– Choi Hyun-sung, Deputy Manager, Retail Sales Division, FILA Korea –
Hello, we’re Hyun-sung Choi, Deputy Manager, and Ho-kyun Kim, Team Lead, from FILA Korea’s Retail Sales Division.
FILA began as an Italian brand and has grown to the point where its global headquarters are now based in Korea. It’s a deeply rooted fashion brand with a strong global presence.
Both of us have been with FILA Korea since the beginning of our careers, and we’ve stayed for so long because the company genuinely values its employees. We’re proud to work alongside great colleagues and to be part of a company that’s positively regarded in the industry.
Our Retail Sales Division is divided into teams based on distribution channels: Franchise Stores, Department Stores, and Outlets. Each team primarily manages offline stores.
The Sales Planning Team is deeply involved in sales strategies, determining how to allocate products to individual stores, and planning activities related to revenue growth.
Overall, we focus on designing initiatives that drive increased sales and efficiency across different channels and stores. Additionally, we identify store needs and areas for improvement, proposing solutions as part of our role.
[Real-Time Monitoring Across 150+ Stores] We manage around 150 stores (excluding outlets). With limited staff at the headquarters, it’s difficult to monitor all stores in real time. Despite dividing responsibilities between metropolitan and regional areas, some stores are hard to visit regularly.
[Visual Merchandising (VM) Quality] Since our stores represent our brand, it’s crucial to ensure that VM is executed properly, especially for seasonal changes or new product launches. However, it’s hard to check if our standards are met without visiting in person or requesting photos.
[Developing an Accessible Solution] For years, we struggled to find a way to streamline feedback and communication with stores. Developing an in-house solution was expensive and resource-intensive, so we searched for alternatives.
One of the biggest advantages we’ve experienced in Sales Planning is the ability to quickly and accurately communicate essential information to stores. The VMD team also heavily relies on Shopl for continuous communication with stores, particularly for sharing and monitoring display guidelines.
What we appreciate most is the ability to clearly see, in measurable terms, whether the tasks we assign are being carried out effectively. While we feel there’s still room for improvement in providing feedback on store conditions, Shopl has undoubtedly simplified and streamlined what used to be a cumbersome process.
These three features have been game-changers in managing our large network of stores systematically and effectively.
⛔ Inefficient communication and lack of records
We used to rely on phone calls and KakaoTalk for communication with stores. While phone calls were quick, there was no record of the conversations. KakaoTalk, on the other hand, wasn’t suitable for structured communication or collecting store feedback.
Managing hundreds of stores while ensuring clear communication was a daunting task.
✅ Clear and structured communication with records
We now use Notice and survey to send out HQ announcements and gather feedback from stores. For example, we share updates about product launches, customer feedback, and store performance through notices.
Feedback and survey responses are stored like posts, making them easy to revisit. Push notifications ensure timely communication, and the records make it easier to manage interactions systematically.
⛔ Manual collection of VM photos and reports
Previously, we relied on KakaoTalk to receive store photos and reports, which we then had to download and consolidate to assess VM implementation and quality.
This process was extremely time-consuming and labor-intensive, making it especially burdensome to repeat during every season or promotion.
Providing feedback on store displays was also complex and cumbersome, requiring a significant amount of our time and effort.
✅ Real-time VM monitoring through Shopl’s To-do feature
We no longer have to deal with the hassle of exchanging and consolidating documents with store managers.
With Shopl’s To-do feature, we can share VM guidelines with stores, and they submit reports with uploaded photos of their displays. The VMD team can then review the results and completion rates in real time.
If adjustments are needed, the VMD team can request revisions directly based on the submitted reports.
This has significantly streamlined the process of monitoring store conditions, improving both efficiency and visibility compared to before.
⛔ Scattered reports and difficult data management
In sales, analyzing the revenue of each store is critical, so we conduct regular sales performance analyses. However, beyond raw numbers, understanding trends—such as which products are selling well and what customers are most interested in—is equally important. Since this insight can only be obtained from the field, we rely on stores to analyze these trends and use that data to guide our sales planning.
Previously, gathering this information was cumbersome. We had to individually contact stores, exchange files, and manually consolidate the data. This resulted in scattered documents, making data collection and management both tedious and inefficient.
✅ Centralized management of store trends through Posting board
Now, we use the Posting board to collect and manage reports on store trends and customer feedback.
The Posting board allows us to view reports at a glance—categorized by region or store—without needing to search through multiple files. This streamlined system has improved how we analyze trends and develop sales strategies.
Shopl has enabled us to create an efficient workflow: [Gather store insights → Review and plan at HQ → Assign tasks to stores → Verify implementation].
– Ho-kyun Kim, Team Lead, Retail Sales Planning Team, FILA Korea –
Today, we shared the story of how FILA Korea uses Shopl to manage over 150 stores nationwide.
If you want to streamline communication and operations with your stores, start with Shopl today!
