Retail transformation – instore and in teams
When it comes to accelerating retail transformation, it’s no secret that the divide between strategic retail objectives and the instore realities often slows forward progress. Just how do you ensure your dedication to the business filters down to store teams?
First, you need to be realistic – you can’t make company-wide change happen overnight. Real, tangible retail transformation will need time, investment, and unwavering commitment.
But while there’s no such thing as a quick fix, we do have a list of five considerations to help you accelerate the pace and effectiveness of retail transformation.
The unavoidable truth is this: being able to work smarter invariably requires a fundamental change in behaviour
1. Show people why they matter.
Help store teams understand how they fit into the bigger picture for your brand. Show them you care and they’ll care. Make sure they know that they can make a real difference to the way shoppers experience the store and help create a successful retail brand.
Also worth saying – don’t assume everyone knows what they should be doing. Provide clear guidance on your expectations of ‘what good looks like’ and the policies and practices teams should be adopting so that they know the standard they’re aiming for.
2. Find out which stores need more attention.
Often what you think is going on in stores is very different to the reality. You can’t be in all places at once, but there are ways you can monitor how well teams are complying with instore visual standards more closely: take a look at the interactive digital tool we developed for O2. With this kind of store insight you can focus your attention, time and resources on the stores that need help the most – accelerating retail transformation.
3. Invest to help stores run better, not just look better.
For teams to perform better, they need the right (and often new) skills. Plenty of retailers readily invest in headline-grabbing store concepts, but fail to provide the necessary learning and development needed to deliver real change. By investing in your store teams – improving knowledge and skills – you’ll move one step closer to embedding long-term changes in behaviour and accelerating retail transformation.
4. Encourage teams to see what shoppers see.
We may work in retail, but we’re all shoppers too. Encourage your store teams to take a step back and see their store through a shopper’s eyes. See it. Like it. Buy it. Would what they see encourage them to buy, or have a negative impact on their experience in your stores? They’ll quickly understand how those seemingly small visual operations tasks really can make a big difference. As the saying goes: retail is detail.
5. Use the resources you already have, more effectively.
It’s a sad fact that countless retailers are facing pressure to reduce their head count, both at head office and store level. That means everyone’s contribution is more important than ever. Store teams need to know their role and be able to work towards shared objectives. For you, the challenge is to find smart tools and resources to help them unlock their true potential and work more efficiently than ever before. The good news: accelerating retail transformation is possible.
Just one more thing to stress – best practice retail standards need to happen across every store, every day. Consistency is key.