Retail service abilities required to enhance customer experience
The employment landscape for retail career opportunities is strong, with over half a million jobs available annually, as per federal labor statistics.
It is equally necessary to possess solid retail service skills when working for a retailer or brand. Today’s retail worker is more than just a cashier or someone organizing inventory and displays; therefore, the list encompasses a wide range of competencies, including customer service skills, leadership, time management, and empathy.
Take this figure into account: 84% of shoppers assert they would go back to stores with a nice ambiance.
Store associates who are more engaged with customers—whether in-person, online, or through social media—clearly provide a better customer experience for a brand’s clientele.
Robby Dewling, director of product management at Manhattan Associates, wrote in a blog post on RetailCustomerExperience.com that while a seamless physical experience across all retail touchpoints is the modern equivalent of past shop windows for brands, store associates play a crucial (and often neglected) role in providing an excellent customer experience. Therefore, the more engaged and satisfied your store associates are, the better their customer service will be and the happier customers will be as a result.
Three key retail service skills required As per Barry Rosen, CEO of Interaction Associates, direct customer interaction is among the most vital aspects of the retail customer experience.
He wrote in a blog post on RetailCustomerExperience.com, “The retail sector is distinctive because it balances face-to-face customer service with duties such as organizing merchandise and maintaining store cleanliness.”
Indeed, customers desire and anticipate a tailored experience, be it on an app, a website, or in physical retail. Shopify reports that the trend favors retailers. Conversion rates can increase by as much as 15% and customer satisfaction rates by 20% thanks to personalization programs.
A DoorDash report indicates that contemporary consumers are aware of the possibility to order and obtain nearly any products within 15 minutes in numerous areas and within one or two hours in most metropolitan regions, and they are capitalizing on this opportunity.
Toby Espinosa, VP of ads at DoorDash, commented in a press release about recent data research, saying, “On-demand digital commerce is growing exponentially, and consumer shopping habits and expectations have shifted due to the availability of nearly any product for delivery within minutes.” “However, the way consumers shop isn’t the only thing that’s changing. The way people discover, interact with, and engage brands has changed dramatically in recent years. As a result, brands and advertisers must adapt their strategies accordingly.”
According to HireVue’s 2024 Early Careers Hiring Report, it is unsurprising that the leading three retail service skills are communication, teamwork, and critical thinking.
However, as per Sibyl McCarley, senior vice president of people success at HireVue, there are various other retail service skills that brands and retailers seek.
She stated in an email interview with RetailCustomerExperience that “problem-solving skills, teamwork ability, written communication skills, and a strong work ethic are the key qualities employers look for.”
The skill list is extensive. Although communication, teamwork, and critical thinking are vital, communication usually emerges as the most essential skill. Customer communication has a significant impact on their in-store or online experience, making it one of the most vital aspects.
McCarley stated, “The reason is that effective communication is essential for customer interaction, comprehending their needs, and delivering outstanding service.” “In a retail environment, teamwork and critical thinking may lack effectiveness without the foundation of strong communication skills.”
In addition to communication, the retail service skills that brands and retailers seek include:
The capability to manage multiple tasks simultaneously.
Management of product.
Auf mehreren Ebenen gleichzeitig arbeiten.
Accountability.
Leaderschaft.
Operating under stress.
Dealing with problems.
A combination of soft and hard retail service skills.
Demand for soft and hard skills is high
Due to the constantly evolving nature of consumer shopping—whether in-store, online, or through social media—retailers and brands are on the lookout for employees who possess a comprehensive set of soft skills, along with hard skills such as inventory management, budgeting, and accounting.
The modern consumer demonstrates a lack of patience; for instance, just over half (54%) would prefer to contend with slow traffic rather than endure a subpar customer experience.
More than half (62%) prefer a personalized customer experience over one that takes less time. Additionally, 60% of consumers stated they would “suffer through” a poor customer experience rather than pay one or more paychecks to ensure a good one, while 55% asserted that “nothing excuses a bad customer experience.”
The retail and brand employee has a particularly powerful influence on fostering brand loyalty and promoting retail growth. They serve as the first point of contact for customers, making their retail services expertise essential, especially since half of shoppers will quickly abandon a retailer when confronted with incorrect online information, including inaccurate store hours and contact details.