Pandemic proves retail staff need to be adaptable and resilient

The pandemic changed the face of work during 2020, and in the short-term millions of people lost jobs or were placed on government payment schemes. Others had to adjust to the new normal of working from home and communicating through Zoom or Teams.

However, many were deemed essential workers and continued to provide service in supermarkets, warehouses and hospitals, to name a few.

Essential retail included stores such as Aldi, where staff continued to work 24/7 in order to keep shelves stocked and customers served.

It’s a job that offers good career progression, according to Hannah Condron, HR manager at Aldi Ireland.

“Retail has transformed as an industry where there are so many pathways for careers which, previously, people may not have been aware of. Retail careers offer flexibility but, most importantly, huge progression opportunities for career development, which are not dependent on professional qualifications or third-level education, necessarily. It is very much an industry where hard work and critical business skills like leadership and communication are rewarded,” she says.

There are many skills required in the sector, communication being a top priority.

“The ability to effectively communicate is critical. [The year] 2020 has illustrated the importance of effective communication for everyone and is not a skill that should be overlooked. The skill alone is attributable to several key areas in industry. It powers productivity, builds existing skills and builds a culture of trust and teamwork,” she says.

“We are hiring nationwide for store assistants roles with great opportunities for anyone looking to start a career and progress into more senior management,” she says.

‘People person’

Other skills required include patience, understanding, persuasiveness and friendliness. Sales people should always be welcoming and easy-going. They should be a “people person”, and if they’re not that will be read quickly and customers pick up on this.

Multitasking is another key skill in a sometimes chaotic role. Those in retail need to be able to listen to the customer’s needs, make small talk with them, help them choose the right item and sometimes encourage a sale.

As a sales associate, they have a lot thrown at them. As the pandemic has proven, retail staff need to be – and have been – adaptable and resilient.

Supermarket staff had to adjust to new policies, new ways of working, new store layouts, dealing with new levels of cleaning or enhanced staff and customer protection.

In normal times, sales assistants might need to get to grips with new products and new industry knowledge on a regular basis. Likewise, they’re regularly going to be working with diverse audiences with varied expectations so retail staff that are able to adjust to offering customer service to fit each situation is vital.

Meanwhile, while good customer service remains key, automation is creating opportunities in the sector.

“The advent of technology has allowed for some manual pieces to be more efficient, and thus allowed industry to dedicate focus on people development and efficiencies in operating models. Technology may negate the need for certain roles or skills, however, it will also create a space for new roles and skills, it is not a threat in isolation. Technology will continue to present opportunities for the industry and as long as organisations are willing to move into the future and reap the advantageous benefits of technology, automation can complement this sector,” Condron says.