Developing a Framework for the Informal Training/ Learning for Retail Store Employees

By : Sunanda Kaila

Page No: 179-197

Abstract:
Providing a stellar customer service has become more important than ever before. Covid-19 has reshaped Consumer behaviour and their needs, and digitalization has accelerated the change. When shopping and browsing is just at the tip of your fingers, where does it leave the brick and mortal stores? The pandemic has struck the hardest on the Retail industry. To cut costs, many brands have restricted their marketing, training budgets, where as many had to let go of their employees. With resources at a shrink, it’s tricky to provide that stellar customer service that consumers expect. This paper aims to develop a framework on informal training for the retails frontline employees, from the existing resources that a retail brand has, that is the customer service experience of the frontline employees. To develop the framework this paper aims to review the present literature on informal training/ learning. Also, a survey is done on ninety frontend retail employees to understand their learning and development process (formal and informal training). The survey further evaluates how their experience in customers service can be leveraged in a structured learning process for their colleagues. Throughout this paper, we use ‘retail’ to refer to sales made across chains (multi-national, national and regional) and independents, in all physical format stores (e.g., exclusive brand outlets, multiple brand outlets and department stores).

Author :
Sunanda Kaila
“Sunanda Kaila is a Marketing Researcher and Trainer in Retail and Fashion sector and Founder of the blog “The Gentleman’s Style”. Her areas of expertise are in Retail sales & digital marketing and Customer relationship management backed by, profound by her work experience in companies like Raymond Apparel Limited and Aditya Birla fashion and retail limited. She has a Master’s degree in Fashion Business Management from the University of Westminster, UK, and a PG Certificate in Digital Marketing from MICA.”
 

DOI: https://doi.org/10.32381/JPR.2021.16.01.17