Tag Archives: Training

Staff key to a successful peak period

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With last year’s Black Friday generating a 10 per cent increase in footfall compared to previous years, research from Gekko highlights the need to recruit and train in-store brand ambassadors to maximise in-store opportunities for the 2015 peak festive period.

A staggering 50 per cent of shoppers said that there is often not enough staff on the shop floor to help them when making a purchase decision. There is also concern over the manner of in-store staff, with over half (52%) of shoppers complaining that they are too pushy about making a sale.

Despite the growth of online sales, nearly three quarters (74.2%) of shoppers benefit from the touch, feel and physical comparison of products when making purchase decisions. A quarter (26.35%) of shoppers buy in-store when they are purchasing items they need to think about and choose carefully and over half (56.8%) head in-store for advice when making a considered purchase.

Sarah Mandeville, recruitment manager at Gekko believes that staff hold the key to converting sales during the peak-time rush:

“Whether they are full-time or temporary over the peak period, retail staff must demonstrate passion for the product and the ability to make a positive impression on shoppers. In-store is a vital touch-point for consumers, and retailers need to ensure that their staff are trained to maximise every opportunity. In a competitive landscape, which is heightened during peak, a retailer will only get one chance with the consumer.”

To manage the peak-period, here are five important action points for retailers to get the most out of their staff:

1. Allow time for training – Speed is often important when training temporary staff in the run-up to Christmas. However, staff will be more motivated and likely to convert more sales if they are immersed in the role. Take time to build your team’s knowledge and understanding of the brand, company background and product range. In an omnichannel environment, where shoppers can obtain product information using their smartphone, your brand ambassadors must know more than just the product they are selling.

2. Ongoing support – Training shouldn’t just be delivered at the beginning of the peak-period. Once the staff are in place, ongoing revision, recaps and coaching should be continued to keep the team sharp on sales messaging and promotions.

3. Create a team environment – staff may not all work on the same days or in the same locations. Using group chat or social tools such as Facebook or Google Hangouts can help to communicate simultaneously and build communities. To lead the team environment, allocate a mentor as a point of contact to motivate and be contacted at any time.

4. Don’t just motivate with money – Monetary incentives can be short-lived. To motivate the team, it’s worth creating friendly competition with leader boards and prizes. This can be a fun way to build a positive attitude among the workforce.

5. Treat everyone the same – To make employees feel part of the team, employers need to treat temporary staff as though they are full-time employees. Putting effort into training and making temporary staff feel part of a larger team can be a motivating factor for staff in itself.

Read more at: http://digitalmarketingmagazine.co.uk/digital-marketing-news/research-shows-retailers-could-suffer-over-peak-period-with-lack-of-in-store-staff/2622

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Training: Get in the groove and go with the data flow

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Omnichannel marketing means freeing up your data and schooling employees in the analytic tools necessary to sharing digital content with social networks.

Toshiba, a longstanding client of Gekko, share their views:

For Toshiba, training is all about engagement through interaction. We work with field marketing expert Gekko to ensure our retail field team are fully immersed in the brand through interactive training.

The level of data management with our training allows us to offer more information and knowledge because we are able to have a greater understanding of the hundreds of stores nationwide that carry Toshiba products and promotions.

Data collection, for example, enables us to monitor activity on a highly detailed level, which, in turn, positively affects the information we pass onto store staff. The training element evolves constantly.

We use our own Toshiba tablets to equip staff using information in real time to bring them up to speed on the latest developments and promotions. As more information becomes available, staff are able to learn how to respond to shopping trends and promotions immediately.

It’s essential that store staff are fully up to date with key features and the latest product developments. If staff can project Toshiba’s brand message seamlessly in their approach it will form an intuitive reputation among consumers to drive sales and loyalty.

Read more at: http://www.marketingweek.co.uk/trends/training-get-in-the-groove-and-go-with-the-data-flow/4007797.article

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