Retail employee attrition is nothing new to the industry. Regrettably, in recent years, a metaphorical accelerant has been poured over the frustrations of frontline retail employees, leading to job changes, transitioning to other careers, or exiting the workforce altogether. Retail employee turnover, traditionally high, is now worse due to competitive pay from different industries, plus the heightened fears of in-store violence and harassment that retail cashiers see reported almost weekly. While essential cashier coaching can reduce the early-stage anxieties of “messing up” on the job, it’s crucial for retailers to broaden their approach. Cashier training should empower employees to thrive within the organization, not just master the basics.
Retail cashiers, often the face of the retail industry, play a crucial role in shaping consumers’ perceptions. The more engaged a retail cashier is in their job, the higher their productivity and the lower their chances of job turnover, painting a promising picture for the retail industry.
Boosting retail employee engagement hinges on recognizing contributions. According to a Harvard Business Review study, employees whose managers acknowledge them are 40% more engaged. While quality cashier training in retail is essential, the ultimate goal is to have well-trained and highly engaged retail cashiers.
The cost of retail employee turnover
With retail employing over 55 million workers, the costs of hiring and training remain high. When valued retail employees walk out the door, they leave a void that can take weeks or months to fill. This can disrupt operations, distract managers who have to hire and train again, and potentially harm a retailer’s reputation in the employee marketplace, affecting its ability to hire new workers.
Shopifyplus’s 2023 Commerce Trends report reveals that 67% of businesses face staffing shortages, with 69% struggling to retain talent.
Turnover also impacts customer satisfaction, leading to increased complaints and an estimated annual loss of 1.6 trillion dollars due to poor service.
However, a recent PwC study underscores the revenue potential of investing in superior customer and employee experiences, with retailers capable of commanding up to a 16% premium for their products and services.
Use data analytics to improve cashier training
Retail managers don’t have the time to examine performance metrics for each retail employee without help from tools like Appriss Retail’s Secure™ advanced analytics. Using artificial intelligence to explore the retailer’s employee activity log, you can aid in identifying what’s going well and which retail cashier needs more help to continue providing exceptional customer service while protecting profits.
The Secure Coach module streamlines support for retail employees, whether it’s enhancing cash register training or offering deeper coaching, pinpointing employees in need of immediate assistance and those teetering on requiring support. It then presents store managers with a plan for interactive cashier coaching sessions, detailing specific transactions and necessary steps for learning and practicing correct procedures. Managers are equipped with metrics and tools to monitor the effectiveness of employee training.
Improve retail employee training using data-driven analytics in 4 key ways:
- CREATE PERSONALIZED, TARGETED CASHIER TRAINING PLANS
If a cashier mistakenly rings up only one item in a buy-one-get-one promotion, it may seem fine to both the cashier and the customer. However, this oversight can lead to inventory inaccuracies and wasted time resolving discrepancies, impacting other customers. - OFFER UPSKILL TRAINING
According to a LinkedIn 2022 Workplace Learning Report, employees who feel their skills are underutilized are ten times more likely to seek new opportunities than those who feel valued. With only 1/3 of all U.S. employees currently engaged in their work, it’s crucial for retailers to prioritize assessing job satisfaction among their cashiers and staff. Because Secure Coach analyzes retail employee behavior against company goals in real time, it can provide managers with the correct information at the right time to acknowledge the excellent behaviors of star retail cashiers. It can also recommend upskilling training to keep retail employees engaged. For example, a retail cashier who excels at customer service may benefit from a training program focusing more specifically on money-handling practices to better reduce fraud at the point of sale. - RECOGNIZE GREAT STORE EMPLOYEES WITH INCENTIVE PROGRAMS
Programs that recognize retail employee performance against goals, such as retail cashier of the month or contests for the most loyalty card or credit card applications or completed customer surveys, go a long way toward making retail employees feel engaged and valued—if these programs are administered consistently and fairly. When recognition programs are driven by data-driven reports of top performance, retail employees can see that the goals are attainable and be confident that the results are fair. The competitive nature of these programs, where they can compare their own performance to the winners or, better yet, strive to be the winner, fuels employee engagement and motivates retail employees to compete to win. - SUPPORT STORE AND CALL CENTER MANAGER DEVELOPMENT
Retailers can’t afford to overlook the need to motivate their store and call center managers, as well as their front-line employees. Because managers are tasked with hiring and training employees along with all their other responsibilities, they often feel like they can’t give their all to any part of the job. Feeling overwhelmed and ineffective is no way to spend the day. Secure Coach can relieve the burden of retail employee management. It provides managers with the metrics and tools to analyze performance automatically. Then it offers training and tracking programs to help retail employees succeed and grow – without the need for handholding by management. It’s simple to track training sessions and results and see the direct impact on store performance. Helping managers motivate and nurture their employees is a sure way to build manager satisfaction as well.
Support, recognize, and train retail employees
In today’s competitive retail landscape, attracting, training, motivating, and retaining top talent is crucial. Enhancing employee engagement and retention involves providing timely training and incentives, alongside recognizing achievements. Adopting AI-powered analytics for personalized cashier coaching and employee recognition is essential for building an effective workforce and maintaining profitability.
