Corporate is Blowing it
This massive opportunity is being wasted
Ready to gain time back, empower your team, and further your career?
Jump to the front of the line for my book, Leadership Field Guide. (Coming soon!)
Now to this week’s article -
On Sunday, I posted a survey on LinkedIn asking the frontline if their companies have been cutting back this year.
The survey was a simple Yes/No structure. I encouraged people to DM me if they wanted to remain anonymous.
I was not expecting the flood of responses that came my way.
Corporate is cutting back all over the place this year, and the frontline associates are feeling the heat. Well, mostly.
"My company pushed our annual raises until August, when we usually get them in March. They also decreased sales floor coverage to a minimum 2 instead of 3."
If you run a decent size store, two-part coverage is rough. Does one person need a break or have to go to the bathroom? Welp, now you have one person on the floor.
"We've had cut backs in wages, I can't find people to work, I'm short staffed, my leads and staff were given a raise and I haven't seen one in almost 3 years. I'm exhausted all the way around. I'm struggling to get out of the industry for not many see our skill set we have to offer."
"My company cut 24 home office positions and 2 district leader positions a few weeks ago. I'm proud to say that their focus remains on the field experience and we have not experienced any reductions in hours or pay."
I was glad to read that last comment. Losing two district leaders sounds highly challenging; however, the company also cut from the home office. They didn't place the burden on the frontline entirely.
“Stores that refuse to evolve will die.”
It's a weird time. I know. Companies celebrated record profits as COVID restrictions lifted, then interest rates shot up. I don't think anyone was ready. Consumer spending was free and loose, but now regular people can't afford to buy eggs at the grocery store.
The most exciting thing about this time in retail is that we have a tremendous opportunity to change how we think about brick-and-mortar shopping. We can make it whatever we want.
Stores that refuse to evolve will die. (Bed, Bath, and Beyond comes to mind).
Companies need to think about how to drive traffic to physical stores. Make in-store shopping an experience. Make customers want to hang around for a while. Does that mean you add a coffee bar, couch, gift with purchase (GWP), or vendor partnership? I don't know, but try something new.
Ask Gen Z. Get some fresh ideas.
Not giving your frontline teams raises and cutting their payroll isn't the answer you're looking for. All you're doing is driving away the talent you have.
Are you a frontline employee that's seen benefits slashed? Reply to this email and let me know what you're seeing.
MAILBOX
This message landed in my mailbox recently.
"I'm super unhappy and miserable and want to get out of retail ASAP!"
When I get these messages, it kind of breaks my heart. I loved working in retail and didn't want to leave, but I wasn't sure I wanted to be a district manager, and I wanted a career where I was 100% in charge.
My advice to this person was this.
"I'm sorry you're miserable. There are recruiters that specialize in placing former retail people - look for those people. I've seen some former retail people have a lot of success in banking roles so that could be an option too. I hope you get to make a move soon."
If you're miserable, you need to take action. Going in miserable every day is not doing anyone any good - most of all you.
Start looking, apply, make connections, take an online class, or begin Googling a thing you're interested in. Volunteer somewhere and meet people. No one will walk into your work and offer you a better position. You're not going to get a text message that changes your life.
You have to seek out information and begin to change your life actively. It took me about three years of writing online to be able to quit my 9-5. That's not a long time, but I worked at it daily.
Start now.
LEVEL UP
You can use this tip today to run teams more effectively.
Make a decision.
Sounds super obvious, but if you've ever had a wishy-washy leader, you know it can be rough.
When it's busy, and someone asks if they should jump on a register, say, "Yes, that would be great!"
Do not say, "If you want to."
"If you want to" is not direction, and it will likely cause confusion everywhere.
If you don't want them on a register, say, "Not right now. Please cover the shoe department and I'll let you know when I need you as a cashier." Or whatever.
You can be bold and decisive and still be cool, and fun to work with. Timing is everything, leaders.
Thank you for reading. If you dig my writing, please share this email.
You can can also click the 🖤 so more people will be able to discover this on Substack.
You're the absolute best.
Any retail store front should always practice customer service. My experience gets ruined when I'm walking around the store looking for help or employees avoid me because they don't want to be bothered. I also don't see an influx of high school students working these jobs. Summer is usually the hotspot when it comes to teens getting their first job. That alone changes the perception of wanting to work vs having to work. I'm seeing more adults my age doing these jobs and they should be promoted. The upkeep of a store also ruins the experience I've walked in a few grocery stores where employees where stocking the shelves with boxes everywhere. With more places having self check out the customer service gets lost because inventory is short. Different times of the day is an indicator on how many employees need to be on the floor.
Great overview of what's going on overall and also for individuals in retail. You are both realistic and supportive.