Enough With All Your Bloody Reports in Retail! (Do THIS Instead)

Making your teams focus on data and reports? It’d be like forcing them to spend most of their time and energy on a treadmill… and wondering why the heck they’re not moving forward!

You’ve heard it here first*: data does NOT automatically equal retail excellence ??

(*and if you know someone else who’s already said it, give them a high five from me, won’t you?)

I’m literally going to hand you the recipe to stop wasting money and missing out on an elevated customer experience in your stores.?

So, eeeeeeeeeven if you love data as much as I love shocking gym strangers when I lift weights (ex bodybuilder, in case you didn’t know):?

do your brand and stores a favour, and use a mental doorstep to read this with an open mind ??

And before you come at me with your torches and pitchforks (or clipboards and spreadsheets?), let me clarify ONE thing.

Am I saying you should ignore data altogether?

No. Of course, not.

Data can be useful. It can help your teams make more informed decisions.

Overall, though, I think most tools and reports are excellent for looking BACK. But you’re not heading that way, are you? ??

The problem with RELYING on data and reports more than anything else

I’ve worked in retail for +20 years. So, believe me when I say I’ve seen this mistake A LOT:

Most retail brands dish out all kinds of dashboards, KPIs, and new tools… EXPECTING or ASSUMING their teams can magically turn them into commercial success!

But in reality? That’s an illusion.?

It’d be like giving someone the fanciest kitchen tools and expecting them to make you a Michelin-star meal. Why?

• All that data doesn’t mean much (or anything?) to your teams in practice – A dashboard telling me my ATV was down last week, I still have 30 weeks’ worth of denim stock, my conversion was flat on last year, and my payroll spend was up. Err, thaaaaaanks?! ?? What exactly am I supposed to do with—gestures around—all that?
• It’s overwhelming – We’re HOUNDING teams with numbers and data. Not only can it be too much: it can easily become counterproductive and downright useless (I said what I said)
• It’s an illusion or a temporary patch at best – Here’s what happens in most cases: retail teams get a mediocre onboarding (if that!), are given some information about the product, thrown into a store, and expected to do EVERYTHING (including delivering commercial success, somehow). And what does leadership do to help them? They give them software and a virtual “You’re on your own now, babe. Just make sure you send us those reports every week, yeah?”

So, unless you’re happy to stay stuck in the retail version of Groundhog Day:?

can we please, please, PLEASE stop asking managers to spend an entire afternoon creating reports to justify numbers and data…. only for the same to happen a week later?

“But Kayleigh, that’s what everyone else is doing!”

Mmmmmmh, I’d say that’s what SOME brands are doing.?

More specifically, the same brands that are struggling to stay relevant. Those that still think that, even in the age of e-commerce, a good in-store product will sell itself (yeah, right).

Most of my clients? Those who’re actually THRIVING??

Nah. They prioritise something else instead ??

What you should always put BEFORE data

Once again, I’m not saying you should scrap data altogether. But if you want your stores to succeed??

You must focus on something else:

? Better onboarding and ongoing training – The most successful brands train their teams PROPERLY and actually trust them. Remember: your people are the catalysts of change. It’s by empowering and coaching them regularly that you’ll future-proof your business! ?? I’m talking about foundational habits, daily routines, and best practices to help managers become the MOST successful and inspiring leaders they can be

? Customer experience > data – What makes the BIGGEST difference in your stores is what happens whenever a customer walks through those doors. Are your teams creating an emotional connection? Are they standing out? Are they making this person think “I’m so glad I went into this physical store instead of just looking for something similar online”? And that’s not something that can be done from behind the scenes or when looking at a spreadsheet. Which takes me to my final point…

? Ensuring that your leaders are LEADING by example – Enough with forcing managers to spend most of their time in the back of house! I know it’s going to be controversial, but I’ll keep saying this: your managers should only spend 20% of their time in the office. 80% of it? On the shop floor with their staff, because THAT’S where the magic happens ? And THAT’S what your customers see and care about: the experience your team provides to them (NOT data)

So, before you give your leaders some log-in details to yet another tool, remember: all this data on its own is not enough.?

And it could even backfire, ruining the retail experience of your teams and (consequently) that of your actual customers.

Instead, focus on empowering your leaders to create and maintain a PREMIUM customer experience—and watch your stores thrive ??

I’m ready to make this happen for your brand. Are you? ??

Then, book a talk to elevate your customer experience, develop your leadership, and boost your team’s skills and confidence.

????#BafflingBloopers: my latest facepalm moment in retail

Do you think your mannequins are pick & mix sweets? No??

Then stop TREATING THEM as such! Honestly, the things I’ve seen throughout my career ???

Mannequins with two left hands. Missing arms that make their jumper look all droopy. Heads not fully locked in, THIS close to falling and traumatising a passerby.?

Retail is detail, and first impressions can set the tone for someone’s ENTIRE shopping experience!

So, if the first thing they see is a horror-movie-style mannequin? Err, good luck providing an elevated service ??

Kayleigh

Founder of The International Retail Academy?

PS. The Retail Comedy Club is the newsletter for retail leaders and managers craving to feel heard and brave enough to feel seen. All while having a good chuckle—not that fake customer service laugh

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We offer motivational speaking, customer experience & sales workshops, and leadership development. Get in touch to discuss the right next step for your stores or to hire Kayleigh as a speaker | Send an enquiry – Book a call