In today’s fast-paced retail environment, customer expectations are higher than ever—and frontline staff are at the heart of meeting them.
This was the central theme of the latest free seminar hosted by Araneta City in partnership with the J. Amado Araneta Foundation (JAAF) and the Department of Trade and Industry (DTI) on August 8 at The Hub in Cyberpark Tower 1.
Leading the discussion was entrepreneur and sales coach Ruben Lanot, who shared practical insights on how retail teams can elevate the in-store experience and build lasting customer relationships.
He highlighted the important role that frontline retail staff play in a business, directly influencing customer experience, sales, and loyalty through service and product knowledge. “More than just employees, frontline retail staff are the living, breathing representation of a business, and its success greatly depends on their ability to connect with customers,” Lanot said.
Sales Techniques That Work
He talked about the sales funnel, which can be used to map out a customer’s buying journey, Sales funnel has four stages: awareness (where customers first discover the brand or product); consideration (where they compare options and evaluate benefits) purchase (where a decision is made and a transaction occurs) and loyalty (which helps ensure repeat purchases and brand advocacy).
“Understanding the sales funnel is crucial for any business, as each stage requires a unique approach to guide the customer forward. When you map out this journey with intention, you’re not just driving sales, you’re building long-term relationships that turn first-time buyers into loyal brand advocates.”
Lanot also identified four common activities that retail staff can use to generate sales: encouraging customers to buy a higher-end product (upselling); suggesting complementary items to increase basket size (cross-selling); promoting limited-time offers to boost interest and urgency; and product knowledge sharing to build trust and confidence.
The Power of Accurate Inventory
In sales, inventory accuracy matters. Lanot explained that this ensures product availability, reduces waste, and supports financial planning, which can all contribute to good sales and a positive experience for customers.
Lanot added that stock accuracy can impact a business through three things. Having the right products available when needed ensures customer satisfaction. Stock accuracy also prevents missed opportunities and excess inventory and supports proper display of products on shelves as well as promotional planning.
As to how retail staff can ensure stock accuracy in their stores, Lanot advised daily stock checks to enable quick reviews of inventory and catch discrepancies early. Regular partial counts, or cycle counting, help maintain stock accuracy. Having a clear layout of inventory, also called visual stock mapping, allows for easy tracking and replenishment as needed.
“By doing these, you can create a system for your business that ensures that products are always available, operations are always running smoothly, and the experience remains seamless for customers.”
Happy Customers, Happy Business
Lanot discussed the importance of providing great service and how it drives sales, saying that it builds trust, encourages purchases, and drives repeat business.
Key to this, Lanot said, is creating a “WOW” experience, ensuring that customers leave with the store with a positive experience. For instance, greeting with a smile sets a warm and welcoming tone. Going the extra mile in solving problems or offering unexpected assistance also helps, while remembering regular customers builds rapport and loyalty. Lastly, positive closing statements can leave a lasting impression, ensuring their continued patronage in the future.
When encountering difficult customers, Lanot said the first thing a retail staff member should do is to stay calm and keep their emotions in check. They also need to listen carefully, understanding the issue without interrupting. This, in turn, will help them provide clear options to solve the issue. After this, they can then follow up for the resolution to ensure satisfaction and rebuild trust.
“Creating a WOW experience means making every customer feel valued from the moment they walk in, to the moment they leave and turning every interaction into lasting relationships with them,” Lanot said
This seminar is part of Araneta City’s broader commitment to nurturing its retail ecosystem by providing tenants with access to expert-led learning opportunities. Through its partnership with JAAF and DTI, the City of Firsts continues to champion business resilience and innovation in a rapidly evolving market.
