The physical store is changing from a distribution point to a place that centres on experience.
The qualities of employees need to change accordingly. Much more subject knowledge is expected and employees need to learn other skills. Well-motivated, engaged staff are invaluable. They make the difference in the workplace and are often the only way of interacting with the customer. Retailers are taking steps in this and often use the store competition as a measuring tool.
In a recent survey by Kega, conducted by Julen Hernández Kraaij, we took an in-depth look at the store competition. The conclusions were clear: the possibilities offered by the store competition are barely exploited. While the opportunities are there for the taking. We would like to highlight the main conclusions and take-aways.