Ted Hurlbut

'Mr. Employer, I'm Ready for My Close-up'

March 17, 2010

FROM RETAILWIRE:
Retail executives are always saying that store-level employees are their most important asset. Now, chains are taking the importance of workers one step further by featuring them in television commercials and other customer-facing communications. Is the use of employees in ads any more or less effective than other creative approaches?      [more...]

The impression that is left with viewers of store associates in commercials is not nearly as important or enduring as the experience they have with store associates in the stores. Unfortunately, all too often there's a disconnect between the two. Managements can feature their (very best)employees in their advertising all they want, but their track record of being able to deliver top-flight customer service and a memorable customer experience is spotty at best. And in the end, that's what customers are really looking for from store associates when they go into a store.