'Retail Resurgence'? Nah, Babe. We've Known How Important Retail Stores Are.

Retail stores are everything.

Nov 02, 2023

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A few years ago, there was general chatter about the slow death of retail. Online sales were booming, Amazon was thriving, and people wondered if retail stores would hang on.

For those of us working in retail buildings - we knew - physical retail stores will never die. And after COVID - forget it. People needed to get out, and shopping was a way to do it. Business surged after the government lifted restrictions. Customers waited in lines to get in when states reduced occupancy limits.

Remember, they could've ordered pretty much anything online, and yet they were waiting in lines to get into retail stores.

Retail Stores Will Never Die

Shopping, at its core, is a social activity. Humans are social beings. We like to people-watch. We want to see what's new. We like the social aspect of a store or the convenience.

Forbes recently published an article, The Resurgence Of Retail: Why Stores Are Gaining Favor Among Brands.

The article makes a few points:

The website is no longer unique.

Retailers are "turning to physical stores to provide a distinct environment where customers can interact with products in a way that's simply impossible online."

{Yeah, no doubt!}

Stores Are Both Transactional And Marketing Channels.

{Duh}

Stores Are Profitable Growth Engines For Online Sales.

{Of course.}

So, yes, this article is accurate. It's not newsworthy to anyone paying attention to brick-and-mortar. Any retail leader out there would say, "Yes! Yes to all of this."

With retail stores definitely not dying, and in fact, more important than ever, why are retailers continuing to pull resources from the teams that need it the most?

The Stores Will Make or Break Your Brand

Why are you short-changing it? Why are you short-staffing it? Why are you making customers wait or navigate self-checkouts?

I'm genuinely curious.

Some self-checkouts work very well, and customers are happy to use them. However, I often see people frustrated and thoroughly confused by it.

Why would you skimp on the one place your customer can walk into? Don't you want it to be clean, well stocked, and have enough staff to help everyone?

Read the Forbes article if you need more convincing, and then:

Recruit legacy leaders - people who KNOW retail.
Pay them well.
Allocate significant payroll.
Invest in training.
Invest in your culture.
Treat people ridiculously well.

The best people to work in your stores are people who love the brand. Suppose they like the brand, great. After they begin working there, they should love the brand.

They should be so excited to tell everyone about what's going on in the stores.

This is how stores will make your brand.

Show people you care. That starts with your frontline team. Make your customer ecstatic about what you sell. That happens at the frontline.

MAILBOX

This comment hit my inbox this week.

"Can we talk about toxic long-term employees when you take over as a manager? Give me a tough customer any day over a toxic employee."

Ugh, this brought back memories. I totally agree with them. I'd take a demanding customer over a toxic employee any day.

So, what do we do?

Every situation is complex, but here's where I start.

Treat this person well.
Allow them to voice their opinions.
Be there to help.
Establish clear expectations.
Let them know they'll be held accountable for upholding these expectations.

I was always cool with people and also matter-of-fact.

"Hey. I told you XYZ. You haven't done it. If you don't do it by _____, then we'll move to written documentation. What else can I help you with?"

Typically, when I took over a new location, some people would leave. Once they understood the expectations and knew I was serious, they'd move on and take their toxicity with them.

These situations are never easy, and if you're in one now, know I'm cheering you on. You'll get through it.

LEVEL UP

One thing you can do today to be a better leader.

I say it all the time. Delegate.

Retail leaders are often working too hard. They pick up all the pieces because, well, they can. But you don't need to.

Teach your team how to do small tasks and take them off your plate.

Sales associates are more than capable of helping with:

Pulling a sales read.
Fulfilling an online order.
Answering the phone.

That may be obvious, but I've seen so many leaders run themselves ragged by trying to do all of it. At the same time, a salesperson stands at the cash wrap "waiting for a customer." Nah.

Teach everyone everything and you’ll get time back in your day.

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