Traditionally, retail has been a tough environment for workers. Every customer interaction and every back-office decision in every store area relied on individual retail associates to be ready and energized to provide seamless service. To do this, the general expectation was that sales associates should arrive at their store leaving their personal problems at the door – fully focused on putting in a shift that delights customers and improves store performance.
As a society, we have moved on from that way of thinking, and awareness of mental health is much more widespread than in decades past. So in today’s retail environment, where demands of the job are high, none of these expectations should be true. No individual should feel the weight of store performance solely on their shoulders. Instead, teams must work together and look after one another to ensure a high standard of operations within a supported and engaging work environment.
We also need to recognize that we are in tough economic conditions, with retail at the forefront. Wage increases by large companies like Walmart and Costco (to name a few) are a great place to start to attract and retain talent, but we know retailers are looking for ways to do more. Equally, not every retailer can afford to award pay raises consistently, so what else can employers do to show their workforce that the team’s wellbeing is a top priority for them?
Creating an Open Environment Where Wellbeing Comes First
A thriving, efficient business starts with a happy, healthy team. While retailers can’t remove every stress burdening their workforce, they can ensure a team environment where everyone feels listened to, appreciated and able to talk to a manager or co-worker if they feel overwhelmed.
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Research from Mental Health America found 81% of workers report that workplace stress affects their mental health, and 73% say it impacts their relationships with family, friends, or co-workers. This highlights the need for retailers to create a workspace that is understanding and supportive and celebrates a culture of openness about the unique challenges of working in retail.
Encouraging sales associates to speak freely about their experiences makes it easier to address and resolve issues collectively. Beyond fostering a supportive culture, many retailers are identifying sources of stress that are stemming from inside the business, which could include high workload, knowledge gaps or even seemingly simple tasks such as conversing with customers.
Offering comprehensive training programs and ensuring a smooth onboarding process are effective strategies. When employees lack comprehensive training, they often feel ill-prepared to handle their responsibilities, leading to heightened anxiety, especially during demanding situations or peak sales periods. Without a clear understanding of company policies and procedures, errors can occur, further increasing stress levels and negatively impacting job satisfaction and morale. By integrating these approaches, confidence can soar, leading to a more motivated and engaged workforce that is well-prepared to meet the challenges of the retail environment.
Effective Communication is Key to a United Team
A healthy and supportive retail environment is crucial for handling the rigors of a demanding retail schedule, especially when facing a difficult customer interaction. Effective communication and a strong sense of unity among retail workers are vital to ensuring that no individual has to face such challenges alone. In situations where store layouts or staffing shortages may leave employees isolated, potentially escalating customer challenges or shoplifters, the sense of being part of a connected team can significantly reduce pressures.
Seamless communication is a key component in achieving this unity, and smart retail technology can be a great facilitator to ensure that every sales associate feels continuously supported. This constant connection not only boosts operational efficiency but, more importantly, enhances employees’ sense of safety and engagement.
As champions of retail associate wellbeing, retailers have the opportunity to build a workplace environment characterized by support, connectivity and empowerment. Through fostering seamless communication, they can enhance the collective capability to manage and mitigate the challenges that retail workers face, thereby creating a secure and supportive atmosphere for all employees.
Rob Gamlin is the Founder and Co-CEO at VoCoVo, a retail communications specialist that works with big name retailers including Iceland, Asda, Tesco and The Fresh Market. He is a former electronics and software engineer who turned his passion for technology into a thriving business. Established in 2011, VoCoVo is a voice technology innovator, dedicated to meeting the current and future needs of the global retail industry while championing the people working within it. From independent convenience stores to the world’s biggest retail organisations, VoCoVo’s suite of solutions enables team members within any retail environment to actively contribute to their store’s success. VoCoVo is based in Oxford, England and Chicago, U.S., and connects over 250,000 retail team members in 21 countries, including the UK, U.S., Canada, Australia and across mainland Europe. VoCoVo has ranked 5th in the Sunday Times Tech Track 100 alongside 99 of the UK’s fastest-growing private tech companies.
