Transforming front-end retail employee interactions: PetSmart's ongoing efforts in enhancing worker involvement
In the ever-evolving retail landscape, employee attrition rates continue to climb, with half of frontline retail workers pondering a departure in the coming months. As the sector rapidly transforms, effective communication and engagement, particularly for frontline associates, couldn't be more crucial. Flexibility in the workplace is the top reason frontline retail workers give for leaving their job.
For companies like PetSmart, a leading pet retailer with over 1,650 stores and 50,000 associates across North America, employee engagement is more than just a buzzword. PetSmart stands out because all associates not only share a passion for pets and pet care, but their expertise is highly valued. To foster continued engagement, PetSmart aimed to establish a seamless communication model, allowing associates at all levels, in every role, and across locations to stay connected.
A robust workforce brings numerous benefits. PwC discovered that companies providing exceptional consumer and employee experiences can charge an impressive 16% premium on products and services, accompanied by increased customer loyalty. Meanwhile, Gallup found that highly engaged organizations enjoyed a 21% increase in profitability and an astounding 81% decrease in employee absenteeism. Cultivating employee productivity, loyalty, and brand affinity is essential – especially in challenging economic conditions.
Like many retailers, PetSmart encountered difficulties in reaching all associates outside the office setting. Upon sunsetting their dated communication platform, 'The Dish', PetSmart introduced a mobile-first communication platform, ensuring that associates across stores, distribution centers, and home offices could stay updated and connected.
Serving as a game-changer for PetSmart was 'Central Bark', launched in early 2023. This platform, developed in partnership with MangoApps, was not just a communication tool; it was an all-inclusive platform to bridge communication gaps and connect associates across North America.
Central Bark transcended delivering corporate messages, providing a hub for engaging content, such as updates from stores, distribution centers, and corporate offices, as well as access to important HR-related tools and content surrounding DEI & Belonging, including a dedicated space for PetSmart's six associate resource groups. Since its launch, Central Bark has become the pulsating heart of associate interaction and engagement. Its user-friendly design, featuring pet silhouettes, quickly resonated with associates and fostered a strong sense of connection among team members and the company.
A crucial factor behind Central Bark's success was its mobile-first approach. In today's digital age, to truly resonate with associates and reach them where they are, PetSmart leveraged the familiarity and ease of use of social media interfaces and mobile connectivity. This move enabled real-time updates, accessibility, and a strong sense of community among PetSmart associates.
Central Bark transformed the way PetSmart delivered its internal brand narrative and highlighted their associate value proposition. Associates expressed feeling better informed, more connected, and appreciating the opportunity to connect with the broader PetSmart associate community.
For retailers seeking to revolutionize their frontline operations and foster a thriving community of engaged employees, PetSmart's Central Bark provides valuable insights into best-in-class internal communications. With the right tools and vision, creating a unified employee experience can serve as the catalyst for transformative growth.
If you're considering a similar journey, MangoApps is ready to partner, bringing extensive experience from their work with PetSmart to build a customized, unified solution tailored to your unique needs. Together, you can redefine employee engagement for a brighter retail future.
- In the retail industry, especially for frontline workers, effective communication and engagement are crucial for decreasing employee attrition rates.
- PetSmart, a leading pet retailer, understands the importance of employee engagement, valuing its associates' expertise and shared passion for pets.
- To foster continued engagement, PetSmart aimed to establish a seamless communication model, allowing associates at all levels to stay connected.
- The benefits of a robust workforce include a 16% premium on products and services, increased customer loyalty, a 21% increase in profitability, and an astounding 81% decrease in employee absenteeism.
- Upon sunsetting 'The Dish', PetSmart launched a mobile-first communication platform, enabling associates across stores, distribution centers, and home offices to stay updated and connected.
- Serving as a game-changer for PetSmart was 'Central Bark', launched in early 2023, which bridged communication gaps and connected associates across North America.
- PetSmart's Central Bark provides valuable insights for retailers seeking to revolutionize their frontline operations and foster a thriving community of engaged employees, and MangoApps is ready to partner in creating a customized solution.
