Staffing the surge: Managing increased retail traffic
On a recent sunny morning, I visited a well-established farm market to talk with the manager. The parking lot was nearly full and inside the market, there were three registers in operation, and they still had a line of customers waiting to check out.
Managing increased customer traffic at your retail store can be both a rewarding and challenging experience. Higher foot traffic means more sales opportunities, but it also requires strategic planning to ensure a smooth operation.
Customer service trainer and author Jeff Mowatt offers some advice in his article called “Managing Multiple Customers: 5 tips for juggling customers, callers and walk-ins” and from his advice, I’ve cultivated a few of my own.
More customers are a great thing.
“When you see more customers arrive, don’t let them see you sweat. Take the professional approach and broaden your smile — even though it may be slightly forced. Keep in mind the adage of LL Bean who said, ‘Customers are not interruptions to your work, they are the purpose of your work,’” Mowatt said in his article.
Some things you can do in advance of an onslaught of customers: Label sections and products clearly to help customers find what they need quickly; highlight specials and discounts to attract attention and move inventory faster; and have multiple checkout points to reduce waiting times.
Training staff is crucial.
Regardless of what the employee is engaged in on the sales floor, it is critical that associates are visible and available to customers. Train staff to handle customer inquiries and issues promptly and politely.
Mowatt’s article stated: “One of the most frequent gaffs in frontline service is when a customer needs to ask a question, but the employees are preoccupied — talking with each other. Even more aggravating is when the staff congregates to socialize while customers are left to fend for themselves.”
Does the staff have knowledge about the products you’re selling? Do they know who has answers to certain customer inquiries? You don’t want to hear an associate say “I don’t know” and not offer a solution. This is why training is crucial.
Welcome customers at the door.
As soon as that customer comes through your door they should be greeted. A smile and a simple “hello,” “welcome” or even better, by their name if they are a regular customer — even if you are assisting another customer.
Make staffing management a priority.
While staffing issues are common, we don’t want our customers to see or suffer from the shortages — particularly when it comes to the checkout process. We want our customers to linger as long as possible — but when they want to check out, they want to do it quickly. That said, a line of customers waiting to check out is not necessarily a bad thing if the line is moving, as it is an opportunity to sell more product.
Comfort and amenities.
Consider the customer experience at your market and you will notice there are opportunities for the customer to linger and enjoy the market. Here are three strategies:
Seating Areas. Provide seating for customers to rest, especially the elderly and families.
Refreshments. Offer refreshments or samples to enhance the shopping experience.
Restrooms. Ensure restrooms are clean and accessible.
By implementing these strategies, you can effectively manage increased customer traffic, ensuring a positive experience for both your customers and staff. This will not only help you handle the current influx but also build a loyal customer base for the future.
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