Hey there all you retail masterminds,
welcome back for another deep dive.
Today we're going hyper specific laser focused
on something that might be a blind spot
for a lot of seasoned retail execs.
It's something I find incredibly interesting.
Right, it has to do with the pandemic's impact,
but not in the way you might think.
We're not talking about masks and social distancing.
We're talking about how the pandemic
fundamentally changed the retail landscape
for a whole generation of young associates.
Those who are, say, 18 to 24 today.
That's the generation that essentially missed out
on the traditional in-person retail experience
as customers during their formative years.
Exactly.
And the article we're diving into today,
bridging the gap, how the pandemic shaped
the retail expectations of today's young associates.
From multimedia plus, a company specializing
in retail training really nails this point.
It makes you wonder, how does that lack
of normal retail experience shape their expectations
now that they're the ones on the sales floor?
It's almost like they were dropped
into a completely different world of retail.
Right, think about it.
When we were coming up, physical retail was just retail.
It was the norm.
But for these young associates,
their first taste of retail was lockdowns,
curbside pickup, and apps doing all the heavy lifting.
So their frame of reference is entirely different.
To really understand this,
we need to zoom in on who we're talking about.
We're looking at the generation who were roughly 13 to 19
when the pandemic hit in 2019.
That's a really specific age.
And for a good reason, right?
Exactly.
Those teenage years are when you're forming your ideas
about the world, about what's normal.
Imagine growing up thinking self-checkout
was just how things are.
Or expecting every store to have
a seamless online ordering system.
It's like their baseline for retail
is already light years ahead of what we grew up with.
And it goes beyond just those basic functions.
This is a generation that's used to AI chatbots,
personalized recommendations popping up on their screens.
They've never had to wait in line
to ask a salesperson for help finding something.
Which means their expectations for speed efficiency
and honestly just plain tech sabbiness
are incredibly high.
And the article highlights something
that might seem counterintuitive at first.
This generation, despite being incredibly tech-sabby,
actually might need more training
on face-to-face interaction.
Wait, really?
It seems like all they do is interact online.
Explain that one to me.
Well, think about it.
If most of your interactions have been through screens,
you might not have had as much practice
with reading nonverbal cues or handling tricky situations
in person.
Right, like dealing with a frustrated customer face-to-face
is a whole different ballgame than responding
to an angry email.
Exactly.
And the article emphasizes that we can't just
assume they'll pick these skills up on the job.
We're talking at essential skills for building rapport,
deescalating conflicts, really connecting with customers
on a human level.
So how do we bridge that gap?
What's the article's take on that?
It emphasizes the importance of targeted training, things
like role-playing, where they can practice handling
different customer scenarios and mentorship programs,
where they can learn from more experienced associates.
It's like they're coming in with this amazing digital toolbox,
but they need help mastering the most powerful tool
of all genuine human connection.
Precisely.
And that's a skill that's more valuable than ever
in today's retail landscape.
OK, so we've talked about tech expectations
and this interesting soft skills paradox.
Anything else about this pandemic generation of associates
that we should know?
Yes, actually.
The article also highlights how this generation places
a high value on health and wellness.
It makes sense given that they entered the workforce
during a global pandemic.
That's really good points, not just about physical safety
either, right?
Right.
They're also concerned about mental well-being and work-life
balance.
And honestly, who can blame them?
They've seen firsthand how fragile things can be
and how burnout can impact their lives.
So it's not just about offering competitive wages
or the latest tech gadgets.
Companies also need to cultivate a supportive and healthy work
environment.
This is about meeting their needs as human beings.
Exactly.
And if we think about how that ties into training,
we can use it as a tool to not only teach them skills,
but also instill a sense of belonging and purpose.
That's a really interesting point.
So how does multimedia plus suggest
we rethink training to address all of these unique needs
and expectations?
Well, that's what we'll delve into next.
The article outlines some really interesting strategies
for creating a training program that truly resonates
with this new generation of retail associates.
OK, so we're going beyond just the what and the why.
We're going to get into the how.
Let's dive in.
The article really breaks down these training strategies
into a few key areas, like where we can make the biggest
impact.
OK, I'm all ears.
Let's hear what they recommend.
The first area they focus on is foundational retail knowledge.
You and I probably absorbed a lot of this just
by being customers ourselves.
Like watching how transactions work,
maybe having a part-time retail job in high school.
Oh, absolutely.
It was almost like osmosis.
You just pick things up along the way.
But for this generation, that baseline is missing.
Exactly.
They haven't had years of browsing aisles,
interacting with salespeople, getting that intuitive sense
of how a store operates.
It's like they missed out on retail 101.
Yes.
And that's where training needs to step in.
It's not about assuming they know the basics of customer
service inventory management, or even something
as simple as processing a return.
We need to build that foundation from the ground up.
Precisely.
Now, the second area the article highlights
is technology integration.
And here's the thing.
This generation might be tech savvy,
but they're used to consumer tech,
not the specialized systems retailers use.
So it's like they're fluent in smartphone,
but you need to learn the language of retail software.
Exactly.
Training needs to be very specific about how
to use your POS systems inventory management software.
All the tools that make a retail operation run smoothly.
And it can't be a one time thing.
Technology changes so quickly, so continuous training
is essential.
We've got to give them the software updates
as they're happening.
I like that analogy.
It's like they're entering retail
during a major system upgrade.
The third area, and we've touched on this already,
is soft skills and customer interaction.
The article really drives home the point
that we can't just assume they'll figure this out on the fly.
Hands-on training is critical.
So things like role playing, where
they can practice handling different customer scenarios
and get feedback in a safe environment.
Exactly.
And mentorship programs can be incredibly valuable.
They can shadow more seasoned associates
and see those soft skills in action.
It's about bridging that gap between their digital communication
style and the nuances of interacting with a customer
in person.
It's about giving them the tools to translate
their digital fluency into real world customer service skills.
Now the fourth area the article emphasizes
is the importance of highlighting the retail mission
and building a sense of customer connection.
Right.
This is where we go beyond just the tasks and the skills.
It's about giving them a sense of purpose.
Exactly.
We need to help them understand the why behind their work.
How does their individual role contribute
to the bigger picture of creating a positive experience
for customers?
It's about connecting the dots between what they do every day
and the impact it has on a customer's interaction
with the brand.
And that can be incredibly motivating
when you understand that you're not just ringing up
transactions, that you're actually
shaping someone's day, their perception of the company.
It makes a difference.
And that leads us to the final point the article makes.
It's this idea of creating a culture of continuous learning.
Yes.
This generation doesn't see learning as a one and done
event.
They expect regular updates, new skills refreshers
to keep them at the top of their game.
It needs to be ongoing.
It's not just about delivering the information.
It's about fostering an environment
where learning is encouraged and integrated
into the flow of work.
Think micro learning modules, interactive quizzes,
quick training check-ins, ways to keep the information fresh
and engaging.
Constantly delivering new content and updates
to keep them engaged in learning.
You've got it.
And that plays to this generation's comfort
with digital platforms.
They're used to getting information in bite-sized pieces,
personalized content, gamified learning.
We can use those elements to motivate it and invest it
in their own development.
So it sounds like Multimedia Plus is advocating
for a pretty significant shift in how we approach training.
It's not just about filling in knowledge gaps.
It's about understanding this generation's unique experiences
and tailoring our training to their learning styles, values,
and expectations.
And the article argues that the companies who do this
won't just survive.
They'll thrive.
Because they'll be able to tap into this generation's
incredible strengths, their tech fluency, their adaptability,
their fresh perspective on what retail can be.
It's about, as the article says, bridging the gap.
It's not about criticizing younger workers.
It's about understanding where they're coming from
and meeting them where they are.
And I think that's a powerful message for all of us in retail.
This generation represents an incredible opportunity
to evolve, to innovate, to create a retail landscape that's
even more dynamic and customer-centric than ever before.
It's about seeing this generation not as the problem
to be solved, but as a chance to build something better.
And that brings us back to the listener to you.
We've unpacked a lot of information.
What stood out to you in this deep dive?
Have you seen these trends playing out in your own stores?
What challenges are you facing and what solutions have you found?
And what we've been discussing today,
this pandemic generation of associates,
they're at the forefront of this change.
They're the ones who are going to shape the future of retail.
Absolutely.
And the companies that recognize this,
the ones that are willing to adapt and invest in developing
this generation, they're the ones who are going to come out on top.
Because they'll be the ones who can truly harness
the potential of this generation.
Their comfort with technology, their desire for purpose-driven work,
their fresh perspective.
And let's not forget their adaptability.
They've already had to navigate a world of constant change
and disruption.
That's a valuable skill set in any industry.
Absolutely.
They're almost like a built-in focus group
for what the next generation of customers wants.
Yeah.
And if we can tap into that, the possibilities are endless.
It's all about shifting our mindset.
Instead of viewing training as a cost,
we need to see it as an investment,
an investment in our people, in our future.
I love that.
So to all of you retail leaders out there, embrace this change.
Invest in your teams.
Create a culture of learning and growth.
Don't just try to survive this new era of retail.
Thrive in it.
And remember, understanding is the key.
Bridge the gap between generations,
between expectations and reality.
And watch as your business and the entire retail landscape
transforms for the better.
This has been a truly insightful deep dive.
And I hope you, our listener, walk away
with a fresh perspective and maybe even a few action items
for your own retail operations.
We'll see you next time for another fascinating exploration.