Retail is a constantly evolving industry, but there are persistent issues that continue to plague stores and affect their performance. We all know it’s tough out there for retailers, yet there are a number of areas that are completely in their control and improving these will lead to an increase in sales.
Here are five key areas that retailers need to work on right now:
1. Retailers need to stop blaming external factors for poor performance and focus on improving what they can control within their own stores.
2. Retail needs to be viewed as a legitimate career path, and we need to take pride in the skills required to be a successful team member, or a store or regional manager. Retail teaches fantastic skills that are transferrable to many other jobs.
3. High staff turnover is often the result of poor leadership and training, and managers need to step up to motivate and retain their teams. We have to challenge our people, get to know what makes them tick and provide learning and other opportunities, all great reasons for them to stay.
4. Failing to acknowledge and greet customers is a fundamental lack of customer focus that can drive customers to their competitor or to the ease of online shopping. Team members who have a focus on tasks and not customers run the real risk of losing customers who may never come back.
5. Sales are often lost due to a lack of interest and failure to understand the customer’s needs. To be successful, salespeople need to listen more than they talk and create tailored solutions for their customers.
It’s time to take action and eliminate these frustrations to ensure the success of our bricks and mortar stores before it’s too late.
Roger Simpson – CEO, The Retail Solution and Author of “The Ultimate Retail Sales Experience” With over 35 years’ industry experience, Roger Simpson is recognized as Australia’s #1 Authority on customer ROI in the retail industry and as a global expert on staff coaching, customer service, and selling skills.
