A recent article in the Wall Street Journal outlined Ann Taylor’s new workforce management system designed to deliver “performance metrics” for today’s Ann Taylor retail associate. It breaks down sales associate’s activities into how long it takes to perform functions – and rewards efficiency with favorable work hours in prime time shopping hours (and consequently more potential sales).
“It establishes standards for how long it should take for employees to complete certain tasks: three seconds to greet a shopper; two minutes to help someone try on clothing; 32 seconds to fold a sweater; and most importantly, five minutes to clinch a sale.”
Not only is this system promoting aggressive sales tactics (on a measured time schedule), creating a competitive environment amongst workers, but it’s changing the culture within the organization. No longer are associates encouraged to spend time building relationships with the consumers (in fact this is a detriment to high sales). It seems a dangerous time to take away the “personal touch” – when consumers are brand fickle and can shop online to avoid aggressive sales treatment; not to mention the effect on the employees who now have a “system to blame” v. a manager who can work with their specific needs, less flexibility in their work hours, and lower morale.
“There’s been a natural resistance to thinking about human beings as pieces of a puzzle rather than individuals,” says John M. Gibbons, a senior research advisor at the Conference Board…
Oh really? It will be interesting to see how this plays out – as companies like LimitedBrands, Gap, Williams-Sonoma and GameStop have installed similar systems, as well. While efficiencies in business are certainly important – building a special relationship with a consumer – as Horny Toad (a lifestyle brand born out of the outdoor industry) does (offering a superior retail experience - "drawing the consumer in" and inviting you to spend time with the brand – chill area, beverages, computer lounge, after hours events, frequent communication) is essential. This can only be done with a motivated, positive, happy staff that believes in your brand and wants to share it. Your people are your greatest asset – companies would be wise to remember that.
