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Employee Engagement

Why you can’t afford to ignore the level of your staff motivation

Written by Brett Stephenson
May 3

Your staff connect consumers to your product. They can also turn them right off making a purchase, which is why staff motivation plays a big part in your bottom line. Without an army of employees who’re truly excited about their jobs, selling products is infinitely harder.

(To be clear, when we talk about staff motivation, we’re by no means advocating the pushy, over-zealous attitudes of sales clerks – an instant customer turnoff.) Instead, we’re talking about employees who are motivated to make the time shoppers spend in-store as enjoyable as possible. There’s a reason that staff are also referred to as ‘human capital’; quite simply, they’re an investment. And in order to get the most out of them, you need to make sure that you’re providing them with an environment conducive to motivation.

Your staff are a tangible representation of your entire brand, which means their impact on sales is a substantial one.

Few things are as annoying as wandering around a store in search of a staff member to assist you. Finding a sales clerk, only to be met with a disinterested wave in a vague direction, is a close second. Your customers’ sentiments of your brand (and actions in-store) are directly related to the attitude of your staff. An informed, helpful approach can be the difference between someone who buys a bar fridge, and someone who walks out with a three-door refrigerator, microwave and washing machine. In other words, the higher your level of staff motivation, the higher your profits. But just how do you go about measuring this in the first place?

Determining whether your staff are truly motivated – or are just on good behaviour due to being in front of their line manager – is tricky if you don’t have intelligent tools in place.

One of our customers, a retail outfit, implemented our foot traffic analytics tool Blix Traffic in two of their stores. And the insight they gleaned from it uncovered some very interesting information. By measuring foot traffic, they were able to establish that their customer bounce rate rapidly increased to 85% after 5pm. The reason? This was the exact time staff were leaving for the day as they closed up shop. In other words, a lack of staff motivation was directly impacting the day’s sales – and not in a good way.

By implementing foot traffic analytics, they were able to determine just how big an impact staff motivation (or lack of it) was having on profitability.

Once they knew the why (staff exiting the store) behind the what (a high bounce rate), they were able to adjust staff shifts. By having certain staff members stay on for an additional 30 minutes, as well as rolling out sales incentives as to which employee could bring in the highest sales value after 4:30pm, they were able to maximise the number of sales in the last hour of trade.

Without the information gathered by Blix Traffic, our client would still be in the dark about the fact that they were missing out on a possible $1000 in revenue per day. (Which equates to a potential $100 000 in extra revenue a year.) Thanks to the fact that they were measuring foot traffic, they were able to implement strategic changes that increased their bottom line – substantially so – without having to increase their costs.

Make sure you’re measuring the metrics that count. Find out how Blix Traffic can help you to optimise your operations, here.

Learn more about Blix Traffic

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