1 00:00:00,000 --> 00:00:01,600 Hey there all you retail masterminds, 2 00:00:01,600 --> 00:00:03,760 welcome back for another deep dive. 3 00:00:03,760 --> 00:00:06,880 Today we're going hyper specific laser focused 4 00:00:06,880 --> 00:00:08,840 on something that might be a blind spot 5 00:00:08,840 --> 00:00:11,040 for a lot of seasoned retail execs. 6 00:00:11,040 --> 00:00:13,080 It's something I find incredibly interesting. 7 00:00:13,080 --> 00:00:15,200 Right, it has to do with the pandemic's impact, 8 00:00:15,200 --> 00:00:16,920 but not in the way you might think. 9 00:00:16,920 --> 00:00:19,600 We're not talking about masks and social distancing. 10 00:00:19,600 --> 00:00:21,000 We're talking about how the pandemic 11 00:00:21,000 --> 00:00:23,980 fundamentally changed the retail landscape 12 00:00:23,980 --> 00:00:26,800 for a whole generation of young associates. 13 00:00:26,800 --> 00:00:29,660 Those who are, say, 18 to 24 today. 14 00:00:29,660 --> 00:00:31,600 That's the generation that essentially missed out 15 00:00:31,600 --> 00:00:34,000 on the traditional in-person retail experience 16 00:00:34,000 --> 00:00:36,360 as customers during their formative years. 17 00:00:36,360 --> 00:00:37,200 Exactly. 18 00:00:37,200 --> 00:00:39,260 And the article we're diving into today, 19 00:00:39,260 --> 00:00:41,880 bridging the gap, how the pandemic shaped 20 00:00:41,880 --> 00:00:44,720 the retail expectations of today's young associates. 21 00:00:44,720 --> 00:00:46,800 From multimedia plus, a company specializing 22 00:00:46,800 --> 00:00:49,840 in retail training really nails this point. 23 00:00:49,840 --> 00:00:51,640 It makes you wonder, how does that lack 24 00:00:51,640 --> 00:00:54,480 of normal retail experience shape their expectations 25 00:00:54,480 --> 00:00:56,320 now that they're the ones on the sales floor? 26 00:00:56,320 --> 00:00:57,520 It's almost like they were dropped 27 00:00:57,520 --> 00:00:59,800 into a completely different world of retail. 28 00:00:59,800 --> 00:01:01,200 Right, think about it. 29 00:01:01,200 --> 00:01:04,800 When we were coming up, physical retail was just retail. 30 00:01:04,800 --> 00:01:06,320 It was the norm. 31 00:01:06,320 --> 00:01:08,040 But for these young associates, 32 00:01:08,040 --> 00:01:11,240 their first taste of retail was lockdowns, 33 00:01:11,240 --> 00:01:14,940 curbside pickup, and apps doing all the heavy lifting. 34 00:01:14,940 --> 00:01:18,120 So their frame of reference is entirely different. 35 00:01:18,120 --> 00:01:19,320 To really understand this, 36 00:01:19,320 --> 00:01:21,680 we need to zoom in on who we're talking about. 37 00:01:21,680 --> 00:01:25,320 We're looking at the generation who were roughly 13 to 19 38 00:01:25,320 --> 00:01:27,200 when the pandemic hit in 2019. 39 00:01:27,200 --> 00:01:28,600 That's a really specific age. 40 00:01:28,600 --> 00:01:29,800 And for a good reason, right? 41 00:01:29,800 --> 00:01:30,760 Exactly. 42 00:01:30,760 --> 00:01:33,200 Those teenage years are when you're forming your ideas 43 00:01:33,200 --> 00:01:35,600 about the world, about what's normal. 44 00:01:35,600 --> 00:01:37,800 Imagine growing up thinking self-checkout 45 00:01:37,800 --> 00:01:39,120 was just how things are. 46 00:01:39,120 --> 00:01:40,880 Or expecting every store to have 47 00:01:40,880 --> 00:01:43,000 a seamless online ordering system. 48 00:01:43,000 --> 00:01:44,600 It's like their baseline for retail 49 00:01:44,600 --> 00:01:46,800 is already light years ahead of what we grew up with. 50 00:01:46,800 --> 00:01:48,920 And it goes beyond just those basic functions. 51 00:01:48,920 --> 00:01:51,220 This is a generation that's used to AI chatbots, 52 00:01:51,220 --> 00:01:54,120 personalized recommendations popping up on their screens. 53 00:01:54,120 --> 00:01:55,200 They've never had to wait in line 54 00:01:55,200 --> 00:01:57,760 to ask a salesperson for help finding something. 55 00:01:57,760 --> 00:02:00,240 Which means their expectations for speed efficiency 56 00:02:00,240 --> 00:02:02,720 and honestly just plain tech sabbiness 57 00:02:02,720 --> 00:02:03,920 are incredibly high. 58 00:02:03,920 --> 00:02:05,640 And the article highlights something 59 00:02:05,640 --> 00:02:08,200 that might seem counterintuitive at first. 60 00:02:08,200 --> 00:02:11,520 This generation, despite being incredibly tech-sabby, 61 00:02:11,520 --> 00:02:13,180 actually might need more training 62 00:02:13,180 --> 00:02:14,840 on face-to-face interaction. 63 00:02:14,840 --> 00:02:15,680 Wait, really? 64 00:02:15,680 --> 00:02:17,880 It seems like all they do is interact online. 65 00:02:17,880 --> 00:02:19,240 Explain that one to me. 66 00:02:19,240 --> 00:02:20,440 Well, think about it. 67 00:02:20,440 --> 00:02:23,400 If most of your interactions have been through screens, 68 00:02:23,400 --> 00:02:24,920 you might not have had as much practice 69 00:02:24,920 --> 00:02:28,640 with reading nonverbal cues or handling tricky situations 70 00:02:28,640 --> 00:02:29,360 in person. 71 00:02:29,360 --> 00:02:32,600 Right, like dealing with a frustrated customer face-to-face 72 00:02:32,600 --> 00:02:35,160 is a whole different ballgame than responding 73 00:02:35,160 --> 00:02:36,040 to an angry email. 74 00:02:36,040 --> 00:02:36,960 Exactly. 75 00:02:36,960 --> 00:02:39,000 And the article emphasizes that we can't just 76 00:02:39,000 --> 00:02:41,480 assume they'll pick these skills up on the job. 77 00:02:41,480 --> 00:02:44,160 We're talking at essential skills for building rapport, 78 00:02:44,160 --> 00:02:47,400 deescalating conflicts, really connecting with customers 79 00:02:47,400 --> 00:02:48,520 on a human level. 80 00:02:48,520 --> 00:02:50,080 So how do we bridge that gap? 81 00:02:50,080 --> 00:02:51,800 What's the article's take on that? 82 00:02:51,800 --> 00:02:55,280 It emphasizes the importance of targeted training, things 83 00:02:55,280 --> 00:02:57,440 like role-playing, where they can practice handling 84 00:02:57,440 --> 00:02:59,800 different customer scenarios and mentorship programs, 85 00:02:59,800 --> 00:03:02,080 where they can learn from more experienced associates. 86 00:03:02,080 --> 00:03:05,320 It's like they're coming in with this amazing digital toolbox, 87 00:03:05,320 --> 00:03:07,800 but they need help mastering the most powerful tool 88 00:03:07,800 --> 00:03:10,200 of all genuine human connection. 89 00:03:10,200 --> 00:03:11,120 Precisely. 90 00:03:11,120 --> 00:03:13,840 And that's a skill that's more valuable than ever 91 00:03:13,840 --> 00:03:15,640 in today's retail landscape. 92 00:03:15,640 --> 00:03:17,880 OK, so we've talked about tech expectations 93 00:03:17,880 --> 00:03:20,680 and this interesting soft skills paradox. 94 00:03:20,680 --> 00:03:24,560 Anything else about this pandemic generation of associates 95 00:03:24,560 --> 00:03:25,560 that we should know? 96 00:03:25,560 --> 00:03:26,880 Yes, actually. 97 00:03:26,880 --> 00:03:29,480 The article also highlights how this generation places 98 00:03:29,480 --> 00:03:31,760 a high value on health and wellness. 99 00:03:31,760 --> 00:03:34,000 It makes sense given that they entered the workforce 100 00:03:34,000 --> 00:03:35,440 during a global pandemic. 101 00:03:35,440 --> 00:03:37,760 That's really good points, not just about physical safety 102 00:03:37,760 --> 00:03:38,400 either, right? 103 00:03:38,400 --> 00:03:39,080 Right. 104 00:03:39,080 --> 00:03:42,040 They're also concerned about mental well-being and work-life 105 00:03:42,040 --> 00:03:42,840 balance. 106 00:03:42,840 --> 00:03:44,240 And honestly, who can blame them? 107 00:03:44,240 --> 00:03:47,000 They've seen firsthand how fragile things can be 108 00:03:47,000 --> 00:03:49,200 and how burnout can impact their lives. 109 00:03:49,200 --> 00:03:51,360 So it's not just about offering competitive wages 110 00:03:51,360 --> 00:03:53,360 or the latest tech gadgets. 111 00:03:53,360 --> 00:03:56,320 Companies also need to cultivate a supportive and healthy work 112 00:03:56,320 --> 00:03:57,200 environment. 113 00:03:57,200 --> 00:03:59,720 This is about meeting their needs as human beings. 114 00:03:59,720 --> 00:04:00,600 Exactly. 115 00:04:00,600 --> 00:04:03,080 And if we think about how that ties into training, 116 00:04:03,080 --> 00:04:05,760 we can use it as a tool to not only teach them skills, 117 00:04:05,760 --> 00:04:09,000 but also instill a sense of belonging and purpose. 118 00:04:09,000 --> 00:04:10,400 That's a really interesting point. 119 00:04:10,400 --> 00:04:12,640 So how does multimedia plus suggest 120 00:04:12,640 --> 00:04:16,320 we rethink training to address all of these unique needs 121 00:04:16,320 --> 00:04:17,240 and expectations? 122 00:04:17,240 --> 00:04:19,000 Well, that's what we'll delve into next. 123 00:04:19,000 --> 00:04:22,040 The article outlines some really interesting strategies 124 00:04:22,040 --> 00:04:25,440 for creating a training program that truly resonates 125 00:04:25,440 --> 00:04:28,400 with this new generation of retail associates. 126 00:04:28,400 --> 00:04:30,600 OK, so we're going beyond just the what and the why. 127 00:04:30,600 --> 00:04:31,720 We're going to get into the how. 128 00:04:31,720 --> 00:04:32,600 Let's dive in. 129 00:04:32,600 --> 00:04:35,120 The article really breaks down these training strategies 130 00:04:35,120 --> 00:04:38,440 into a few key areas, like where we can make the biggest 131 00:04:38,440 --> 00:04:38,920 impact. 132 00:04:38,920 --> 00:04:40,040 OK, I'm all ears. 133 00:04:40,040 --> 00:04:41,040 Let's hear what they recommend. 134 00:04:41,040 --> 00:04:44,840 The first area they focus on is foundational retail knowledge. 135 00:04:44,840 --> 00:04:46,720 You and I probably absorbed a lot of this just 136 00:04:46,720 --> 00:04:48,720 by being customers ourselves. 137 00:04:48,720 --> 00:04:50,520 Like watching how transactions work, 138 00:04:50,520 --> 00:04:53,120 maybe having a part-time retail job in high school. 139 00:04:53,120 --> 00:04:53,720 Oh, absolutely. 140 00:04:53,720 --> 00:04:54,840 It was almost like osmosis. 141 00:04:54,840 --> 00:04:56,640 You just pick things up along the way. 142 00:04:56,640 --> 00:04:59,400 But for this generation, that baseline is missing. 143 00:04:59,400 --> 00:05:00,200 Exactly. 144 00:05:00,200 --> 00:05:02,200 They haven't had years of browsing aisles, 145 00:05:02,200 --> 00:05:04,800 interacting with salespeople, getting that intuitive sense 146 00:05:04,800 --> 00:05:06,680 of how a store operates. 147 00:05:06,680 --> 00:05:08,440 It's like they missed out on retail 101. 148 00:05:08,440 --> 00:05:09,520 Yes. 149 00:05:09,520 --> 00:05:11,720 And that's where training needs to step in. 150 00:05:11,720 --> 00:05:15,080 It's not about assuming they know the basics of customer 151 00:05:15,080 --> 00:05:17,720 service inventory management, or even something 152 00:05:17,720 --> 00:05:19,280 as simple as processing a return. 153 00:05:19,280 --> 00:05:21,360 We need to build that foundation from the ground up. 154 00:05:21,360 --> 00:05:22,120 Precisely. 155 00:05:22,120 --> 00:05:24,080 Now, the second area the article highlights 156 00:05:24,080 --> 00:05:25,880 is technology integration. 157 00:05:25,880 --> 00:05:26,960 And here's the thing. 158 00:05:26,960 --> 00:05:29,240 This generation might be tech savvy, 159 00:05:29,240 --> 00:05:31,360 but they're used to consumer tech, 160 00:05:31,360 --> 00:05:34,280 not the specialized systems retailers use. 161 00:05:34,280 --> 00:05:35,840 So it's like they're fluent in smartphone, 162 00:05:35,840 --> 00:05:38,400 but you need to learn the language of retail software. 163 00:05:38,400 --> 00:05:39,320 Exactly. 164 00:05:39,320 --> 00:05:41,280 Training needs to be very specific about how 165 00:05:41,280 --> 00:05:44,560 to use your POS systems inventory management software. 166 00:05:44,560 --> 00:05:48,520 All the tools that make a retail operation run smoothly. 167 00:05:48,520 --> 00:05:50,240 And it can't be a one time thing. 168 00:05:50,240 --> 00:05:53,360 Technology changes so quickly, so continuous training 169 00:05:53,360 --> 00:05:54,080 is essential. 170 00:05:54,080 --> 00:05:55,760 We've got to give them the software updates 171 00:05:55,760 --> 00:05:56,720 as they're happening. 172 00:05:56,720 --> 00:05:57,600 I like that analogy. 173 00:05:57,600 --> 00:05:58,800 It's like they're entering retail 174 00:05:58,800 --> 00:06:01,080 during a major system upgrade. 175 00:06:01,080 --> 00:06:03,200 The third area, and we've touched on this already, 176 00:06:03,200 --> 00:06:05,960 is soft skills and customer interaction. 177 00:06:05,960 --> 00:06:07,560 The article really drives home the point 178 00:06:07,560 --> 00:06:10,560 that we can't just assume they'll figure this out on the fly. 179 00:06:10,560 --> 00:06:12,400 Hands-on training is critical. 180 00:06:12,400 --> 00:06:13,800 So things like role playing, where 181 00:06:13,800 --> 00:06:16,560 they can practice handling different customer scenarios 182 00:06:16,560 --> 00:06:18,400 and get feedback in a safe environment. 183 00:06:18,400 --> 00:06:19,320 Exactly. 184 00:06:19,320 --> 00:06:22,600 And mentorship programs can be incredibly valuable. 185 00:06:22,600 --> 00:06:24,560 They can shadow more seasoned associates 186 00:06:24,560 --> 00:06:26,600 and see those soft skills in action. 187 00:06:26,600 --> 00:06:29,800 It's about bridging that gap between their digital communication 188 00:06:29,800 --> 00:06:32,960 style and the nuances of interacting with a customer 189 00:06:32,960 --> 00:06:33,600 in person. 190 00:06:33,600 --> 00:06:35,640 It's about giving them the tools to translate 191 00:06:35,640 --> 00:06:40,120 their digital fluency into real world customer service skills. 192 00:06:40,120 --> 00:06:42,480 Now the fourth area the article emphasizes 193 00:06:42,480 --> 00:06:45,000 is the importance of highlighting the retail mission 194 00:06:45,000 --> 00:06:47,080 and building a sense of customer connection. 195 00:06:47,080 --> 00:06:47,580 Right. 196 00:06:47,580 --> 00:06:50,240 This is where we go beyond just the tasks and the skills. 197 00:06:50,240 --> 00:06:52,440 It's about giving them a sense of purpose. 198 00:06:52,440 --> 00:06:53,440 Exactly. 199 00:06:53,440 --> 00:06:56,760 We need to help them understand the why behind their work. 200 00:06:56,760 --> 00:06:58,760 How does their individual role contribute 201 00:06:58,760 --> 00:07:01,680 to the bigger picture of creating a positive experience 202 00:07:01,680 --> 00:07:02,560 for customers? 203 00:07:02,560 --> 00:07:05,640 It's about connecting the dots between what they do every day 204 00:07:05,640 --> 00:07:08,400 and the impact it has on a customer's interaction 205 00:07:08,400 --> 00:07:09,160 with the brand. 206 00:07:09,160 --> 00:07:10,880 And that can be incredibly motivating 207 00:07:10,880 --> 00:07:12,680 when you understand that you're not just ringing up 208 00:07:12,680 --> 00:07:14,440 transactions, that you're actually 209 00:07:14,440 --> 00:07:17,360 shaping someone's day, their perception of the company. 210 00:07:17,360 --> 00:07:18,520 It makes a difference. 211 00:07:18,520 --> 00:07:21,000 And that leads us to the final point the article makes. 212 00:07:21,000 --> 00:07:24,400 It's this idea of creating a culture of continuous learning. 213 00:07:24,400 --> 00:07:25,400 Yes. 214 00:07:25,400 --> 00:07:28,120 This generation doesn't see learning as a one and done 215 00:07:28,120 --> 00:07:28,960 event. 216 00:07:28,960 --> 00:07:32,360 They expect regular updates, new skills refreshers 217 00:07:32,360 --> 00:07:34,040 to keep them at the top of their game. 218 00:07:34,040 --> 00:07:35,600 It needs to be ongoing. 219 00:07:35,600 --> 00:07:37,760 It's not just about delivering the information. 220 00:07:37,760 --> 00:07:39,880 It's about fostering an environment 221 00:07:39,880 --> 00:07:42,760 where learning is encouraged and integrated 222 00:07:42,760 --> 00:07:44,400 into the flow of work. 223 00:07:44,400 --> 00:07:47,520 Think micro learning modules, interactive quizzes, 224 00:07:47,520 --> 00:07:51,120 quick training check-ins, ways to keep the information fresh 225 00:07:51,120 --> 00:07:52,120 and engaging. 226 00:07:52,120 --> 00:07:54,400 Constantly delivering new content and updates 227 00:07:54,400 --> 00:07:55,960 to keep them engaged in learning. 228 00:07:55,960 --> 00:07:56,880 You've got it. 229 00:07:56,880 --> 00:07:59,280 And that plays to this generation's comfort 230 00:07:59,280 --> 00:08:00,760 with digital platforms. 231 00:08:00,760 --> 00:08:03,200 They're used to getting information in bite-sized pieces, 232 00:08:03,200 --> 00:08:05,440 personalized content, gamified learning. 233 00:08:05,440 --> 00:08:08,160 We can use those elements to motivate it and invest it 234 00:08:08,160 --> 00:08:09,240 in their own development. 235 00:08:09,240 --> 00:08:11,280 So it sounds like Multimedia Plus is advocating 236 00:08:11,280 --> 00:08:15,160 for a pretty significant shift in how we approach training. 237 00:08:15,160 --> 00:08:17,440 It's not just about filling in knowledge gaps. 238 00:08:17,440 --> 00:08:21,000 It's about understanding this generation's unique experiences 239 00:08:21,000 --> 00:08:24,320 and tailoring our training to their learning styles, values, 240 00:08:24,320 --> 00:08:25,560 and expectations. 241 00:08:25,560 --> 00:08:27,920 And the article argues that the companies who do this 242 00:08:27,920 --> 00:08:29,040 won't just survive. 243 00:08:29,040 --> 00:08:29,880 They'll thrive. 244 00:08:29,880 --> 00:08:32,160 Because they'll be able to tap into this generation's 245 00:08:32,160 --> 00:08:36,920 incredible strengths, their tech fluency, their adaptability, 246 00:08:36,920 --> 00:08:40,480 their fresh perspective on what retail can be. 247 00:08:40,480 --> 00:08:43,440 It's about, as the article says, bridging the gap. 248 00:08:43,440 --> 00:08:45,200 It's not about criticizing younger workers. 249 00:08:45,200 --> 00:08:47,240 It's about understanding where they're coming from 250 00:08:47,240 --> 00:08:48,720 and meeting them where they are. 251 00:08:48,720 --> 00:08:52,000 And I think that's a powerful message for all of us in retail. 252 00:08:52,000 --> 00:08:54,400 This generation represents an incredible opportunity 253 00:08:54,400 --> 00:08:58,360 to evolve, to innovate, to create a retail landscape that's 254 00:08:58,360 --> 00:09:02,360 even more dynamic and customer-centric than ever before. 255 00:09:02,360 --> 00:09:05,520 It's about seeing this generation not as the problem 256 00:09:05,520 --> 00:09:09,280 to be solved, but as a chance to build something better. 257 00:09:09,280 --> 00:09:11,280 And that brings us back to the listener to you. 258 00:09:11,280 --> 00:09:13,240 We've unpacked a lot of information. 259 00:09:13,240 --> 00:09:15,680 What stood out to you in this deep dive? 260 00:09:15,680 --> 00:09:19,040 Have you seen these trends playing out in your own stores? 261 00:09:19,040 --> 00:09:22,240 What challenges are you facing and what solutions have you found? 262 00:09:22,240 --> 00:09:23,560 And what we've been discussing today, 263 00:09:23,560 --> 00:09:26,200 this pandemic generation of associates, 264 00:09:26,200 --> 00:09:28,040 they're at the forefront of this change. 265 00:09:28,040 --> 00:09:30,360 They're the ones who are going to shape the future of retail. 266 00:09:30,360 --> 00:09:31,040 Absolutely. 267 00:09:31,040 --> 00:09:32,720 And the companies that recognize this, 268 00:09:32,720 --> 00:09:36,240 the ones that are willing to adapt and invest in developing 269 00:09:36,240 --> 00:09:39,080 this generation, they're the ones who are going to come out on top. 270 00:09:39,080 --> 00:09:41,280 Because they'll be the ones who can truly harness 271 00:09:41,280 --> 00:09:43,760 the potential of this generation. 272 00:09:43,760 --> 00:09:47,520 Their comfort with technology, their desire for purpose-driven work, 273 00:09:47,520 --> 00:09:49,400 their fresh perspective. 274 00:09:49,400 --> 00:09:51,360 And let's not forget their adaptability. 275 00:09:51,360 --> 00:09:54,320 They've already had to navigate a world of constant change 276 00:09:54,320 --> 00:09:54,920 and disruption. 277 00:09:54,920 --> 00:09:57,600 That's a valuable skill set in any industry. 278 00:09:57,600 --> 00:09:58,280 Absolutely. 279 00:09:58,280 --> 00:09:59,960 They're almost like a built-in focus group 280 00:09:59,960 --> 00:10:02,000 for what the next generation of customers wants. 281 00:10:02,000 --> 00:10:02,520 Yeah. 282 00:10:02,520 --> 00:10:05,960 And if we can tap into that, the possibilities are endless. 283 00:10:05,960 --> 00:10:08,320 It's all about shifting our mindset. 284 00:10:08,320 --> 00:10:10,600 Instead of viewing training as a cost, 285 00:10:10,600 --> 00:10:12,080 we need to see it as an investment, 286 00:10:12,080 --> 00:10:14,360 an investment in our people, in our future. 287 00:10:14,360 --> 00:10:15,040 I love that. 288 00:10:15,040 --> 00:10:18,760 So to all of you retail leaders out there, embrace this change. 289 00:10:18,760 --> 00:10:20,400 Invest in your teams. 290 00:10:20,400 --> 00:10:22,600 Create a culture of learning and growth. 291 00:10:22,600 --> 00:10:25,320 Don't just try to survive this new era of retail. 292 00:10:25,320 --> 00:10:26,280 Thrive in it. 293 00:10:26,280 --> 00:10:28,480 And remember, understanding is the key. 294 00:10:28,480 --> 00:10:30,160 Bridge the gap between generations, 295 00:10:30,160 --> 00:10:32,400 between expectations and reality. 296 00:10:32,400 --> 00:10:35,280 And watch as your business and the entire retail landscape 297 00:10:35,280 --> 00:10:36,680 transforms for the better. 298 00:10:36,680 --> 00:10:39,040 This has been a truly insightful deep dive. 299 00:10:39,040 --> 00:10:40,480 And I hope you, our listener, walk away 300 00:10:40,480 --> 00:10:43,480 with a fresh perspective and maybe even a few action items 301 00:10:43,480 --> 00:10:45,760 for your own retail operations. 302 00:10:45,760 --> 00:11:03,720 We'll see you next time for another fascinating exploration.