Apparel players scout for frontline staff as retail booms

The growing retail apparel market has the upwardly mobile Indian customer spoilt for choice. But, it has also created a vacuum in the frontline staff.

This has caused concern among top national and international companies as they feel that their brands are not sold by the best people.

Gagan Singh, managing director, Benetton India, said, "Companies are not finding the right frontline staff who suit the brand's profile. There is a need to adopt smart business practices to maximise every rupee on each square feet."

While asserting that poaching is not the only way to attract personnel, Provogue Managing Director Akhil Chaturvedi said, "We should make sure that the frontline sales job is made exciting."

A Mumbai-based consultant said one of his large retail clients is exploring the possibility of creating internal competition between stores in their chain to inspire and motivate the in-store staff. Training, he added, will be the clear differentiator.

The retail sector is also feeling the heat from other industries such as the BPOs, which are attracting youngsters with lucrative positions and remunerations.

Reetika Dalal, executive in charge, up-market, brands division, Forbes Gokak, said, "The youngsters are opting for careers in BPOs and aspire for better treatment and respect at the workplace. They don't want to be called salesmen. The companies should work on the human resource practices to promote the frontline staff as store managers or area managers depending on their capabilities."

Chetan Shah, country head, Pepe India, emphasised the need to tap and groom the frontline staff to handle greater responsibilities in the organisation.

"The staff must perceive the job as a prospective career option. The companies could empower them by delegating greater responsibilities in the future, thus ensuring them a career option," he said.