Category: Blog

Bridging the gender pay in grocery retail

Bridging The Gender Gap in Grocery Retail Leadership

Posted on | by Excel Recruitment

I grew up in retail—stacking shelves, working the tills, and doing everything in between before eventually making my way up to senior management. If you’ve worked in retail, you know it’s not for the faint-hearted. It’s fast-paced, unpredictable, and comes with a side of unique customers.

However, one thing is certain: grocery retail wouldn’t function without hardworking, engaged employees. 

And guess what? Studies have shown that women are more engaged than men in nearly every role below senior leadership. They’re often the ones driving store culture, keeping teams motivated, and ensuring that everything—from fresh produce to payroll—gets sorted. But something weird happens when women move up the ladder: their engagement starts to drop. Meanwhile, men’s engagement increases. 

Now, why is that? Well, for starters, leadership roles can feel isolating. Women often don’t get the same level of support, recognition, or opportunities as their male counterparts.

A 2022 McKinsey & Lean In report found that for every 100 men promoted to management, only 87 women move up with them. And in frontline retail, where leadership pipelines are critical, the gap is even wider. 

The reality of retail’s gender gap

The gender pay gap isn’t doing us any favours either. In Ireland, women earn, on average, 12.6% less than men. Even in an industry where women make up a significant portion of the workforce, they’re still underrepresented in leadership roles and underpaid when they get there. 

And then there’s the “double shift”—the fact that many women in senior roles are still handling the majority of household and childcare responsibilities. According to Eurostat women in Ireland spend nearly 13 more hours per week on unpaid domestic work than men. So, when long, unpredictable hours come into play (hello, Christmas trading madness), women often have to make tough decisions about career progression versus family life. 

The leadership ‘Engagement cliff’

Women tend to start their careers in retail with high engagement, and they bring that energy into middle management. But when they hit senior roles, the support system thins out. Research suggests that this drop-off happens because senior women often feel unheard, undervalued, or excluded from decision-making. 

There’s also the pressure to conform to leadership styles that don’t always align with how women naturally lead. While men are often praised for being decisive and assertive, women in leadership can face criticism for the same traits. A Harvard Business Review study found that women in executive roles receive less actionable feedback and are more likely to be judged on personality rather than performance. So, in other words, “you’re too nice” or “you’re too tough” are actual career blockers. 

And let’s not forget the invisible workload: the expectation that women in leadership will also take on extra emotional labour—mentoring junior employees, driving diversity initiatives, or being the “approachable” manager. All of this adds up, and it’s no surprise that many women leave senior roles sooner than men. 

What can retailers do to fix this?

The good news? There are practical steps grocery retailers can take to stop this talent drain and keep their best leaders engaged: 

Flexible work arrangements – Job sharing, hybrid options, and predictable scheduling can help women balance leadership with life. This isn’t about “special treatment” but about removing unnecessary barriers to retention. 

Pay transparency and equity audits – If men and women are doing the same job, they should be paid the same. Full stop. Retailers should proactively review salary structures to close any hidden gaps. 

Mentorship and sponsorship programs – Mentorship is great, but women also need sponsors—senior leaders who actively advocate for their promotions, not just offer “advice” over coffee. 

Leadership training that works for women – Traditional leadership programs tend to be built around outdated ideas of authority. More inclusive training can help women lead authentically without feeling like they have to mimic outdated leadership styles. 

At the end of the day, retail is a people business, and if we want to keep our best talent engaged—especially women in leadership—we need to make real changes. The numbers don’t lie: women bring high levels of engagement, strong leadership, and invaluable experience to the table. But if the system is set up in a way that causes them to burn out, disengage, or leave, then retailers are only hurting themselves. Closing the gender gap isn’t just the right thing to do—it’s a smart business move. More diverse leadership leads to better decision-making, stronger teams, and ultimately, better-performing stores. Because when women thrive in leadership, everyone benefits—including the bottom line. 

How To Ensure A Successful Recruitment Drive

Posted on | by Excel Recruitment

“They don’t make them like they used to” is a phrase I’ve heard repeatedly over the past few weeks while running a project for a new store opening. Our client needed to hire a batch of sales assistants—eager to work and learn, though with little experience. However, after a month of effort and hiring only one out of the twenty staff needed, she called me in, exasperated and seeking help. 

She couldn’t figure out what had gone wrong, so I reviewed the recruitment drive before starting a new one for her. After going through all the applications and her interview notes, it became clear that she was looking for something that simply didn’t exist: an army of her younger self. She envisioned 20 staff members who would take every hour offered, work at 100% effort from sunrise to sunset regardless of culture or leadership style, seek no progression or feedback, and feel grateful for the opportunity to “earn their stripes.” 

On the other hand, the candidates were looking for managers who would motivate, inspire, and mentor them. They wanted working hours that fit around their lives, the right to disconnect after their shifts and above-average pay. 

So, who is right? 

Evolving attitudes  

Here’s the thing: not only has the job market changed, but attitudes have also evolved. There’s no absolute right or wrong here. Both employers and employees are entitled to define their own wants and needs. What ensures a successful recruitment drive is communication, compromise and clear expectations. Once these are established, everything else becomes easier. 

In today’s market, particularly with younger candidates, there’s a prevailing rhetoric that a job is just that: a job. The “above and beyond” mentality is often perceived as a ploy to extract extra unpaid work. Conversely, many retailers I’ve worked with see this “above and beyond”—staying 10 extra minutes after a shift, working through a busy weekend, or the understanding that we can’t discuss progression opportunities until the store’s stock take gets finished—as a sign of genuine interest in making retail their career. 

This mismatch between expectations can lead to frustration on both sides. Employers may interpret employees’ reluctance to go the extra mile as a lack of commitment, while employees may feel undervalued or exploited when they’re asked to do more than what’s in their job description. The reality, though, is that none of these perceptions are the main issue. It’s all about communication and ensuring that both sides are clear and honest about expectations. 

Weekend work 

As the middleman in the recruitment process, I interpret for both sides. For example, when a retailer says they want someone willing to work weekends, I clarify: do they mean every weekend? Both days? Usually, the answer is no. They’re simply looking for someone open to some weekend shifts and a level of flexibility—a team player. On the flip side, candidates often hear “weekend work” and assume it means every single weekend, which leads them to self-select out of the process. When candidates learn they can trade a full weekend for the next one off, or that working a Saturday guarantees a Sunday off, they’re often happy to compromise. 

It’s not that either side is unreasonable—it’s that they’re often speaking past each other. Issues arise when both candidates and clients speak in absolutes, looking for extremes. If either side insists on rigid terms for one factor, they need to show flexibility on others. For example, if someone wants a job with no weekend shifts, or if a store wants staff willing to work every weekend, then compromises on pay or other benefits are usually necessary. As I said, it’s all about compromise and communication. 

Work-life balance 

This isn’t just about retail, either. The broader labour market is undergoing a cultural shift. Employees are increasingly prioritising work-life balance, mental health, and fair compensation. They’re more likely to seek workplaces where their values align with the company’s culture and leadership style. Employers, meanwhile, often yearn for the “good old days” when staff were seemingly more willing to adapt to business needs without question. 

What’s important to remember is that compromise doesn’t mean settling. It means finding a balance where both parties feel their needs are being met. Retailers who embrace flexibility often find that their employees are more loyal and engaged, while job seekers who are open to negotiation can land roles that better align with their priorities. 

So, what do I recommend? 

The first step for all parties is to rank your needs and wants. Identify what’s most important to you in a job or in a potential employee. Go down the list and distinguish between your absolute must-haves and the areas where you’re more flexible. This applies to hours, pay, responsibilities, and even long-term goals. 

This approach provides a clear starting point for negotiations. By being upfront about what’s non-negotiable and what’s open to discussion, both parties can quickly determine if they’re a good match. 

On appeal 

For employers, it’s also helpful to showcase what makes your company an appealing place to work. Highlight mentorship opportunities, career development paths, or any perks you offer that could make the role stand out. For candidates, being transparent about your expectations and showing a willingness to learn can go a long way. 

With clear communication, upfront expectations, and a reasonable dose of compromise, I’ve managed to find perfect matches for countless clients. It’s a win-win for everyone involved! 

At the end of the day, the job market will continue to evolve. Success lies in recognising these changes and adapting accordingly. Whether you’re an employer or a job seeker, remember it’s not about recreating the past—it’s about building a future where both sides can thrive. 

For more information call us on 01 814 8747 or email nikki@excelrecruitment.com.

Retail Career Pathways

Building Career Pathways In Retail

Posted on | by Excel Recruitment

In the dynamic world of retail standing out as an employer means more than just offering competitive pay

Firstly, show your team that there’s room to grow, from that first day on the shop floor they can see the possibility to become a store or even regional manager. More and more we hear from candidates why clear career paths matter and from clients how they can transform your business. Not all employees can be store manager in your store – but by discussing their ultimate goals and short term options you can work together to really motivate them, get the best out of them and ultimately support them in their long-term goals.

A real-life example

Last week, I received a call from a candidate I had placed with a retailer eight years ago as a trainee manager. During her first year, the retailer sat down with her to discuss her long-term goals. At the time, she mentioned she was beginning to explore opportunities outside retail because she felt somewhat aimless. Together, she and the retailer explore various options and eventually identified her passion for training. Over the next year, the retailer gave her small training tasks, such as mentoring new starters and rolling out minor updates to the team. The following year, she was tasked with compiling a training manual for new staff, alongside taking on a new role as a department manager. In her third year, the retailer supported her pursuing a diploma in training and appointed her as the store’s trainer. She became responsible for everything from induction sessions to manual handling and HACCP (Hazard Analysis & Critical Control Point) training. After six years with the store, the retailer recommended her for a group training role with their parent company. This case study highlights the transformative impact of a little investment and guidance from the retailer. Not only did it shape her career, but it boosted her productivity and extended her tenure with the company from what might have just been one year to six impactful years.

Why career progression is a game-changer

Retail can sometimes be seen as a stop-gap industry – where you fill your years in education – waiting for your ‘real’ career to kick off. But that couldn’t be further from the truth. When employees see a clear path ahead, they’re more engaged, stick around longer, and are motivated to climb the ladder. Plus, promoting from within boosts morale and saves on hiring costs.

Steps to create clear career paths

So, how can retailers ensure that their employees see retail as a viable option? As a career where they can grow and progress?

1. Share your stories

Most retailers I know started their career on the shop floor or till and worked their way up. There is nothing more inspiring than hearing these success stories from your manager, seeing real-life examples can help new employees picture their future within your store. Why not make these stories part of your hiring process by sharing them during the interview stage? It can double as a great hiring tool as well as motivational tool.

2. Map out the journey

Show your team the steps from entry level roles to management. For example, starting as a cashier, moving to shift supervisor, then assistant manager, and finally store manager. Lay out the skills and experience needed for each role so everyone knows what’s expected in order to progress. Laying this out in black and white makes it feel more attainable to staff.

3. Invest in training

Equip your staff with the tools they need to succeed. Offer training in areas like customer service, leadership, and inventory management. Whether its on the job training, online courses, or workshops, make learning accessible. Additional training is a double win – not only do staff feel that you are investing in them, but you also have a more skilled workforce in your store.

4. Promote from within

Show your team that hard work pays off. Regularly review performance, identify rising stars, and give them opportunities to take on more responsibility. This could be through temporary leadership roles or special projects. Not every employee needs a salary or title bump at every review. But, giving employees a little extra responsibility, a small section to take ownership of, or a project to oversee can make them feel empowered and valued.

5. Mentorship matters

Pair up newcomers with seasoned staff who can offer guidance and share their experiences. A mentor who started in an entry level position and moved up can be a powerful motivator.

6. Celebrate success

Recognise and reward achievements, whether it’s completing a training program or earning a promotion. Public shout outs, bonuses, or other incentives can go a long way in keeping morale high. One of my clients walks the shop floor with ‘free lunch’ vouchers in his pocket and anytime he sees a staff member working hard, offering great customer service, or has their section in great shape he hands out the vouchers. He has seen a huge boost in not only performance but staff morale since he started this initiative.

7. Personalise career paths

Not everyone wants to follow the same path. Some might aim for management, while others prefer specialised roles. Have regular check ins to understand individual goals and tailor development plans accordingly. Think outside the box where you can – not everyone wants to end up as store manager – perhaps some of your staff would like to end up in retail HR, food safety champion or retail/deli chef – all paths that you can help them work towards within your store.

For more information call us on 01 814 8747 or email nikki@excelrecruitment.com.

Grocery Retail Salary Guide 2025

Navigating the Irish Grocery Retail Landscape in 2025

Posted on | by Excel Recruitment

Each year at Excel Recruitment, we conduct a comprehensive, industry-wide survey to gauge market trends for the coming year. This year, we are excited to share the findings from our 2025 salary guide, which reflect the anticipated impacts of the most recent National Minimum Wage increase. This year’s survey revealed several noteworthy insights. The Irish grocery retail sector is undergoing significant transformation as it heads into 2025. Amid rising operational costs and fierce competition, the industry remains resilient, with a clear focus on fresh food offerings, talent acquisition, and adaptability. Below outlines the key salary trends, challenges, and emerging priorities that are likely to shape this evolving landscape in the year ahead.

Key Trends Shaping the Industry:

1. Investment in Fresh Food and Talent

Fresh Food sections have emerged as the cornerstone of many retailers’ strategies, aiming to enhance margins and attract discerning customers. The guide highlights a 20% increase in fresh food roles during late 2024, underscoring the industry’s commitment to innovation and quality. Retailers are hiring chefs for the first time, as well as prioritising bakers and butchers, to elevate their offerings. Despite a tight labour market, these roles remain a top priority, reflecting their importance in delivering competitive advantages.

2. Flexibility as a Priority

Flexibility continues to drive employee attraction and retention. Since 2019, 60% of retailers have adjusted contract hours to cater to candidates seeking improved work-life balance. For job seekers, flexibility is crucial, with 25% ranking it as their top consideration when exploring career opportunities.

3. Diversity, Inclusion and Employer Branding

Irish retailers are placing greater emphasis on diversity and inclusion during recruitment, recognising the benefits of a workforce that mirrors their customer base. Employer branding has become a key differentiator in a competitive labour market, with companies leveraging their culture and values to attract top talent. Advanced tools like AI and data analytics are also being employed to enhance recruitment processes and broaden the candidate pool.

4. Rising Operational Costs

The sector faces ongoing challenges from increasing costs. A 6.3% rise in the national minimum wage (now €13.50) is having a cascading effect on wage structures. Additional regulatory pressures, such as pension auto-enrolment and expanded sick leave benefits, are further straining margins. Retailers are also contending with higher costs associated with combating theft and anti-social behaviour, necessitating increased investment in security measures.

Salary Trends Across the Sector:

The 2025 salary guide provides an in-depth look at compensation across roles, from entry-level positions to senior management, highlighting notable trends across store formats:

Store Managers in smaller supermarkets earn between €45,000-€60,000 annually, while those in large supermarkets command €70,000-€120,000, depending on experience. Fresh food managers in larger supermarkets earn €38,000-€48,000, reflecting the heightened focus on premium offerings in this area. Specialist roles such as bakers and butchers earn €16.00-€17.50 per hour, with managerial roles in these specialities reaching up to €45,000 annually. These positions are vital for differentiation and customer satisfaction. Hourly wage roles, including sales assistants and deli supervisors, also show adjustments, with pay ranging from €14.00 to €16.50 per hour based on experience.

Challenges and Opportunities:

Navigating wage increases – Since 2020, the minimum wage has risen by 32%, significantly impacting retailers’ operational costs. While these increases aim to improve employee welfare, the compel business to re-evaluate their overall compensation strategies to maintain competitiveness.

Enhancing the employee experience – Transparency and comprehensive benefit offerings are becoming increasingly important during recruitment. Employees are more likely to accept roles when provided with clear information on compensation and benefits. Retailers that prioritise work-life balance and flexibility will be better positioned to attract and retain talent.

Technological integration – the growing use of AI and other technological advancements is revolutionising recruitment. These tools allow companies to target suitable candidates more effectively, optimising hiring processes and ensuring alignment with the sectors broader focus on innovation and sustainability.

Combatting retail crime – rising theft and anti-social behaviour are forcing retailers to allocate significant resources to security. While these measures are essential for safeguarding employees and customers, they add to the industry’s financial burdens.

Future Outlook:

Despite these challenges, the Irish grocery retail sector remains optimistic about 2025. Investments in fresh food, talent and innovation are expected to bolster customer loyalty even as costs continue to rise. Retailers’ focus on sustainability and aligning with consumer preferences ensures a competitive edge in the market. Moreover, technology and commitment to diversity and flexibility highlight the industry’s forward-thinking approach to workforce management. Those who adapt to these trends will likely emerge stronger, even in a tight labour market.

For those interested in a full copy of this year’s salary guide click here

How to identify true retail leaders

How to Identify a True Retail Leader

Posted on | by Excel Recruitment

Did you ever have an unbelievable manager? Someone who inspired you, who got the best out of you, and pushed you to work better, faster, and smarter? 

As retail recruiters we regularly speak with excellent managers—retail leaders managing teams of 2 to 200 staff while keeping operations running smoothly 365 days a year. But lately, I’ve been asking myself: what separates a good manager from a truly outstanding one? More importantly, how do we identify them when hiring?  

Look for Leaders, Not Managers—The “Let’s Go” Approach 

One of the most significant distinctions is between those who lead and those who merely manage. A leader says, “Let’s go,” while a manager says, “Go.” Leaders lead by example, inspire through their own enthusiasm, and are genuinely invested in empowering their team to achieve their best. They use inclusive language like “we” and spend a great deal of their time nurturing and developing others. 

On the other hand, managers typically rely on their authority to get things done, focusing more on directing others rather than leading them. They may micro-manage, use language that centres around “I” and often spend time with their team without truly investing in them. When hiring, look for people who inspire others, not those who simply manage tasks. 

Look for Someone Who Leaves a Trail of Promotions 

Another tell-tale sign of an outstanding manager is their ability to identify, nurture, and develop talent. Great managers are not threatened by the growth of their team members; instead, they empower and encourage them to grow—even if that means outgrowing their current role. They take pride in seeing their people succeed and move on to bigger and better things. When interviewing candidates, ask for examples of people they’ve promoted or mentored. Outstanding managers will have plenty of examples to share, as their legacy often involves a trail of individuals they’ve helped advance in their careers. 

Ask About Their Biggest Achievement and How They Accomplished It 

One simple yet revealing question can be: “What’s your biggest achievement, and how did you accomplish it?” Pay close attention to how they frame their answer. If they fail to credit their team or at least acknowledge their contributions, that’s a red flag. No retailer worth their salt should claim that they single-handedly keep a store running without acknowledging the hard work and dedication of the entire team. 

A great manager understands that success is a collective effort, and they’ll be quick to give credit where it’s due. This humility and recognition of their team’s role are key indicators of a leader who empowers others rather than seeks all the glory for themselves. 

Ask Them Directly: “What Makes You a Great Manager?” 

This question can be eye-opening. When you ask someone what makes them a great manager, you’re looking for specific responses that reflect an emphasis on open, transparent communication, trust, empowerment, and development.  

Body language can also reveal a lot. Great managers light up when they talk about their teams’ successes. They’re excited to share stories of growth, achievement, and the ways their team members have thrived under their guidance. This excitement is a powerful sign of a manager who is genuinely invested in their people. 

Positive Mental Attitude 

You’ve probably heard the cliché that attitude is everything. While it may sound overused, there’s truth in it, especially when it comes to management. Have you ever had an excellent manager who was a glass-half-empty type? Most likely not. The best managers are often optimists, full of positivity and a can-do attitude that they spread throughout their team. 

A positive mental attitude is contagious. It can lift a team’s morale, especially in tough times, and it’s something you’ll want to look for in a manager. The energy a manager brings to the workplace has a profound effect on the culture and productivity of the team, so make sure they bring good vibes with them! 

Adaptable Management Style 

In today’s dynamic work environment, a one-size-fits-all approach to management no longer works. Different team members respond to different styles of leadership. Some may need more hands-on guidance, while others thrive with autonomy. A great manager understands this and adapts their style accordingly. 

However, adaptability doesn’t mean inconsistency. A great manager strikes a balance by remaining flexible in their approach while being consistent in their values and expectations across the board. During interviews, ask candidates for examples of how they’ve adjusted their management style to meet the needs of different individuals on their team. 

Borrowed Beliefs: The Gold Standard of Leadership 

In my opinion, this is the gold standard for managers—if you can find this in a candidate, it’s not just a green flag; it’s a sign that you should move to offer them a role immediately. 

We’ve all heard of limiting beliefs—those internal voices that tell people they can’t do something, so they don’t even try. A great manager can help their team members overcome these limiting beliefs. They do this by believing in their people so strongly that those employees “borrow” the manager’s belief in them and start to believe in themselves. This is called “borrowed belief,” and it’s a powerful tool for motivating staff. 

When employees feel that their manager has faith in them, they often become capable of much more than they initially thought possible. This belief can lead to remarkable growth and achievement within the team. It’s incredible to watch how people flourish under the guidance of a manager who genuinely believes in their potential. 

Find your leader 

Hiring a great manager is about more than just finding someone who can keep operations running smoothly. It’s about identifying a leader who can inspire, develop, and empower their team. By looking for these key traits—leadership, talent development, team recognition, positivity, adaptability, and borrowed belief—you can find the type of manager who will not only manage but truly elevate your team to new heights. 

In today’s competitive job market, finding managers with these qualities is no easy feat. But when you do, they will become the driving force behind your team’s success, leaving a lasting legacy of growth, development, and positivity wherever they go.  

For more information call us on 01 814 8747 or email nikki@excelrecruitment.com.

Tips for efficiently screening CVs

6 Tips for Efficiently Screening CVs

Posted on | by Excel Recruitment

We receive anywhere from 10 to 50 applications per job advertisement. This year in August alone, we received over 4,000 CVs for Grocery roles. Dealing with this volume has made us experts at identifying the best candidates from these applications. Below are some tips for retailers advertising their own jobs and looking for effective ways to review CVs and screen candidates to ultimately find the best fit for their roles.

1. Start with the “No” Pile

It’s almost inevitable that you will receive applications from individuals who aren’t qualified fir the role. Many of our roles attract over 1000 CVs, but only a small percentage of these candidates match the requirements, and even fewer make it to the interview stage. A great way to filter out unqualified candidates is to create a CV checklist of the minimum requirements, such as skills, experience, and eligibility to work. Any CV that doesn’t meet these criteria can go straight into the “No” pile. Those that show potential but don’t meet all the requirements can be placed in the “Maybe” pile, while CVs that fully meet your criteria should go in the “Yes” pile. This process will make the next stage of the selection much easier. Note: For employer branding, it’s important to respond to all applicants who don’t fit your criteria. Send them a polite email thanking them for their interest and informing them that their application has been unsuccessful.

2. Reviewing Resumes of applicants

Next, compile a wish list of skills or attributes you’d like to see and rank them in order of importance. Use this list to compare against the skills on CVs and rank them accordingly. While reviewing, make notes of any specific questions you have about the candidates. This will ensure you’re prepared for the next stage of the process. Keep in mind that many of the traits you value in an employee may not be visible on a CV. Personally, I believe in speaking to as many candidates as possible. Depending on the number of CVs left in the “Yes” and “Maybe” piles, you might decide to skip this step and simply call all the candidates for an initial phone screen.

3. Potential Red Flags to Watch for in CVs

There are certain warning signs that may outweigh a candidate’s skills and experience. While these may be deal-breakers, they are issues you might want to explore further during the interview:

Unexplained Employment Gaps: Some employment gaps may be perfectly logical, but others may raise concerns. In some cases, long career gaps have had more problematic reasons.

Job Hopping: Frequent job changes can indicate ambition, but it may also suggest a lack of commitment. After investing time and effort in the hiring process, it can be frustrating if the employee moves on shortly after starting.

Stagnant Careers: A career without progression in responsibilities or advancement may indicate a lack of drive for professional growth.

4. Checking Applicants Digital Footprint

All our recruiters use LinkedIn to learn more about candidates – so you should too! Visiting an applicant’s LinkedIn profile can provide valuable insights into who they are, the posts they engage with, and the people or organisations they follow. It’s also reassuring to see if their CV matches their LinkedIn profile – surprisingly, discrepancies are common. I’ve seen candidates claim to be store managers on their CVs, but their LinkedIn profile says department or trainee manager. Sometimes, candidates omit roles from their CV that are listed on LinkedIn. Additionally, endorsements ad recommendations from other professionals can act like mini- references or third-party reviews, which are always a bonus!

5. Pre-Screening Candidates Over the Phone

Once you’ve narrowed down your pool, its helpful to pre-screen candidates with a short phone call before inviting them to an interview. This will give you a better sense of their communication skills, humour, listening abilities, and professionalism – qualities that are hard to assess from a CV alone. A typical pre-screening call should last between 15-30 minutes, depending on the role. During this call, ask questions to identify candidates who are a good match for your team, and be sure to give them a clear picture of the job so they can confirm their interest.

Some questions you might ask:

• Is the location accessible for you in the long term?

• Are shift patterns / contracted hours compatible with your current schedule?

• Does the job description align with your skills and interests?

• Is the salary for this position within your acceptable range?

• Why are you searching for a new position?

• What motivated you to apply for this vacancy?

• What are your top three responsibilities in your current or most recent job?

• What do you enjoy most about your current role?

6. Beware of the Current Hiring Market

While this is the last point on my list, it is by no means the least important. Always stay aware of the trends in the current hiring market when filling a vacancy. It can be frustrating to sift through countless CVs without finding a suitable candidate. Even if your organisation is attractive and the opportunity is excellent, there’s always a chance that the perfect candidate simply isn’t on the market at the moment. With this in mind, don’t just aim to hire the ‘dream candidate’. Consider hiring for potential. If a candidate is the right cultural fit, their technical skills can often be improved with on-the-job training. (Or, of course, you could always call your favourite recruiter – wink, wink – and let us find the dream candidate for you!)

For more information call us on 01 814 8747 or email nikki@excelrecruitment.com.

C-Store Awards 2024 Shortlist

2024 C-Store Awards Shortlist

Posted on | by Excel Recruitment

We are excited to reveal the shortlisted nominees for the 2024 Shelflife C-Store Awards!

The ShelfLife C-Store Awards are now in their 23rd year and Excel Recruitment is proud to be a sponsor of such a prestigious event within the convenience retail sector. As usual, the standard of entries is exceptionally high, showcasing the talent, creativity and diligence within convenience retail industry.

This year’s C-Store Awards ceremony takes place on the 21st of November at the Royal Marine Hotel. Congratulations to all of this year’s nominee’s we wish you all the very best of luck.

Check out the list of shortlisted nominees below:

 

Best Forecourt Retailer 2024 (Small) – Sponsored by PCS

Aherne’s Londis, Brittas Road Services, Brittas Road, Thurles, Tipperary

Wallaces Costcutter, Wellingtonbridge Retail Centre, Maudlintown, Wellingtonbridge, Wexford

Applegreen Service Station, Merrion Road, Booterstown, Dublin 4

Daybreak Broomfield, N2 Broomfield, Castleblayney, Monaghan

Nearby Castleblayney, Monaghan Road, Castleblayney, Co Monaghan

Mangans Centra/Texaco Service Station, Dublin Road, Edenderry, Offaly

Clarkes Londis, Oriel, Dublin Road, Dundalk, Louth

Reidy’s Centra, Corgrig, Foynes, Limerick

XL Cloghan Service Station, Ferbane Road, Cloghan, Offaly

Spar Corrib Oil Parkway, Dublin Road, Singland, Limerick

Maxol Killeens, New Line Road, Killeens, Wexford

Costcutter Bansha, Costcutter Bridge Supermarket, Barrack Street, Bansha, Tipperary

Gala Mcguires Of Rosskey, Dromod Road, Knockmacroy, Rooskey, Leitrim

Applegreen Gala, Rakeelean, Ballyconnell, Cavan

 

Best Forecourt Retailer 2024 (Large) – Sponsored by PCS

Skellys TOP/Mace, Virginia Road, Ballyjamesduff, Cavan

Maxol Ballincollig, Main Street, Ballincollig, Cork

Texaco/Centra Pelco, Unit 15C Corporate Park, Ballycoolin, Blanchardstown, Dublin 15

Corrib Oil/SPAR, John Joe Sheehy Road, Cloonalour, Tralee, Kerry

SPAR Bradys, Coolquay, The Ward, Dublin

Lee’s Centra/Applegreen, Garranmore, Pallasgreen, Limerick

Caseys Londis, Caseys Retail Group, New Westport Road, Castlebar, Mayo

O’Briens Costcutter Service Station, Bandon Road Junction, Bishopstown, Cork

Cosgroves Centra Mountain Top, Letterkenny, Donegal

Maxol Filling Station, Dublin Road, Dundalk, Louth

Costcutter N20 Mallow Plaza, Limerick Road, Cork

Donnellans Centra, Loughville, Lahinch Road, Ennis, Clare

Applegreen Enfield West, M4 Enfield Westbound Kilmore, Enfield, Meath

Applegreen Ballymount, M50 Service Area, Ballymount, Dublin 12

 

Best C-Store 2024 (Mini) – Sponsored by Cuisine de France, National Lottery, and Cheez-It

Centra Central Park, Block P Central Park, Leopardstown, Dublin 18

Londis Aughrim, Main Street, Aughrim, Wicklow

Mace Ballycahill, Moneydass, Thurles, Tipperary

Mace Clongriffin, Marrsfield, Clongriffin, Dublin 13

O’Reillys Mace, Strand Road, Laytown, Meath

Mace Beaumont, 12/12a Shantalla Road, Beaumont, Dublin 9

 

Best C-Store 2024 (Small) – Sponsored by Cuisine de France, National Lottery, and Cheez-It

Brodigan’s Londis, Quay Street, Dundalk, Louth

Spar Parkwest, Parkwest Business Plaza, Clondalkin, Dublin 22

Gala Keel, Keel East, Keel, Mayo

Mace, Thomas Street, Limerick

XL New Inn, Ballinasloe, Galway

Mace Sandymount, 24 Sandymount Green, Dublin 4

Daybreak Dungarvan, Youghal Road, Dungarvan, Waterford

 

Best C-Store 2024 (Medium) – Sponsored by Cuisine de France, National Lottery & Cheez-It

SPAR Clancy Quay, The Watchtower, Clancy Quay, Island Bridge, Dublin 8

Londis DCU, DCU, Glasnevin, The Hub, Whitehall, Dublin 9

Scully’s XL, Main Street, Daingean, Offaly

Spar Corrib Oil, 8 Market Street, Listowel, Kerry

Mace, Whitefield Hall, Bettystown, Meath

SPAR Donacarney, Donacarney Village Square, Donacarney, Meath

SPAR Little Island, Eastgate Business Park, Little Island, Cork

O’Reilly’s Centra, 33/35 Johnstown Road, Cabinteely, Dublin

 

Best C-Store 2024 (Large) – Sponsored by Cuisine de France, National Lottery & Cheez-It

SPAR Carpenterstown, Castleknock, Dublin 15

Londis Castleknock, Phoenix Park Way, Phoenix Park Racecourse, Dublin 15

Dillon’s Londis, Fethard-on-Sea, Hook Head, Wexford

Broderick’s SPAR, Main Street, Croom, Co. Limerick

 

Best Food to Go Retailer 2024  – Sponsored by Cuisine de France

Caseys Londis, Caseys Retail Group, New Westport Road, Castlebar, Mayo

Broderick’s SPAR, Main Street, Croom, Limerick

SPAR Clancy Quay, Island Bridge, Dublin 8

MACE Thomas Street, Limerick

Donnellans Centra, Loughville, Ennis, Clare

Applegreen Enfield West, M4 Enfield Westbound Kilmore, Enfield, Meath

Wallaces Costcutter, Wellingtonbridge, Wexford

SPAR Little Island, Eastgate Business Park, Little Island, Cork

Applegreen Ballymount, M50 Service Area, M50 Business Park, Ballymount, Dublin 12

Spar Junction 14, Mayfield, Monasterevin, Kildare

Daybreak Dungarvan, Youghal Road, Dungarvan, Waterford

Texaco/Centra Pelco, Unit 15C Corporate Park, Ballycoolin, Blanchardstown, Dublin 15

Londis Castleknock, Phoenix Park Way, Phoenix Park Racecourse, Castleknock, Dublin 15

Mangans Centra/Texaco Service Station, Dublin Road, Edenderry, Offaly

O’Briens Service Station Costcutter, Bandon Road Junction, Bishopstown, Cork

 

Best Impulse Offering 2024  – Sponsored by Excel Recruitment

Daybreak Dungarvan, Youghal Road, Dungarvan, Waterford

Texaco/Centra Pelco, Unit 15C Corporate Park, Ballycoolin, Blanchardstown, Dublin 15

Londis DCU, DCU, Glasnevin, The Hub, Whitehall, Dublin 9

Spar Little Island, Eastgate Business Park, Little Island, Cork

Daybreak Edgeworthstown, Longford Road, Edgeworthstown, Longford

Spar, The Galway Plaza, Carrowkeel, Kiltullagh, Athenry, Galway

Daybreak Broomfield, N2 Broomfield, Castleblayney, Monaghan

Spar Junction 14, Mayfield, Monasterevin, Kildare

Londis St. James Hospital, The Concourse, St. James Hospital, Dublin 8

Mace Sandymount, 24 Sandymount Green, Dublin 4

Reidy’s Centra, Corgrig, Foynes, Limerick

 

Customer Service 2024 – Sponsored by Smart Bits

Mace Bettystown, Whitefield Hall, Bettystown, Meath

O’Reillys Mace, Strand Road, Laytown, Meath

XL New Inn, New Inn, Ballinasloe, Galway

Dempsey’s Gala, 1 Patrick Street, Portarlington, Laois

Gala Keel, Keel East, Keel, Mayo

Mace Sandymount 24 Sandymount Green, Dublin 4

Centra Central Park, Block P Central Park Leopardstown, Dublin 18

O’Briens Costcutter Service Station, Bandon Road Junction, Bishopstown, Cork

Londis Aughrim, Main Street, Aughrim, Wicklow

Spar Donacarney, Donacarney Village Square, Colpe Road, Donacarney, Meath

Mace Beaumont, 12/12a Shantalla Road, Beaumont, Dublin 9

Reidy’s Centra, Corgrig, Foynes, Limerick

 

Best Fresh & Chilled Department 2024 – Sponsored by Invest NI

SPAR Rathcoole, Main Street, Rathcoole, Dublin

Centra Central Park, Block P Central Park, Leopardstown, Dublin 18

O’Briens Costcutter Service Station, Bandon Road Junction, Bishopstown, Cork

Caseys Londis Caseys Retail Group, New Westport Road, Castlebar, Mayo

Talty Stores (Mace), Lissycasey, Ennis, Clare

Cosgroves Centra, Mountain Top, Letterkenny, Donegal

Reidy’s Centra, Corgrig, Foynes, Limerick

Broderick’s SPAR, Main Street, Croom, Co. Limerick

Spar/Corrib Oil, John Joe Sheehy Road, Cloonalour, Tralee, Kerry

Applegreen Service Station, Merrion Road, Booterstown, Dublin 4

Spar Little Island, Eastgate Business Park, Little Island, Cork

Applegreen Ballymount, M50 Service Area, M50 Business Park, Ballymount, Dublin 12

 

Best Off-Licence Retailer 2024 – Sponsored by Salescare/Toshiba

Caseys Londis Ballina, Circular Road, Ballina, Mayo

Costcutter Dunmanway, Market Square Town Centre, Dunamanway, Cork West

O’Reilly’s Centra, 33/35 Johnstown Road, Cabinteely, Dublin

Spar/Corrib Oil, Market Street, Listowel, Kerry

Mangans Centra/Texaco Service Station, Dublin Road, Edenderry, Offaly

Talty Stores Ltd (Mace), Lissycasey, Clare

Cosgroves Centra, Mountain Top, Letterkenny, Donegal

Reidy’s Centra, Corgrig, Foynes, Limerick

Broderick’s SPAR, Main Street, Croom, Limerick

Londis Castleknock, Phoenix Park Way, Phoenix Park Racecourse, Castleknock, Dublin 15

 

Best News Department 2024 – Sponsored By EM News

Londis Mater Hospital, Level 1, The Mater Hospital, Eccles Street Dublin 17

Londis KCR, Terenure Road West, Dublin 6W

XL Eyre Square, XL, 112 Eyre Square Shopping Centre, Eyre Square, Galway

Scully’s XL, Main Street. Daingean, Offaly

Bradys at Coolquay, Spar, Coolquay, The Ward, Dublin

Nearby Castleblayney, Monaghan Road, Castleblayney, Monaghan

Londis St. James Hospital, The Concourse, St. James Hospital, Dublin 8

Londis Aughrim, Main Street, Aughrim, Wicklow

Broderick’s SPAR, Main Street, Croom, Limerick

Lee’s Centra/Applegreen, Garranmore, Pallasgreen, Limerick

Skellys TOP/ MACE, Ballyjamesduff, Co Cavan

 

Best New C-Store Concept/Offering 2024 – Sponsored by Stocktaking.ie powered by RGIS

Lee’s Centra/Applegreen, Garranmore, Pallasgreen, Limerick

O’Briens Costcutter Service Station, Bandon Road Junction, Bishopstown, Cork

Londis Castleknock, Park Way, Phoenix Park Racecourse, Castleknock, Dublin 15

Applegreen Ballymount, M50 Service Area, M50 Business Park, Ballymount, Dublin 12

Spar Donacarney, Donacarney Village Square, Colpe Road, Donacarney, Meath

Mace Beaumont, 12/122a Shantalla Road, Beaumont, Dublin 9

 

Cuisine de France Best Bakery Section 2024

SPAR Merrion Row

SPAR Carpenterstown

SPAR Longwood

 

Best Staff Development Award 2024 – Sponsored by Bank of Ireland

Lee’s Centra/Circle K Caherconlish, Limerick

Casey’s Londis, Balla, Mayo

Applegreen M4 Enfield, Meath

Lee’s Centra, Pallasgreen, Limerick

Daybreak Dungarvan Co. Waterford

Lee’s Centra/Circle K, Limerick Road, Charleville, Cork

Lee’s Centra/Circle K Caherconlish, Limerick

 

National Lottery Store of the Year 2024

Hoey’s Spar, Moorfield Shopping Centre, Newbridge, Kildare

Nearby Johnstown Shopping Centre, Navan, Meath

Bergin’s Food Fair, Clonmel, Tipperary

Broderick’s Spar, Main Street, Croom, Limerick

Texaco S/S, Bunclody, Wexford

 

Best Community Initiative 2024 – Sponsored by Payzone

Nearby Creeslough, Letterkenny, Donegal

Lee’s Centra/Circle K, Limerick Roadd, Charleville, Cork

Nearby Castleblayney, Monaghan

Doughty’s Mace, Wilkinstown, Navan, Meath

Maxol Dublin Road, Mullagharlin, Dundalk, Louth

Lee’s Centra, Pallasgreen, Limerick

Daybreak Dungarvan, Waterford

Spar, The Crescent, Mulhuddart, Dublin 15

O’Donnells Mace, Crolly Service Station, Donegal

 

Best Protein Section 2024 – Sponsored by Fulfil

Costcutter, N20 Mallow Plaza, Limerick Road, Cork

Mangans Centra/Texaco, Edenderry, Offaly

Londis DCU, DCU Glasnevin, Whitehall, Dublin 9

Centra Central Park, Leopardstown Dublin 18

Centra, 121/122 Capel Street, Dublin 1

Applegreen, M4 Enfield Westbound Kilmore, Enfield, Meath

Spar Bradys at Coolquay, Coolquay, The Ward, Dublin

Spar/Corrib Oil, John Joe Sheehy Road, Cloonalour, Tralee, Kerry

 

Best New Food & Drink Start-Up Award 2024 – Sponsored by Centra

Fierce Mild Non-Alc

Blynk+

 

Best Product 2024 – Sponsored by XL

Deep River Rock

Lost Mary

Cadbury Dairy Milk

Fulfil

Lucozade

Coca Cola

Tayto

Monster

Red Bull

Insomnia

 

Retail Technology Supplier 2024 – Sponsored by Maxol

Almotech

CBE

Kelsius

Leaders

CashGuard

Payzone

PCS

QuestZone

Retail Solutions

Station Master

 

New C-Store Product Launch 2024 – Sponsored by Spar

Chef Spice Bag Ketchup

O’Haras Baker 51 Range

Liquid Death

GetPro

Fit Foods High Protein Pudding

Tayto Mighty Munch

Doritos Flamin’ Hot

Lucozade Celsius

Cheez-It

Avonmore Vitamin & More

 

Best C-Store Wine 2024 – Sponsored by Barry Group/Costcutter/Carry Out

19 Crimes

Campo Viejo

Santa Rita

Dada

Castillero del Diablo

Barefoot

Yellow Tail

Oyster Bay

McGuigan

Blossom Hill

 

Best Supplier 2024 – Sponsored by Gala

Mondelez

Britvic

Suntory

Coca Cola HBC

Aryzta

Tayto Snacks

JTI

Richmond Marketing

Heineken

Aurivo

 

Marketing Campaign 2024 – Sponsored by Mace

Cuisine de France

Tayto

National Lottery

Nordic Spirit

Pepsi

Cadbury

Lucozade

Coca Cola

Guinness 0.0

Propercorn

 

Best Sustainability/Environment Brand 2024 – Sponsored by Nearby

Zeus Packaging

O’Donnells

Coca Cola HBC

Tirlan

Bewleys

Britvic

Deli-Lites

John Player

Nestle

Bunzl

ShelfLife - 30 years of retail recruitment

30 Years of Retail Recruitment

Posted on | by Excel Recruitment

In honour of Shelflife’s 30th year milestone this month our Director of Grocery Retail Recruitment, Nikki Murran, thought it would be fun to reflect on the changes in recruitment over the last three decades.   

When our founder Barry Whelan started recruiting, we had a fax machine, recruiters smoked at their desks and everyone wore a full suit every day, there was no zoom calls, every interview was in person and What’sApp didn’t exist!  

The evolution of technology has obviously had some of the biggest impacts on how we recruit, from how we advertise, how candidates apply and how candidates are referenced to how we communicate between candidates and employers. But there has also been a shift of focus to include soft skills, a heightened awareness on diversity and inclusion, the emergence of employer banding and of course remote working has been added to the mix. 

The market has flipped several times over the last 30 years. If you look back to 1994, the year of Shelflife’s first publication, unemployment was nearly 15%, so jobs were in short supply, with an abundance of candidates on the market. Some notable retailers of the day would have included Crazy Prices, Quinnsworth, St Bernard’s Dunnes Stores and Superquinn. Notably Aldi and Lidl had not yet joined the market.  

By 2001 the unemployment rate has drop as low as 4% where is would stay for the next number of years while Ireland experienced the Celtic Tiger Era. Similar to today’s market, candidates where scarce and many turned away from jobs in the retail sector. Until 2009. By 2009 Ireland was experiencing a recession and unemployment was back to 12% and continued to stay at this level over the following 8 years, peaking in 2013 at nearly 14%. During this era, it was a client driven market with employers once again having ample candidates available for every open job. The last ten years has seen a steady decline in unemployment, bringing us back to today – near perfect unemployment and retailers again shouting out for talent to remain in the industry!  

30 years ago, retailers looking to attract candidates would place an ad in the Irish Independent – on a Thursday – which included an address you could post your CV to and a landline number for more information.  Today we have a multitude of professional online job board forums, as well as a dedicated social media platform in LinkedIn. Mind you, the old process of an “apply within” sign is still holding firm! I guess some things don’t change after all.  Radio Ads also went through a phase in the early 2000’s but later died out too.  

One of the more amusing trends I have noticed over the last decade is how candidates present themselves for interview.  As recent as 10 years ago, every candidate wore a full suit, and every man wore a tie to an interview. This was a given, even for trainee managers or apprentice butchers and bakers coming straight from school – they borrowed a suit if they didn’t have one. Today, more and more candidates show up in much more casual attire – sometimes too casual. Fashion retailers no longer wear suits, but dress to match the brand they represent, junior candidates believe a pair of jeans and their best runners is a full effort and whilst some still wear suits, it appears ties are mostly a thing of the past!  

Over the last 15 years, as the unemployment figures have come down, candidate’s behaviours have shifted substantially, nearly directly in line with the unemployment trend. The market is now full of passive candidates, rather than active. With the emergence of CV databases like Indeed and LinkedIn, increasing numbers of candidates have an expectation of being approached or headhunted, rather than compiling a CV and submitting it. With the acceptance of online interviewing, there is now a reluctance to travel too far for interviews. Whereas go back even 12 years and I don’t ever recall a candidate refusing to come to Dublin to meet me, weather they were travelling from Donegal or Cork, regardless if the job was for Deli Supervisor or Store Manager, they came, no questions asked. 

There has also been more unsavoury candidate behaviour – many retailers have plenty of stories of no-show interviews, counter offered candidates and new starters leaving after a week. At the risk of sounding old, these things didn’t happen when I worked in retail – or certainly not to the extent of today’s candidates. It’s hard to know if it’s an era thing or reflective of today’s economy or perhaps both?  

I’ve enjoyed watching the changes by clients over the years as they have moved from a wish lists for potential candidates which included all hard skills to a much broader wish lists, which now, nearly always, include softer skills. Most roles I had registered when I started recruitment cited things like – experience with store ordering, stock takes, floor standards, newspaper returns etc. Now, skills such as having an ability to lead people, bring their team in on the journey and increase customer engagement are much higher on the priority list. The best retailers have gone from being excellent managers to outstanding leaders instead.  

And finally – formality – the whole level of formality has changed – we have gone from cover letters addressed to “Dear Sir” 30 years ago, to today’s world of Text and What’sApps!  

I wonder what the next 30 years will look like!  

For more information call us on 01 814 8747 or email nikki@excelrecruitment.com. You can view all of our live jobs here.

Expert Tips for Hospitality Businesses Preparing for Award Judging

Expert Tips for Hospitality Businesses Preparing for Award Judging

Posted on | by Excel Recruitment

With the great array of award ceremonies now occurring within the Irish hospitality industry, our team at Excel thought it would be valuable to share some tips on how businesses can best prepare for judging. Our team come from backgrounds such as chefs, bar managers, contract catering area managers, and various other hospitality professionals, giving us a wealth of industry experience that positions us well for judging these awards on a nationwide level.

For many years, our senior team has been involved in judging bars, hotels, restaurants, and contract catering facilities for numerous award ceremonies across the island of Ireland. So, we asked some of our team members to share their top tips for those entering these awards. Given the strong quality across the board, the need to stand out is important.

Top tips for entering industry awards:

1. Inform your staff: Ensure all staff members are aware that your business is participating in the awards. They should treat every customer as if they were a judge or VIP. From the moment the awards open until the closing date, guarantee all customers receive fantastic service. Often, when a judge submits their waiver form at the end of their visit, staff members are unaware that their property has even been entered for an award and that a judge will visit.

2. Engage with the judge: After the judge has handed in the waiver form, take the opportunity to interact with them. Ask for feedback on their experience and learn from their insights as an independent industry professional.

3. Update your information: Check when doing your submission that the opening times and menu offerings advertised on your website are accurate and relevant during the judging period. This consistency will help judges accurately assess your establishment.

4. Showcase your business: Don’t be afraid to engage with the judge and talk about your business. Highlight areas they may not have seen and give them the opportunity to have a look at these areas and discuss your past successes and future plans. Judges will appreciate your enthusiasm and the opportunity to get a comprehensive view of your business.

5. Enter all relevant categories: Make sure you’re entering all the relevant and correct categories for your property. For example, if you offer bar food, enter the bar food category, don’t fall into trap of entering a gastro category if not relevant for your premises. Additionally, if there are specific areas where you excel, such as a great breakfast offering or spa attraction, ensure you enter those categories. Judges can only assess the categories you have entered, so don’t miss out.

6. Impress your visiting judge: The judges’ visit on the day creates the overall score for your property; however, that is not the entire judging process for the category you have entered. All judges come together to deliberate for the overall winner, so it’s crucial to make a strong impression on your visiting judge. Which is particularly important when the judges convene to discuss and defend their choices.

7. Utilise judges’ feedback: Even if you’re not lucky enough to win on the night with the steep competition, review your feedback and the judges’ comments. Feel free to ask for additional feedback; judges are usually happy to provide extra thoughts and advice. This can be invaluable for improving your business and preparing for future awards.

By following these tips, your business can better prepare for the award judging process, stand out amongst your competitors, and make the most of the opportunity to showcase your excellence in the hospitality industry. For more expert advice or help with your staffing needs, reach out to our team at info@excelrecruitment.com or call us on 01 871 7676.

AI vs Human

AI vs Human Customer Service

Posted on | by Excel Recruitment

In today’s fast-paced retail environment, the battle between AI and human customer service is often framed as an either-or scenario. But our Director of Fashion and Non-Food Retail, Aislinn Lea, says the real magic happens when these two forces work in tandem.

The rise of AI

Artificial intelligence, with its ability to mimic human cognitive processes, has revolutionised the retail industry. AI systems handle large volumes of data quickly and efficiently providing rapid responses to routine customer queries and identifying patterns that might go unnoticed by human agents. Tools like: AI chatbots and virtual assistants are already a staple in many retail businesses, offering 24/7 support and consistent, accurate answers to frequently asked questions. Implementing self-checkout tills is a clear example of how automation can change the retail landscape. Designed to improve efficiency and reduce costs, self-check-out systems allow customers to scan and bag their own items, supposedly speeding up the shopping process. However, this technology often falls short of expectations, where shoppers frequently encounter malfunctioning machines that require human assistance, leading to frustration and longer wait times.

Is human touch replaceable?

Despite AI’s impressive capabilities, human intelligence brings something that AI cannot sympathy, critical thinking, and nuanced judgment. These qualities are crucial when dealing with complex customer issues that require a deeper understanding and a personal touch. Take for example, a high-end fashion boutique. A customer walks in looking for the perfect outfit for a special occasion but is unsure where to start. AI might provide suggestions based on previous purchases or current trends, but it cannot match the personalised experience offered by a seasoned sales associate. The human agent can read the customer’s body language, ask probing questions and offer heartfelt advice, creating a shopping experience that feels both unique and memorable.

The challenges of AI

AI chat bots can significantly enhance customer service but can be frustrating if not well trained. “AI is only as good as its training model” Aislinn emphasises. Executives must align AI investments with costumer needs, understand online enquiry preferences and balance self-checkout versus traditional interactions. Retailers face a trade-off between self-checkout cost savings and the need for customer interaction and theft prevention. The true advantage lies in freeing staff from tills to assist customers directly on the floor, creating a more humanised approach. As AI models improve with human guidance, customer experiences will continue to enhance.

Striking the right balance

The key to successful customer service in the retail industry lies in finding the perfect balance between AI and employees. AI excels in handling high volume, routine tasks with speed and precision, allowing human agents to focus on customer service’s intricate, emotionally charged aspects. When AI  is used correctly, it allows employees to provide a level of service that is both efficient and deeply personalised. The goal is not to replace humans with AI but to empower them to create an even better customer experience. As the retail industry evolves, AI and human intelligence collaboration will become increasingly important. Businesses that embrace this partnership will be better equipped to meet the diverse needs of their customers, offering a seamless blend of efficiency and personalised assistance. While AI has undoubtedly transformed the landscape of traditional customer service, the human touch remains irreplaceable. The best outcomes are achieved not by choosing between AI and humans but by combining their strengths to create something truly remarkable.

If you need assistance with retail recruitment solutions, please contact Aislinn Lea at aislinn@excelrecruitment.com