1. LSM : My 7E Card
Analysis Report
March 2012
JOHOR WEST REGION

2. Mission & Objective
Increasing Sales to achieve 2012 company’s sales &
profitability target.
Improve Plus Selling.
To increase APSD of each stores thru higher Average
Transaction.
To increase sales after festive season (CNY).
Motivate and challenge store team to achieve higher sales
from effective plus selling.

3. Target
Increase APSD to +5% or BETTER.
Increase Customer Count to 500 or BETTER.
Increase Average Transaction to RM6.80 or BETTER.
Increase Quarterly sales growth from 3.2% to 5.5% or
HIGHER.

4. LSM Mechanic
With every purchase of Rm7 and above
customers are entitled to a chop/stamp
on their card.(card will be distributed
during week 1 &2 of each month)
Collect 4 chops/stamps and answer a
simple question to enter a monthly
lucky draw.

5. POSM

6. RECEIPT’S NO
7E’S & ADD ON
CHOP SALE
CUSTOMER’ STAFF’S
S DETAILS DETAILS

7. Monthly Prizes

8. Total Investment
Total Store Participate (Corporate & Franchise) 46 Stores
Cost of Prizes – Monthly (Mar – Jun 2012) $ 18,400
Cost of POSM $ 6,522
Cost for Staff’s Incentives + consolation prize $ 7,360
Total Cost $ 32,282
1. Monthly Store Contribution via Pay-Out for POSM $ 141.80
cost.(Mar 2012)(=RM6,522/46st)
2. Monthly Store Contribution via Pay-Out for Prizes $ 100.00
cost.(April – July 2012).(=RM18,400/4mnts/46st)
3. Monthly write off for 2x RM20 hampers $ 40.00
Average Cost PSM $ 175.45
PSM Break-even Sales (GP @24.70% ) $ 710.32

9. JOHOR WEST
SALES
DATA

10. Johor West: APSD Sales vs. APSD Customer Count
APSD Sales (RM) 3,600 600
APSD Customer Count
518
3,400
500
471 448 458 450 458
447
3,200 420 423 426 422 425
405
444 460
434 429 422 400
400 416 416 411
3,000 3,040 408 399
3,034 392 397
369
2,920
2,800 300
2,831
2,823
2,803
2,706
2,685
2,680
2,677
2,672
2,655
2,600
2,634
2,628
2,622
2,617
2,606
2,590
2,588
200
2,585
2,575
2,506
2,503
2,400
2,425
2,422
2,384
2,359
100
2,200
2,000 0
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2010 APSD RM 2503 3040 2506 2575 2606 2422 2425 2359 2823 2617 2622 2585
2011 APSD RM 2384 3034 2588 2680 2655 2590 2672 2831 2803 2628 2706 2677
2012 APSD RM 2920 2634 2685
2010 APSD CUST# 444 518 448 458 450 420 416 405 458 422 411 425
2011 APSD CUST# 369 471 416 434 429 408 423 392 399 426 422 397
2012 APSD CUST# 447 460 400

11. Johor West: Average Transaction
7.50
Average Transaction (RM)
7.22
7.00 6.99 7.03
6.70 6.74
6.54 6.58
6.50
6.47 6.44 6.42 6.41
6.35
6.32 6.30
6.23 6.19 6.23
6.18 6.17
6.12
6.16
6.00
5.86 5.90
5.85
5.78
5.72
5.50
5.37
5.00
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
2010 AVG Trx 5.37 5.86 5.78 5.85 5.90 6.17 6.42 6.99 6.12 6.23 6.58 6.30
2011 AVG Trx 6.47 6.44 6.23 6.18 6.19 6.35 6.32 7.22 7.03 6.16 6.41 6.74
2012 AVG Trx 6.54 5.72 6.70

12. JOHOR WEST : My7E CARD ANALYSIS
%
TOTAL CARD GIVEN 9200 pcs
TOTAL CARD REDEEM 1532 pcs 16.55
APSD MAR 2012 RM 2,685
APSD MAR 2011 RM 2,588
APSD GROWTH + RM 97 + 3.75
TOTAL SALES RM 3,827,067
ADD ON SALES RM 71,475 1.87
ADD ON SALES PSM RM1,554 1.87

13. KEY LEARNING
*With 16.55% redemption of My7E card in the first month, the
store sales had increase to +3.75% vs APSD Mar 2011.
*Percentage of card redemption can be improved to at less 30%
by aggressive plus selling by SAs and Mgmt Team at store level.
This will help improve the sales further compared to 2011.
*Average Transaction had improve to RM6.70.
(vs RM6.23 in Mar 2011)
*Photo of the prize giving ceremony (on 14/04/2012) will be
posted at stores to encourage customer to participate in the
contest.
*Banner will be put up outside the stores to attract more
customers to the stores.