Trainees: the retailer’s key to competing with the digital customer experience

By James Moran - General Manager, Apprenticeship Support Australia.

Customers expect the in-store experience to be as seamless as the one they could have opted for online: no queues, no hassles, a connection to the brand and accurate information about products.

The growth in online retail means that customers expect staff to have sufficient skill and knowledge to service their needs. Introducing a traineeship program involving training and support can assist with this. Training programs from entry level, at Certificate III, through to Diploma may assist to improve the in-store experience.

Retail however, like many industries in Australia, is affected by the national skills shortage; leaving businesses struggling to not only find candidates, but struggling to find the right candidates for their business. The industry also experiences widespread job churn with the average job tenure in retail being 9 months (2). This is a combination of retail not being seen as a viable career option—lacking formally recognised skills, poor recruitment processes, and conflicting management of staff.

Unfortunately, we have a perception battle to overcome. Only 9.3 percent of young people still at school are considering an apprenticeship or traineeship (3), largely due to the cultural bias that some tertiary institutions are better than others. Retail businesses need to start promoting the true career trajectory that retail can provide, from entry level through to Team Leader, Store Manager, Buyer, and Regional Manager, and invest in formal pathways such as traineeships.

Apprenticeship Support Australia (ASA) provides a range of tools that help businesses overcome each of these issues.

ASA can help to reduce churn by helping employers to recruit the right staff using Skillsroad, our online jobs board, and by offering ongoing tailored support to trainees and the business via our expert Industry Training Consultants. We help support and shape HR practices in a way that encourages healthy working relationships; fostering a culture where staff see an appealing career pathway into retail management, and businesses benefit from staff gaining formal qualifications. The sector is also well serviced by great Registered Training Organisations.

ASA can help retail businesses with staffing solutions, helping them grow and perform. For more help in recruiting, inducting and managing apprenticeship and traineeship programs, don’t hesitate to call me on 0429-224-933 or email james.moran@apprenticeshipsupport.com.au.