Jump.ca

Saskatchewan wireless retailer Jump.ca has made profits befitting its name for quite some time now. But the company didn't start leap-frogging the competition overnight; it required a continuous growth process that took years to develop.

Founded in 1990, Jump.ca was the last cellular/Internet dealership to enter the Saskatchewan and Manitoba market, one known for its challenging geography (smaller populations spread over large areas) and demographics (constant exodus of young professionals; aging population). Because the Saskatchewan/Manitoba market offers such little room for growth, retail businesses must establish a solid brand and a base of loyal customers. In order to stay in business, you need to sell to your customers more than once.

It appears Jump.ca' customers have, indeed, been coming back. Saskatchewan is reportedly home to 200-220 cellular retail locations and this Regina-based company with 13 store locations province-wide, holds 30 per cent of SaskTel contracts, including those from big-box stores in Regina, Saskatoon and Moose Jaw. In fact, Jump.ca has recently been named one of the most profitable independent wireless dealers in Canada, according to Jump.ca's performance in Profit magazine's "Top 100 Companies."

So, how did Jump.ca go from being the latecomer in the Saskatchewan wireless retail arena to an independent business success story? They adopted a company-wide change in philosophy based on two things: information and accountability.

Technology is the Foundation

In 1999, Jump.ca's business strategy underwent a complete overhaul. The company implemented a new software program - RetailiQ - to better manage its business. From customer service to employee performance, inventory planning, and even marketing, all aspects of the operation began to transform. Soon, Jump.ca staff were enjoying efficiencies they never thought possible: productivity went up, operating costs went down, sales kept growing, everyday processes became easier and data flowed like water. And most importantly, a new culture was evolving – the work environment was changing.

Essentially, RetailiQ technology was feeding into all of Jump.ca's retail processes and as a result, the company began doing things differently than other retailers. RetailiQ allowed them to build a customer database using a point-of-sale (POS) system that effectively captured customer data. Executives were able to give associates access to real-time information at the POS – all the product and customer information they needed was now at their fingertips. Likewise, the system made cross-selling and upselling easier for Jump.ca salespeople.

That was just on the customer's end of things. From the employee standpoint, RetailiQ was also making a noticeable impact on everyday routines. Staff could manage inventory themselves, tracking merchandise in real-time, through every stage of the supply line. Also, RetailiQ automated time-consuming manual accounting processes, particularly reconciling carrier commissions, which freed up salespeople to spend more time selling.

Jump.ca's success is due to a combination of its people, leadership and culture – all of which are intertwined by RetailiQ technology. Since the technology is involved in every dimension of the business, it puts more information in employee hands and makes them more accountable for their individual performance.

Jump.ca's Corporate Culture: Information and Accountability

The principles of information and accountability are the backbone of Jump.ca's growth strategy: a culture of salespeople intent on increasing company profits, motivated by performance-based compensation structures.

One RetailiQ feature that dramatically altered Jump.ca's sales team behaviour was employee performance measurement. Like never before, Jump.ca salespeople could see their sales commissions add up in real-time, measuring their performance against that of their colleagues. Since salespeople develop a better understanding of margins – where they can make the most commissions (i.e. selling accessories), what their cost boundaries are, and what decisions are theirs to make – they sell with a newfound sense of empowerment.

RetailiQ also provides salespeople with significant customer data, enabling them to better upsell and cross-sell. Staff can ask the right questions and offer more personalized service by knowing and identifying particular customers and their needs.

This information also fuels the Jump.ca call centre, integrated into the business in 2002. Because all customer profiles are kept in a central database, the caller doesn't actually know he/she is talking to a call centre representative – the service is the same if you talk to in-store staff or if your call is forwarded to the call centre. As a result, in-store employees stay off the phones and on the selling floor, and productivity goes up.

Call centre staff not only handle inbound calls, they make outbound calls as well, which introduces new opportunities for targeted sales calls. They also conduct regular customer satisfaction surveys, so staff competes not only on sales, but also satisfaction levels.

The Future of Jump.ca

Being recognized as the most profitable independent wireless dealer in Canada is certainly a tremendous honour, but this company doesn't intend to rest on its laurels. As long as Jump.ca continues to use technology to power its vibrant corporate sales culture and keep its business running smoothly, Saskatchewan's wireless denizens can depend on a proven dealer to serve their needs. From once small and humble beginnings, Jump.ca used RetailiQ to become a force in its market and will continue to serve its customers for years to come.