Retail Operations Training for The National Trust
Having identified a need to develop a new training package for all retail shop staff, (including regular and seasonal employees and volunteers), The National Trust asked TFA to help them build a solution that would improve inductions, explain routine retail operations, and reinforce customer care standards.
With pressure to implement training without any impact on normal retail operations, it was clear that any solution needed to be delivered on the shop floor, self-driven by the trainees, monitored by the line manager and supported by the Retail Operations Managers (ROMs).
Measuring success:
In order to provide a focus for the training, it was agreed that what needed to be different as a result of the training was improved Guidebook sales, increased overall Average Transaction Values (ATV), more consistent compliance with visual merchandising standards and improved Mystery Visitor Results.
The TFA approach:
Following a number of site visits and conversations with both ROMs and shop teams, TFA developed a suite of ‘What’s in store?’ materials adopting a Guidebook theme and consisting of 3 core elements:
- A learning ‘toolkit’ for team members – ‘My Guidebook’ – 70% Self-Driven, 20% Coached, 10% Tested and Signed-off by the Shop Manager
- A supplementary ‘Shop Manager Guidebook’ or coaching guide to support managers through the journey and to outline their role within it, including key ‘sign-off’ points
The materials were launched to the ROMs at the Spring Launch Events 2009 to enable the cascade of the key messages to Shop Managers and implementation in all shops by the summer of 2009.
Ongoing success:
Due to the success of the initiative, TFA have subsequently:
- Developed a similar suite of materials for the Catering Operations teams; branded ‘Recipe for Success’
- Designed and delivered more intensive Visual Merchandising workshops (‘We Proudly Present’) for Shop Managers to help them use their own creative talents to implement revised brand standards following a brand refresh exercise.
