Article

Reinventing the retail store associate role

In an exclusive interview, John Orr, senior vice president of retail strategy at Ceridian, shares insight and expertise on how retailers can optimize and engage the workforce to drive a positive consumer experience.

Photo by istock.com

December 6, 2019 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com

As 2019 winds to a close there's one clear trend in play for 2020: the evolving and expanding role of the retail store associate in crafting and delivering a better-than-ever retail customer experience.

No doubt retailers will be focused on training, education, communication and engagement more than ever as the retail store associate fast becomes the brand ambassador.

And while that may seem easy it's no easy feat to ignite passion and commitment among a workforce that's always in motion and working in an environment teeming with a wide range of consumers and customer expectations.

So Retail Customer Experience reached out to an expert, John Orr, senior vice president of retail strategy at Ceridian, a global human capital management software company. Ceridian's cloud platform is used by top retailers for everything from workforce management and talent management, to recruiting employees and developing the store associate's career path.

Orr has more than two decades of experience helping retailers (including Sephora, Carter's and footwear leader, DSW) optimize and engage the workforce.

Q. There's been a growing focus on the role of the retail associate when it comes to improving and enhancing retail customer experience. How do you view the role today and going forward and are retailers sharing that view from what you see in talking with clients?

A. The role of the associate is critical to engaging customers and driving sales, and we like to think about the associate as the internal customer. This is certainly on the minds of our customers, and we spend a lot of time discussing "harmonized retail" and "harmonized human capital management." Harmonized retail focuses on a customer-centric experiential journey, where the consumer experience is streamlined across all channels. Harmonized HCM is the same idea but applied to the internal customer — in this case the retail associate — and will help you cultivate an efficient, happy workforce.

You can't build a loyal customer base without engaged employees, which is especially true when it comes to retail. Implementing modern HCM technology and creating a people-centric culture through harmonized HCM is the key to instilling trust within your employees, and therefore trust within your customers.

Q. What are some challenges retailers face in striving to make the store associate an "ambassador" and what are some best practices or tips you can share to help the retailer struggling in the effort?

A. It comes down to how well you engage your workforce, which is a challenge for many businesses, not just retailers. However, here are a few simple steps retailers can take to do this right and start developing brand ambassadors.

First off, communication is paramount. By communicating transparently and often with your employees, you ensure that they are well-equipped with the necessary knowledge to positively represent your brand with customers.

Secondly, effective workforce management and scheduling tools empower associates and allow them to take charge of their own schedule, such as time-off requests and availability. Modern HCM technologies can help achieve both. Bottom line? Well-informed and empowered associates generate a more powerful customer experience.

Q. How valuable is the store associate — customer interaction at this point both in the physical store and in the digital realm and do retailers clearly understand that value?

A. The way an associate connects with the customer changes as the physical store interacts with the digital realm. This takes many forms, from a customer coming into the store to pick up an online purchase, to using artificial intelligence and augmented reality in-store to help with their shopping experience.

Both digital experiences will require a uniquely tailored customer service interaction from the associate. Retailers need to measure this behavior and optimize the labor spend for both the physical and digital work required. There are many Ceridian customers who are leaders in this space. Designer Shoe Warehouse, Hibbett Sports, Sephora, and Lululemon are great examples of experiential retailers effectively navigating the intersection of digital and physical to their advantage.

Q. For the retailer that is just getting on board with optimizing and engaging the workforce, what do they need to do first in establishing or mapping out a strategy, and are there any common missteps?

A. Retailers who want to optimize and engage their workforce can start by thinking critically about their organization and asking themselves these questions:  

•    Is there commitment at the highest levels to build a culture of engagement?
•    Are the systems in place to drive and enhance employee engagement? If not, are you willing to implement these systems?
•    What are your customer service expectations, and how do these expectations extend to the associate?

One common misstep is the assumption that organizations can accomplish employee engagement with a one-size-fits-all approach. By taking the steps to truly understand your workforce, you are on the path to effectively engaging your associates.Put yourself in the associates' shoes, and view work and life through their lens.

About Judy Mottl

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Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.

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