提升便利店零售和人员配置的5个步骤

© Oliver Wyman©Coca-C ola R etailing R esearch C ouncil North A m erica NACSEXECUTIVE SUMMARYCONTEXTConvenience stores are finding it increasingly difficult to attract and retain the right frontlinestaff, as the industry grows, and product and service offerings become more sophisticated.The recruitment challenges and high turnover pose a threat to revenues from understaffedstores and negative customer experiences, and they generate additional costs for onboardingand retraining. The results can be hindrances to store operations and challenges to growthacross theindustry.Now is the time to act. There is much to celebrate in the industry’s past adaptationsto societal changes, and it is in a good position to meet this latest challenge. The staffshortages result, in part, from the industry’s success. As stores evolve, frontline rolesare becoming busier and more complex, while sales growth over the past few years hasincreased demand for staff. The growth has been accompanied by higher margins andhas strengthened the industry’s finances, so companies currently have the resources tomakechanges.The Coca-Cola Retailing Research Council North America NACS (NCCRRC) believes thataddressing the impediments that stand in the way of the industry being viewed as anemployer of choice is a collective responsibility that must be addressed by the industry. Butit also requires action by individual managers and companies to improve the workplaceexperience and their approaches to the acquisition, development, and retention oftalent.The NCCRRC has developed a Convenience Industry Action Plan based on insights gatheredfrom industry experts and direct input from frontline employees — past, present, andpotential. The research consists of both quantitative surveys and qualitative focusgroups.It was designed to better understand both the perceptions and realities of frontline labor,and to develop industry-specific solutions that can mitigate these challengeseffectively. © Oliver Wyman©Coca-C ola R etailing R esearch C ouncil North A m erica NACSCURRENT STATEThe research found that a vast majority of people have no desire to join the industry, greatlylimiting the available talent pipeline for convenience retailers. Frontline workers signaledcompetitive compensation, affordable transportation, schedule flexibility, and personalsafety as the most critical factors in their desire to work in convenience. The workplaceexperience is also highly dependent on relationships with managers, and research pointedto a strong correlation between managerial skills and turnover. In addition, workers wantopportunities to develop professionally, but they often perceive a lack of opportunities —pointing to the importance of investment in career progression and more effectivecommunication of available programs andupskilling.A CONVENIENCE INDUSTRY ACTION PLANThe convenience retail industry would benefit from a collaborative effort to address theneeds of the frontline workforce and close the gap between potential employees’ currentviews of the industry and their ideas of an employer of choice. This report identifies keyneeds that emerged from the research and highlights solutions and actions that can betaken. Beyond individual retailer actions, the NCCRRC recommends that the industry poolresources to pursue game-changing solutions collectively in essential areas. These actionswill transform access to the available labor pool and lead convenience retailing to besustainably viewed more favorably as an employer ofchoice:Invest in employee safety through technology, analytics, and trainingLeverage government relations to remove regulatory barriers to employmentand to toughen penalties for workplace violence in retailInvest in frontline training and development to expand the pipeline of talentand enhance long-term career opportunities across the industryImplement solutions that expand access to affordable, reliable transportationfor workers — both personal and publicLeverage media to improve industry perceptions © Oliver Wyman©Coca-C ola R etailing R esearch C ouncil North A m erica NACSCONTEXT AND OBJECTIVESCONTEXTConvenience retailers are transforming their forecourt and in-store offerings to keep pacewith changing customer demands, often increasing their need for a more skilled frontlineworkforce. At the same time, the nearly one trillion dollar industry — which employsmore than 2.4 million frontline workers — faces unprecedented challenges in attracting,developing, and retaining these employees.In much of the US economy, employers have been engaging in fiercecompetitionfor labor, as the unemployment rate remained at or below 4% from January 2018toFebruary 2020, and again from December 2021 at least through the end of 2023.In addition, the surplus of job openings over job seekers rapidly widened from mid-2020,although there are signs that the gap may be closing. Moreover, some potential employeeshave opted out of fulltime employment in favor of working in “gig