Heinen’s Training Program Drives Sales

MARK HAMSTRA

MINNEAPOLIS — Heinen’s Inc. has driven strong sales growth over the last several quarters in part through a comprehensive sales and service training program, according to Chris Foltz, director of operations at the 17-store Cleveland chain. Speaking at the Food Marketing Institute Human Resources/Training and Development Conference here, Foltz said the company has seen comparable-store sales growth above or near 10% for each of the past four quarters, paralleling the rollout of the program in which employees go though a multiweek training and “Diamond Standards Certification” process to become “retail professionals,” “sales merchants” and “business people.” The number of “highly satisfied” customers has improved to 78% from 74% in the last two years, he said, noting that such customers are almost twice as likely to return within the next two weeks. “Engage with your customer, and they will spend 26% more in the store,” he said.

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