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SFL/ZONING

What is it? During peak times, we need to think differently about the important role each team member will play to
maximize floor/zone coverage, customer engagement and sales. Looking at both fashion associate zoning and SFL
zoning will help you determine where to place 3, 4, 5 or 10 fashion associates on the floor based on zone priorities.

Here is how it works….
Each Fashion Associate and SFL will be zoned to support a shopping experience that delivers on the customer
experience expectations and drives sales results.

When 7 or more staff is required, we will introduce a second SFL to lead the floor.

SFL 1 will be leading the front half of the store: the Walking In and Shopping Moments.
The focus will be to drive transactions and convert customers to the Trying On or Transitioning Moments. All KPIs
are set based on this focus for each FA in the front of the store. This SFL will be accountable for the overall store
segment success for the two hours and the 2 SFL will be supporting the results.
nd
SFL 2 will be leading the back half of the store: the Trying On and Transitioning Moments as well as PROCESS
requirements.
The focus will be to drive average sale and UPTs. All KPIs are set based on this focus for each FA in the back half of
the store. The SFL will be supporting the segment success for SFL 1.

Merchandise Replenishment/PROCESS support: this team member is responsible for maintaining overall store
replenishment with priority to the fastest selling product. Cash register supplies to be maintained consistently for
the duration of the shift.

SFLs may re-zone associates based on traffic flow as per MOA.

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