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In the competitive realm of retail, retaining dedicated and motivated employees is as crucial as winning loyal customers. McKinsey found that retail employee turnover has been hovering around 60% or more for many years, and some reports show turnover rates climbed as high as 75.8% in the past couple years.
Needless to say, high employee turnover has been a constant issue for most retail brands. With the cost of hiring, training, and retraining climbing higher every year, more retail brands are putting an emphasis on employee loyalty – almost as much as they do on customer loyalty. After all, the less turn over you have, the more time and resources your brand can allocate to more sales.
An overlooked way for brands to curb retail employee turnover is to invest in a robust Customer Relationship Management (CRM) system. A good CRM can help employees manage their day-to-day work better while reducing the amount of stressors that burn them out and have them heading for the exits. Let's dive deeper into how a retail CRM fosters commitment among employees and increases loyalty across the board.
1. Reducing Manual Data Entry and Errors: A Shift Away from Tedious Work
Modern retail CRMs, leveraging AI and designed from the ground up with the retail workflow in mind, are designed to minimize manual data entry for employees. For retail employees, the elimination of monotonous tasks means they can focus on more engaging activities (more on this later). Studies have shown that mobile CRMs can improve productivity of a team by 50%.
Incorporating a CRM system not only enhances data precision but also mitigates the fatigue associated with repetitive duties. Because retail CRMs like Endear connect with a store’s POS, customer data is logged automatically, as are metrics from marketing campaigns via email and SMS. When employees are spared the mundanity of such tasks, they're more likely to feel positive and satisfied in their roles.
2. Providing Actionable Insights: A Playbook for Success
CRMs transform raw data into actionable insights. As the image above indicates, CRMs can boost conversion rates by 300%. By identifying customer purchasing habits, preferred products, or seasonal trends, employees are equipped with invaluable insights that can drive better engagement. Better engagement means better clienteling, which ultimately means higher purchase frequency and higher average order values.
Let’s be honest: retail employees at every level are extremely busy. While management teams should be analyzing data to look for trends to exploit for better success, it can be hard to simply find the time to do just that. Instead, your CRM can highlight these insightful trends for you, giving your team a playbook for the next marketing campaign, or the next promotion to run. This data-driven approach offers a roadmap to employees, allowing them to strategize efficiently and enhance their sales performance.
3. Freeing Up Time for Personal Customer Interactions: Elevating the Retail Experience
The heart of retail is human interaction. And with CRM shouldering much of the administrative burden, employees can prioritize building genuine relationships with customers. According to a Gartner study, businesses that focus on fostering personalized customer interactions and messaging see a 16% increase in customer impact on commercial outcomes. This has a cascading effect on employee morale as well – when they see satisfied customers, they feel a sense of accomplishment and pride in their contribution. Important factors when fostering employee loyalty and reducing turnover.
And for employees who earn commissions, direct interaction with customers has a direct impact on their income. Every moment they can engage with a customer rather than wrestle with data is a moment spent effectively, and it doesn’t feel like the brand is actively trying to limit their selling time by loading them up with busy data work.
4. Promoting Transparency and Team Unity
Modern CRMs provide real-time updates on sales figures, marketing campaign results, and customer feedback – all important to elevate trust in the brand through data transparency. A study by Harvard Business Review indicated that 70% of employees feel more engaged when leadership communicates its strategy with them.
Access to such data fosters a sense of inclusivity. Employees no longer feel like mere cogs in the machine but as invaluable contributors to the brand's success. They're better aligned with the brand's goals, ensuring a cohesive march toward shared objectives. And since the data in your retail CRM is always on, always available; it shows that there is nothing to hide – they can see both the good and the bad, but also that they’re all in it together.
5. Boosting Sales and Brand Stability: A Secure Future
The main goal of any retail business is, well, making lots of profit. With a CRM's data-driven strategies, insights are always put into action in order to increase sales. In fact, brands that use Endear CRM see a 64x return on the cost of their Endear subscription. And the healthier your sales are, the more stable your brand is, which directly impacts job security and growth opportunities for employees.
Additionally, as the brand sees consistent growth and prosperity, employees, too, recognize their pivotal role in this success. They obviously want to stick with a company that’s doing well, but there’s also a sense of pride that goes with being a part of a booming organization.
In this business, where employee engagement and brand success are inexorably intertwined, a retail CRM is your best weapon to maintain and accelerate loyalty. Through automation, actionable insights, fostering personal interactions, promoting transparency, and boosting sales, a good CRM system can also pay dividends by reducing turnover that can cost your brand tens of thousands of dollars.
The return on investment isn't just in terms of sales but also in cultivating a motivated, committed, and loyal workforce. After all, the success of a retail brand isn't just about numbers; it's about the people who drive those numbers for you.
Speaking of ROI...
See how much more a CRM like Endear could earn you.