by Sam Byrnes

SafetyCulture’s fourth annual Feedback from the Field report surveyed over 10,000 frontline workers to highlight the hidden cost of dissatisfaction in key industries such as retail, and what employees and managers can do to raise morale and reduce turnover.

Retail is a fast-paced world. Beauty retail, arguably even more so.

In Australia, the beauty and personal care market is expected to reach US$7.42bn this year (source: Statista Market Insights), fuelled by new brand launches, cosmetic science advances, beauty and skincare category cross-overs, and overseas influences, such as K Beauty, are continuing to experience huge adoption.

While trying to keep up with these changes, the beauty retail industry faces constant challenges, such as transient workforces, stagnant wages, and staff burnout.

A booming industry requires a content and motivated workforce to reach its potential. However, SafetyCulture’s latest report, Feedback from the Field, has highlighted that the retail industry is failing to engage its workforce effectively. Below, we explore the impact of this dissatisfaction and what you can do to tackle this head-on.

Slow issue resolution and burnout driving dissatisfaction

75% of Aussie retail workers report being dissatisfied with something at work, a concerning statistic when these workers represent a critical touchpoint between brands and their customers.

The report reveals that over half of retail workers are demotivated when dissatisfied, and over a third feel less productive. It can also impact their well-being, with 26% of these workers experiencing increased anxiety.

Dissatisfaction affects individuals and businesses, too. Over time, the collective impact of dissatisfaction leads to retail workers losing around 6.35 hours each month.

One working day per month may not seem particularly significant, but the hours add up. The collective cost of dissatisfaction to the Australian retail industry, which may show up as unproductive downtime, adds up to $3.35 billion, a cost we’ve dubbed the “Dissatisfaction Dollar.”

Listening and taking action

To break the cycle, beauty retailers must ensure workers’ feedback is taken seriously and acted upon as soon as possible.

When you have a team that is primarily on the ground, think about how you can easily acknowledge issues and communicate updates on progress and resolution. Digital screens or easily accessible digital tools or apps can explain how issues are being addressed and assure workers that there’s a positive feedback culture while driving trust between the frontline and management.

But there’s also an elephant in the room: burnout. Particularly with the Christmas trading season around the corner, retail’s fast-paced environment can feel relentless. Not only is it physically draining, but customers opting for an in-person experience over online are increasingly demanding an elevated and personalised experience. This cannot be delivered by an overworked and anxious employee.

You should ensure staff rosters give employees enough time to recuperate, sales targets are reasonable, and wellbeing is fundamentally prioritised.

Strengthening the worker/management relationship

The report also identified a lingering, age-old workforce issue: a “them vs. us” divide between shop floor workers and management.

When asked what could remedy this divide, 58% of retail workers named better pay and benefits as the number one solution. This is perhaps unsurprising, given that three-quarters (88%) of retail workers with concerns about the future said that the rising cost of living was their number one concern.

If increasing pay isn’t an option, management should find other cost-effective ways to recognise their employees. For example, workers told us they also seek acknowledgment for strong performance, so incentives for positive customer feedback or reaching sales targets should be considered.

Leaders in the beauty retail space should also take stock of how they’re engaging with their employees on the shop floor. Are you rolling up your sleeves and spending time on the ground getting to know your employees and their day-to-day reality? Doing so fosters trust, improves communication, and builds an understanding of each other’s perspective. It also provides a chance to understand each worker’s individual motivations, give positive reinforcement, and identify areas for coaching.

Building a better future for beauty retail workers

The beauty retail industry is changing rapidly. With your teams representing your biggest asset and connection point with customers, it’s critical that they feel heard, empowered and fulfilled, enabling your business to capitalise on the huge opportunity for growth ahead.

Read the full Feedback from the Field report here.

Read the current issue of our digital magazine below:

Leave a comment

Your email address will not be published. Required fields are marked *