Mark Price

CSD: Train to Retain

January 6, 2012

FROM RETAILWIRE:
Convenience store operators need to thoroughly understand the key areas where managers and employees interact and share what has been proven to work, starting with training. What are some regular mistakes or misconceptions around training strategies at retail? What have you found to be the most effective training methods?      [more...]

The most common mistakes that occur with retail training are based on the assumption that the most important information that an associate needs is operational-how to run the register, stack and merchandise the shelves and clean the store. While this information is important, it really represents only the cost of entry for retailers determined to differentiate based on customer experience.

Interestingly enough, the most important pieces of retail training revolve around the values of the organization and how those values are transmitted through interactions with customers on a daily basis. Associates must engage with customers in a way that supports the brand and clearly differentiates the store from competition.

Consumers expect a clean, well-merchandised store with Associates who can run the register. That is the cost of doing business. However, what they don't expect is what they usually don't receive: caring empowered service designed to make their lives easier. And that is what makes all the difference.