Retail has the highest turnover rates of any industry. Several studies have shown this to be true year on year. At RapL we have interviewed customers and have found these 3 reasons to be the main contributors to retention in this space.
- Lack of employee motivation with a much younger workforce
- Little to no brand loyalty
- No personal growth as perceived by the employee
So how are companies dealing with this constant churn in retail? Not very effectively, most companies have accepted this to be a problem that cannot be fixed, instead they focus all their efforts on new hire induction and in person training. Onboarding employees is an extremely critical task, but how do retailers deal with the real root causes of employee attrition.
In this article, we explore how our customers use microlearning to ensure that their frontline is motivated and less likely to quit with just a moment’s notice.
1. Employee motivation
Retail jobs are considered boring and repetitive, with no flexible options. Doing the same thing day in and day out can make motivation levels of even the most enthusiastic employee plummet. In order to engage employees, it is critical to ensure that they continually learn and also find a sense of purpose in what they do.
Gamification in microlearning helps in this regard. Elements such as scores, points, badges, leaderboards, rewards, incentives and the like act as sources of instant gratification. These factors keep the motivation levels of learners high because they indulge in learning to get some tangible rewards or outcomes. Apart from using sales numbers as the only reward factor, digital methods can be tied to the learning process to keep the frontline thoroughly engaged. For many of our customers, team based leaderboards show how stores compare on various knowledge metrics – for employees with low levels of personal motivation, knowing that you are bringing down the performance of your entire team on a public leaderboard can really push them to do more.
2. Brand loyalty
Being passionate at work is possible only when employees believe in the larger goals of the organization and work towards it. But how many employees actually know about what the brand aims at achieving? In fact, frontline employees of large conglomerates hardly even know about where the brand is headquartered, its history and future goals. Without such knowledge, attachment to the brand and being loyal to it is impossible.
Microlearning can help address this by sending frequent updates about the business, its goals and mission statement. This will not only inform employees about what their organization stands for, but will also give them a sense of pride to be associated with it. They will also feel like the organization is making an effort to make them a part of the culture and increasing their knowledge about the company. Our fastest growing customers use microlearning topics around company culture, history and purpose to drive pride among their employees.
3. Personal growth
It is a known fact that an employee will think about being in a company for long if he feels that the management has a genuine interest in his well being. Employees want to learn and grow in their workplaces. Microlearning can help achieve this by pushing content about topics that can be helpful to make the lives of employees easier. And this does not always have to be related to the training material, like how to increase sales. Even a small tutorial on how to do taxes, or motivational quotes every now and then can go a long way.
Even though organizations are spending a lot of money in training their frontline over and over again to train people to do their jobs effectively what is not getting realized is that microlearning can actually help retain your best employees. Continuing education, leadership development, on-demand training, coaching and feedback are what matter in today’s world, and microlearning can help achieve all of this.