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The importance of a Retail Manager in these days.


What is a Retail Manager? 

The retail Manager figure is essential these days since the market and buying behavior of today’s users frequently change. Consequently, every store needs a Retail Manager to direct and coordinate all the necessary actions to offer its customers exactly what they want and, when they look for.


These days, the Retail Manager figure is very important within the retail structure since this person is in charge of managing actions that directly influence the customer acquisition and to ensure their satisfaction with the aim of strengthening their customer loyalty.


In fact, Retail Managers work hand in hand with the sales team and, they overlook all the day-to-day details.


Why the Retail Manager position is so important?

Above all, the Retail Manager’s work is very complex due to the omni-channel that we live today so the need arises to unite all the sales channels.

Hubspot defines it as: “the ability to deliver a seamless and consistent experience across channels while factoring in the different devices that consumers are using to interact with your business.”

Some of its most important tasks are the homogenization of prices, products, communication, marketing … in order to create a cohesive environment that allows the user to more easily remember the brand image, which is difficult today if we consider the amount of sensory impacts to which an average user is exposed.


Ebook IKEA - Case Study

The most important skills for a Retail Manager.


First of all, Retail Managers must be able to oversee the best skills and weaknesses of their employees. With the result that, their performance will be optimized in the multiple projects that are taking place in the environment.


Effective decision-making

Second, a good Retail Manager has to be selective with the information used to make decisions.

There are two methods to make decisions: the gut feeling and the rational one. The first one is a mammalian instinct that avoids danger and the second one is based on the logic and societal norms. Consequently, a great Retail Manager knows when to use each one of them depending on the situation, information and time available.



Third, leaders have the skills needed to take better decisions in a responsible framework. Besides, they have to allocate available resources more efficiently. They also need to plan correctly and manage people with motivation, enthusiasm, and commitment in a constructive way.



Fourth, motivation is a key factor of any successful company. It increases productivity and leads to achieve the highest goals. The implementation of the strategies below can dramatically improve it:

  • Recognition: constructive criticism and praise good work
  • Promotions: increased compensation, job experience improvement.
  • The job itself: job enrichment and attractive opportunities for development.
  • Responsibility: increased engagement with the company


Business Development Skills

Fifth, in every organization there is room for improvement thus, a Retail Manager has to inquire about which areas can be improved. Usually, resources are limited so it’s their job to use them wisely hiring the best associates, optimizing training and cutting down costs wherever and whenever is possible.


Sixth, effective communication is the key to a productive work environment. An efficient way to do it is by being specific and giving examples. Besides, he/she has to make sure employees understand the big picture and how each one of them fits in. One way to reinforce the message is by consistently repeating it across multiple touch points. Another way, it’s creating opportunities for your employees to ask so the Retail Manager can make sure if the message was clearly received.

Another important fact is active listening. It improves the ability of the Manager to understand exactly what the other party means.


In summary

To sum up, the Retail Manager is essential to efficiently and profitably operate a store. Seems like that with the key points mentioned above, their expertise can be passed along to the employees. As a result, customer engagement, loyalty, and satisfaction increase improving sales performance.