85% of shoppers would leave a store in favour of competition when sales staff were unable to meet their standards of product knowledge and customer service according to a new National Opinion Poll.

The report reveals the huge impact that staff training can have on the profitability of a business and indicates that the only way retailers are going to continue to maintain the loyalty of their customers is to seek new ways to meet their expectations.

The telephone survey, commissioned by the Adult Learning Inspectorate (ALI), asked 1000 people about their expectations of retail staff and found that over two-thirds of those questioned (67%) said they had gone home without buying a product because they found that the sales staff were not helpful enough.

A key theme emerging in the research, published in the October issue of the ALI newspaper Tailsman, shows the growing strategic importance of good customer service and product knowledge. As retail continues to become more competitive retailers are unable to compete merely on their product offering and price alone.

And the worst part is…you may need them! With increased consumer spending during the summer months and current employees taking vacation, many stores rely on temporary summer staff to “hold the fort.” Here is how you can make your summer hiring as smooth as possible.

Look for the Long Term Despite their motivations, many students are also interested in part-time work once school restarts in September – and as many hours as possible during the winter break. Make it a priority to hire these students; you will save recurring recruiting and training costs caused by seasonal turnover later on.

Work Hard, Play Hard While students are definitely looking to earn some money over the summer, they want to be able to have fun over their break too. In order to attract students, try getting creative with their scheduling. Can two part-time workers fill a full-time position?

Pass the Buck Paying employees as little as possible because they are part-time or will not stay long simply won’t work. It is just common sense: if students are looking to work mainly for the money, they will be attracted to employers who pay the best. The quicker you can hire employees the sooner their orientation and training can be completed and they can become successful workers.

If an employee does leave come September, do whatever you can to make sure it is on good terms. You may need them in December! Or the following summer! Hiring students for the season is necessary and can be worthwhile, if it is done right. If it is not, get ready to feel the heat.

By Nina Telpoukhovskaia, Trainer, Advance Corporate Training Ltd.

“Modern customers have become demanding and spoiled. They want and expect too much. They have so many shopping options to chose from – online, in the USA, discount stores, etc. It is harder and harder just to get them to come into our stores.” These are some common complaints heard from retailers.

These statements are the result of today’s competitive market. Customers also don’t want to and don’t have time to wait in lines or look for a salesperson. They don’t understand why products are no longer stocked by their favourite stores.

When focusing on the big picture retailers might forget about small but important details that can make customers’ shopping experiences more pleasant, satisfying and convenient.

If you are retail store owner or manager here are some tips to help you create a more comfortable environment for your customers:

1. Warm invitation or cold call? Does your store’s window display promote seasonal items? Do people want to enter a store whose windows are displaying beautiful, colourful summer dresses, big sunglasses, pretty hats and bright beach bags on a gloomy, cold and depressing winter day?

2. Nice ambience or annoying environment? How do your customers feel in the store? Do they like loud pop music or are they irritated by it? Would they prefer jazz or cool lounge rhythms? Maybe they like to shop in silence?

3. Quick look or waiting in line? Are there enough mirrors in your store or are you trying to save space by not having many? Do your customers wander around in vain looking for a mirror?

4. Free space or claustrophobic feeling? Are your fitting rooms spacious and comfortable or do your customers feel trapped? Do they have an opportunity to see a 360-degree view of themselves?

5. Hands free or too much to carry? Does your store offer shopping carts or baskets? On average, customers will spend 25% more than they originally intended to spend and stay 15 minutes longer if they can shop “hands free.”

When was the last time you asked your customers about these details? Now is the perfect time to learn from your customers what THEY really want and wish. Customers will appreciate your care and willingness to improve customer service!

More helpful tips and useful information are offered in our retail PEAK courses: “Keeping the Customer Satisfied,” “Dealing with Difficult People,” “Customer Service--Above & Beyond,” “Basic Selling Skills,” and “The Psychology of Selling: Secrets to Increased Sales”.