Unhappy employees may sabotage a retailer’s plans to make a store more welcoming by remodeling. In a blog posting on Visual Marketing and Store Design, Steve Kaufman wrote about three stores being remodeled in this neighborhood and how employee attitude toward the renovations affects the shopping experience.
He started with Kroger, who he said is about to complete a months-long, disruptive renovation. He noted that when it’s finished, the store will be nicer with more room, checkouts and lights, but said the employee morale is making the remodeling even more on an inconvenience for shoppers. He said he has heard employees complain to customers, and one even griped to him when he complemented the upgrades.
He added a Wal-Mart in his area is about to go through a similar upgrade, and one check-out clerk told him she was dreading it.
In contrast, he said employees at a Target close to his home were upbeat about its recent renovation, making the shopping experience even nicer that the upgrades alone would have done. He noted the change may be because Target chose to close its store during the renovation, so employees were not forced to work around the construction, hear shopper grievances, or answer questions about layout changes.
Kaufman asked retailers to consider how store construction affects employees, and how their attitudes may affect business. He suggested a training program for employees before construction starts that teaches them how to “put the best possible face on change.” He also suggested closing during the upgrades, as Target did. He said a retailer should understand a store renovation should have the goal to make both shoppers and store employees happier.