Pay More, Expect More, Get More
It's time for
more retailers to test the 'pay more expect more, get more'
It seems that
retailers have always argued against higher wages, benefits and
full-time positions citing exorbitant wage costs as the reason.
While it is true
that the expense, in dollars would increase it certainly does not
follow that the actual wage percent would increase. And it is the
percentage that is key.
Isn't it true
that people who value their position, their customers and their
company can have a tremendous positive impact on the top line?
And, conversely, isn't it true that people who are unhappy, have
no job satisfaction and a poor quality of life could have a very
negative impact on the top line?
This is not an elaborate, complicated concept.
Pay more - expect
more - get more.
As we move
further into the world of Internet retailing, or e-tailing, it
will be absolutely critical that the stores still around to do
business face to face with consumers will need to provide a much
better shopping experience than what is common today. The
unfortunate part is that retailers are probably already looking at
this scenario and envisioning how they can keep their customers
coming in but they are not considering the 'people' part of their
operation. They are thinking about new and exciting selling space,
great new products and creative marketing schemes. Customers do
not feel abused by selling space, products and marketing
campaigns. They feel abused by people.
Back to the
Internet. When you think about it, who wouldn't want the
unparalleled convenience of shopping from the comfort of their
home 24/7? Who wouldn't want to have the massive selection from
around the world? Who would mind using their credit card on the
Internet once security systems eliminate fraud to a point where it
is no longer a major issue? And who, in their right mind, wouldn't
choose to avoid the hassle and frustration of dealing with
unfriendly and often uninformed retail store employees? (To those
readers who are, in fact, good retail store associates - no
offense intended and... thanks!)
So, why would people go out to shop?
Some might still
do it for the entertainment value. And some might still want to
shop in the traditional way because they don't like change. But
even for those the experience will have to be a lot more exciting
and inviting than it is today or they, too, will convert.
The only surefire
way to make, and keep, a business truly customer focused
is through competition. Up until now most retailers have not
reacted appropriately to poor service levels in their stores
because most of their competitors provide the same, or worse,
service than they do. They may not be aware of their losses but,
most assuredly, those stores with nasty, miserable, moody or just
generally indifferent employees are losing. How long can it go on?
will understand that paying more, which means a reasonable hourly
wage or salary, full time status and benefits or even part time
status that provides benefits of some description will help to
attract and retain people whom they can expect more from
because they are providing them with a decent living and allowing
them to enjoy a decent quality of life. In short, the retailer
is providing some job satisfaction. Employers will get more from
these employees simply because the employees are receiving
something in return. The retailer can expect these employees to
help them grow and maintain a viable company.
Getting back to
wage costs...all other things being equal, if you attract and
hire the right people and provide them with some of the basics
that they need to enjoy a decent quality of life, sales will go
up. Wage cost problem solved.
Pay more - expect
more - get more.
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