Higher customer satisfaction, repeat business, and positive word-of-mouth largely depend on well-trained staff who can deliver the best customer service. But the shortage of these skilled workers has been a constant struggle for many businesses.
Retail, known for its higher-than-average turnover, is especially hard hit. The perception of retail work as being low paid, combined with the rising competition for talent, has made attracting skilled workers even more difficult.
High turnover also means a steady stream of new employees who need onboarding and training, which can strain resources and cut into profits. Thus, retail employee training needs to be streamlined, allowing new staff to take over their roles swiftly while minimising resource use.
Here’s how to improve retail staff training:
1. Embrace digital learning tools
Imagine sitting in a closed classroom, listening to a teacher give an hour-long lecture. It’s something many of us dread, and it’s the same for those entering the workforce. This method isn’t the most effective way to share knowledge, especially in today’s world where attention spans are getting shorter. To keep up with the times, leveraging digital tools for staff training is essential.
Some common digital learning methods include:
Virtual training
Learning no longer needs to be confined to a classroom or conference room. With the help of the internet and virtual meeting platforms like Teams and Zoom, training sessions can be conducted and attended from anywhere. This eliminates the need for physical presence and removes geographic barriers, allowing experts from different countries to offer training without the hassle of travel. Since in-person sessions can be avoided, online training saves time and money, making the process more efficient for everyone.
Videos
For training to be effective, it is essential that trainees retain the knowledge imparted. Research shows that retention rates are significantly improved when learning occurs through video rather than through text. While videos can be more expensive to produce, they are a one-time investment that can be used repeatedly and doesn’t require dedicated resources. Videos offer flexibility, allowing employees to watch them at their convenience without interrupting essential tasks. Videos prove to be both a cost-efficient and effective way to train.
Audiobooks and podcasts
Training materials in text format can be adapted into audio content. Another option is to create interactive podcasts discussing key topics relevant to the workplace. These audio resources are generally more cost-effective to produce than videos and offer the flexibility to listen to while performing mundane tasks or during travel. However, it’s important to note that not all training content is suitable for delivery in audio form.
Online courses
Relevant online courses can be outsourced from various platforms that offer them, with many available at no cost. You can find some listed on the National Careers Service website. Employers can also create their own training modules comprising various resource materials. These could include a collection of videos, audios, PPTs, and even recordings of previously conducted training sessions. Online courses offer flexibility, allowing employees to learn at their own pace and convenience.
Learning apps
Highly interactive and visually appealing, learning apps can make education more fun, engaging, and most importantly, accessible. Beyond hosting audio and video content, these apps can incorporate quizzes and games to enhance training and assessment, making the entire process enjoyable. Vibrant graphics and animations help keep learners engaged for longer periods, ensuring that attention remains focused throughout the training.
2. Design learning material to be practical and accessible
Ditch the traditional training methods that rely on boring lectures, presentations, and lengthy documents. Instead, focus on creating training materials that are practical and accessible. Here are some tips on how to achieve this.
Practical-application and scenario-based training
Interaction with customers is a key aspect of a retail employee’s role, and relying solely on theoretical knowledge is insufficient for preparation. It’s essential to consider the various scenarios employees might encounter and develop training materials that address these situations. Scenarios can range from simple everyday interactions to managing difficult customer complaints. Training materials could include immediate responses, potential solutions, and video demonstrations of effective interactions. Additionally, in-person simulations can provide employees with valuable firsthand experience, better equipping them for real-world situations.
Employee-driven training
Who better to identify training needs and gaps in the curriculum than experienced employees? Involving them in developing training materials can significantly enhance the quality and relevance of the content. Gathering feedback from all employees helps identify shortcomings and improve existing resources. Seasoned employees could further contribute by mentoring or providing live demonstrations, though this may disrupt their work. A more efficient approach is to record them performing their tasks, allowing trainees to see practical applications without affecting workflow or customer experience.
Mobile-friendly training
Having quality training material is not enough; it must also be easily accessible. Retail staff are often on their feet and may not have the luxury of a desk or computer. Therefore, it’s essential for training to be accessible across various devices, especially mobile phones. This allows employees to engage with training materials immediately, enabling them to play, pause, and learn during their work, such as during brief moments between assisting customers. This approach helps them utilise their time efficiently without hampering productivity.
3. Simplify and speed up onboarding
Onboarding days can lead to information overload, causing employees to forget crucial details. To avoid this, simplify the onboarding process:
Craft an effective onboarding journey
Use a phased approach that prioritises essential information and training first. Cover the rest in small, manageable segments over time to prevent overwhelming new hires, ensuring they can start contributing right away without the need to finish all their training first.
Provide pre-onboarding materials
Send pre-onboarding materials before the start date to help employees prepare for their first day. This can include information about the company, its culture, and details of the role. Ensure that you don’t overwhelm employees before they join. Keep the information concise and easy to understand and consider a phased approach by sending it gradually rather than all at once.
Maintain a content library
Create a centralised library for all relevant onboarding and training materials. Ensure it is easily accessible with a user-friendly navigation and search feature for quick reference.
Assign a mentor
Assign a mentor on the day of onboarding to provide dedicated support for all questions and concerns related to work, training, and onboarding throughout the training period. Avoid overloading one employee with the responsibility for all newcomers.
4. Adopt blended learning
Most retail staff need practical knowledge for handling customers, so retail store employee training should not be purely theoretical. The blended learning approach is the perfect solution. This method combines in-person and online training, striking a balance between hands-on experience and the flexibility and advantages of online learning.
5. Personalise training
Retail industry employee training cannot be a one-module-fits-all. Each role has unique needs and requirements, and no two employees are the same. Everyone has their own learning pace and preferred methods. Some may learn best through videos while others might find in-person training more impactful. Additionally, employees with prior experience will have different training needs compared to complete newcomers. Personalising training is crucial for achieving the best results and fostering an environment where everyone can excel and perform at their highest potential.
6. Provide necessary tools
Equip employees with tools that enhance their training and improve job performance. For example, providing tablets enables staff to easily access product specifications and information, reducing the likelihood of misinformation and enhancing customer assistance. These devices can also display stylised images that can be quickly shown to customers. For instance, showcasing furniture in various room settings helps customers visualise how the items would look in their own spaces, effectively enhancing the sales pitch.
Additionally, point of sale (POS) systems can be used to quickly record customer information and conduct surveys. Analysing this data provides valuable insights into foot traffic, customer habits, and employee performance. Such insights empower staff to understand customer preferences and optimise their work accordingly.
7. Evaluate and inspire through recognition
Training should be followed by assessments to truly measure its effectiveness. This evaluation should extend beyond quizzes and tests, adopting a multi-faceted approach. Incorporating peer and customer feedback is essential. High-performing employees should be recognised, whether through bonuses, store gift cards, or public appreciation among their peers. This not only boosts their morale to maintain good performance but also motivates others to strive for improvement.
8. Foster a culture of continuous learning
Embracing continuous learning is crucial for remaining competitive and relevant within the industry. By fostering this culture, employees can keep their knowledge fresh and aligned with industry trends. It fosters a mindset focused on ongoing improvement and demonstrates to employees that their employer is invested in their development. This sense of being valued contributes significantly to higher engagement and retention.
Types of retail training
The following types represent key components of a comprehensive retail employee training programme.
· Onboarding
The onboarding process educates new employees about the company’s policies, procedures, culture, and their duties, providing a foundation that fosters confidence and belonging right from the beginning.
· Product training
Think about the difficulty of selling without understanding what you’re offering. Retail staff must thoroughly understand the products and services they sell. This includes being acquainted with product features, advantages, prices, and being able to respond to customer queries adeptly. An employee with solid product knowledge can support customers competently, boosting customer service and fostering trust during the purchase.
· Sales training
A proficient retail employee knows how to make sales without overwhelming customers. Sales training provides them with strategies for upselling, cross-selling, and successfully closing sales. It helps staff understand sales psychology and develop strategies to increase store revenue. Role-playing and scenario-based learning are particularly effective retail employee training techniques for enhancing sales skills.
· Customer service and experience
How a customer interaction is handled often affects their likelihood of returning. Training workers in delivering good service is important to gain positive word-of-mouth and good reviews. This training is aimed to improve communication, listening, complaint handling, and the overall customer experience.
· Compliance training
Through compliance training, employees become aware of important laws and standards, including those for health and safety, ethical sales, data security, and labour laws. Retail workers, especially those in physical stores, require health and safety training, which involves learning about emergency responses, managing hazardous materials, correct lifting methods, and keeping the environment safe for all.
· Culture training
Culture training is essential for thriving in today’s multicultural environment. It involves not only understanding the company’s culture and values but also recognising and respecting cultural differences. This training promotes inclusivity among peers and fosters positive interactions with customers from diverse backgrounds.
· Technology and systems training
The focus of technology and systems training is to get employees up to speed with retail technologies like inventory management software, POS systems, and CRM platforms, ensuring a smooth operation and fewer errors.
Benefits of training retail staff
Training not only helps employees excel at their job, but also provides significant business benefits, such as:
· Better customer service and retention
Trained employees are equipped to efficiently support customers and address concerns, leading to greater customer satisfaction and loyalty.
· Enhanced brand image
Trained staff effectively uphold the brand image by providing a consistent customer experience that aligns with the brand’s values and identity.
· Increased sales
Sales training improves employees’ ability to sell products, which in turn helps the business make more sales and generate additional revenue.
· Higher productivity and efficiency
Employees can work more efficiently, leading to fewer mistakes and smoother daily operations. This enhances productivity while also saving the company time and resources.
· Better employee engagement and retention
Providing training that aligns with employees’ needs and requirements leads to greater appreciation and engagement. Such investment in their growth shows that employers care about their career journeys, promoting retention.
· Adapting to emerging trends
Regular training keeps staff informed about the latest products, technologies, and trends in retail, which is crucial for businesses to stay competitive and adjust to market changes.
· Safety and compliance
Trained employees understand compliance and safety protocols, ensuring all necessary measures are in place. They are also well-prepared to handle accidents, should they occur.
All-in-one software for your retail needs
OneAdvanced offers a diverse portfolio of software solutions designed to address the unique needs of your retail business. Our people management tools empower employees, enhance productivity, and support their performance and development. Performance & Talent, our intuitive SaaS-based platform, enables employees to set and manage goals, exchange real-time feedback, and engage in regular, meaningful conversations. This solution promotes continuous training, effective evaluations, and ongoing feedback to foster long-term development.
Whether it’s managing purchases, coordinating with suppliers, tracking inventory, or overseeing financial management, OneAdvanced’s comprehensive suite of solutions streamlines your operations and supports your growth at every stage. Explore our range of solutions for retail and unlock your potential for growth.
FAQ
What is training in retail?
Training in retail refers to teaching employees the skills and knowledge essential for excelling in their roles. The objective is to enhance their capabilities and develop their competencies, allowing them to provide excellent customer service and work effectively, ultimately increasing the business’s revenue.
What training does your staff need?
The training staff need depends on their role and its specific requirements. Managers, merchandisers, and accountants may need a relevant university degree, while roles like delivery personnel do not. Salespeople require strong sales training, and marketing staff must be skilled in both traditional and digital marketing techniques. All employees, regardless of position, should receive training in compliance and product knowledge. The type of product being sold also influences training needs, as fashion retail staff should understand fabrics, trends, and styling, while employees at electronics stores should be well-versed in the latest technology and gadgets.
How long does retail training take?
Initial training for new employees can range from a few days to several weeks. However, there is no specific duration for retail training; it is subjective and depends on the complexity of the role and the training programme designed by the organisation. Training should ideally be ongoing, with regular sessions for all employees to refresh and update their skills regularly.
How often should you conduct retail staff training?
How often to conduct retail staff training is ultimately up to the employer and what they believe is best for the business. However, continuous training is advised, with regular sessions to keep staff knowledge and skills up to date. Initial training can be followed by quarterly, semi-annual, or annual refresher courses based on needs. Employees should be encouraged to pursue new skills throughout the year.
Impromptu training sessions should be held as needed, for instance, when new products are launched or if there are changes in company policies or regulations. Apart from this, it is crucial to conduct annual compliance training. Additionally, seasonal training sessions held before peak periods can prepare staff for increased customer traffic.
How to measure the effectiveness of your retail staff training programme?
A variety of methods and metrics can be utilised to measure the effectiveness of a retail staff training programme. These include:
- Conducting assessments before and after training through tests and quizzes to compare results and measure improvements.
- Setting KPIs, such as sales figures, customer satisfaction ratings, task completion rates, and average transaction value, to provide quantifiable insight into overall success.
- Gathering direct surveys and feedback from employees to offer insights into the training programme’s usefulness and quality.
- Collecting customer feedback on employee service, which reflects the training’s effectiveness.
- Monitoring employee retention rates, which can serve as important indicators of success.
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