INTRODUCTION
Frontlineworkers arebusier than ever,and retailers need to balanceboth personal and technological benefits ifthey wantto attract and retain top talent
The modern storeemployeeneeds to bea highlyskiled specialist as wellasa highly efficient operator.As aresult,theyneedtop-tier tools andtraining thatallow them to liveup totheirfull potential.But this is only halfof theequation:if retailers want to keepthese high performers within their organizations,theyneedto invest inincentives and progression opportunities thatallow them to thrive in todays competitivelabor environment.
While these imperativesareespeciallycriticalfor brands looking to recruit youngeremployees,they areincreasingly relevanttoemployee demographics.
“We know that Gen Zreally wants tohave a purposeful connection withtheirwork and with their career,”saidAlfred Ishak,Senior Director of Researchand Integration/People Development at Human8inan interview withRetailTouchPoints.”Wel,wewant that too.We always want to hireand employpeople that want it to bemorethana job,and whowant tofeel like this fulfils someof that need for purposein their life.After al,they’respending so muchtime withtheiremployer.”
Keeping associates fulflled intheir jobs,andtherefore workingto their fullest potential,is an ever-evolving task.Retailers need to planouttheir strategyin both the shortand long term,while considering ways to:
Drive recruitment and retention:Retailers should strive to make jobs an attractive career,nota dead-end job.They can doso bycreating a culture that supports its workers as well as offering pay and otherbenefits commensurate withthe expectationsof the modern retail workforce;
Enable training and upskilling:The best associates arewell-educated and empoweredto worktotheir fullest,and the righttraining tools can help build loyaltyovertime by developing awide rangeofskills.Retailerscan’t hold backontraining forfear of losingthese skilled workers tocompetitorsIntegrate mobile toolsinto the workday:Associates carry their own computersintheir pocketsLearning to utilize thepower of thesedevices,as well as morespecialized mobile tools,can activateseamlesscross-channel customer experiences and
Utilize technologyto streamline operations:From in-storerobotics to powerful communication tools,retailers haveaccess to a number of technologies thatcan freeassociates fromdrudgery and letthemfocus on revenue-driving and customer-facing tasks
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