The employment scenario in retail is robust when considering career opportunities; federal labor statistics indicate that more than half a million positions are available annually.
The retail service skills required to work for a retailer or brand are just as robust. The list includes everything from customer service skills to leadership to time management to empathy as today’s retail worker is not just a cashier or a floor worker straightening up inventory and displays.
Just take a look at this statistic: 84% of consumers assert that they would return to stores with a pleasant ambiance.
It is evident that the customer experience that store associates provide to a brand’s consumers is significantly enhanced by the level of engagement they exhibit with customers, whether in-store, online, or across social media channels.
Robby Dewling, director of product management at Manhattan Associates, wrote in a blog post on RetailCustomerExperience.com that “a frictionless, physical experience across all retail touch points is the modern-day equivalent of the shop windows of the past for brands.” However, a fundamental (and often overlooked) component of delivering a top customer experience is the engagement and happiness of store associates. Consequently, the customer experience they provide and the customer’s overall satisfaction will be enhanced.
The three most essential retail service abilities are as follows:
Direct interaction with consumers is one of the most critical elements of retail customer experience, according to Barry Rosen, CEO at Interaction Associates.
In a blog post published on RetailCustomerExperience.com, he asserted that the retail industry is distinctive in that it must balance in-person customer service with other obligations, such as merchandise arrangement and store sanitation.
In reality, consumers anticipate and desire a personalized experience, regardless of whether it is conducted through an application, website, or physical store. According to Shopify, retailers are benefiting from the trend. Personalization programs result in up to a 15% increase in conversion rates and a 20% increase in customer satisfaction rates.
Today’s consumers know it’s possible to order and receive almost any products within 15 minutes in many areas and within an hour or two in most metro locations, and they are taking excellent advantage of the opportunity, according to a DoorDash report.
In a press release regarding recent data research, Toby Espinosa, VP of ads at DoorDash, stated that “on-demand digital commerce is growing exponentially, and consumer shopping habits and expectations have shifted as a result of having nearly any product available for delivery within minutes.” However, it is not solely the manner in which consumers purchase that is changing. In the past few years, there has been a significant shift in the way consumers discover, interact with, and engage with brands. Consequently, brands and advertisers must also adapt their strategic approach.
Therefore, it is unsurprising that the top three retail service skills are communication, collaboration, and critical thinking, as per HireVue’s 2024 Early Careers Hiring Report.
But there are also several other retail services talents brands and retailers are seeking for, according to Sibyl McCarley, senior vice president of people success at HireVue.
In an email interview with RetailCustomerExperience, she stated that employers prioritize the following qualities: a strong work ethic, written communication skills, the capacity to work collaboratively, and problem-solving abilities.
The talent list is extensive
Although communication, collaboration, and critical thinking are essential, communication is the one skill that is typically recognized as the most requisite. consumer communication is frequently considered the most critical aspect of the consumer experience, whether it occurs in-store or online.
“This is because effective communication is fundamental to interacting with customers, understanding their needs, and providing excellent service,” McCarley explained. “Without strong communication skills, teamwork and critical thinking may not be as effective in a retail setting.”
In addition to communication, the retail services talents that brands and retailers are seeking include:
The ability to multitask.
Product administration.
Multitasking.
Accountability.
Management.
Functioning under pressure.
Resolution of issues.
A combination of emotional and hard retail service abilities.
A strong requirement for both soft and hard skills
Retailers and brands are on the lookout for employees who possess a comprehensive set of soft skills, as well as hard skills (such as inventory management, budgeting, and accounting), in response to the constantly evolving consumer purchasing experience, whether it be in-store, online, or through a social media platform.
For instance, the current consumer is not particularly patient, as 54% of them would prefer to endure slow-moving traffic over a subpar customer experience.
The majority of consumers, 62%, would prefer a personalized customer experience over one that would require less time. Additionally, 60% of consumers stated that they would “suffer through” a negative customer experience rather than pay one or more paychecks to ensure a positive one. Finally, 55% of consumers stated that “nothing excuses a bad customer experience.”
Retail and brand employees engage in an exceptionally robust role in the promotion of retail growth and brand loyalty. Their retail services skills are essential as the front-line ambassador, as half of consumers are quick to end their relationship with a retailer when they encounter inaccurate online information, such as incorrect store hours, inaccurate contact details, and other inaccuracies.