Retail Asia 2018 RA September.October 2018 (Online) | Page 23

FOCUS
“Consumers of this nature expect
a personal and customised touch
when they visit the luxury retail
stores.”
— Allie Teh,
Senior Consultant – Sales & Marketing,
Luxury, Retail & Technology,
Robert Walters Singapore
within the luxury retail sector, top-notch
service and the consumers’ physical in-
store experience are still an imperative
part of the consumers’ purchase journey.
“Consumers of this nature expect a
personal and customised touch when
they visit the luxury retail stores; hence,
boutique managers and other front-line
retail positions within the luxury sector
will still be in demand in the long run,” she
maintains.
With digitalisation and stiff
competition in the market, retailers are
also distinguishing themselves by exploring
innovative ideas to optimise the shopping
experience for consumers. “For instance,
instead of traditional fitting rooms, we see
companies coming up with smart mirrors
that offer virtual trials to customers.
“Retailers should also offer training
to their employees to help them adapt to
these changes, and to use the information
and feedback they have collected from their
employees to improve,” Teh says.
Ensuring that employees are constantly
up-to-date with the latest products and
features is extremely crucial, according
to Rupam Biswas, founder and CEO,
Sendjobs — an app where hirers can find
and connect with relevant candidates
instantly — and this can be done by
providing constant training. “Staff
should also be able to work across various
functions if necessary,” he declares.
Lifting retail professionals
Retailers who want to empower employees
with digital technologies and tools, and
provide training to reskill and upskill
should first foster and build closer relations
with their retail associates, in order to
create a good working environment
and culture that will lead to staff
retention. Coaching and training of retail
management are equally important.
Kafuku says: “We believe that retail
management team needs continuity
of training and personal development
as much as retail associates. The
management staff needs to be trained on
communications skills, brand culture,
brand value, and most importantly,
establish stronger relationships with
their staff.”
He adds that the retail sector in
Singapore is overlooked by many jobseekers
due to the perception that retail jobs are
undesirable, and as such many do not view
a job in the retail sector as a long-term
career option.
However, retail professionals are not
only in stores to sell products, but they are
also there to offer a unique and memorable
service experience to customers — and
retailers can better manage their workforce
by valuing their employees and investing in
them through training and development,
which will lead to long-term benefits for
their business, he suggests.
“In Japan, together with CEOs of our
retail clients in the luxury market and
department stores, we founded the Japan
Sales Professionals Association with the
mission to raise the social status of retail
professionals in Japan. We hope to make
a similar impact in Singapore,” Kafuku
reveals.
When it comes to recruitment, retail
employers should look beyond experience
A report showed that 40% of respondents said access to workforce training and
development on mobile/digital will have the greatest impact on workforce productivity and
performance.
“Retail workers are also more
likely to feel empowered in their
job roles when they are equipped
with easy-to-use
technology and tools to
improve work efficiency.”
— Xiaofeng Wang,
Senior Analyst, Forrester
Retail Asia September/October 2018
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