Your top employee is no longer the best
The transition from single channel to omnichannel by retailers has been going on for more than 15 years now. When it all started, this change was chiefly focused on marketing and IT: prices, product range and marketing communication were brought together and aligned with each other. The impact this transition had on the organisation during this first phase was mainly discernible in the marketing and IT departments.
Changes in terms of personnel, however, were still very limited: the beginning of selling through the online channel led to new positions mainly geared towards e-commerce. Due to the further shift from offline to online sales and the emergence of cross-channel services, such as Click & Collect, employees were expected to learn new skills, thus creating a change in the existing job descriptions.
In areas where the sales are making a partial shift to online retail, the emphasis in the physical store is leaning more and more towards service and customer experience. The question is whether the current staff members still have the right skills. The best sales person may be