Sunday, December 11, 2011

Retail Employees Day! Thank you folks!

No matter how popular or old a retail brand is, they will not be able to reach out to their customers without the continued and trusted efforts of their employees. Retailers across the country have come forward to support an initiative called "Retail Employees Day" to be celebrated on the 12 December every year. An organization by the name TRRAIN is behind this idea. TRRAIN is the brainchild of the most respected Mr. BS Nagesh, the Vice-Chairman of K Raheja Retail which manages various retail formats such as Shoppers Stop (Department Store), Crossword (Book Store), Hypercity (Hypermarkets), Home Stop (Home & Living) and InOrbit Malls. Nagesh has been part of the Retail industry over for over 20 years and is seen as an icon among the retail professionals young and old, a kind of role model that every retail manager wants to become! He has been through the industry's ups and downs and has always been there to support the various ideas and initiatives of the Retail Industry. 

Retail staffing in India has come a long way since the 1980s. The old-fashioned “showroom salesman or salesgirl” is now referred as “Customer Care Associates”, thanks to the proliferation of modern and organized retail formats. Even stand-alone traditional retailers have embraced this well and provide respectable employability to their front-end staff, who can make or break the business. The final “conversion” of a potential customer into a real one is in the hands of the CCA and hence, a lot of importance to their well-being is being provided. In the good old days, they were paid a lumpsum as salary but things have changed today. They are covered under Minimum Wages Act, are to be provided PF, Gratuity and ESI and needless to say, additional income options such as performance bonus and variable increments. CCAs undergo a fortnight, if not more of classroom training before they enter their dream world of employment at the swanky retail stores. Within two years of commencing their first job, many smart ones move up the hierarchy as floor managers, department managers, etc. There are even classic examples of front-line staff making it to senior positions and more are in the making. The dedication of some of the staff is exemplary, to say the least. I personally know a few who have gone out of the way, beyond their call of duty at many times. 


I have been personally involved in training the front-end staff right from the beginning of my career. A fellow colleague, who used to sell DVDs and Video Games at Musicworld Kolkata ten years ago has now grown to the rank of a Regional Manager at one of the most reputed music companies in the world! I was also a certified trainer at RPG Institute of Retail Management, an inhouse training agency of RPG Retail which was created to focus continued training and development to the front-end staff. I have trained over 2,000 staff members ahead of the opening of Central Malls at Bangalore, Hyderbad and Pune during 2003-04. They stand all day, greet customers with a smile, make your shopping and dining experience a great one and at the end of day, deserve more than their salaries.
On this day, I salute these heroes – without whom the Organized Retailers cannot grow the way they aspire to! My heartiest thanks to each one of them for making us proud; Cheers guys! 

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