In our recent webinar, TruRating CEO Georgina Nelson and Strategic Advisor Zack Hamilton explored the critical truth for CX teams… Data alone doesn’t drive results. Insight without action is just noise. What retailers really need is a way to connect customer feedback to frontline behavior in real time.
On September 10th at 11AM EST / 4PM BST, we’re taking that conversation one step further. Our next webinar focuses on the missing link between insight and execution… coaching. Because retail performance doesn’t just happen; it’s coached.
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Why this webinar matters
The challenge for store operations and HR teams isn’t just identifying which in-store behaviors drive revenue, it’s knowing how to act on that insight. This session will show you how to turn behavioral feedback into consistent coaching, sharper execution, and measurable sales impact.
Whether you’re trying to lift ATV, improve consistency across regions, or make your training programs stick, this webinar delivers practical insight into how coaching becomes a performance system, not just a people initiative.
What you’ll learn
Join Kayleigh Fazan, Founder of the International Retail Academy, and Zack Hamilton, Strategic Advisor at TruRating, for a conversation packed with real-world experience and tactical takeaways:
- How to turn frontline behaviors into measurable revenue levers
- Why coaching, not just training, is the key to performance
- What high-performing store teams do differently (and how to replicate it at scale)
- Why coaching is the fastest way to close the gap between brand promise and in-store delivery
- Strategies and practical tips you can apply immediately on the store floor
Meet the speakers
Kayleigh Fazan is the Founder and Managing Director of the International Retail Academy (TIRA), a company built to transform retail from the inside out. After two decades in the industry, from the shop floor to senior leadership, Kayleigh saw a critical flaw in how brands approached training; it was being done at teams, not with them. That’s why she built TIRA to drive real impact through human-first coaching and culture change.
Her approach centers on designing programs that create confident, customer-obsessed store teams by focusing on mindset, behavior, and daily execution. She’s worked with major global retailers like B&Q, Rituals, Curry’s, and GAP to embed performance strategies that drive results.
Zack Hamilton brings decades of experience as a former VP of Store Ops, CXO, and executive advisor to 200+ retail brands. He led the rebuilding of the sales effectiveness model at North America’s largest rent-to-own retailer and now serves as Strategic Advisor at TruRating. Zack works with clients to connect customer behavior to store performance, helping turn feedback into fuel for execution, coaching, and commercial results.
How it builds on the last conversation
In our last webinar, we surfaced a powerful theme that insight without action doesn’t move the needle. CX teams have worked hard to build VoC programs, but without coaching systems at the store level, those insights rarely lead to behavior change.
As Zack said: “LMS videos don’t build skills. Coaching does. But only if it’s rooted in live, behavioral data.”
This next session picks up right where that one left off on how do we operationalize insight to create behavior change? How do we build coaching rhythms that stick? And how do we prove the ROI of service excellence in terms the CFO will understand?
The coaching system your stores have been waiting for
Coaching is no longer just a cultural initiative; it’s a commercial one. After analysing over one billion real-time customer ratings across all retail verticals, we found that small shifts in frontline behaviour can have a massive revenue impact. For example:
- Customers who were greeted spent 31% more (+$25.40) than those who weren’t.
- When staff offered help proactively, basket sizes increased by 26%.
- A simple “thank you” at checkout correlated to a $5 lift in ATV.
These aren’t soft skills. They’re measurable drivers of revenue. But the problem is that most stores we analyzed only execute one or two of these behaviors per shift, and almost none consistently stack three or more. That’s where coaching comes in.
We found that when just two key behaviors are executed together, say, greeting and offering help, customer spend more than doubles compared to stores where only one is present. Yet, execution remains inconsistent across shifts, stores, and regions. Without a system to coach and reinforce these behaviors daily, the potential ROI gets left on the table. If you want:
- Stronger ATV and conversion
- Better visibility into execution gaps
- Store managers who lead with confidence
- Learning programs that drive measurable change
…then you need to make coaching a daily habit, not a quarterly initiative
