Retail & Distribution

Retail Recovery: Engaging store teams during Peak

25 October 2021

4 min
This Christmas is going to look at lot different from last! With the long overdue sparkle of positivity forming in the air, retailers can certainly expect to see an uplift in trade over the coming months.

More than ever, we’re determined to make the most of the holiday and celebrate having thrived in spite of such difficult times.

In the coming weeks, peak trading will kick off and we should see more shoppers hitting the high street. This exciting uplift in footfall will bring it’s usual challenges, particularly around engaging store teams with effective communication and inspire them with top-class training throughout the festive period.

Engaging Store Teams With Effective Communication

Peak is always a challenging time of year for your store teams. Shops floors are busier, returns are more frequent and all the while managers are training a fleet of temporary workers.

Whether your store teams have been with the store for two years or two days, it’s important to make sure they have access to the right information as quickly as possible.

Your store teams need a single source of truth for all communications – a place where they can go for the most up to date and relevant information. This information should be:

Tailored and relevant – At this busy time of year, your teams simply don’t have the capacity to be sifting through information to find what’s relevant for them. Stores should be able to filter information to see any tasks or news that is relevant to their store, so it’s easy to action.

Clear and straightforward – It needs to be easy for your stores to separate any tasks that have been set for them from wider communications. Whilst of course it’s important for stores to understand the context of the tasks they’re completing – some things are time sensitive, so these tasks must be easy to find and action.

Editable and flexible – Plans change. It’s important that you can amend and edit any communications you send to stores so you don’t inundate your store teams with amendments and retractions.

Engaging and inspiring – With so much new information to take on board, it can be difficult to digest. That’s why you should be sending information in multiple formats. That could be a newsflash for important policy updates and the latest government advice, a video announcement from senior management, a link to Ted Talks on motivation and wellbeing.

Build Your In-Store Community

The pandemic has undoubtedly affected anxiety ad stress in the workplace and this has certainly impacted the way in which staff interact with their team and customers throughout their workday. As a brand it’s important to create a sense of community and belonging for your store teams and where possible, provide support for anxiety and stress management.

As a Head Office team it is your responsibility to:

Give support: Provide teams with a dedicated support mailbox, share top tips for staving off anxiety during Covid-19. Share links to mindfulness and meditation apps.

Show gratitude: Thank you teams for their continued support, it’s important they know how much you appreciate everything they do for your brand.

Celebrate: Let everyone know the employees who are going above and beyond to support your teams through this busy and stressful time. A little recognition goes along way!

Make It Fun!

“It’s the most wonderful tiimmmeeee of the year”

As the nights continue to draw in and we begin to deck the halls, trim the tree, mull the wine and stuff the stockings – we’ll be reminded that ‘tis the season to be jolly.

If your staff are enjoying the work they’re doing, they’re more likely to perform better.

Inject your communications, tasks and reviews with a bit of festive spirit to keep your teams happy and motivated throughout Peak.

The Right Training For The Job

To ensure your staff remain engaged and motivated throughout Peak season, it’s important to maintain training and development. Whether you are training up seasonal staff or are looking to encourage your employees to learn new skills and put them into practice – Peak is a great time to think about personal development.

Cegid Retail Store Excellence have developed the Cegid Retail Store Excellence Academy, a Learning Management Platform to help train, engage and motivate your store team. If you’d like to learn more about what we’ve been working on, then contact us on here.

Looking for clear communication to inspire and engage store teams? Click here to see what our platform could do for you!

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