“I Dunno – No Idea”

How do you feel about a shop when you ask an assistant for directions to the nearest public toilets and they say, ‘I dunno’? What about when you ask if the shop sells stamps and they reply, ‘No idea’? Worse still, what if all you get is a shrug of the shoulders?

Sure, these individuals might do a tolerably good job of shelf stacking and keeping the place tidy, but when it comes to enticing you to return, they leave much to be desired.

Let’s look beyond what the boss sees (tidiness and shelf-stacking) and explore how to equip sales assistants to become ambassadors for your shop and your brand.

The lasting impression of your shop isn’t defined by its shelves or layout – it’s shaped by your staff. Reflect on your own experiences: isn’t it true that a warm, friendly interaction with an assistant makes you more likely to return, while a single rude or unhelpful encounter can convince you to shop elsewhere for good?

Why, then, do we experience so many inept assistants? Could it be that good assistants are born, not made? I really don’t think so. On a visit to our local supermarket about three years ago, I encountered a new assistant who I was convinced wouldn’t last a week. He was gruff and disagreeable to a degree far beyond unhelpful. However, he stayed the course and is now a credit to his store – he knows where everything is and answers all my questions without hesitation.

No doubt, this guy was allowed to fend for himself, and over time he realized that his job was much more enjoyable when he put in the effort to do it well. My overriding impression was that his, and the customers, would have benefitted greatly if he had undergone a rigorous onboarding process when he first joined.

The retail environment is dynamic and fast-paced, and shop assistants are at the heart of it all. Without a strong onboarding program, new hires may struggle to adapt to the demands of the job, resulting in high turnover, low morale, and subpar customer service.

Effective onboarding ensures new shop assistants:

• Understand their roles and responsibilities.
• Feel confident engaging with customers.
• Learn the company’s brand values and how to reflect them.
• Develop the skills to handle challenges with professionalism and poise.

When shop assistants are onboarded well, they’re not just employees – they’re advocates for your shop and your brand.

To create an onboarding program that sets shop assistants up for success, focus on these key areas:

1. Introduce the Brand and Culture

Your shop’s identity should be front and center during onboarding. Share your brand’s story, mission, and values, and explain how these influence daily operations and customer interactions. New hires should understand what makes your shop unique and how they play a role in delivering that experience.

Example: If your brand emphasizes sustainability, train staff on how to communicate this to customers and point out eco-friendly products. 

2. Teach Essential Customer Service Skills

Customer service is the cornerstone of retail. Equip shop assistants with the tools to handle customer inquiries, complaints, and requests with confidence. Role-playing scenarios can be particularly effective for this. Key areas to cover:

• How to greet and engage with customers.
• Asking the right questions to understand customer needs.
• Handling difficult situations or complaints professionally.
• Going above and beyond to exceed customer expectations.

3. Provide Hands-On Training

Theoretical knowledge is only part of the equation. Hands-on training is where shop assistants truly learn. Shadowing experienced employees, practicing on the point-of-sale (POS) system, and restocking shelves are all critical components of practical onboarding.

Tip: Incorporate interactive elements, like scavenger hunts to familiarize staff with the store layout or quizzes to test product knowledge. 

4. Set Clear Expectations

New hires should know exactly what’s expected of them. Outline performance standards, daily tasks, and the importance of punctuality and professionalism. Setting these expectations early prevents misunderstandings down the road.

1. Information Overload

Bombarding new hires with too much information at once can be overwhelming. Break onboarding into manageable phases, prioritizing essential knowledge first and introducing more complex topics gradually.

2. Lack of Engagement

Onboarding shouldn’t feel like a chore. Keep it interactive with activities, gamification, and opportunities for questions and discussions. Engaged employees retain information better and feel more motivated.

3. Limited Follow-Up

Onboarding shouldn’t stop after the first week. Regular check-ins and ongoing training ensure new hires continue to grow and feel supported.

Confidence is one of the most important qualities for a shop assistant. It’s not just about knowing where the public toilets are or whether the shop sells stamps – it’s about feeling confident and empowered to handle any customer interaction with ease.

1. Provide Product Knowledge

Train staff to understand the features and benefits of the products they’re selling.

2. Encourage Questions

Create a supportive environment where new hires feel comfortable seeking clarification.

3. Celebrate Progress

Recognize milestones, such as mastering the POS system or handling their first difficult customer interaction.

• Customer feedback – are customers reporting positive experiences with staff?
• Employee retention – do new hires stay with the company longer?
• Performance metrics – are new employees meeting sales or productivity goals?
• Engagement levels – do new hires feel connected to the brand and their role?

Use this data to refine and improve your onboarding process continually.

Take the example of a speciality grocery store that revamped its onboarding programme. Instead of a single day of rushed training, they introduced a three-week program that included: 

• A welcome kit with brand merchandise and a handwritten note from the manager.
• A buddy system pairing new hires with experienced staff.
• Weekly role-playing exercises to practice customer interactions.
• A “graduation day” celebration upon completing the program.

The results? A 30% increase in employee retention, higher morale among staff, and glowing customer reviews about the knowledgeable and friendly team. 

Onboarding is just the beginning. To keep shop assistants engaged and performing at their best, provide opportunities for ongoing development:

• Workshops and training: Regular sessions on topics like upselling, teamwork, or dealing with challenging customers.
• Pathways for growth: Show employees how they can advance within the company, such as moving into supervisory roles.
• Feedback loops: Encourage open communication where employees can share their thoughts and suggestions.

Onboarding shop assistants isn’t just about ticking boxes – it’s about investing in your people. By taking the time to design an engaging, comprehensive onboarding programme, you’re building a team that’s confident, competent and committed to your brand.

Remember, your shop assistants are more than just employees – they’re the face of your business. Equip them with the tools to succeed, and they’ll help your shop thrive.

If you think that introducing quizzes to your onboarding process might be useful, you know where to find us!

Colin King – CEO of HR Quizzes