Consumers have never had more choice when it comes to outlets to buy their next big ticket item. For retailers, this has raised the bar, and ahead of a big product launch, understanding the customer journey is critical to achieving sales.
For many, the belief that the journey starts as the customer enters the store is outdated. This began long before they stepped foot on the high street, having likely started when they saw ads, surfed social media, asked friends for recommendations, completed research online, and made a conscious decision to step into a store because they were ready to make a decision.
This places significance on the importance of frontline teams as the shop floor is where the product story is expected to resonate with consumers and come to life to work hard in converting a sale. While retailers continue to invest heavily on the in-store experience in line with perceived demand and expectations, with new fit-outs, promotions and loyalty incentives, the readiness of the workforce is sometimes treated as a secondary consideration. For HR and people leaders, this represents a material risk to ROI for both retailer and brand, in particular amongst product launches and new category ranges in-store.
Good Customer Service is More Than Just Sales
Customer experience is increasingly determinative of commercial success. According to recent research, 52% of consumers have stopped buying from a brand due to a bad experience, with 29% citing poor customer experience (online or in-person) as the primary reason 1. This means that retailers must invest time and energy, not necessarily budget, to ensure that staff training is the cornerstone of any product launch or sales strategy, particularly where it’s not exclusive to your store. For HR leaders, this makes frontline capability a matter of revenue protection and not just a service metric. Ultimately, the opportunity for both brand and retailer can be rewarding for both parties if confident and capable salespeople are able to engage with customers of all demographics and sell the product competently.
To read the full published article by Daniel Todaro, CEO, Gekko Group, please visit the HR Director