Year: 2017

It seems like clockwork that every few months, weeks or even days we see people panicking about robots taking over the world. Being one of the eye-grabbing headlines out there, many publications are very willing to suggest that entire industries will be destroyed by technology (or maybe millennials). This fear of change, along with talk of the so-called “Retail Apocalypse” (which was appropriately debunked on our blog last month), has left some questioning the future of the retail worker.

However, there’s no need for associates to worry. The truth is that there’s still plenty of opportunity for them to thrive in today’s landscape—as long as retailers are investing in them.

Is eCommerce Making Associates Irrelevant?

As eCommerce continues to grow and evolve, many facets of retail are being disrupted every day. However, research shows that consumers still value in-store shopping and the presence of retail employees.

According to ChargeItSpot, 63% of consumers believe that store associates are “extremely important” when they shop, with an additional 29% calling associates “somewhat important” to the experience. Meanwhile, Shopify suggests that 78% of consumers prefer to shop in-store. Their research also states that consumers tend to spend more time shopping in-store than on a retail website and spend significantly more money in-person.

The industry isn’t shrinking either. According to the Bureau of Labor Statistics, employment of retail sales workers is projected to grow 7% by 2024, about as fast as the average for all occupations.

It’s clear that not every consumer prefers to shop online. While it’s true that shoppers demand an easy and frictionless shopping experience, sometimes forcing them to Amazon, there’s still opportunity for in-store associates to thrive – especially if they can enhance the shopping experience for customers.

Investing in the Workforce

With the demand for in-store associates still present, a large share of the responsibility falls on retailers to give associates the necessary tools to succeed. Yet, according to research from Cisco, just 6% of retailers’ investment priorities are focused on improving employee productivity. Fortunately, stores are realizing that this needs to change.

An investment in technology can arm workers with the resources necessary to truly offer the customer-centric experience that’s necessary to excel in retail today. Also, with successes, workers will be far more likely to stay with their employer— an important benefit considering the traditionally high turnover within the industry. In fact, a recent Salesfloor study found that 72% of hourly retail associates are more likely to stay with a retailer if they have the right technology and resources, and two-thirds said access to digital tools and technology is a must-have at a future retailer.

It’s easy to think that robots, AI and Amazon will steal the roles of the retail associates in the world. However, this simply isn’t true. With strategic investments in employees and technology, stores can assure that associates are as productive as possible, customers receive the stellar service they expect and the in-store shopping experience remains key to commerce.

This past week, Hurricane Harvey brought historical havoc to the Texas Coast, making landfall right in Rockport, Texas and traveling all the way to Houston, where it proceeded to sit stationary for five days and dump the equivalent of what The National Oceanic and Atmospheric Administration compared to as “the biggest waterfall in Niagara Falls continuously pouring on Texas for nine months.”

Early estimates on Hurricane Harvey’s impact on the retail industry have come in at about $1 billion in losses. However, the entire impact is yet to be seen as the flood waters slowly subside and reveal the full impact of the devastation.

That is not to say that this natural disaster has only brought darkness and gloom. In the face of disaster, we have not only seen retailers step up to the plate to help out the victims of Harvey, but we have also seen technology and people play an important role in recovery and rescue efforts like never before.

Retailers give back to their consumers
While it is estimated that retailers will lose an enormous amount of money from Hurricane Harvey, that has not stopped retailers from stepping in to help with recovery efforts. This week alone, we saw retailers large and small pledge donations to aid hurricane victims. Notable retailers included Walmart, Amazon, Lowe’s and the Home Depot.

Technology aids first aid
As Hurricane Harvey pounded on Texas, emergency lines throughout the state became extremely saturated, leaving people waiting to be rescued. However, thanks to social media efforts, such as people reaching out for help on Facebook and a walkie talkie app called Zello, civilians were quickly able to mobilize alongside first respondents to aid in water rescue efforts.

The Texas Spirit
On a personal note, I had the privilege of calling Houston home from age six until age 20, when I moved away to college. My family and I immigrated to Houston, Texas from Guadalajara, Jalisco when I was in first grade and my immediate family still resides in Houston.

Growing up in Houston completely shaped the person I am today. It is the place where I met my best friends who are now more family to me than just friends. It is the place where I met my husband and extended my family. And it is the place that taught me you can find unity amongst diversity.

As an immigrant to the U.S., Houston provided a completely welcoming environment as I found myself in a melting pot with diverse cultures from all over the world. The mural in the heart of downtown Houston reads “Houston is Inspired,” which is a true testament to the heart of the city. Whatever culture you currently find yourself in the mood to explore, Houston provides it. From Greek to Chinese to Japanese to Latin, you name it and chances are, you will find a unique spot or festival that brings you closer to this culture within Houston. In the mood for a little space exploration? A little drive down toward the coast will get you there.

This week was extremely heartbreaking to watch as my family and friends were personally affected by Hurricane Harvey, losing things they have been working for their entire lives. Amid the heartbreak, however, it was also inspiring to see those friends and family come together alongside complete strangers from all over the U.S. to help with water rescues and volunteer at shelters to help victims feel safe and protected. Through it all, the friendly spirit that Texas is known for has demonstrated hope and resilience in the face of catastrophe.

We still have a long road to go as far as recovery goes, beginning with the beautiful coastal areas of Rockport, Port Aransas and Port O’Connor, all the way down to Houston and well into the state of Louisiana. However, if the efforts are anything like what we’ve already seen this week, then Texas is sure in for an amazing journey.

If you are interested in helping with recovery efforts, here is a good list of where to begin.