WORKFORCE Another UK retail brand focused on personal


health is proving how important the impact of digital communications on customer-facing operations. Research carried out by social marketing technology company Owned it found 74% of people use social networks to make purchase decisions. So Lloydspharmacy has been working with social media training company Social Retail to extend its customer contact skills into the rapidly expanding sphere of social networking. Social Retail is working with Lloydspharmacy to


improve its customer engagement on social media channels and train its staff in how to use social media as a customer service engagement tool. As a community pharmacy chain with over 1,600 outlets across the UK, Lloydspharmacy stores are not only there to help local patients but are also invaluable sources of information and community support, so it is crucial that its people can communicate efficiently and effectively with their customers. Pete Doyle, former Waitrose e-commerce


marketing manager and founder and managing director of Social Retail, commented: “We are very pleased that large retail businesses can now see the benefit of professional training for customer service colleagues. “Social media has become a key channel for customers to engage with large retailers, so it is crucial that large companies are ensuring that their


customer service team are using the social platforms correctly.” The company focuses on training its client’s staff to use social channels effectively and responsibly, with the aim of improving and maintaining customer relationships. Engaging with customers in a multitude of


traditional and newer, digital channels is clearly affecting the way retailers train their staff. But it is also leading them to update the way they attract, recruit and retain company managers and executives of the future. Take the example of nationwide fashion chain Internacionale, which recently signed a deal with learndirect to help develop their staff through apprenticeships. An initial pilot in the North East was designed


to support 10 apprentices in gaining vocational qualifications in retail. The retailer also planned to roll the programme out to Internacionale stores nationwide this year. The retail apprenticeships will provide staff with the skills they need to progress within their careers, including customer service, sales and team working. The deal will see learndirect deliver the


McDonald’s is investing in apprenticeship training


apprenticeships predominantly to 16-18-year-old employees within stores, with the option to offer qualifications to head office and warehouse staff in the future. Sharon Oakes, human resources (HR) director at Internacionale, said: “We’re really passionate about apprenticeships as we see them as creating the management of the future. We believe in developing and capitalising on the personalities of our employees to develop them in their roles and this form of training helps us to do that. “We’re particularly keen to develop the skills


of young people within the business. We find they have real enthusiasm and appetite to progress within the company. Learndirect really appealed to us as a training provider because they can offer Apprenticeships nationwide with a broad spectrum of qualifications. The different styles of learning they offer work well within our fast paced business and we were also really impressed with their recent positive Ofsted report.” The provider is also helping to improve the skills


of employees at quick service restaurant (QSR) operator McDonald’s. The provider now provides the maths and English courses offered to McDonald’s employees and completed by all apprentices with the company. McDonald’s staff access their maths and English


courses through the McDonald’s learning portal, ourlounge, and get remote support from a dedicated


44 Spring/Summer 2014 www.retailtechnology.co.uk


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