July 2, 2010

As a Del Sol Family, we're beating the odds! The past six months of successes, as shared by store owners and end customers, are evidence of that. We have a brand and product line that continues to grow worldwide, and our run in the sun has only just begun. Where Are We Now? New, promising markets have emerged. Global ADPT averages are up. Sales projections are being exceeded. And, new stores are opening as anchors in high-end tourist locations. Signs of growth and opportunity are everywhere within the Del Sol family worldwide. We've overcome past challenges and beat the odds together, and the results of your efforts are resoundingly positive. We're part of an amazing company that continues to grow and develop.

Success from the Past Six Months:

Alaska's Overall Cruise Averages are up significantly over last year.

Juneau's cruise averages are 20% higher so far in the month of June compared to June 2008. On June 8, they had their highest sales day since September 2007.
Ketchikan's cruise averages are 6.5% higher so far in June compared to June 2008.
Skagway's cruise averages are 17.5% higher so far in June compared to June 2008. On June 10, Skagway had its highest sales day since August 2007
Sitka has had a few ships hit higher sales figures this year than the same ships hit all of last year, including the Amsterdam, the Spirit and the Westerdam.

Turks and Caicos:

They're up 54% over last year's sales, hitting the highest cruise sales averages since April 2008!

Mackinaw City:

They utilize their custom T-shirt design on a promo tote bag, which they have discovered is now a coveted bag for all tourists and visitors to the area. On May 8, they received 2,000 tote bags and are already down to about 800.
They run promotions with local bus tours and have had huge success! They usually get tours on weekends, since it's not the warm, high season in Michigan yet. Generating this much traffic in their store, for this time of year, is phenomenal, and they're ecstatic about the success.
They take advantage of the new promo tote bag offer which allows them to order fewer bags at the cost of $1.50 per bag. They plan to stock up to keep up with the demand they foresee as their high season approaches.

15-Year Anniversary Promotion Successes:

Gatlinburg's ADPT is up $1.71 over last year.
Jamaica's ADPT is up $7.00 over last year.
Key West's ADPT is up almost $5.00 over last year.
Hyannis's ADPT is up $1.50 over last year.

Grand Cayman:

During a recent visit by Paul Fulton, Exec. VP, and Landon John, Regional Sales Director, the store's sales goal for the day was $7,500 (based on recent averages). By 3:00 p.m., the employees had already hit their goal and re-adjusted it. The staff ultimately hit $9,916! Most of the day, Paul, David Crandall (Store General Manager), and Landon were in meetings, so the success belongs entirely to the staff's efforts. One of the ships in port hadn't hit sales like this since March 2008, the other since October 08.

San Diego:

Practices the art of the 6-7 Promotion. Every item in the store that's priced above $15.00 is a major item. If someone buys six major items, the 7th is free! They use the promotion for up-selling and also for competitions with store employees. Recently, an employee broke a 6-7 record by generating a single transaction of $785.00! That's 33 T-shirts and 8 bottles of polish to one customer! It's that creative entrepreneurship that has made Del Sol San Diego one of the best Del Sol stores in the U.S. since opening nearly 10 years ago!

Barbados:

Broke seven cruise sales records over the past couple months. They've increased sales averages nearly 30% over last year at this time!

Nassau:

24% increase from last month and highest cruise averages since October 2008!

Puerto Rico:

23% increase from last month and highest averages since October 2008!

Aruba:

Nearly 50% higher-than-global cruise averages and having its best sales year ever and that's after seven years of business. They are proof that the economy is not an excuse. They adjust, stock the store, have great employees and great attitudes.

St. Maarten sales are up 11% over last year at this same time:

St. Maarten is also having its best sales growth year ever and that's after nine years of business. They also had their highest single sales day ever of $20,000+ earlier this year.

St.Thomas:

13% increase over last year at this same time!

Key West increases sales 20% over last year:

The sales team is trained to give at least three demonstrations to each customer who brings in a free tote bag coupon. They always remind themselves that it only takes a handful of great customers each day to make it worth it. You never know when they will come in, so stay positive. The store maintains above a $12-per-tote-bag average. When they're optimistic, and do the program correctly, it's very profitable. - Adam, Key West Manager

Cariloha Stores Hit $1,673 Cruise Averages - Beating Their Ultimate Goal!

Last year, we set a goal to hit $1,500 cruise averages in our Cariloha stores.

St. Thomas finished May at $1,730 per cruise visit
Jamaica finished May at $1,552 per cruise visit

Focus on these THREE areas for the Next Six Months:

Sales Training & Marketing:
They're the best methods for seeing immediate sales increases in your store. Make sure your staff understands the product they're selling and knows how to approach customers, as their efforts will impact sales on a daily basis.
- Hold daily meetings with your staff for 5 minutes long before the store opens. Discuss the sales goals for the day. As part of this discussion, outline your game plan - tell your staff the goals and how you're going to hit those goals. For example - suppose your goals for the day are to have $50 ADPT and to sell 10 pairs of Solize. Train your staff in your 5-minute meeting on the specific ways that you'll achieve your goals. In this scenario, you may want to review the Hi-Lo Philo, which is demonstrating high-ticket items first. Map out the game plan. Demonstrate Solize every chance you get, wear the Solize, and make them visible to the customer. Set your goals and then outline how you're going to hit them - that's great sales training!
- Click here to see all the amazing offers in the Marketing Promotional Package to help you promote your store more effectively.
Adequate Inventory & Proper Merchandising:

St. Lucia is a prime example of maintaining optimal inventory levels, including safety stock; and as a result, their sales are up 20% over last year, and they're experiencing the highest cruise averages since September 2008!
Positive Attitude:

We're even better in the sun!What does that mean? Our products are better in the sun; and believe or not, when we have a sunny disposition our sales are better and customers gravitate to our stores. We're beating the recession!

If you stick to these three areas, you're going to be that much better off as we hit even more growth spurts. Outside analysts and historical sales trends are making the case that Del Sol will continue to outperform in the retail and tourism industry this year and beyond for these reasons: Vacation Factor. Everyone needs fun, joy, smiles and memories . . . and vacations! Those are staples that are sought after by people at every time in the history of the world. Vacation deals abound. Cruise Industry Strong. Royal Caribbean, Carnival, Holland America, and Norwegian all have new ships scheduled for delivery between now and 2011. Royal Caribbean's Oasis of the Seas will make its maiden voyage in December 2009 as the largest cruise ship in history, accommodating up to 5,400 people. Bang for Your Buck. Del Sol products are affordable and customers prefer our products to expensive alternatives. True story: one customer recently preferred a color-changing butterfly ring to an expensive diamond ring.

YOU make a difference! Face-to-face communication is the most powerful method of communication. That's why your daily interactions with people in the stores make such a huge difference. Your words and actions matter. We depend on each other. Share the good news about Del Sol so that what one person says in Jamaica is the same as what's being said in Alaska and so forth. We build off each other's successes and enthusiasm. Review the successes in this message and share them with your co-workers and friends. As customers visit our stores to share a moment of their precious time with us, let's re-commit ourselves to becoming part of their future memories. Let's bring them sunshine, let's bring them cheer, and let's make sure they leave us feeling happier than they did when they walked in the door.

Contact Us

Del Sol Headquarters
280 W 10200 S
Sandy, UT 84070

800.884.5815
Contact Us >