Small store but big business

There’s a highly successful boutique in the small town of Gore that proves upskilled and knowledgeable staff make a positive difference to trading, especially when other businesses have to endure long slow days. 

Carvin Streetwear managing director Chanelle Purser is an enthusiastic advocate of staff training. She says: “Even though a lot of people tell me that their business is quiet, we are still busy. And I know it’s because of our customer service. We’ve even been dragging customers back from the big cities to shop with us and that’s thanks to training.” 

A big reason for opening the store was because Chanelle believes “people work hard for their money and no matter how much or little they are spending, everyone deserves a respectful and friendly service”.

Value for business

There are lots of tricks and techniques to attracting customers and creating brisk trade. That’s why upskilling staff must be an investment in your business not a cost, says Chanelle.

“It all comes down to the training and the quality of information that we get as part of the programme package. We use it to help us review our plans and to help make changes in the store that will benefit our customers and our business. As well as giving staff great skills, the training information is also a good tool for business.” 

From good to great staff    

Learning helpful new skills, a strong customer focus, and gaining an understanding of the importance of their role in driving the business helps staff turn what may be seen as a job into a career.

For example, Chanelle’s employee Jess Pulham represented Southland and Otago at the ServiceIQ Retail Professional Award at New Zealand’s Top Shop Awards 2014. The young retailer, who has gained two nationally-recognised qualifications by training on-the-job, impressed the judges with her passion for the business and her commitment to customers.   

Training keeps on giving  

In the last six years, Chanelle has arranged professional on-job training for three staff who have excelled in the business and in their careers.   

“It’s like watching a snowball effect. The first person ended up becoming an assistant manager. Training gave her a whole new outlook and she shows huge dedication and a lot of initiative,” says Chanelle.

“I try to choose people who have a passion and are not just in it for the wages. They can see that retail is not just a job. Instead they realise that it can be a fulfilling career.

Chanelle provides her staff with on-the-job training programmes developed by ServiceIQ – the Industry Training Organisation for the retail industry and other important service sectors.

There is a wide range of retail-targeted programmes to suit any size of business. You can find out more at ServiceIQ.org.nz or call 0800 863 693 for no obligation advice.

Find out about ServiceIQ"s Retail qualifications here.  

For more information, please contact ServiceIQ on 0800 863 693 or email intel@ServiceIQ.org.nz