《Retail TouchPoints:2022年门店运营基准调查报告-零售商如何利用科技解决员工短缺问题(英文版)(12页).pdf》由会员分享,可在线阅读,更多相关《Retail TouchPoints:2022年门店运营基准调查报告-零售商如何利用科技解决员工短缺问题(英文版)(12页).pdf(12页珍藏版)》请在三个皮匠报告上搜索。
1、12022 STORE OPERATIONS BENCHMARK SURVEYRETAILERS SCRAMBLE TO ADDRESS STAFFING SHORTAGES WITH EXPANDED SELF-SERVICE TECHSPONSORED BY2022 Store Operations Benchmark Survey2EXECUTIVE SUMMARYFor an industry historically plagued by high employee turnover,the“Great Resignation”was a particularly unwelcome
2、 effect of the global pandemic for retail.Concerns about store-level staffing from hiring and training associates to recognizing,rewarding and retaining them are reflected in responses throughout this 11th annual Retail TouchPoints Store Operations Benchmark Survey.At 70%,hiring/retaining associates
3、 was the top challenge identified by the surveys 106 retailer respondents for the second year in a row an even higher figure than the 55%of respondents who identified it as their top store operations challenge in 2021.Turnover has been on the rise for many retailers:nearly half of respondents said t
4、heir employee turnover rate had increased over the past 18 months,with 10%saying the rate had jumped significantly and 36%saying it increased slightly.Just 17%said turnover had decreased during this period.Retailers are putting resources toward solving these problems:budgets for employee hiring/rete
5、ntion increased this year for 48%of retailers,while employee training/engagement budgets rose for 45%.Overall store operations budgets rose for 57%of respondents,a renewed recognition of the importance of the brick-and-mortar store in the post-pandemic era.Other key findings from the survey include:
6、In another sign of the technologys newfound popularity,QR-code activated digital signage/kiosks topped the list of in-store technologies at 47%,with another 26%of retailers saying they planned to deploy it in the next 12 months.While traditional employee training methods(in-person sessions and video
7、 training/education)continue to dominate,used by 73%and 67%of retailers respectively,VR-or AR-assisted training is making gains:15%of 2022 respondents used this technology,up from 10%the previous year.A new question for the 2022 survey revealed the minimum annual number of store employee training da
8、ys(excluding onboarding)that retailers allocate.Nearly one in four(24%)offer just one to three days of training per year,but the bulk of retailers provide up to two weeks of training,with 33%each allocating three to seven days and seven to 14 days.While just 20%of respondents currently operate cashi
9、erless/unattended brick-and-mortar stores,8%said they plan to add them to their store footprint in the next 12 months(in 2021,just 2%had such plans).2022 Store Operations Benchmark Survey3What are your top store operations challenges?46%Managing expanded curbside pickup operations60%Aligning the sto
10、re with digital channels59%Employee training/engagement49%Managing product returns66%Product merchandising/inventory management70%Hiring/retaining store associates43%Employee and customer physical safety37%Employee scheduling 36%Managing expanded BOPIS operations33%Maintaining safety and hygiene pro
11、tocols2022 Store Operations Benchmark Survey4Q&A with Ali Asaria,CEO,TulipSTORE OPS CHALLENGES:SHRINKING STAFFS AND RISING CUSTOMER EXPECTATIONSRetail TouchPoints(RTP):What are the top store operations challenges retailers are facing in 2022?Ali Asaria:The first thing were hearing from many retailer
12、s is that the staffing and labor situation is the hardest theyve ever seen.Its really hard to retain current staff,or even to have the right number of staff,since a lot of people left during COVID.Everything is being done in the context of Can we even open the store doors?Another big challenge is th
13、at the baseline standards for omnichannel have been raised.Every single customer has ordered something online and done curbside pickup.Two or three years ago,a retailer seeing that customers liked features such as BOPIS or in-store returns could launch them in a more leisurely way,but now theyre tab
14、le stakes.By the time theyre offered,customers will feel like What took you so long?RTP:What are some of the most valuable associate solutions for improving store operations?Asaria:It starts with the retailers orientation of valuing their staff and showing them that theyre an important part of the r
15、etail experience,so you need to have a unified platform for associates not 10 different logins and passwords they have to remember.The platform should show them that theyre a primary user,so at Tulip we look at the user experience things like how many clicks are needed to take an action and whether
16、theres a steep learning curve for the solution.Tulip started around the proposition of,What if every store could offer the same high-quality experience as the best retailers in the world?A big part of that involves enabling retailers to be responsive and to evolve.For example,during the pandemic Tul
17、ip launched an online-to-offline appointment-setting feature,and were seeing high adoption numbers across multiple categories.For the customer,theres no crowd and the changing room is ready for them when they arrive.These shoppers have an intent to buy,but they want to make sure the experience is ri
18、ght before they even walk into the store.2022 Store Operations Benchmark Survey5Part of that is concepts around associates saying We should be able to text customers after an interaction or pull up data points like the size of their shoes.Its up to the retailer to make sure these kinds of requests a
19、rent managed as one-offs.Our platform is designed to give an omnichannel view of product,communications and inventory,but also an omnichannel view of the customer.Giving associates access to this kind of visibility and systematizing how they use it means that even your newest associates can operate
20、effectively.RTP:How do you see the role of the brick-and-mortar store changing?Asaria:Customers arent visiting stores just to fetch inventory,so the goal of a store is to deliver an experience,not just act as a warehouse.Its important to empower associates to deliver those experiences,akin to the Ap
21、ple store:associates with a device in their hands that allows them to complete the entire shopper journey without having to walk customers into a line.Retailers also need to tell their associates that they dont even have to close the sale;they can help the customer build their basket,then send them
22、a text or email.That removes the entire pressure of the sales process.RTP:If you could change one thing about how brick-and-mortar stores currently operate,what would it be?Asaria:A lot of the largest retailers are being held back by their existing technology platforms.The core of the tech theyre us
23、ing to run stores is software that was written 30+years ago,so they feel paralyzed.There are features that they are too scared to let go of.I worked at Microsoft at the time when Word and Office were the most popular platforms,but it was very hard to innovate on Office because there were so many use
24、rs doing things the old way.My boss became very famous because he started a campaign within Microsoft to let go of things,to shut off the parts of the product that caused many customers to complain.We need to find ways to allow retailers to give themselves the permission to let go of legacy features
25、 in order to make room for innovation.2022 Store Operations Benchmark Survey6WHERE HAVE ALL THE WORKERS GONE?Hopeful predictions that the easing of COVID-19 restrictions would bring workers back to retail jobs have yet to materialize.“If you look at even just the last quarter,theres still a lot of t
26、he Great Resignation going on,”said Tyler Higgins,Retail Practice Lead and Managing Director at global consulting firm AArete in a June 2022 interview with Retail TouchPoints.“Stores have been quick to respond by increasing hourly rates and adding enhanced benefits like tuition assistance and traini
27、ng programs,so its slowed down a little bit,but it definitely hasnt stopped.Theres still very much a staffing issue at the store level were not past this yet.”This years survey responses validate Higgins point.A new question in this years survey charts turnover rates for store-level non-managerial e
28、mployees:only one in five retailers have annual turnover rates under 20%.Nearly one-third(31%)are in the 21%to 30%bracket and another 24%suffer from 31%to 40%turnover.Less than 20%:20%21%to 30%:31%31%to 40%:24%41%to 50%:9%What is your current turnover rate for store-level non-managerial employees?Wh
29、at are your top challenges/priorities in managing your store-level workforce?Employee training and empowerment50%Matching staffing to demand48%Measuring employee performance40%Scheduling39%Decreasing turnover 32%Forecasting labor costs29%Enforcing safety and hygiene mandates25%Providing visibility a
30、cross stores/regions22%Automating paper-based manual processes16%Turnover rates have been increasing over the past 18 months for a total of 46%of retailers,with slight increases for 36%and significant increases for 10%.Just 17%saw their turnover decrease,with 37%saying it stayed about the same.Retai
31、lers efforts to effectively schedule the employees they still have are reflected in the rankings of their top workforce management priorities,with matching staffing to demand at 48%and scheduling at 40%.These have become even trickier challenges than they were before the pandemic as retailers anxiou
32、sly watch foot traffic and in-store conversion rates.They are seeking the ideal balance scheduling enough associates to serve customers and make sales without“wasting”scarce human resources during slow shifts.As if that werent complicated enough,managers also are dealing with the ongoing expansion o
33、f workers responsibilities associated with the rise of store-based fulfillment during the COVID crisis.More than half of respondents said the amount of time associates spend fulfilling online orders has increased this year compared to 2021,with 21%saying it increased significantly and 32%reporting i
34、t increased somewhat.Only 5%said the time had decreased.51%to 75%:10%76%to 100%:5%More than 100%:1%2022 Store Operations Benchmark Survey7While employee training and empowerment tops the list of workforce priorities,at 50%,the amount of time retailers reserve specifically for training is relatively
35、low,with 24%of retailers allotting a minimum of just one to three days of training per year for in-store employees(excluding onboarding of new employees).Nearly two-thirds provide up to two weeks of training,with 33%each offering three to seven days and seven to 14 days.Just 9%offer more than two we
36、eks training.1 to 3 days:24%3 to 7 days:33%7 to 14 days:33%15 to 20 days:7%More than 20 days:2%N/A:1%What is the average annual minimum training time for in-store employees?*What types of training and engagement programs do you provide to employees?In-person sessions 73%Video training programs and e
37、ducational classes67%PDF documents and print manuals 65%Mobile training40%Online quizzes/gamification programs33%Free products and discounts in exchange for referrals and reaching sales goals 29%VR-or AR-assisted training 15%The types of training and engagement programs retailers offer still rely pr
38、imarily on traditional methods:73%use in-person sessions and 67%rely on video training.A significant minority,40%,use mobile training,likely in conjunction with the 33%leveraging online quizzes and gamification programs.Use of VR-and AR-assisted training has increased,rising from 10%in 2021 to 15%th
39、is year.*Excludes onboarding time2022 Store Operations Benchmark Survey8CAN IN-STORE TECH MITIGATE THE WORKER SHORTAGE?Retailers staffing challenges are reflected in respondents technology deployments:nearly half(47%)are using QR-code activated digital signage or kiosks,with another 26%planning to a
40、dd such solutions within the next 12 months.In addition to being a contactless technology,QR codes ability to provide customers with product information,ratings,reviews and promotional offers via their own mobile devices can relieve thinned-out store staffs of these responsibilities.Mobile POS,at 46
41、%,also can reduce workloads for associates by incorporating checkout into the sales process,while the 30%of respondents offering autonomous POS/self-checkout can take this task out of workers hands entirely.Arming associates with mobile technology has become commonplace in retail:71%of retailers cur
42、rently use it,and another 11%plan to add it within the next 12 months.A sign of the supply chain issues that have plagued retail in 2022 is seen in the 54%of retailers having workers use these devices to order out-of-stock products from online channels.Accompanying high response rates for accessing
43、product information(64%)and accessing product availability data(57%)indicate that this is a common use case for mobile technology.Technology supporting totally autonomous stores has become increasingly popular and versatile,although deployments have been concentrated in small-footprint selling space
44、s where transaction speed and convenience are paramount,such as sports stadium concessions,airports and convenience stores.But Amazons move to deploy its Just Walk Out technology at Whole Foods stores,while still limited,indicates that both retailers and solution providers are looking to cashierless
45、 solutions as a potential long-term answer to the labor crisis.For the moment,however,cashierless/unattended brick-and-mortar stores are a relative rarity:20%of respondents operate them now,and just 8%plan to open them within the next 12 months.What functions are employees performing using mobile de
46、vices?Accessing product information 64%Mobile payment61%Accessing inventory levels/product availability57%Online ordering of out-of-stock products 54%Clienteling/assisted selling47%Education/task management37%Shift scheduling/swapping25%Auditing visual merchandising/displays22%Not every attempt to u
47、se self-service technology as a way to stretch the thinning ranks of store labor works out:supermarket chain Wegmans recently discontinued a scan-and-go style app it had introduced in 2019 because it contributed too much to losses from shoplifting.2022 Store Operations Benchmark Survey9What technolo
48、gies do you use in-store?29%33%Hands-free communication devices 37%28%Mobile-integrated digital signage 32%29%Mobile-assisted clienteling apps30%22%Autonomous POS/self-checkout46%31%Mobile POS 47%26%QR-code activated digital signage/kiosks25%32%RFID for inventory accuracy23%25%AR/VR solutions21%27%C
49、ustomer fitting technology 12%32%“Magic mirror”technology Have nowPlan to add in next 12 months2022 Store Operations Benchmark Survey10Beyond the immediate challenge of simply keeping stores adequately staffed,particularly for the upcoming holiday season,retailers also are trying to keep up with the
50、 new roles stores are playing in the omnichannel customer journey.Several traditional store performance metrics(year-over-year revenue increases,same-store sales)remained popular in 2022,but there have been some shifts.For example,online-to-store conversion rates,which reflect the multiple touch poi
51、nts so many shoppers use on their way to a purchase,climbed to 42%this year from 33%in 2021.76%Increase in YoY store revenue42%Employee satisfaction surveys66%Same-store sales33%Reviews/comments on company website or via email64%Customer satisfaction surveys 30%Reviews/comments on social channels57%
52、Foot traffic25%Amount of breakage and/or loss52%In-store conversion rates10%Call center queries42%Online-to-store conversion ratesWhat are your most effective ways to measure store performance?The use of employee satisfaction surveys as a KPI also rose,from 35%last year to 42%in 2022.While this incr
53、ease is relatively small,it does indicate that at least some retailers realize that their stores performance depends on hiring and retaining a well-trained,well-equipped and motivated workforce.One of the big challenges for retailers going into 2023 will be making the changes required to provide the
54、 support these employees need,both tangible and intangible.Workforce experts recommend more than simply raising salaries and increasing benefits,although those are likely to be necessary.They also recommend that retail organizations pay greater attention to employees mental well-being and make since
55、re efforts to show them that their contributions are important to the business success.Retailers will need to take significant steps in order to convince skeptical workers that retail jobs are both worth pursuing and offer an attractive career path within their organizations.STORE PERFORMANCE METRIC
56、S START TO REFLECT CURRENT RETAIL REALITIES2022 Store Operations Benchmark Survey11METHODOLOGYThe 2022 Retail TouchPoints Store Operations Benchmark Survey gathered responses from 106 retail executives during August and September 2022.The vast majority(84%)operate brick-and-mortar stores,with 8%each
57、 running pop-up stores and stores within stores.Retail Vertical:Annual Revenue:Specialty hardgoods:28%Supermarket/grocery:12%Department Store:12%Specialty softgoods:10%Convenience store:9%Big-box:6%Office supplies:5%Electronics:4%Drugstore/pharmacy:2%Other:12%Less than$50M:38%$50M-$100M:11%$100M-$50
58、0M:19%$500M-$1B:13%$1B-$5B:11%More than$5B:8%201.257.8528 1.855.834.4587 TouchPoints and design:retail give all members of the retail world access to a vibrant community that combines insights,inspiration and opportunities to interact with their peers.We sit at the intersection of the art and scienc
59、e of retail strategy,providing granular data,high-value commentary,and aspirational success stories to help readers optimize customer experiences across all channels.Touching all facets of the retail ecosystem,including store experience and design,workforce management,digital marketing and engagemen
60、t,and omnichannel optimization,our editorial content,multi-media resources and events take timely news and trends and transform them into tactical takeaways that meet the unique needs and priorities of our executive readers.Tulip provides a suite of cloud-based solutions that power the modern store
61、experience.Partnered with Apple and Salesforce,Tulip equips sophisticated retailers to build connections with customers,fulfill orders,checkout purchases,and optimize operations in order to create the end-to-end experience modern customers expect.Leading retailers like Mulberry,Saks Fifth Avenue,Ind
62、igo,Kate Spade,Purolator,and Michael Kors use Tulip to elevate the shopping experience,increase sales,and improve customer service across channels.ABOUT THE AUTHORAdam Blair,EditorAvid theater-goer,intrepid journalist and grammar nag.Theres always something new to learn about retail technology.LEARN MORE.