Training that’s above and beyond

When it comes to extending a retail chain to another country, getting staff ready to embody a company’s ethos can be a struggle. If the stores are very much a reflection of a certain culture, employees must deal with customers in a distinct manner, mirroring the core values the retailer has built its success on.

Recognising this, Swedish homewares retailer Clas Ohlson takes UK staff to its home country to ensure they understand the atmosphere and type of service they are expected to deliver.
At its Insjon headquarters, employees experience company spirit first-hand and are made to feel included in the company’s
bigger team.

UK managing director Mark Gregory says: “Our co-workers are the company’s most important asset. We want to bring traditional customer service to the high street, so we invest in each member of staff to ensure that customer service is second to none. We believe employees who feel involved as part of the team will perform their best for both the company and our customers.”

The retailer is opening stores in Reading and Watford, adding to its shops in Kingston and Croydon in south London, and Manchester’s Arndale Centre.

Although this may seem an expensive way to introduce staff to company values, the long-term outcome of such training can outweigh the initial expense.

“Our investment in our co-workers results in committed teams and high levels of job satisfaction,” says Gregory. “This is reflected in a low rate of staff turnover in the group. Training in this way also ensures our co-workers are knowledgeable and high levels of customer service are maintained.”

Retailers able to offer training in their home countries may reap the benefits, but this approach may not be for every company. In the current financial climate, some should think twice before allocating a significant amount of money to employee development. Human resources expert Nadine Jones says: “This approach may not suit all markets or all colleagues - all retailers need a flexible approach to their workforce to maximise their ability to manage their resources.

“Colleagues might not be able or want to travel but it wouldn’t make them any less effective in their role with the right knowledge and training. It’s quite an expense in any climate so I would encourage the business to check whether this approach can be justified against a more localised approach.”