Last year I did something I had never done before. I went shopping on Black Friday. No, not in the early morning hours with all the mobs. I’m not that kind of shopper. I went out in the afternoon to see what the stores looked like after the mobs had left.
It was exactly what I expected. I had to fight the urge to want to straighten and re-merchandise the empty, messy shelves. (I actually did some straightening in Target just to get it out of my system.)
Some of my former employees have reported the same feeling. They find themselves straightening racks and displays constantly. If you’re a merchandising neat-freak like we were, I’m sure you’ve done the same.
Just recently one of my former employees was in Macy’s. She was straightening a rack, as is her habit. Nearby was a group of young men searching for an employee. They were singing, “Oh Macy’s employeeeeeee. Where are yooooouuuu?”
They saw her and asked hopefully, “Do you work here?”
When she said, “No,” they returned to their singing and standing on their tiptoes trying to find help in the cavernous and employee-less department store.
As she told me this story, two thoughts came to mind …
First, if your employees don’t have that urge to straighten and rearrange the displays in other stores, you haven’t trained them well enough.
Second, the lack of well-trained employees on the sales floor will be the downfall of the department stores, not Amazon, not the economy, not their failure to latch onto some shiny new tech, not their website, not their omni-channel efforts, not their advertising.
All the traffic in the world won’t matter if there is no one to take care of that traffic.
Don’t make the mistake that has shuttered the stores of JC Penney’s, Sears, Bon Ton, Younker’s, Elder Beerman, and so many others.
Train your staff well and have enough of them on the floor to make a difference.
That will be the winning formula this holiday season.
PS I used to have a red polo shirt. I wore it into Target once. Once. Retailing may be one of the lower rungs on the employee food chain, but when you find the right people and train them well, you get a team where retail is in their blood. They will get mistaken for employees in other stores on a regular basis. That should be a goal you strive for your team—to have the kind of people who want to make the shopping experience better no matter where they are.