Retail Tips and Trends for Unwrapping Holiday Season Success

Halloween is here and nearly gone, which means we’re pivoting quickly to the holiday season. Kinda scary, isn’t it!

As we race towards the end of the year, here are some big questions and priorities to ponder, hopefully with all treats and no tricks in store for you during this critical season:

Are your staffing levels where you wanted them to be when you started recruiting in August?

Have your leaders communicated expectations effectively with your store teams, and are they equipped to coach in real time as challenges and opportunities arise?

Are your frontline associates appropriately trained and ready to deliver memorable experiences and capitalize on every perishable moment?

If there’s one constant through-line, it’s that the human side remains pivotal in the make-or-break seasons of retail. This is especially true in today’s environment. We know that balancing technology with personalized service is key, especially in a climate where customers expect both convenience and the human touch. With operational challenges like staffing shortages, a higher volume of online orders, and increased customer demands squeezing retailers, leaders are deploying their team members in multifaceted ways to ensure a smooth customer experience. As a result, frontline associates are adapting to a range of new and expanded roles.

The upshot of all of this is that the old saying about doing more with less has never resonated more than it does right now. Not only do we have fewer staff members taking on multiple roles, we also need store leaders to successfully juggle more responsibilities as well. They’re increasingly mired in the administrative and operational tasks, yet they still need to find the time to get out onto the sales floor where the most important aspects of the jobs take place — the interactions between customers and the frontline store teams who service them.

For many retailers, the holiday season is when these kinds of challenges really start to intensify. For others, the pressure-cooker period may happen at different times throughout the year. At MOHR Retail we have the privilege of collaborating with a diverse client base who don’t all define retail in the traditional sense. For example, we also work with automotive retailers, fitness clubs, and spa services businesses, among others. So while our big box, apparel, jewelry, luxury brand, grocery, specialty, and gift retailer clients are focused on the holiday season, other sectors of the industry are focused on planning for the next fiscal year and the busy spring season. Either way, the changing and expanding roles of frontline associates and the heightened need for skilled, strategic leadership at all levels are unmistakable.

I’m grateful that several of our clients recently took time out of their busy schedules to share a few of the key insights and tips that are top of mind for them during the holiday season and beyond. I imagine many of these themes will resonate with you as well. I’d love to hear what’s on your radar for the busy seasons ahead!

Turn These Retail Trends into the Cornerstone of a Successful Holiday Season

1. Rise of the Fulfillment Specialist Role

Omnichannel fulfillment has associates taking on more responsibilities in managing BOPIS (Buy Online, Pick Up In-Store) and curbside pickup orders. This has required changes in job descriptions, staff assignments, and onboarding training for new associates as well as refresher training for tenured store teams.

Tips:

• • Many retailers are setting up in-store fulfillment hubs where designated associates focus solely on preparing online orders, freeing up other team members for customer-facing roles. This strategy can help reduce the stress of trying to handle multiple priorities and job functions all at once.
  • Establish accountabilities by emphasizing the importance of consistent customer experiences across channels, with personal recommendations based on online behaviors of your customers.
  • Cross-training associates will allow store teams to cover each other’s breaks while fostering teamwork and reducing stress, as they know they can rely on their colleagues.

Digital tool proficiency and tech-savvy associates: Many associates today are expected to use mobile devices, tablets, and digital kiosks to access inventory information, answer customer inquiries, and complete purchases from anywhere in the store. Some may even use AI tools to help customers find the right products based on spoken questions. Frontline associates are often the first to test and operate new tech-driven features such as smart shelves, real-time inventory trackers, or virtual styling apps. This knowledge becomes critical for helping customers get the most from in-store and online tools combined.

Personalized service through technology: With customers already having done their homework by the time they enter the store, associates must now assist with product recommendations based on customers’ online browsing and past purchases. Mobile POS systems and tablets empower them to offer real-time support with inventory checks, product information, and more.

Tip: 

• • Information is power when it comes to assisting customers quickly and efficiently during the holiday season. Make sure your staff are trained in using the technology and know how to leverage the information to deliver personalized service.

2. Customer Experience Inside and Out

Event hosts and experience ambassadors: Give your customers a reason to come to your store, and make it worth the effort. It has to be good enough to fight the traffic, mass transportation hassles, jam-packed parking lots, and crowds. Consider having associates play the role of event coordinators, hosting in-store events or “how to” workshops to drive engagement and holiday cheer, especially during promotions or special store events.

Tip: 

• • Host events that are a priority and personal to your customers and will make their lives easier this holiday season. They feel the stress, too, so empathy is key!

Take care of your associates and store leaders so they will take good care of your customers and your business. The holidays impact everyone — customers, associates, store leaders, and up to the top of the organization. Regularly check in with associates during and after shifts to address any safety concerns and show you care about their well-being. Make sure they are scheduled to have time to complete their own shopping and attend family parties and personal events.

Tips:

• • Give your store leaders budgets to reward your customers and your associates this year.
  • Also remember: Little things don’t mean much; they mean everything. A smile, positive reinforcement, and remembering their names takes minutes and no budget.
  • Recognize and celebrate associates who demonstrate resilience and teamwork under pressure. Pizza, bagels, chocolate, and donuts go a long way when your team are pulling longer shifts and trying to get their own personal holiday shopping done during their breaks.
  • Lead by example with leader visibility on the floor. Encourage leaders to spend time on the floor during peak times, demonstrating support and being ready for backup if needed.
  • DM and senior leader store visits should be upbeat and positive, especially during the last few weeks of the season. Loosen up, while still making sure to communicate effectively and enforce standards.
  • Focus on the things that matter most and are most important to the business during store visits. Target the positive things that are going well and the team that is making those things happen. Store visits during the holidays should send the message “I care, and I am here to help.”

3. Safety, Security, and Loss Prevention Partners

Associates need to feel safe. One recent study found 40% of frontline retail workers are scared to go to work. Build a high-trust environment and ensure your retail associates feel safe and heard at all times. This is crucial to keeping morale high and reducing turnover during peak times.

Tip:

• • Review these best practices from loss prevention, asset protection, and L&D experts about how to keep retail associates safe, and download additional tips on enhancing safety and building a culture of trust.

Difficult customers are on the rise. Retailers have observed lingering behavioral shifts from the pandemic era. Having become accustomed to instant digital solutions, many customers are less tolerant of delays, staffing shortages, and product availability issues. They expect face-to-face assistance if they have traveled to visit a store to shop, yet ongoing staffing shortages mean customers are more likely to encounter longer wait times and newer, less-experienced seasonal associates. Self-service mishaps and the lack of available or trained associates may result in frustration and even confrontations, especially during peak shopping times like the holiday season.

Tips:

• • Allow associates discretion in handling minor customer issues without managerial approval. This will reduce stress and empower them to make quick, customer-friendly decisions.
  • Provide regular safety training and de-escalation skills through quick training refreshers: Offer short, practical sessions on safety protocols, theft prevention, and de-escalation strategies to boost associates’ confidence in handling challenging situations.
  • Provide skill practice to help associates feel better prepared: Use real-world scenarios to practice responses to common incidents, such as handling difficult customers or suspicious behavior.

Enhanced self-checkout security role: The rise of self-checkout means associates are responsible for monitoring these areas while providing friendly assistance and keeping an eye out for suspicious activity. Many are being trained to handle security concerns diplomatically and without disrupting customer service.

Tips:

• • Create a visible security presence: Employ security staff or uniformed greeters at entrances, especially during high-traffic times, to make associates feel more secure.
  • Equip associates with radios or alert buttons that allow for quick communication in case of a security issue or customer confrontation.
  • Establish clear communication channels: Ensure associates know exactly who to contact in different situations, such as customer escalations or theft, with defined procedures.
  • In potentially risky situations, such as suspected theft, encourage associates to prioritize their safety rather than feeling pressured to engage or confront.
  • Equip managers to lead de-escalations: Associates are more likely to feel secure when managers are available to step in for difficult interactions.

The retail world is constantly evolving, and that means there are always new opportunities to think about how we can improve the value and efficiency of our store teams. It starts with committed, people-driven leadership. Try out some of these tips and insights to deliver an enhanced shopping experience that supports both customer engagement and operational goals this holiday season. By doing so, you’ll create a happier more productive and profitable holiday season for all!