{"id":38330,"date":"2022-09-26T16:02:51","date_gmt":"2022-09-26T15:02:51","guid":{"rendered":"https:\/\/www.elixirr.com\/?p=38330"},"modified":"2025-10-31T10:38:19","modified_gmt":"2025-10-31T10:38:19","slug":"building-retail-businesses-from-the-ground-up","status":"publish","type":"post","link":"https:\/\/www.elixirr.com\/en-us\/building-retail-businesses-from-the-ground-up\/","title":{"rendered":"Building retail businesses from the ground up"},"content":{"rendered":"\n

Retailers have mastered the art of capturing Gen-Z consumers online. Nevertheless, there is fierce competition to come up with marketing stunts that draw shoppers back to physical retail locations. From flagships offering complimentary artisanal lattes to entire concept stores painted monochromatic neon, retailers are peacocking to peak customer interest. During my typical Saturday morning walk through New York\u2019s SoHo it’s more common than not to see flocks of shoppers waiting for their chance to Instagram these trendy installations. Yet, once inside, the generally poor service makes one thing abundantly clear. Retailers have been far less successful in creating a meaningful employee experience for this generation in the workforce.<\/p>\n\n\n\n

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Aritzia<\/a><\/figcaption><\/figure>\n\n\n\n
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La Perla<\/a><\/figcaption><\/figure>\n<\/figure>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

The challenges<\/h2>\n\n\n\n

With a reputation for low compensation, excessive hours and poor working conditions, retail work is lackluster and unevolved in 2022. It is of little surprise that retail employee turnover rates are\u00a0higher and talent pools are smaller than pre-pandemic levels, or that in-person shopping experiences have become largely transactional and mundane. Although marketing gets the customer through the door, their experience with products and services once inside dictates the consumer’s ultimate judgment of a brand and its culture. It’s time that retailers improved the employee work experience to boost customer perception, increase brand buy-in, and drive sales. <\/p>\n\n\n\n

So, how can retailers address this challenge and incentivize employees to stay and grow within a company? <\/p>\n\n\n\n

Current employer-employee relationships<\/h2>\n\n\n\n

Transient retail employer-employee relationships begin with a fundamental lack of contractual commitment. On the one hand, many retail employees view their retail jobs as a side hustle or means-to-an-end, not as the foundation for a meaningful career. On the other, retailers are reflecting and projecting that sentiment by offering employees hourly wages, minimal training or benefits, and part-time employment\u2014none of which quite scream \u2018commitment.\u2019 Cumulatively, it is reasonable neither party is willing to make the leap toward more significant investments, lending to the poor industry retention rates. <\/p>\n\n\n\n

Engaging your workforce<\/h2>\n\n\n\n

Profit and loss determine the existence of a company and employees are a supporting beam of the customer experiences making profit possible. In his book How to be Rich,<\/em> J. Paul Getty explains how many of his employees often left the comforts of corporate oil rigs to work for him despite a comparative lack of \u2018perks.\u2019 Men chose to work for Getty because they got the feeling, \u201cof what close teamwork and mutual confidence in the boss and crew could accomplish,\u201d which ultimately produced a more meaningful work experience under tough working conditions. <\/p>\n\n\n\n

Side by side, retail work and oil drilling are vastly different. However, some of the most successful retailers have taken a similar approach to curating the employee work experience. Zumiez<\/a> is one retailer that has cracked the code, driving human to human experience in their stores to build community and grow sales. Customers become salespeople who are inspired to be entrepreneurs and use their creativity to drive sales. A former employee even boasts, \u201call my coworkers were hysterical and made every shift fun. What keeps people there is the constant opportunity for promotion,\u201d and something tells me she was not the only one who felt this way. Going beyond higher pay and improved baseline benefits, retailers who struggle to retain employees can solve this challenge by drawing from similar entrepreneurial playbooks to offer growth-enabling and valuable work experiences for employees. <\/p>\n\n\n\n

Making it retail ready<\/h2>\n\n\n\n

Here are some ways retailers can make simple, entrepreneurial, changes to improve employee experiences: <\/p>\n\n\n\n

  1. Listen and respond to the demands of a new generation of employees<\/li><\/ol>\n\n\n\n

    Youth is not wasted on the young; give retail employees the opportunity to express their skills and passions. Generate reward systems for employees who want to showcase outfits or recipes using retailer products on TikTok. Provide opportunities to make work feel exciting outside the nine-to-five. <\/p>\n\n\n\n

    1. Offer commitment for employees looking to commit <\/li><\/ol>\n\n\n\n

      Pay to play, skin in the game, call it what you want. If retailers want a committed employee, they must extend the olive branch. While an employee may excite over extra paid time off or healthcare, entrepreneurs look for stake in a company that reflects their investment of time and effort. For publicly traded retailers, offer stock buy-in programs or reward highly rated employees with options that vest after a certain period. Commit to trajectories for employee growth such as early access to non-retail job opening in pertinent roles (marketing, merchandising, styling assistant, design teams, buying, etc.) or business acumen education. Show employees that they are an asset to growth, so long as they want to be.<\/p>\n\n\n\n

      1. Trade in rigidity for flexibility <\/li><\/ol>\n\n\n\n

        Retail requires employees to show up in-person and on a schedule. For many, the predictability of a schedule is assuring. For entrepreneurs, and particularly the young, more dynamic lifestyles call. Once employees have paid their dues on the floor, give them an opportunity to explore. For retailers with numerous locations, offer sabbaticals to work from other retail locations. Smaller businesses can offer retail employees to join on trade circuits to help discover and procure new offerings. For people looking to stay in place, companies should consider how they can offer flexible scheduling or types of work for employees. <\/p>\n\n\n\n

        1. Community fosters commitment <\/li><\/ol>\n\n\n\n

          Entrepreneurs rely on a strong community and network to run successful businesses and grow their endeavors. A sense of belonging combats the \u2018means-to-an-end\u2019 sentiment experienced by many retail employees. When companies foster community across all levels of the business, from the ground to c-suite, employees can feel at home while finding opportunities to network and develop careers naturally. Offering socials that intermingle different grades and job functions or events that draw people together for non-work-related reasons promote a valuable sense of belonging. <\/p>\n\n\n\n

          And the result?<\/h2>\n\n\n\n

          By understanding who companies are trying to employ and offering compatible ways of work, retail has an opportunity to bring back meaningful work and long-term retention. Injecting entrepreneurial ways of work into a typical employee experience encourages employees to stay with companies and envision internal growth. Coupling the freedom of employee boundaries with the ‘edge’ of being an entrepreneur will make each workday a self-expansive experience. <\/p>\n\n\n\n

          Ultimately, designing a retail experience that looks as good as it feels will provide the top-tier experience customers demand in physical retail environments. <\/p>\n","protected":false},"excerpt":{"rendered":"

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https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/09\/Building-retail-businesses-from-the-ground-up-767x460.jpg 767w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/09\/Building-retail-businesses-from-the-ground-up-1023x614.jpg 1023w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/09\/Building-retail-businesses-from-the-ground-up-1278x767.jpg 1278w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/09\/Building-retail-businesses-from-the-ground-up-1378x827.jpg 1378w, https:\/\/www.elixirr.com\/en-us\/wp-content\/uploads\/sites\/2\/2022\/09\/Building-retail-businesses-from-the-ground-up-1640x984.jpg 1640w\" sizes=\"(max-width: 2400px) 100vw, 2400px\" \/> <div class=\"wp-component-card__preview-icon\">\n <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Articles <\/p>\n <a href='https:\/\/www.elixirr.com\/en-us\/building-retail-businesses-from-the-ground-up\/' class='wp-component-card__title'>\n <h2>\n Building retail businesses from the ground up\n <\/h2>\n <\/a> <div class=\"wp-component-card__description\">\n Retailers have mastered the art of capturing Gen-Z consumers online. Nevertheless, there is fierce competition to come up with marketing stunts that draw shoppers back to physical retail locations. From… <\/div>\n <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 26 September 2022 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Retail <\/div>\n <div class=\"wp-component-tags__tag\">\n Retail & Consumer Goods <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 18.2065C9.56027 18.1754 9.491 18.1296 9.43259 18.0717C9.374 18.0135 9.3275 17.9444 9.29576 17.8682C9.26403 17.7921 9.24769 17.7104 9.24769 17.6278C9.24769 17.5453 9.26403 17.4636 9.29576 17.3874C9.3275 17.3113 9.374 17.2421 9.43259 17.184L15.8711 10.7518H1.12509C0.959309 10.7518 0.800312 10.686 0.683084 10.5687C0.565857 10.4515 0.5 10.2925 0.5 10.1267C0.5 9.96093 0.565857 9.80193 0.683084 9.68471C0.800312 9.56748 0.959309 9.50162 1.12509 9.50162Z\" fill=\"#1D0F25\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/button>\n <\/div>\n <\/div>\n<\/article>\n","_links":{"self":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/38330","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/comments?post=38330"}],"version-history":[{"count":1,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/38330\/revisions"}],"predecessor-version":[{"id":60623,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/posts\/38330\/revisions\/60623"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/media\/38338"}],"wp:attachment":[{"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/media?parent=38330"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/categories?post=38330"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/tags?post=38330"},{"taxonomy":"related_service","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/related_service?post=38330"},{"taxonomy":"related_industry","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-us\/wp-json\/wp\/v2\/related_industry?post=38330"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}