Is HR the saviour of retail chains in the recession?

There are HR departments and then there are HR departments. 

HR has traditionally been a department that has lived somewhat in parallel with the rest of the business. When we have asked why, the reasons have been:

• "They have no responsibility for results"
• "They are a support function"
• "They only work with soft values"
• etc.

HR unlocks competitive advantage

In today's competitive retail environment, we would turn that around and say that HR is actually the department with the greatest potential to drive profitability in both the short and long term.

HR works with people, people are one of the best resources you have to differentiate yourself from your competitors. 

• It is the staff who help the customers and sell to them.
• It's the staff who make sure you get high execution on campaigns.
• It's the staff who give customers a great experience. Which increases conversion rates, raises average receipts and creates more loyal customers.
• It's the people who create your great and winning culture, a great culture will attract better people who stay longer.

But this is only true if staff have the tools they need to do their job optimally. And only if staff are committed and want to do their job optimally. 

Who is working with the staff again? 

HR has a natural place in the chain's management team

Not having HR on the management team today brings to mind the scene from TopGun: when the Admiral lectures Maverick and Goose with the famous line "Son, your ego is writing checks your body can't cash". 

Of course, the HR department also has a responsibility in this. They have to step up to the plate and shoulder this responsibility by understanding the business objectives and needs of the sales and marketing department. It also needs to understand the challenges of regional and store managers. To understand what tools they can offer.

We see that in the last few years alone, a lot has already happened in this change. For many retail chains, HR already has a natural and central role in driving business and profitability. Some others have a little more work to do. 

There are HR departments and then there are HR departments, plain and simple.