The new normal for customer experience in retail: How it will impact hiring

The retail and fashion sectors have already been affected by the global health crisis at varying degrees of severity. While some businesses have naturally seen huge increases in demand, such as those in gardening, electrical, and health and beauty, others have had to pause trading and, in some cases, close completely. Many other organisations in these sectors have furloughed staff for the interim as a result of reduced demand, particularly those in clothing and footwear.

The focus for businesses has shifted dramatically since the beginning of the year as reactive decisions were made to align with Government restrictions. Organisations are now returning to a level of stability in meeting new demands and there are plans to begin lifting certain lockdown measures. 

Looking forward, it is important to consider the longer-term changes in customer demands and behaviour, and how businesses can manage talent requirements to meet changed expectations.  

Talent and hiring trends in retail and fashion  

In most industries across the UK, the need to hire and manage teams remotely has come with a unique set of challenges. However, it is our firm belief that, where viable, investing in top talent is the best way to future-proof your business. Those that have continued to hire throughout this time have quickly adapted to remote processes.

Video interview processes 

While there may have been some hesitation initially, across industries, there has been a huge rise in organisations adopting remote interview processes facilitated through video conferencing. In the retail sector, specifically for supermarkets, this was key in getting the right people into roles quickly to keep up with increased demand. Beyond social distancing restrictions, utilising a combination of telephone interviews and Skype calls, or other video technology to screen candidates, can significantly speed up the recruitment process to secure top talent. 

Remote onboarding 

Virtual onboarding has enabled businesses to quickly communicate with their new hire and support them in hitting the ground running without having to take time out of their crucial first day to meet in person. Not only has this ensured that essential roles have been able to be filled but also speeds up the process, can be delivered in bite-size, digestible chunks, and prepares the new starter to start their role straight away.

The shift to remote processes has played a key role in the ongoing success and will reshape how businesses bring in new talent moving forward, well into the future. 

Market trends in response to Covid-19

Evolving business to customer experiences 

Naturally, immediate customer responses to the Covid-19 crisis saw online platforms become the point of sale choice for many. Those organisations that had previously operated purely bricks and mortar models but adapted to an online approach, or already utilised multichannel distribution, saw huge rises in demand for online services and products. 

To accommodate this changed customer behaviour, many retailers have extended their returns policies to accommodate increased delivery and return times. For example, H&M extended their return policy from 28 days to 100 days and TK Maxx has announced that returns will be accepted for 30 days when its stores re-open. This is likely to contribute to a rise in customer loyalty to brands. 

In addition to more flexible returns, supermarkets have been adapting their delivery models to better meet the needs of customers. As an example, Sainsbury’s is expanding a bicycle delivery service to 20 cities to extend grocery home delivery. 

Growing focus and attention on sustainable fashion

As a result of the rapid shift to home working and a locked-down high street, customers’ mindsets have shifted, along with their shopping behaviours. In a recent article, EDITED highlighted that retailers need to recognise now is the time to cultivate authentic relationships with customers to build engagement and brand loyalty. 

It is also predicted that as we find a ‘new normal,’ consumers will seek out brands that better align with their personal beliefs and morals, with a focus on conscious products. 

Purpose remains at the forefront 

While this might not be an obvious area of focus, Rob Metcalfe, Chairman of Richmond & Towers believes that in these unprecedented times, brands with a genuine purpose embedded at the heart of their organisation will win out. In a recent article from The Grocer, a quote from a blog by Metcalf on this topic said: “They will treat their employees with respect and dignity – even in the most difficult of circumstances – and as they emerge from the other side of the crisis, they will retain, and even build on, the loyalty of their customers and suppliers.”

To best support our customers at this time, we have quickly adapted our delivery model to assist in recruiting talent across all areas of the retail and fashion sectors. Our Page Outsourcing team quickly mobilised specialist retail and fashion consultants across the UK to fulfil largescale hiring programmes to support those businesses experiencing unprecedented demand.  

RELATED ARTICLE: 50 Retail placements to support a rapid scale-up at a critical time in the UK  

In addition to this, we have also created a comprehensive guide to running remote hiring processes.

If you would like to discuss how we can support you, your team, or your organisational at this time, please do not hesitate to get in touch for a confidential, non-obligatory discussion. 

Oliver Nevel
Operating Director, Michael Page