Retail Leaders Already Do it All. Stop Asking Them to Do More With Less.
I'm serious.
"Yep, I got you," I told the customer.
I ran to and from the stock room, climbing ladders and grabbing shoes. I ran to the cash wrap to override a coupon and then returned to the floor. I greeted people as they walked in.
A few people were waiting for fitting rooms. They stared at me from a distance.
I handed some shoe boxes to my shoe customers and headed for the fitting rooms. One of the moms that was waiting looked around the store.
"Hi. Could we get a room?"
"Yeah! Of course. Here I come. I'm so sorry, it's only me on the floor right now. Thank you for waiting."
Her eyes got wide. "Ohmygosh. Wow. Okay. Sure." She looked around the sales floor again.
I could feel sweat rolling down my back. I wiped my hairline with the upper part of my arm. I wore a short-sleeved t-shirt, so at least the cotton would soak up some sweat. (When you work in customer service, you learn never to touch your face with your hands.)
I raced back to the shoe department to check in on my shoe people.
There were two of us on the floor. One cashier and I was the only person on the floor. If the phone rang, fuuuuck. The cashier would have to answer it and hope the person calling didn't have a complex question.
My building was 10,000 square feet.
Overworked
We weren't short-staffed in the sense that I had call-outs that day. We were short-staffed on purpose. I wrote the schedule with the payroll the company gave me, and that's what happened.
That's what it looked like.
That's how it felt to customers - understaffed. And to us - overwhelmed.
Overworked.
Be Truthful. Be Transparent.
Maintaining a positive, upbeat attitude in that setting is extremely difficult. Demands are coming at you from everywhere. Customers are staring at you, waiting for their turn, wondering why there aren't more people working.
Customers don't understand that companies do this on purpose. So, instead of letting them think that I don't know how to write a schedule and staff my store, I would tell them.
"Our company took away our payroll this week. I'm so sorry we don't have more associates on the floor to help you. I'll be right with you."
It sucks, but after you say that, customers get it, and it feels like they're on your side. They're more patient and will help you if they can. They'll relay the message to the next customer. "She said the company didn't give them much payroll this week."
The Breaking Point
We've reached a breaking point. We can no longer sustain the "do more with less" outlook that companies hand down to the frontline. I get messages daily from people. Everyone is burning out. They support each other fiercely on the frontline, but they're hanging on by a thread.
The retail industry needs to evolve.
It's not 1990. It's not 2000 anymore. Technology is racing. Younger generations entering the workforce want different things from their employers. They won't stick it out if they don't get it.
Customers deserve to have a fantastic experience, too.
This isn't it.
Staff the Stores
When I did have the payroll to staff my sales floor fully, it was the best feeling ever.
Customers were happy. Sales associates were relaxed and could take their time helping people and selling. They could build outfits and spend time in fitting rooms. Leaders could do impromptu training with associates on the floor.
We'd chat about our loyalty program with customers before they got to the cash wrap. They were ready. They were bought in.
It was a vibe.
Everyone was welcome. People ran into friends and stopped to chat and hang out.
Damn, I miss those days.
Here's the thing - we made more money then. Of course, we did.
Do you expect to create a remarkable customer experience with your brand when you only allow two people to be scheduled on the floor in a building where you need a minimum of four?
You're strangling the lifeline of your business. You're clipping the wings of the frontline and then wondering why they can't soar.
Rethink the way you're doing business because this is brutal.
MAILBOX
I got a query the other day about my services. Here's part of it.
"…we have a client that is looking to develop a project-based course for customer service for higher ed students. The project has an immediate start. If you're interested, could you please send me your resume and I can send you a sample and rates for the project."
I don't have an updated resume. After I left my retail career, I never edited it because I work for myself. I wrote back and told them that. Also, they contacted me through my website, soooooo - you see what I do, right?
They wrote me back. They had to have a resume. They also didn't need more writers; they wanted experts in the field, and since I'm no longer running stores, I didn't fit the need.
It's all good. The whole thing felt super rushed. This person was a go-between for another client. The entire time I was reading through the communication, I was like, "Ehhhhhhhhhh, I don't know."
And if I were to create a project-based course in customer service, it would be for my own ecosystem anyway.
Not every opportunity is a fit. You'll know when it's not.
LEVEL UP
One thing you can do today to be a better leader.
Nourish your soul.
I know that sounds kind of woo-woo, but if you want to thrive, you must slow down. Set aside one day a week (or a few hours) to do something that you love.
Get outside.
Take a hike.
Walk the beach.
Meditate.
Sit in a park.
Swing on the swings.
Whatever.
Get comfortable in silence. Get comfortable with your thoughts. Ditch your tech for an afternoon.
Leaders that take time to think and reflect will grow beyond those that don't. It's not easy, but it's a sure way to level up.
Stay rad, friends.
Community
Have you checked out The Break Room yet? It’s my community for retail leaders. It’s a safe space where we can all hang out, ask questions, and help each other.
In just five minutes, you can jump in, connect, vent, and get support.
Ask me anything.
Every month I do a live training. If you miss it, it’s recorded.
There’s a resource library and lots of group chats.
I’m also working on quick, downloadable resources that I’ll charge for but they’ll be free in The Break Room.
Access is $10/month or $60/year. Once you’re in, I’ll never raise the price on you.
This is the lowest price access will ever be.
So, get in here, friend. A community of like-minded people is here.
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You're the absolute best.
SO much good stuff in this article!!! I could feel the stress of the short-staffed day. And YES, companies make more money if they are adequately staffed!!! How do we change that 19th century thinking that the way to make money is to push people to the brink?