GOOD OLD FASHION VISION

By: Gina Kellogg-Soleil

In the past couple of years many retailers, regardless of size, have been frantically trying to figure out how to keep their retail operation successful. How to keep consumers buying, employees motivated and the bottom-line in the black. Executives are in the boardroom strategizing, layoffs are skyrocketing and employees continue asking “What are we doing” as the new flavor of the month is introduced - AGAIN. Sound familiar?

The nature of the retail beast is high-paced and ever-changing—which is the exact reason why most of us have stayed in the industry as long as we have. We tend to pride ourselves on having an entrepreneurial spirit and pulling out all the stops to make “it” happen. Although fantastically fun and rewarding from a management perspective, as we continue to blaze-the-trail making “it” happen, our employees and consumers can’t figure out what “it” is. In many cases, this “making it happen” tendency is causing retailers to commit bottom-line suicide.

The solution? Define “it” with a good old fashion vision. When retailers know where the company is going, their employees get excited about being part of the journey. Having a clearly defined vision motivates employees to get “it” done. Having a vision won’t solve all the economic challenges retailers have been faced with over the past couple years, but it will better position the company to meet these challenges head on and continue to grow and thrive when the going gets tough.

If you’re a retailer without a vision, don’t worry you’re not alone. No time like the present! Here are a few steps to get your company or department moving forward in the right direction:

Clarity: Clearly define “it” with a vision! A vision is NOT the mission/purpose of your company. A mission/purpose is why your company or department exists, a vision is specifically where your company or department is going. Most retailers have a clear mission/purpose (which is great), but have no common vision for employees to rally around. Vision creates momentum. Vision helps employees see how their role, behaviors and choices are helping to move the company forward.

Connect: Help employees connect themselves to the vision. Every employee should be able to clearly understand how their role, behaviors and choices connect to the company vision. When employees feel their choices directly impact where the company is headed, consumers reap the benefit of highly engaged employees. The result—Increased revenue.

Communicate: 360 degree communication! Every employee should hear, read, discuss and see the vision. It’s not enough to have the vision posted in the employee breakroom. You need to ask employees their opinion about where the company is going and ask them to communicate how their role, behaviors and choices connect to the vision. Ask employees how they live the vision!

Be Consistent: The hardest piece of the puzzle. LIVE the vision consistently. Do not launch a vision as the flavor of the month. If you’re a typical retailer it’s going to take at least 90 days of consistent behavior from management, and visual communication, for employees to even begin trusting that the vision is a mainstay in the company. Consistency takes discipline, and does not just happen because it was a directive during the latest district or regional sales call. As you craft the vision, make sure you craft a plan that will help management keep the vision alive.