INTRODUCTION
Frontline workers are busier than ever,and retailers need to balance both personal and technological benefits ifthey want to attract and retain top talent.
The modern store employee needs to be a highly skilled specialist as well as a highly efficient operator.As aresult,they need top-tier tools and training that allow them to live up to their full potential.But this is only halfof the equation:if retailers want to keep these high performers within their organizations,they need to invest inincentives and progression opportunities that allow them to thrive in today’s competitive labor environment.
While these imperatives are especially critical for brands looking to recruit younger employees,they areincreasingly relevant to employee demographics.
“We know that Gen Z really wants to have a purposeful connection with their work and with their career,”saidAlfred Ishak,Senior Director of Research and Integration/People Development at Human8 in an interview withRetail TouchPoints.”Well,we want that too.We always want to hire and employ people that want it to bemore than a job,and who want to feel like this fulfills some of that need for purpose in their life.After all,they’respending so much time with their employer.”
Keeping associates fulfilled in their jobs,and therefore working to their fullest potential,is an ever-evolving task.Retailers need to plan out their strategy in both the short and long term,while considering ways to:
Drive recruitment and retention:Retailers should strive to make jobs an attractive career,not a dead-end job.They can do so by creating a culture that supports its workers as well as offering pay and otherbenefits commensurate with the expectations of the modern retail workforce;
Enable training and upskilling:The best associates are well-educated and empowered to work to
their fullest,and the right training tools can help build loyalty over time by developing a wide range of
skills.Retailers can’t hold back on training for fear of losing these skilled workers to competitors
Integrate mobile tools into the workday:Associates carry their own computers in their pockets.
Learning to utilize the power of these devices,as well as more specialized mobile tools,can activate
seamless cross-channel customer experiences;and
Utilize technology to streamline operations:From in-store robotics to powerful communication tools,
retailers have access to a number of technologies that can free associates from drudgery and let them
focus on revenue-driving and customer-facing tasks.
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