Fire Department, or Paramedic). The local Emergency Services respond to emergencies.

9.2       Medical Emergencies

In cases of serious illness, accidents or injury happen in the store premises, 911 should be contacted by the employee, co-workers, or someone present in the store.

Procedures:

• Ø Only trained responders should provide first aid assistance.
• Ø Do not move the victim unless the victim’s location is unsafe.
• Ø Take “universal precautions” to prevent contact with body fluids and exposure to blood borne pathogens.
• Ø Meet the ambulance at the nearest entrance or emergency access point; direct them to victim(s).

9.3       Fires

In the event of detecting visible flames and/or smoke within the premises, initiate the Fire emergency protocol.

Procedures:

• Activate the nearest fire alarm, and
• Call Fire Department at 911 and report precise location of fire, and
• Redirect store occupants to the nearest emergency exit, and
• Leave the store using the designated escape routes, and
• Remain outside in safe area until the Fire Department arrives.

Only attempt to extinguish a fire if it presents no risk to your health or safety, and ONLY if:

• The Fire Department has been notified.
• The fire is small and is not spreading to other areas.
• Escaping the area is possible by backing up to the nearest exit.
• The fire extinguisher is in working condition and you are train to use it.

10. CELL PHONES AND OTHER ELECTRONIC DEVICES

Employees must refrain from the use of cell phones and other electronic devices during work hours, and they may only utilize their personal devices on scheduled break or lunch times in areas not associated with their duties and tasks. Furthermore, the cell phones and other electronic devices must be set to vibrate or salient mode and they cannot be kept in areas associated with their duties and tasks.

11. VENDORS and suppliers

On a regular basis, the store is visited by multiple providers offering a wide range of services and products, and employees must maintain a professional appearance in these situations. In order to achieve maximum efficiency in a retail space, employees should refrain from interacting with visiting vendors or suppliers, nor should they accept or provide information or goods to/from any vendors or suppliers. Employees can present a business card which guides vendors and suppliers to the store's website, home to the Contact Us section with relevant contact info.

12. CONFIDENTIALITY

The store contains a substantial amount of confidential data that cannot be shared with anyone outside the company. Some of the data consist of:

• Management’s and employees’ personal data
• Customer’s personal data
• Customer’s payment method/s
• Customer’s purchase content
• Plans, strategies and trade secrets of the company
• Store’s statistics (for example, sales volume, number of customers, etc.)
• Equipment and software utilized by the store
• Anything else that is not publicly available

All employees must respect and obey the company policies and regulations about confidential information. Employees who have access to confidential information are not permitted to use or share that information with anyone outside the company. In cases of uncertainty regarding the privacy of certain information, employees should speak with their supervisor.