Green Flags of Retail Leaders: Are YOUR Stores Hoisting Them?

Average retail brands hire managers who act like store operators. The best ones? Those whose branches are thriving on the high street??

They invest in developing LEADERS.

So, what skills and qualities should you look for specifically? And most importantly, do your current “leaders” tick them all, or are you still relying on “store operators”?

How to spot a true leader in retail: 10 green flags

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1. Emotional intelligence?

No, it’s NOT a buzzword! The ability to understand and manage our emotions (and influence those of the people around us) can make aaaaall the difference in your stores.

• Store operators with a low EQ let their problems and mood affect their interactions with staff and customers. Their team members are always tiptoeing around them, not knowing when the next emotional outburst is rotaed in for ?? And then… surprise, surprise! High staff turnover rates (and low customer satisfaction levels)
• Store leaders with a high EQ are more balanced and self-aware. They don’t lash out reactively or let their emotions get in the way. Nuh-uh! They’re also the architects of a positive work culture and stronger relationships ????

2. Communication?

… which is key with both team members and customers!?

• Store operators expect people to read their minds. Or to make sense of instructions that are more convoluted than trying to recite Pythagoras' theorem after a few glasses of red. No wonder so much gets lost in translation!
• Store leaders actually listen (a green flag in itself) and convey their instructions and feedback clearly

3. Customer-centric mindset?

Retail brands loooooooooove to brag about being customer-centric ?? Shame that their in-store experiences are less personal and memorable than the shower gift set you got for Christmas.?

• Store operators rely on scripts and still think that product is king?
• Store leaders focus on the ONE advantage that physical stores can still have over eCommerce (and competitors): an elevated and personalised customer experience?

4. Adaptability?

VITAL in such a fast-paced (and unpredictable) industry!?

• Inflexible store operators cling to outdated practices or subjective views
• Adaptable store leaders aren’t afraid to change their approach or behaviours to fit new circumstances. That’s how they spot emerging trends and opportunities! ??

5. Leadership?

And before you say “Duh, Kayleigh? That’s a given,” trust me: not everyone in a retail leadership position DISPLAYS leadership skills! ????

• Store operators (micro)manage their staff and hide in their ivory tower (= the back of house/office)
• Store leaders motivate their teams, inspire them to become the best version of themselves, and LEAD by example. They also deliver outstanding customer service and spend 80% of their time on the shopfloor (yes, really!)

6. Problem-solving & decision-making?

From tough decisions to genuine mistakes and three-people-calling-in-sick-in-one-day: how your managers deal with a problem usually matters more than the problem itself.

• Store operators are quick at finding culprits or excuses?
• Store leaders find solutions (??????), using their emotional intelligence to tackle problems successfully

7. Negotiation skills

Retail is a people industry. So, your managers must know how to influence them (no, not the use-my-code-to-get-20%-off kind of influencing).

• Store operators struggle to express their opinions and contribute to important decisions (especially when they come from higher management) but are quick to impose theirs ?? And after 10 stamps—one for each of their standoffish “Because I said so”—YOU can enjoy a free resignation letter from one of their team members
• Store leaders can influence their team, customers, and even upper management. Crazy-busy weekend ahead but a staff member doesn’t want to take that shift (serious case of lazyitis)? They’ll “bribe them” with an extra day off the following week. The area manager informed them of a new change? If a store leader thinks it could have negative consequences, they will voice their concerns and explain why

8. Growth mindset?

And to anyone who believes mindset = buzzword, need I remind you that it’s what influences ALL of our thoughts and actions?!

• Store operators with a fixed mindset think they already know eeeeeeeeeeeverything. They do their best to avoid challenges, see feedback as a personal attack (#HowDareYou), and embrace the status quo
• Store leaders with a growth mindset are always developing their skills and those of their teams. They see challenges as an opportunity to learn, welcome feedback, and encourage their teams to grow, too ??

9. Goal-driven & strategic

What fuels your managers? (Morning coffee aside)

• Store operators focus on ticking off tasks to keep things running, no matter how disconnected it all feels
• Store leaders look beyond their day-to-day! They coach their team to achieve specific goals, giving them the tools, direction, and motivation to get there together?

10. Re-evaluating regularly?

Have they got the ability and willingness to question everything, including—drumroll— themselves?

• Store operators get used to their systems and tactics, often relying on assumptions or data without context
• Store leaders don’t take anything for granted. They get feedback from their customers, speak to their staff, and analyse their in-store situation periodically (you can’t improve it if you don’t know what’s actually working and what isn’t)

So, I believe it all boils down to ONE question: do you want your stores to survive and thrive in the age of eCommerce? Then… ????

every single customer who makes the effort of walking through your door must walk out with a positive and memorable experience, no matter who served them. And for that to be your reality, you need managers who LEAD by example—NOT store operators!

Soooooooo, how many green flags do your managers check off??

Hopefully, ALL of them.

But if you’re now noticing more red flags than a Ferrari club, let’s develop your leadership !

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

I walked past a well-known clothing store (that shan’t be named, because I’m feeling kind).

It was Saturday. 11am. Right in town. Prime footfall time and location.?

I looked at their large shop windows and saw… nothing but 6 butt-naked mannequins! ??

Now, there are only 3 explanations:

1. Unclad is the new fad (I just missed the memo)
2. This brand took “less is more” a little too literally (minimalist much?)
3. They completely FORGOT about their shop windows

Remember: retail is detail! If 6 naked mannequins are your customers’ first impression of your brand…. it’ll probably be their LAST, too.

Speak soon!

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