From big supermarkets to small convenience stores, roles and responsibilities shift daily on a busy shop floor.
With the summer season coming to a close and job adverts already circulating for the upcoming festive period, the grocery sector has officially started to prepare for the seasonal increase in in-store footfall.
Aside from the need to optimise inventory management for peak times, store owners and managers hire additional colleagues to ensure the best possible experience for customers and seamless operations on the shop floor, writes Beth Worrall, co-CEO, VoCoVo.
Preparing for an influx of new recruits is a vital part of the retail sales cycle, but it also presents a problem for store managers. All new hires, including temporary staff, need to be trained and finding the time can be difficult – time which many retailers never find. A survey of UK retail workers revealed that over one-third (35%) have not received sufficient training to use the technology implemented in the store. Without this training, new starters simply won’t be able to provide the level of service customers expect, and with each unresolved query, confidence can quickly drop.
Picking the right training method
Equipping new colleagues with the necessary tools and knowledge to succeed is crucial, especially given that customers are increasingly intolerant of waiting times, whether at the checkout or in between aisles expecting workers to swiftly answer their questions. We’ve all experienced a situation where a shop worker is unable to answer a query, resulting in being left alone while they hunt down a colleague to find the right information. And whilst there is nothing wrong with needing to ask a colleague for help, it can be frustrating when a few minutes pass and you’re left wondering if they will actually come back. But expansive store and product knowledge can’t be built up overnight, so what’s the solution?
To ensure great customer service, it is essential for grocery retailers to reimagine traditional training methods. Whilst comprehensive training is indispensable, over-reliance on conventional classroom-style training may not always be the most effective approach. Quite often it can result in information overload for new hires where little to no information is retained, not to mention that senior resources are often required to run these sessions.
Informal training approaches, or treating onboarding as a formality, can lead to new hires making a higher than expected level of mistakes. The same applies to existing staff covering unfamiliar areas. In both cases, customer experience suffers. But there is a way to meet customer expectations without disruption.
A blend of training methods is critical to success
The grocery industry needs to adopt more dynamic, on-the-job training strategies that integrate learning with day-to-day tasks. This approach ensures that training is more practical and immediately relevant, preventing it from becoming just another box to check off in the onboarding process.
Grocery store managers should leverage a method that combines on-the-go collective learning and instant information sharing. Many HR professionals follow the 70:20:10 training model, which demonstrates that 70% of skills are learnt on the job, 20% through peers and colleagues, and only 10% through formal training sessions. In grocery stores where close collaboration with colleagues is not always possible due to staff being spread across different aisles, empowering staff with technology allowing them to communicate whilst physically apart is critical to enabling the knowledge sharing portion of the training model.
This collaboration not only enriches the job experience for employees, potentially lowering turnover, but can significantly improve customer satisfaction, leading to increased loyalty and brand perception.
If a store manager notices an issue in one of the aisles, for example a spillage, they can flag it immediately, rather than having to leave the spillage or wait and hope a colleague passes by soon. Quite quickly, small everyday issues such as this one can be resolved much quicker simply by connecting workers with each other, without the use of disturbing tannoys or even worse, shouting across the store.
However, with every new device implemented in store, or every update to an existing piece of technology, delivering immediate training to those using it is vital to avoid bad habits creeping in. Without proper guidance from the outset, both new starters and more established team members can easily misuse technology, or simply be unaware of certain functionalities. This will likely mean the technology isn’t being used to its true potential, impacting return on investment.
This cultural shift is crucial for the sector where team dynamics directly impact customer satisfaction. By fostering an atmosphere where information is readily available and assistance is easily obtained, supermarkets can significantly enhance the overall customer experience.
When peak times strike due to the rush of a busy holiday season or a special sales event hits, new and seasonal workers are not just filling spaces but are well-prepared to handle the challenges of high customer traffic. They have at their disposal the ability to seamlessly share knowledge of long-standing team members, enabling the team to provide service that is both swift and competent.
Elevating grocery retail readiness
Training isn’t just about showing new hires the ropes. It’s about making them feel like a valuable member of the team from the very first day. Going forward, putting a greater focus on training will help retail decision makers maximise the investments they’ve made in their people and technology, so team members are always able to receive the information they need to deliver a better customer experience. Whether it’s training for new starters or refresher sessions for longer standing colleagues, done correctly, it can make them feel safer and improve efficiency.
By implementing solutions like connected headset technology, retailers can realise significant value in terms of customer service as colleagues respond to queries quicker and more accurately. Smart technology is a brilliant facilitator of efficient and effective on the job training but must be balanced correctly with more formal training to ensure a well-balanced approach.
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