We have been working with retailers, both big and small, for almost 30 years.  Our job at Graff Retail is to help retailers drive sales revenues, reduce turnover, improve the customer experience and drive overall store performance through effective and ongoing training of their front line teams.  Over the years, after so many conversations with retailers, we can draw one main conclusion…retailers who invest in training their team members are more successful than those who don’t. 

This is not a challenging statement.  It just makes sense that a trained team (that is constantly learning and growing) performs better than a team that works for an organization that is more merchandise driven; one that doesn’t believe in developing their teams.  But, what kind of training are these top performing retailers investing in that separates them from the competition?  Let’s take a peek inside the training cupboards of top retailers and see where they are investing their training dollars.

I would like to start by asking why are we still struggling with compliance and consistency?

It’s our job as leaders to flawlessly execute corporate strategy through our people; however, we are repeatedly dealing with issues relating to compliance and consistency. Is it because our people aren’t listening or is it because we are not influencing their behaviours? This may be the difference between a good Manager and an exceptional Leader, one that has a strong personal brand.

I just got back last week from NRF’s Big Show in New York.  It was my eighth year in a row attending the event.  As always, it’s a wild ride down there with lots to see, do and learn.  What’s even clearer is that the trade show isn’t really a ‘retail’ show as much as it is a “Retail I.T. Show”. 

The size and scope of the technology-focused booths is really quite something to see, as are the crowds that are jammed into them.  Yes, sometimes it’s for the free booze or great swag item, but more often than not everyone is looking for the newest, latest and greatest magic pill to bring their business to the next level.   There is no shortage of amazing technology to look at.

But let’s hold on a minute before we get too excited about spending all of our money on a tech solution.  There’s a little more at play when it comes to making your stores actually work.

A few weeks ago, I was speaking to a former colleague of mine.   In a past life of mine, we worked side-by-side in the Head Office of a big retailer in Canada.  At the time, I was a leader in the Marketing Department and she was climbing the ladder over on the Store Operations side of the business.  She is now leading Store Operations for that same retailer and I, of course, am here at Graff Retail doing my best to support retailers far and wide with all of their training endeavours. 

After catching up a bit, our chat moved over to reminiscing about how she landed in her current leadership role.  Our walk down memory lane revealed some interesting truths about the contrast between how much training she received during her days at store level vs. the lack of training she has been exposed to since moving into Head Office and continues to progress in her retail career.  My path at Head Office was the same.  Promotions came my way and I just jumped in and figured it out.  But how much better could I have been?  It was a bit laughable to be honest.

How are your customers being treated every day?  Do you know for sure?  Maybe you’re simply accepting the input and opinions of your management team.  Or maybe you’re just assuming?

Whatever process you use to ensure that store staff are properly servicing your customers, it’s probably time for you to consider taking things to the next level by formalizing your service standards.  Why?  Despite beliefs to the contrary, most retailers fall down in this area … big time!

The much-anticipated holiday season has now come and gone.  Biggest selling opportunity of the year, right?  How did you do?  Move more merchandise than ever before?  Keep the cash registers running at full tilt?  Set an all-time revenue record?  Good for you!!

Now for the bad news.  Your success wasn’t shared by every retailer.  And it isn’t because the crowds didn’t show up or the weather was too nice.  The ‘sales damage’ we’re talking about was self-inflicted.  What do we mean?

Here we are, just 11 'sleeps' away from Christmas day.  How have sales been in your stores so far this holiday selling season?  Hitting your targets?  Celebrating success?  We certainly hope so, because there can hardly be one good reason why you shouldn't be doing better this year than last.

But, ask yourself a bigger question:  Do you have the Christmas spirit yet?  Does your staff? How about your customers?

During countless trips through numerous stores over the past few weeks we couldn’t help but notice a predominant and very disturbing trend … it’s next to impossible to find a manager on the sales floor!  Can you believe it?  The most important retail ‘show’ of the year and the cast and crew are running around without any direction or guidance from the most critical player of the performance … the director!

Ah, there’s nothing like retailing at this time of year … bustling crowds … Christmas carols … smiling faces … and busy cash registers!  Your store is always crowded, your sales volumes are skyrocketing and hey, you might even be beating your revenue targets!  Is this enough?  If you think so, here’s a new concept for you -- stop managing your store only to its sales objective and start leading it to its true potential!  What are we talking about? 

For just about every retailer, Black Friday is the holiday selling kick-off that we've waited for all year!  Knowing that so many purchase decisions are made at store level, it's time to make sure everyone on the sales floor is at the top of their game.  Here are 3 more things you can do right now to help you squeeze a few more dollars into the cash drawer each day:

Subscribe:

Subscribe to the Graff Retail Blog

Enter your email to receive updates from us. You can unsubscribe at any time.

Follow Us:

Graff Retail on Facebook Graff Retail on LinkedIn Graff Retail on Twitter

BLOG AWARDS

retail digest badge 220

Retail Award Blue 220

Retail transparent 216px

GraffRetail.TV

Check Out the #1 Online Training Solution For Retailers:

GraffRetail.TV