Holiday Hiring Now
By Jordan Martindell
Why investing in your holiday plans in September will reap big returns come December.
The Aspens may just be starting to turn color but to those of us steeped in a retail timeline, Holiday is just around the corner. Follow these quick tips to ensure a successful season of business for you and your team!
Staffing
Having the right number of people to handle customer traffic and operational demands during the holidays is imperative for running a smooth business.
Realistic hiring goals start with accurate sales forecasting. Dig into last year’s sales and staffing numbers to set goals for Q4. Once you have your final number, put a solid plan in place to meet those goals. Hold group interviews to compare candidates against one another and maximize time spent interviewing. Spread out your new hires over the 6 weeks before Black Friday as this will allow the appropriate amount of time to fully train new employees, and consider training in sets twos or threes to use payroll dollars efficiently.
Training
Giving your team the tools they need to succeed will allow you to make the most of the payroll investment and increase sales throughout the season.
Get creative with holiday training to keep things fun and educational. Teach engagement by creating different customer profiles like “mom and dad shopping for teenage son”, “husband shopping for wife”, and “teenager shopping for dad”. Use these profiles to role play shopping scenarios. Identify open-ended questions to encourage conversation like, “What was the last adventure you went on as a family?”, “What outdoor hobbies does your wife have?” and “How does your dad spend his spare time?” Practicing engagement should not be undervalued, and arming your team with the actual skills needed to connect with customers will give them the freedom to get curious and successfully determine the customers’ needs.
A personal investment in products is the best way to close a sale and employees need to use products to love them. Encourage product education by allowing time for your team to try on clothing and accessories and sample gear. Consider offering 3-4 items at a 60% discount to inspire personal use. Ask every employee to identify and share their top 10 gifts for the holidays—having a go-to list will help when a customer is pressed for time.
Teach employees the simple act of “reinforcing a sale” throughout a customers journey. Every step of the way, use product as a tool to connect with the customer. Teach your team how commenting on features, color, feel, durability, etc. can be just the bridge they need to make genuine connections with customers. This not only allows for natural conversation but also instills a sense of consumer confidence resulting in customer satisfaction and fewer returns.
A Well-Oiled Machine
Creating a space that is conducive to increased traffic and product placement is imperative to keeping your store running smoothly.
Customer flow is a big part of a consumer’s experience during the holidays. Your floor plan should be adjusted for the increased number of people coming into your shop—nothing makes a customer grumpy like constantly running into fixtures. Partner with your merchandising team to make smart decisions while balancing customer traffic.
Keep it clean! It is almost impossible to sell product if it is in a messy pile on a table or if hangers are tangled on a rack. High standards for a tidy store are imperative to good sales and a positive customer experience. Schedule store sweeps every 10-15 minutes to ensure someone is keeping an eye on the standards. If standards are waning, implement a “tidy hour” where the entire team (including back of house) tackles a store refresh and your sales floor will be in tip-top shape in a short 20 minutes.
A well-stocked sales floor is the silent sales associate that should not be ignored. Customer’s will rarely ask for sizes that are not available which in turn results in a lost sale. Identify solid restocking systems to reflect demand and sell-through. Choose when this system will be scheduled and who will be responsible. Also consider increasing your size runs and quantities on the selling floor if space allows. Collaborating with your merchandising team, back of house receiving team, and sales team (if you have them) will ensure that all available products make it to the sales floor consistently, resulting in more sales dollars.
With a little foresight, a lot of planning, and a big commitment to education, this holiday could be your best season yet!
After growing up in California and years of East Coast urban living, Jordan Martindell moved to Boulder, Colorado where she discovered a natural connection to the Rocky Mountain lifestyle. Following a career in high-end retail management, Martindell blends her love of aesthetics and merchandising with the outdoors, documenting adventures that are delicious, comfortable, exciting, and sometimes unexpected. She has written for Dorado, Elevation Outdoors, Colorado Expression, Outdoor Retailer, rootsrated.com and offyonder.com. She lives in Boulder with her two children and husband.