Streamlining face-to-face retail procedures: PetSmart's persistence in boosting staff interaction and advancement
Rewritten Article:
In the rapidly evolving retail landscape, high employee attrition rates are a growing concern, with nearly half of frontline retail workers contemplating leaving their jobs in the near future. The need for consistent communication and engagement, particularly for frontline associates, has never been greater. It's no secret that workplace flexibility is the primary reason associates are quitting their jobs, and PetSmart, a leading pet retailer, has tackled this issue head-on.
PetSmart, with over 1,650 stores and more than 50,000 associates across North America, believes in the power of its team, with a shared passion for pets and pet care. Recognizing the value of harnessing their collective insights, the company set out to establish a seamless communication model to engage associates at all levels, across various roles and locations.
A engaged workforce brings significant benefits. Companies providing great experiences can command a 16% premium on products and services, while also enjoying increased loyalty. Moreover, Gallup findings reveal that highly engaged organizations experience a 21% increase in profitability and an extraordinary 81% decline in employee absenteeism. In challenging economic times, fostering loyalty, productivity, and brand affinity among employees is crucial.
Like many retailers where associates aren't glued to their computers, PetSmart took action to evolve their internal communication channels to reach all employees, regardless of their location. Following the retirement of 'The Dish', a communication platform accessible only to associates with a PetSmart email address, they launched a mobile-first communication platform to:
- Keep all associates updated on company events;
- Allow every associate's voice to be heard;
- Prevent store, DC, and field associates from feeling disconnected;
- Provide a social-style platform for associates to connect with each other.
In early 2023, PetSmart unveiled 'Central Bark', more than just a communication tool. Central Bark, powered by MangoApps, serves as an inclusive platform to bridge communication gaps and connect associates across North America.
Central Bark isn't just about broadcasting corporate messages. It offers a hub of engaging content, from the happenings in stores, DCs, and corporate offices, to checking associate schedules, accessing HR tools, and learning about DEI & Belonging initiatives, including a dedicated space for PetSmart's six associate resources groups. Since its launch, Central Bark has become the pulse of associate interaction and engagement. The app's distinctive design, mimicking PetSmart's brand ethos with dog silhouettes as the key design feature, has quickly revolutionized the way PetSmart connects with associates and strengthens connections among team members.
A crucial aspect of Central Bark's success is its mobile-first approach. In the digital age, to truly resonate with associates and reach them where they are, PetSmart is leveraging the familiarity and ease of social media interfaces and mobile connectivity. This move has not only enabled real-time updates and accessibility but also fosters a sense of community among PetSmart associates.
The results have been impressive. Central Bark has reshaped the way PetSmart delivers its internal brand narrative and strengthens its associate value proposition. Associates report feeling better informed and more connected while appreciating the ability to tap into the broader PetSmart associate community.
For retailers aiming to modernize their frontline operations and cultivate a vibrant community of engaged employees, PetSmart's Central Bark offers insights into best-in-class internal communications. With the right tools and vision, shaping a unified employee experience can drive transformative growth.
MangoApps, the tech partner behind Central Bark, is ready to collaborate, drawing from their experiences with PetSmart to create a customized, unified solution tailored to your unique needs. Together, we can redefine employee engagement for a brighter retail future.
[References]
- David Fuller, Bryan Logan, Pollo Suarez, and Aneliya Valkova. (August 17, 2022). How retailers can attract and retain frontline talent amid the Great Attrition. McKinsey & Company. https://www.mckinsey.com/industries/retail/our-insights/how-retailers-can-attract-and-retain-frontline-talent-amid-the-great-attrition
- Denise Lee Yohn. (2023, April 05). Engaged Employees Create Better Customer Experiences. Harvard Business Review. https://hbr.org/2023/04/engaged-employees-create-better-customer-experiences
- Gallup. (2023, January 7). The benefits of employee engagement. Gallup. https://www.gallup.com/workplace/236927/employee-engagement-drives-growth.aspx
[Enrichment Data Conclusion]
Central Bark has improved employee engagement at PetSmart by streamlining workplace interactions, providing access to critical resources, recognizing achievements, and consolidating various management tasks into a single platform. The platform's centralized communication, recognition features, and unified workforce management are designed to foster a more connected and responsive workplace culture.
- The retail sector, particularly within frontline roles, has observed high employee absenteeism, with nearly half of workers considering quitting their jobs.
- Notable changes in the retail industry have highlighted the importance of maintaining consistent communication and engagement among staff, especially for frontline associates.
- One retailer addressing this issue is PetSmart, which believes in the strength of its team and prioritizes workplace flexibility.
- In response to the retirement of their previous communication platform, PetSmart launched a mobile-first platform called 'Central Bark' to maintain engagement with associates nationwide.
- Central Bark isn't merely a communication tool; it serves as a unified platform that bridges communication gaps, delivers engaging content, and connects associates across various roles and locations.
- By leveraging technology and adopting a familiar social media interface, Central Bark has transformed the way PetSmart communicates with associates, boosting employee engagement and fostering a stronger sense of community.
- For retail businesses seeking to modernize and retain engaged employees, the success of PetSmart's Central Bark offers valuable insights into implementing best-in-class internal communication strategies.
