Chennai: When 60-year-old Arputhammal entered a mobile store at Karaikkal, little did she expect the sales person to change her lifestyle.The widowed mother, who was missing her son’s family in Dubai, wanted to buy a phone to be able to at least talk to them. But looking at her dejection, a front-end retail employee made the effort to call up her son in Dubai and suggest the option of making her buy a tablet within the same budget and getting Skype installed in it and even teaching her how to operate it.
“This is just one example of the front-end retail sales assistant going the extra mile to ensure customer delight and there are scores of nameless folks who are doing such self-less customer service,” said Mr B.A. Kodandaraman, founder member of Retailers Association of India (RAI) National Council With a view to celebrating such out of the way efforts of people employed at retail outlets, RAI had come up with the concept of a celebrating a Retail Employees Day on December 12 about three years ago.
“If you can have a Father’s day, Mother’s day and even Egg Day, why not a this one,” asked the grand old man of the retail industry, who is also the CMD of Viveks Ltd.The concept has gained ground across the country with over 500-plus organised retailers coming together to enlist the achievements of their best employees for a national award. Among 1,000-plus entries from members, about thirty of them are selected and honoured at a gala event on the special day.
“We have roped in professional partners as Ernst & Young to help us in choosing the award entrees from ,000-odd nominations,” said Mr B.A. Srinivasa, senior member RAI southern council. With changing customer demands, there is increased pressure on the front office retail staff who are expected to more knowledgeable, understanding and have a good grasp of products.
“Front end staff are the face of the brand and getting people with right skills is becoming very tough,” said Mr Sathish Babu, Founder, Univercell and member of RAI. This has prompted RAI to come up with a host of 4-6-week training programmes to hone their skills of such folks. “There is also a mobile training van in Mumbai to go to remote places to train retail staff,” said Mr Srinivasa.
